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C:\Users\Compaq\Desktop\Nadine\Icge\Final Session\Session (7) Market Research


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Market Research

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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> </li></ul>