How to conduct a market research with special reference to Cadbury
Summary :
Table of Contents
- Meaning of market research
- Marketing research process
- The problem and the research objectives
- Types of research designs
- Research design
- Types of research designs
- Data collection
- Observation method
- Surveys (questionnaire to public)
- Collection of secondary data
- Data collection instruments
- Steps in questionnaire construction
- Sampling
- Consumer behavior
- Factors influencing consumer behaviour
- The purchase decision process
- Parties influencing the purchase process
- The sweet tooth of the world
- Data analysis and interpretation
- Limitations of the research
- Bibliography
Abstract
research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner's Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and Mory define research as a "systematized effort to gain new knowledge." Some people consider research as a movement from the known to the unknown. It is actually a voyage of discovery.
marketing research is the systematic design, collection, analysis a reporting of data and findings relevant to a specific marketing situation facing the company.
The 1st step in research is formulating a research problem. It is most important stage as poorly defined problems will not yield useful results. Also the marketing management must be careful not to define the problem too broadly or too narrowly. In order to identify the research problem, three categories of symptomatic situations, namely, overt difficulties, latent difficulties and unnoticed opportunities should be studied. Overt difficulties are hose which are quite apparent and which manifest themselves. Latent difficulties are those which are not so apparent and which, if not checked, would soon become evident.
marketing research is the systematic design, collection, analysis a reporting of data and findings relevant to a specific marketing situation facing the company.
The 1st step in research is formulating a research problem. It is most important stage as poorly defined problems will not yield useful results. Also the marketing management must be careful not to define the problem too broadly or too narrowly. In order to identify the research problem, three categories of symptomatic situations, namely, overt difficulties, latent difficulties and unnoticed opportunities should be studied. Overt difficulties are hose which are quite apparent and which manifest themselves. Latent difficulties are those which are not so apparent and which, if not checked, would soon become evident.
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