Modern Market Research

Market research step by step execution, limitations of research, focus groups, projective techniques, sources of data.

4.15 (11 reviews)
Udemy
platform
English
language
Marketing Fundamentals
category
instructor
23
students
2 hours
content
Mar 2021
last update
$19.99
regular price

What you will learn

Learn introduction to market research

Important indicators in market research

Learn details about focus group

Learn about projective technique

Learn about technique of survey methods

Learn about observation methods

Understand sources of data

Questionaire design and its guide lines

Brand health survey

Description

Market research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems. generate, refine and evaluate marketing actions: monitor marketing performance: and improve understanding of marketing as a process. Market research is a well planned, systematic process which implies that it needs planning at all the stages.

There are some limitations of the market research because is being carried out by human beings. The market research is not exact science. Thus, the results and conclusion drawn upon the using market research are not very accurate. The results are very vague as market research is carried out on consumers, suppliers, intermediaries, etc who are humans. Humans have the tendency to behave artificial when they know that they are being observed.

The research goes through some stages in order to get the required information stages are we need to discover the problems, selection of exploration research. probability or non probability, collection of data, editing and coding, data processing, interpretation of data and report findings. This is down to ensure that the information obtained is reduce to the lowest minimum to informed decision making.

The are various ways of collecting data such as primary data that is data that have never being used before and secondary data that is data that have being used before and being gathered for future reuse. There is qualitative research and quantitative research.

Content

Introduction

Introduction
Introduction to market research
Limitations of market research

Important Indicators In Market Research

Market research- step by step execution
Data collection in market research
Qualitative and quantitative research - concept

Focus Groups

Objective of focus group
steps involved in conducting focus groups
Advantages of focus group
Disadvantages of focus group

Projective Technique

Important projective technique
Disadvantages of projective techniques

Techniques Of Survey Methods

What is survey method
Telephone interview
Personal interviews
Mail survey
Electronic interview

Observation Methods

Advantages of observation methods
Disadvantages of observation method

Sources Of Data

Primary data
Secondary data

Questionaire Design- Guidelines On How To Design Good Questionaires

State the information required
state the kind of interviewing technique
Decide the matter ( content of individual questionaire
Overcome the respondent inability and unwillingness to answer
Decide on the structure of the question
Determine the question language
Properly arrange the question
Recognize the form and layout of the questionaire
Pre -test the questionaire

Brand Health Survey

Objective of brand health survey
Areas to covered in brand heath survey
When to conduct a brand heath survey

Conclusion

Importance of market research to organizations

Screenshots

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Reviews

Godly
May 15, 2022
researching about the market gives the company the swiftness it design in quickly responding to the customers needs and wants.
Frank
March 13, 2022
When companies understand their market and customers through market research then they are always able to develop a better strategy to ensure that they right product and services is delivered to the right target customers with the strategy.
Olumpin
January 29, 2022
The market research for some companies have really help in ensuring that they are very close to the customers by getting the required information that will help the company make decisions that will affect the future growth of the organization.
Footal
January 7, 2022
There are a lot of companies that have increase their market share not because their products are exceptional but their company have hire market consultants to hear from customers what they want and they are clearly delivering exactly what the customers want and need, this has really help a lot of companies to succeed.
Eric
October 14, 2021
A lot of companies have fail to conduct market research and this has cause them a lot in terms of market share because they were not quickly informed about the market trends and changes in consumer taste and preferences, because of that they do not have any better data or information to quickly take decisions, competitors will step in and quickly do what the customers want and this affected most of the big companies.
HR
August 23, 2021
The English of the speaker is very difficult to understand, and so are the subtitles. I did not understand most part, and the part that I did understand was not very deep in how to perform a Market Research.
Brutan
April 6, 2021
our market share is very small because always our competitors are ahead of as, now l know that this course has thought me that if l invest in doing market research , i will get the best information to take better decision and develop strategy to compete well in the market.

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Related Topics

3845606
udemy ID
2/13/2021
course created date
3/7/2021
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