MARKETING RESEARCH PLAN Marketing research —

MARKETING RESEARCH PLAN

Marketing research - the most important component of an analytic function of marketing. The absence of such studies fraught with adverse consequences for the firm-producers.

Definition of tasks, forming hypotheses Research Program Sources of information Primary Secondary method instruments sample method of application time and on budget Collection of information Data analysis Report and conclusions decisionmaking

Business problem sales decline Objectives of the study Hypothesis assess the level of satisfaction with the product goods matches expectations needs analysis and solvency target audience changes in income audience study of the activity of goods substitutes growth activity of competitors assessment of the distribution of the product low product distribution

№ 2 plan marketing research Marketing research project is a document that describes the following items: Sources of information method of investigation research tools sample The method of interaction with respondents Time and budget work

There is a clear classification of methods of marketing research. All research methods in marketing differ according to the method of contact with the audience, sample size and the degree of openness of questions. Research tools When the method of collecting primary data is selected, it is necessary in terms of marketing research to register with the help of some instruments will collect information. Frequently used tool is the questionnaire, but past it, there are many other modern methods of obtaining information (video surveillance, the use of special programs and special equipment to get the correct data). Sample description - one of the most important stages of any marketing research. Three important points that must be determined at this stage of the project: Who can be a sample? A detailed description of its respondents as you do it in the description of the target audience of the brand. Think about who it is you want to interview? Why them? Who in any case do not need to poll? Sample size: describe how many people have to participate in the study? The rules for selection of respondents: Describe the rules that will be selected by the study participants. Typically, selection of respondents performed using a screening questionnaire.

Way of contact with the respondents The final stage of the plan of marketing research is to determine the method of contact with the respondents. There are four ways to contact with respondents: phone, mail, personal contact and online interaction. Time and budget work Many people forget this point the project, but the timing and budget are important criteria for business performance. Therefore, as in any business process you need to establish a clear turnaround time, make the so-called Plan - schedule in which you specify deadlines for each step in the process of marketing research.

When the program is ready to research, all designed questionnaires and screening questionnaire determined the sample size and a detailed plan of work, you can go directly to the most important part of the study - the collection of primary data for the task. Once again, the - is the most important part of the study, and it should be carefully collected properly in compliance with all requirements and algorithms. Misleading, erroneous, incomplete information may lead to wrong conclusions and to wrong decisions. Minimum loss of it - in vain spent time and money, but it often leads to negative consequences for the development of the business.

necessary to treat, manage, excluding extreme value and proceed to analysis it is

№ 5 Preparation of the report and conclusions № 6 Decision - making ends each project for conducting market research. If the decision is made, and the study did not lead to specific tasks and activities, it is simply held in vain.