Session (7) [Our Last Session   ]
Dr. Mohamed Selim
Market Research <ul><li>It is a  systematic  and  objective  collection and analysis of data about any aspect pertaining t...
What’s the whole point of a marketing research?
Objectives <ul><li>Gaining customer insight  </li></ul><ul><li>(customer needs, decision models, behaviors) </li></ul><ul>...
The Scramble Game
The Research Process <ul><li>Defining the problem </li></ul><ul><li>Identifying the research question  </li></ul><ul><li>C...
Research Methodologies <ul><li>Primary Research </li></ul><ul><li>Getting  original data  directly about product and marke...
Interviews Focus Groups Surveys Case Study Observations Internet Periodicals Marketing Reports
Primary  Secondary Interviews Case-Study Survey Periodicals Observations Marketing Reports Focus Groups Internet
Which research method is a better model?
Quantitative VS. Qualitative <ul><li>http://www.youtube.com/watch?v=WDo7jwikqqI </li></ul>
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  • I left an empty slide if you wish to copy-paste anything of your own, or you have the option of usingthe ones I’ve made 
  • Here we will give them a scrambled list of the research process in which they have to put in order.
  • (NB. Animated slide) a proposed activity where delegates are to guess whether the word that pops up falls under the category of primary or secondary research.
  • Debatable question…
  • C:\Users\Compaq\Desktop\Nadine\Icge\Final Session\Session (7) Market Research

    1. 1. Session (7) [Our Last Session  ]
    2. 2. Dr. Mohamed Selim
    3. 3. Market Research <ul><li>It is a systematic and objective collection and analysis of data about any aspect pertaining to the market, organization, or product/service. </li></ul>
    4. 4. What’s the whole point of a marketing research?
    5. 5. Objectives <ul><li>Gaining customer insight </li></ul><ul><li>(customer needs, decision models, behaviors) </li></ul><ul><li>Market attractiveness evaluation </li></ul><ul><li>(market size, competitors) </li></ul><ul><li>Communication planning </li></ul><ul><li>(What information sources do prospective customers pay attention to?) </li></ul>
    6. 6. The Scramble Game
    7. 7. The Research Process <ul><li>Defining the problem </li></ul><ul><li>Identifying the research question </li></ul><ul><li>Choosing the *research methodology </li></ul><ul><li>Conducting the research </li></ul><ul><li>Analyzing the data </li></ul><ul><li>Presenting the data </li></ul><ul><li>Recommendation and peer review </li></ul>
    8. 8. Research Methodologies <ul><li>Primary Research </li></ul><ul><li>Getting original data directly about product and market. It is conducted from scratch. </li></ul><ul><li>Secondary Research </li></ul><ul><li>Pre-existing research collected by another company and/or organization. </li></ul>
    9. 9. Interviews Focus Groups Surveys Case Study Observations Internet Periodicals Marketing Reports
    10. 10. Primary Secondary Interviews Case-Study Survey Periodicals Observations Marketing Reports Focus Groups Internet
    11. 11. Which research method is a better model?
    12. 12. Quantitative VS. Qualitative <ul><li>http://www.youtube.com/watch?v=WDo7jwikqqI </li></ul>

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