Role Of MR

Question 1

Market research process

Answer 1

Specifying, designing, managing, analysing, communicating

Question 2

Qualitative research

Answer 2

Gain insights into consumer preferences, experiences, motivators/inhibitors, subconscious consumer motivation, brand mental maps.

Test new ideas, products, concepts, advertising

Develop questions for upcoming surveys

Interviews, focus groups, ethnography, observations

Question 3

Quantitative research

Answer 3

Assess brand attitudes, product usage, satisfaction, product appeal, market potential

Contact consumer segmentation, Geosegmentation

Test hypothesis, predict behaviour

Question 4

MR process

Answer 4

1. Define research problem and scope (understand problem background- situational analysis, secondary data), research Q and objectives
2. select right research method
3. Collect data from right to target group using appropriate technique
4. analyse data
5. communicate results