So that an effective market research should develop two activities:
- Research Planning. Investigation Execution.
The first of these activities developed through a process composed of several stages or phases, which we will describe below:
a) Formulation of the Problem.
It consists of analyzing the situation that will allow establishing the specific purposes of the investigation and exposing the terms of the same in a precise way.
This phase is limited to two aspects:
- Explore the antecedents that lead or led to the conduct of the proposed investigation. It specifies the objectives pursued by the market research to be carried out.
b) Theoretical Framework.
This phase is established based on current reasoning and knowledge on the subject to be investigated or object of study. During the development of this phase it is necessary to address all the information and studies carried out around the subject programmed for the research, since these documentations will provide the initial ideas to advance the general purpose of the research.
Knowingly, that all the information derived from this consultation constitutes secondary source information.
c) Study Design.
This phase establishes the procedures that must be followed to collect or collect the information, it must meet two essential requirements for the materialization of market research:
- Determine the costs that will be incurred during the development of the investigation and the time that will elapse during the execution of the investigation. Define the pertinent mechanisms that guarantee the validity and reliability of the results of the investigation carried out.
When we talk about costs, we refer to the economic resources deployed throughout the research development process and even taking into account the presentation of the final report. Scheduling the time and resources needed to access information sources should be widely discussed at this stage.
Similarly, when we refer to validity and reliability, we refer to the statistical methods applied to subtract the sample from the investigated universe, and as is to be expected, the objectivity of the applied methods.
Taking into account that, for the collection of primary data, the population to which the research will be destined must be defined, the sample selected and the data collection process determined.
d) Schedule of Activities.
Despite this phase being treated by some researchers as an integral part of the study design, we confined ourselves to those who independently approach it because of its substantial content in marketing research programming.
This phase is composed of:
- Form design. Equipment and materials. Pilot test of the questionnaire. Survey of the sampling frame. Sample selection. Preparation of the interviewers. Information to the recipients, it is necessary. Collection of information. Audit. Data processing. Analysis of the information. Elaboration of the report. Presentation of result.
Market research execution
Sample Preparation.
The procedures used for statistical sampling are based on a sampling frame that includes all the elements of the population to be consulted.
The framework is the basis for extracting ours and obtaining it constitutes a fundamental task in this phase. In conclusive studies the sampling frame guarantees the representativeness of the sample. To establish the sampling frame in commercial investigations, a list of clients, commercial entities and similar establishments should be consulted, which will yield important information on the population that the study has been assigned to.
Data Collection.
This is the longest and most expensive stage in the investigation process and in it the primary data obtained directly from the sources to be investigated are collected through direct communication with people, they observed facts, events and objects. This process is also often called field work.
In this phase, secondary data are also collected, which are obtained from archives, from an information system familiar with the subject to be investigated; specialized offices dedicated to providing information in this regard; guilds and organizations that have data and reports on the subject that encourages the investigation to be carried out.
The tasks included in the field work make up a set of Logista operations that range from:
- Hiring of the interviewers, Supervisors and Personnel who will work in the plant to follow up on the investigation and the processing of the collected data. Training of the interviewers and other personnel who would intervene in the execution of the investigation. Scheduling of the interviews. interviews.
Data Processing.
Data constitutes the raw material in market research, but must necessarily be processed for its interpretation and analysis. For these purposes, the duly filled records are tabulated or transferred to a safe and suitable instrument that allows the information to be filtered, classified, analyzed and presented in a clear and reliable manner.
For this phase, a system that allows the processing of large volumes of data to become useful information is pertinent.
The raw data from the information collection instrument used in the research must first meet the following requirements:
- Definition of the variables and codes that facilitate the classification of the information obtained through the investigation. Choice of resources, equipment or adequate means for the processing of information. Establish the appropriate method or means to purify and classify the collected information and its suitable presentation, interpretation and analysis.
Analysis of results.
The information analysis will lead to the arrival of conclusions that will demonstrate the results of the research carried out; But to get here it is necessary to use special analysis tools that provide an objective and relevant basis for the interpretation of results.
Among the analyzes used to interpret the results of an investigation we can cite:
1) Empirical Analysis.
He rebukes himself by observing the tabulations, arrangements, frequencies and historiograms. This analysis is of great importance the experience of the one who directs the investigation.
2) Basic Statistical Analysis.
It relies on specialized software to evaluate the quality of the measurement, based on inference and hypothesis analysis.
3) Advanced Statistical Analysis.
It provides statistical tools to handle large amounts of
variables that yield results that are very difficult to observe under another
analysis method.
Report Presentation.
This phase includes the presentation of the results of the research carried out; Said report can be presented in three ways:
1) Written report
It consists of an introduction; exposing the problem and the objectives of the investigation; description of the methodology used in the research; the limitations of the research; the results that compose the central body of the research; and finally the conclusions and recommendations.
2) Audiovisual Report.
Under this modality, the report is usually presented through projections in data shows, relying on extra visual materials to capture the attention of the audience.
3) Verbal Report.
It is the most difficult report in its presentation, since it must follow a logical sequence that allows exhausting the content of the investigation report; For this reason, the use of guide sheets is recommended during the development of your presentation.
