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16539 MR - PAGE2 06/92 Pre-Read/Market Research QUESTIONS TO DETERMINE PURPOSE OF MARKET RESEARCH Determining the research purpose can be a complex process; but can be simplified by asking your client these questions: 1. What decisions need to be made? For example: ? Should a discount store chain open a new store in community x? ? Should a hospital expand its drug and alcohol treatment facilities? ? How much money should a company invest in equipment to produce a new product? ? What is the potential of a market that is unfamiliar to a company? 2. Do problems need to be diagnosed? 3. Are there any opportunities that need to be studied? 4. Who wants the research done? ? Is the person requesting the research in a position to act based on the results? ? Are there any covert reasons why someone wants the research done? - This could change both the purpose of the research as well as the research design. 5. Who will be the most important users/audiences for the finding? ? This will give you an indication of how results should be reported (e.g., - via presentation or a written report) and what findings should be highlighted. ? For example: using a lot of graphic presentation of results for managers with little statistical sophistication versus detailed summaries for in-house marketing researchers. 6. What will results be used for? ? Try to determine how much is at risk in terms of time, money and resources. ? You need to determine if there are only resource or organization constraints which would influence whether or how results would be used. ? For example: Does a company have enough capital available to enter a new market by either purchasing a existing company or establishing a new one? FINAL REPORT FORMAT A final report on the market research should be written to finalize the conclusions. The report should include these items unless specified differently by your client. 1. Executive Summary ? Brief Summary of Major Findings/Interpretations in Bullet Format Stand