Q1 - Week 4 – Day 3 - MARKETING

Topic: Continuation Steps in Marketing Research

Step 9: Data Collection –

The process where the questionnaires are administered to the

selected respondent.
Possible problem on data collection:

a. Fieldworker errors – erroneous recording of respondent responses

b. Break offs – respondent decided to abandon the survey at
midpoint.
c. Item omission – respondent does not answer a particular survey
question but continuous to answer the rest of the questions.
d. When a potential respondent refuses to be a participant in the
survey.
Step 10: Data analysis –

➢ Data is summarized and generalized

➢ Differences and relationship between and among data are
determined.
➢ Used statistical tools to analysis of the data (Ex. Percentage,
mean, range, standard deviation, hypothesis, test etc.)

Step 11: Report preparation

Last step in marketing research. It is the presentation of the findings,
interpretations, conclusions, and recommendation to marketing decision
maker. It serve as the basis for strategic or tactical decisions.
Reports and marketing decisions they can support:

o External factor research – helps marketer identify

macroenvironmental shifts by pinpointing opportunities and threats.
o Observation research – it assist marketers in determining the retail
shelf placement strategy to use. It also reveals the point-of-
purchase collateral materials.
o Test marketing – It gauge the acceptability of a proposed
products/services.
o Target market studies – help identify, quantify, and understand
better the target market.
 o Concept, product development, and product studies – use in
selection of proposed product/service concept that have the
highest level of market acceptance.
o Pricing test -use to calculate product optimal price, determine
price elasticity or determine how price adjustment can affect total
demand for the product.
o Location studies –
o Advertising pre- and post – testing – determine advertising
effectiveness, advertising recall, sales promotion response.
o Usage, Attitude, and image studies – provide cost-effective ways on
how to increase products/services awareness level and brand trial.

Resources:

1. https://www.cfrinc.net/cfrblog/beginners-analyze-market-research-data
2. https://www.djsresearch.co.uk/glossary/item/Data-Analysis-in-Market-Research
3. https://www.youtube.com/watch?v=YJ-YX_AcomU
4. https://www.youtube.com/watch?v=dlbMDcM2Wgk