Session (7)Session (7)

[Our Last Session [Our Last Session ]]

Dr. Mohamed Selim Dr. Mohamed Selim

Market ResearchMarket Research

It is a It is a systematic systematic and and objectiveobjective collection and analysis of data collection and analysis of data about any aspect pertaining to about any aspect pertaining to the market, organization, or the market, organization, or

product/service.product/service.

What’s the whole point of What’s the whole point of a marketing research?a marketing research?

ObjectivesObjectives Gaining customer insight Gaining customer insight

(customer needs, decision models, (customer needs, decision models, behaviors)behaviors)

Market attractiveness evaluationMarket attractiveness evaluation

(market size, competitors)(market size, competitors)

Communication planningCommunication planning

(What information sources do prospective (What information sources do prospective customers pay attention to?) customers pay attention to?)

The Scramble GameThe Scramble Game

The Research ProcessThe Research Process1)1) Defining the problemDefining the problem

2)2) Identifying the research question Identifying the research question

3)3) Choosing the Choosing the *research methodology*research methodology

4)4) Conducting the researchConducting the research

5)5) Analyzing the dataAnalyzing the data

6)6) Presenting the data Presenting the data

7)7) Recommendation and peer reviewRecommendation and peer review

Research Research MethodologiesMethodologies

Primary ResearchPrimary Research

Getting Getting original dataoriginal data directly about directly about product and market. It is conducted product and market. It is conducted

from from scratch.scratch.

Secondary ResearchSecondary Research

Pre-existingPre-existing research collected by research collected by another company and/or organization.another company and/or organization.

IntervieInterviewsws

Focus Focus GroupsGroups

SurveysSurveys

Case Case StudyStudy

ObservatiObservationsons

InternetInternetPeriodicPeriodic

alsals

Marketing Marketing ReportsReports

Primary Primary SecondarySecondary

Interviews Case-Study

Survey Periodicals

Observations Marketing Reports

Focus Groups Internet

Which research method is Which research method is a better model?a better model?

Quantitative VS. Quantitative VS. QualitativeQualitative

http://www.youtube.com/watch?v=WDo7jwikqqI