2013营销英语chapter02研讨.pptVIP

* 3. Performance of the Research Performance of the research involves preparing for data collection and actually collecting them. The tasks at this stage obviously depend on the type of research that has been -selected and the type of data needed. Failure to obtain and record data clearly can obviously lead to a poor research study, while failure to consider the rights of respondents raises both practical and ethical problems. Thus, both the objectives and constraints of data collection must be closely -monitored. The Marketing Research Process * 4. Processing of Research Data Processing research data includes the preparation of data for analysis and the actual analysis of them. Preparations include such things as editing and structuring data and coding them for analysis. The appropriate analysis techniques for collected data depend on the nature of the -research question and the design of the research. The Marketing Research Process * 5. Preparation of the Research Report The research report is a complete statement of everything done in a research project and includes a write-up of each of the previous stages as well as the strategic recommendations from the research. Research reports should be clear and unambiguous with respect to what was done and what recommendations are made. Often research reports must trade off the apparent precision of scientific jargon for everyday language that managers can understand. The Marketing Research Process * Limitations of the Research Process (could-be problems) 1. Test market areas are not representative of the market in general in terms of population characteristics, competition, and distribution outlets. 2. Sample size and design are incorrectly formulated because of budget constraints. 3. Pretest measurements of competitive brand sales are not made or are inaccurate, limiting the meaningfulness of market share estimates. The Marketing Research Process * Limitations of the Research Process (cou