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  • A Glance at Market Research

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    Anh Thi
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    This document provides an overview of market research, including the qualities of a good market researcher, different types of qualitative and quantitative research methods, and the typical steps involved in conducting market research. It discusses in-depth interviews, focus groups, surveys, and other data collection techniques. It also outlines tips for designing discussion guides and questionnaires, such as narrowing the topic, defining properties, basing questions on the customer journey, using neutral words, and analyzing both qualitative and quantitative data through methods like content analysis, coding, and charting insights.

    Original Description:

    A very brief introduction about market research

    Original Title

    A glance at Market Research

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    This document provides an overview of market research, including the qualities of a good market researcher, different types of qualitative and quantitative research methods, and the typical steps involved in conducting market research. It discusses in-depth interviews, focus groups, surveys, and other data collection techniques. It also outlines tips for designing discussion guides and questionnaires, such as narrowing the topic, defining properties, basing questions on the customer journey, using neutral words, and analyzing both qualitative and quantitative data through methods like content analysis, coding, and charting insights.

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    © All Rights Reserved
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    15 views12 pages

    A Glance at Market Research

    Uploaded by

    Anh Thi
    This document provides an overview of market research, including the qualities of a good market researcher, different types of qualitative and quantitative research methods, and the typical steps involved in conducting market research. It discusses in-depth interviews, focus groups, surveys, and other data collection techniques. It also outlines tips for designing discussion guides and questionnaires, such as narrowing the topic, defining properties, basing questions on the customer journey, using neutral words, and analyzing both qualitative and quantitative data through methods like content analysis, coding, and charting insights.

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    of 12

    A glance at

    Market Research
    To make our job better
    What do you know about Market
    Research?
    “Marketing without market
    research is like driving with your
    eyes closed”
    — Dan Zarella
    Market researcher
    qualities

    1. Strong analytical skills


    2. An open mind and lack of
    prejudice 
    3. A pleasant personality
    4. Excellent communication skills
    5. An understanding of multiple
    research methods
    6. A keen eye for trends
    7. Ceaseless curiosity
    • Age?
    • Weight? Height?
    “Should I date him?”
    • How rich is he? How many houses
    does he have?
    • How many girls he dated?
    • How much is he willing to pay for
    dating?
    • How long is he willing to date
    before marriage?
    • …

    • What are his characteristics? Is he


    hilarious or serious?
    • What is sexual orientation?
    • Where does he live? Does he live
    with his parents?
    • What kind of partner does he like?
    • Why does he like to date outdoor?
    • How can he manage when his
    girlfriend get mad?
    • …

    “Should I date him?”


    Qualitative research Quantitative research
    Who? What? How? When? How many? How often?
    Qualitative research
    In-depth interview
    Focus group
    Ethnographic research

    Quantitative research
    Survey research
    Correlational research
    Causal-comparative research
    Experimental research
    1. Research brief 2. Research design 3. Data/ Information collect 4. Data/Info analysis and report writing

    • Context brief • Target respondent • Field work (IDI/ • Data analysis


    • Business and • Discussion guide/ focus group/ survey, • Insight report
    research objectives Questionaire design …)
    • Questions to 5. Insight communication
    discover
    6. Decision making

    A research process
    How to design a DG/ Questionnaire?
    Know your purpose
    What is the problem is being addressed? questions do you want to be
    answered with this research?

    Know your customer Know your service Know your market


    Who are your customers? What services are you providing? Who are your competitors? What are
    Their profile? Service features? happening in your market?
    How to design a DG/
    Questionnaire?

    1. Narrow down the topic


    2. Define the properties
    3. Base on the customer’s
    journey
    4. Specify questions
    5. Use neutral words
    Data analysis Qualitative
    1. Content grid
    2. Analyze insight patterns
    3. Report

    Quantitative
    1. Coding
    2. Tabulation
    3. Charting
    4. Report
    Thank you!
    Please feel free to ask

    Thi.tta@myduchospital.vn

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