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ITC Used Extensive Market Research before launching the Sunfeast range of biscuits
Define the problem Develop research plan Collect information Analyze information Present findings Make decision
Data Sources Research Approach Research Instruments Sampling Plan Contact Methods
Research Approaches
Observation Focus Group Survey Behavioral Data Experimentation
Research Instruments
Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticated words Avoid ambiguous words
Avoid negatives Avoid words that could be misheard Use response bands Use mutually exclusive categories Allow for other in fixed response questions
Extremely important Very important Somewhat important Not very important Not at all important
American Airlines food service is _____. Excellent Very good Good Fair Poor
When I choose an airline, the most important consideration in my decision is: ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ______________________
I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings. Now complete the story. _________________________________________ _________________________________________ _________________________________________ _________________________________________ _________________________________________ _____________________________
Make up a story that reflects what you think is happening in this picture.
Qualitative Measures
Focus Groups Word Association Projective Techniques Visualization Brand Personification Laddering
Technological Devices
Galvanometers Tachistoscope Eye cameras Audiometers GPS
Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen?
Types of Samples
Probability Samples
Nonprobability Samples
Contact Methods
A narrow conception of the research Uneven caliber of researchers Poor framing of the problem Late and occasionally erroneous findings Personality and presentational differences
Low literacy levels require innovations in questionnaire design scales Wide geographical dispersion requires long travels A large number of languages and dialects, requiring multiple translations Non-availability of working population at normal places of residence Poor access to women respondents Villages layout based on caste lines, requiring innovative sampling
Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing
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