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Market/Electoral Research for Executives
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Market/Electoral Research for Executives

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This is a high-level introduction to market research that should give business and public affairs executives enough insights to effectively scope and oversee their organization’s research ...

This is a high-level introduction to market research that should give business and public affairs executives enough insights to effectively scope and oversee their organization’s research projects.*
*This presentation assumes that you will be managing staff, or securing consultants, capable of conducting social science research.

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  • Product development examples: manufacturing, restaurant menu, political platform, etc. <br /> Strategy evaluation examples: identifying inefficiencies, opportunities, etc. <br /> Messaging optimization examples: finding the messages that are most effective or efficient at conveying your political platform. <br />
  • What, precisely, would you like to know? <br /> A.K.A. your “research questions” <br /> Usually, the more reliable you need your findings to be, the bigger the budget you’ll require. <br />

Market/Electoral Research for Executives Presentation Transcript

  • 1. Overview This is a high-level introduction to market^ research that should give business and public affairs executives just enough insight to effectively scope and oversee their organization’s research projects.* ^Market = consumers, voters, audiences *This presentation assumes that you will be managing staff, or securing consultants, capable of conducting social science research. © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 2. Outline Why do market research? II. Scoping and budgeting III. Secondary research IV. Primary research V. Analysis VI. Reporting VII. Taking Action VIII. More info… I. © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 3. Why do market research? • What's it for?  Saves money (make smarter investments).  Makes you more competitive.  Limits influence of hunches, emotions, and pride (depoliticizes decisions/strategy). © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 4. Why do market research? • Who needs it? (hint: almost everyone)  Any org with a lot at stake!  Any org or dept looking to depoliticize a major decision. © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 5. Why do market research? • Example applications…  Product development  Strategy evaluation or formulation  Messaging optimization © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 6. Scoping: Setting research objectives • • • • What, precisely, would you like to know? How, and by whom, will your research findings be used? How soon do you need to know? How reliable should your findings be? © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 7. Scoping: Budgets and big decisions • How big is your budget? (w/HR) Very Small (<$5K): Reasonable (>$5K): • Usually limited to “secondary research” (working with others’ data). • Able to do “primary research” (your own study/data). • Difficult to get data on specialized populations. • Limited to the kinds of data the original researchers gathered. © Copyright 2013, Jude Calvillo – All Rights Reserved • Add’l costs: research design, recruiting, deeper analysis. • Able to get data on very specific populations. • The kinds of data you gather are up to you.
  • 8. Secondary research: Is the data already available? • Some popular data-sets for secondary research:  U.S. Census (very broad; biz and public affairs): www.census.gov  Pew Research (public affairs): www.pewresearch.org/data/download-datasets/  Industry reports (be cautious) © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 9. Secondary research: Is the available data suitable? • If it’s available, are you sure it's actually applicable to your circumstances? • Is it valid or logically “generalizable” to the • population of concern? If not, keep looking or be prepared to conduct your own study(ies)… © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 10. Primary research • • Your OWN study(ies) Two methods: quantitative or qualitative  Quantitative (reliable and precise, IF well designed) ○ Surveys ○ Experiments (often involving surveys)  Qualitative (much less reliable and less precise, BUT context-rich and less costly) ○ Focus groups ○ Interviews ○ Ethnographies © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 11. Analysis • Quantitative = Statistics (seeking useful and statistically significant patterns/correlations)  • • Descriptive  Inferential Qualitative = Researcher interpretation and/or coding (usually for later statistics) BOTH methods must employ techniques for ensuring reliability. © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 12. Reporting • • How in-depth should the report be? How should it structured? © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 13. Reporting • Exec Summary Example: Intro II. Methodology III. Findings (parsing themes and highlights) IV. Managerial implications (e.g. strategy recommendations) I. a) For business: Make sure to check your findings for implications upon each of the “4 P’s” (i.e. your marketing mix). V. Appendix (data and notable analyses) © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 14. Take action • What now? – ACT to…  Implement strategy adjustments  Adjust/create products  Adjust/create promotional campaigns  And so on… © Copyright 2013, Jude Calvillo – All Rights Reserved
  • 15. Thanks / More Info… For more info, consulting, or repurposing: Jude Calvillo / Sovereign Market Phone: 888.568.4849 Email: Click here LinkedIn (bio): linkedin.com/in/judecalvillo Website: www.SovereignMarket.com