Marketing Research

Next Presenter: Eunjung

Opening Activity

Throw away the old outline please! Project due date changed

◦ Gr.11s: Feb. 28th

◦ Gr.12s: Mar. 4th

New Outline

Clear desks please! Everything away!

Get into groups you were in last class Write down the steps of marketing research

in order The group that gets all the steps right will

win a prize

Group Quiz

1. Defining an objective & problem2. Determining appropriate research

design3. Designing Research instrument 4. Sampling and collecting data5. Analyzing Data6. Interpreting Data (Conclusion)7. Communicating Results

Marketing Research Steps

In this stage, the researchers analyze and interpret the data. That is, they study the data very careful and draw conclusions from it. These conclusions are then used to reach the objective, or solve the problem.

Analyzing & Interpreting Data

Analyzing any survey consists of a number of interrelated processes that are intended to summarize, arrange, and transform data into information.

If your survey objective was simply to collect data for your database or data warehouse, you do not have to do any analysis of the data.

On the other hand, if your objective was to understand the characteristics of typical customers, then you must transform you raw results in to information that will enable you to paint a clear picture of your customers.

Assuming you need to analyze the data collected from your survey, the process begins with a quick review of the results, followed by editing, analysis, interpreting, and reporting.

To ensure you have accurate data before investing significant time in analysis, it is important that you do not begin analyzing results until you have completed the review and editing process.

Analyzing Surveys

H1: People prefer La Spaghetteria over La Rustica (La Spaghetteria is La Rustica’s competiton) Sample size: 30 New Westminster citizens

Example

>4 3 2 1 <10

2

4

6

8

10

12

14

Frequency of New Westminster citi-zens dining in La

Rustica

# o

f p

eop

le

Frequency per month

>4 3 2 1 <10

2

4

6

8

10

12

Frequency of New Westminster citizens

dining in La Spaghetteria

Frequency per month

# o

f p

eop

le