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Marketing research plan
Marketing research plan
Marketing research plan
Marketing research plan
Marketing research plan
Marketing research plan
Marketing research plan
Marketing research plan
Marketing research plan
Marketing research plan
Marketing research plan
Marketing research plan
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Marketing research plan

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  • 1. MAR2LC053-7MARKETING RESEARCHJohanna Heinonen-Salakkatel. 050 357 8660email johanna.heinonen-salakka@haaga-helia.fi
  • 2. RESEARCH PLAN IN GENERAL A plan, an explination of your research Makes the basis for implementation of your research project It should make clear for the readers what you are about to do and why
  • 3. STRUCTURE OF A RESEARCH PLAN1. Introduction2. Background3. Research problem and objectives of the research4. Population and sampling5. Data gathering and research method(s)6. Questionnaire and questions7. Budget and timetable8. Risks next
  • 4. INTRODUCTION Tells reader what the paper is all about Motivates the reader to read on Here you also introduce the researchers and their competence Approx one page
  • 5. BACKGROUND Gives the reader background information of the  Organisation that has given the task  The target group  The theme in general  Previous researches about the theme or that are similar even though from other branch (e.g. customer satisfaction research for a school and for a factory) The purpose is to help you define the real research problem (to find the ”gaps”) It also helps you to gather good experiences and ways of doing the reseach or the bad and warning examples how not to do it
  • 6. RESEARCH PROBLEM ANDOBJECTIVES OF THE RESEARCH Problem is always defined in a question form It is the main question to which we are seeking an answer in this research Objectives are the goals we seek for. They tell why the research is made and to what purpose we hope to use the answers/results for
  • 7. POPULATION AND SAMPLING Methods tell how the research is made and why What kind of research are you planning (quantitative / qualitative) and why? Problem is always defined in a question form It is the main question to which we are seeking an answer in this research Objectives are the goals we seek for. They tell why the research is made and to what purpose we hope to use the answers/results for
  • 8. METHODS Methods tell how the research is made and why What kind of research are you planning (quantitative / qualitative) and why? You also explain where the data is gathered, how and why aa well as give grounds to these decisions
  • 9. BUDGET AND TIMETABLE Here you make calculations how much your research is going to cost and consider if this is acceptable You also make a timetable for your research and its different steps
  • 10. RISKS Finally, you must introduce the reader to the risks that lie in your research and its implementation AND you must think ways to minimize the risks or to prevent them altogether The most common risks are  Wrong starting point (lacking or wrong information or interpretation)  Wrong or false target group  Wrong timing  Wrong research method  Inadequate or flawed questionnaire  Negligence / partiality / biased attitude of the researchers  Mistakes in data processing  Mistakes in analyzing and interpreting data
  • 11. QUESTIONNAIRE AND QUESTIONS Questionnaire should be clear, short and visually nice No ambiguous questions No intimate questions in the beginning Be careful with the scales Think carefully what you want to ask and ask it Ask about one thing at a time => don’t try to ask to things in one question Use open-ended questions in order to get more information Don’t lead the respondent to the wanted answer
  • 12. THANK YOU!

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