This presentation gives a brief introduction on what is market research and how to conduct market research.

1. Market Research
A subsidiary of
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4. Steps for a successful market research
Define Research Objective
Plan a Research Design
Plan a Sample
Collect the Data
Analyze the Data
Draw conclusions and prepare
reports
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5. Definition
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6. Market Research Definition:
The process of gathering, analyzing and interpreting
information about a market, about a product or
service to be offered for sale in that market, and
about the past, present and potential customers for
the product or service; research into the
characteristics, spending habits, location and needs
of your business's target market, the industry as a
whole, and the particular competitors you face.
Entrepreneur, Market Research http://www.entrepreneur.com/encyclopedia/market-research 6

7. Data
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8. Information
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9. Intelligence!
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11. Is all information useful?
• Relevance
• Quality
• Timeliness
• Completeness
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12. “Not everything shiny is a diamond”
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13. Role of Marketing Research in
Strategic decision-making
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14. Role of Marketing Research in
Strategic decision-making
1. Identifying & Evaluating Opportunities.
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15. Self-
Analysis
Identifying
and
evaluating
opportunities
Financial
Component
Risk
Assessment
Support
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16. Role of Marketing Research in
Strategic decision-making
1. Identifying & Evaluating Opportunities.
2. Selecting Target Markets.
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18. Role of Marketing Research in
Strategic decision-making
1. Identifying & Evaluating Opportunities.
2. Selecting Target Markets.
3. Planning a Marketing Mix.
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19. 1st P: Product
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20. 2nd P: Price
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21. 3rd P: Promotion
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22. 4th: Place
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23. Role of Marketing Research in
Strategic decision-making
1. Identifying & Evaluating Opportunities.
2. Selecting Target Markets.
3. Planning a Marketing Mix.
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24. Types of Marketing Research
Primary
Research
Secondary
Research
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25. Primary Research: It is obtaining data and
information from original sources.
• Experiments
• Quantitative
• Qualitative
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26. Primary Research: Experiments
Create a
hypothesis
Test The
hypothesis
Analyze
the results
Most used for: Cause and effect analysis; for example, price testing 26

27. Primary Research: Quantitative
Quantitative research is the study of information, such as, social phenomena and market
behavior, through statistical analysis.
Quantitative research enables the individual to see the information in the form:
1- Trends; 2- Percentages;
3- Growth rates; 4- Market Size;
Quantitative research can be manipulated to zoom in or zoom out on important
statistical information, that can enable better business decision making.
Most use for: Market size, market share, penetration, installed base and market growth rates.
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28. Primary Research: Qualitative
Qualitative researchers is about taking a deep look into understanding the
reasons behind a certain phenomena, whether it is a market behavior or a
human behavior. It is concerned with why this happening and how
decisions are made.
Most used for: Understanding customer behavior, generating ideas for improvement, market
segmentation. 28

29. Quantitative & Qualitative
Quantitative Qualitative
Both must be used together to provide
meaningful analysis of the market and
reliable information for informed
decisions
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30. Conducting Primary Research
Personal
Interviews
• Door to Door
• Mall
intercept
• Phone
interviews
• Focus Group
Questionnaires
• Mail Surveys
• E-mail
Surveys
• Internet
Surveys
Observation
• Direct
Observation
• Mechanical
Observation
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31. Secondary Research
Using other people’s research, that is now
publicly available, as a reference. Secondary
research, is usually referred to as “Desk
Research”. Includes reports, articles, survey
results and other form of publications.
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32. Case Study: Residential Compound
• Value Chain Analysis:
Purchasing
Land
Developing Selling
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33. Where should my compound be?
Features Surroundings
Area Size Land plot
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34. Features:
Residential
Commercial Office
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35. Study the Market?
Experiment
(Preference)
Study
Demand
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36. Experiment: I want to develop a Villa Compound
in New Cairo
Surroundings
Analysis
Experiment
Competitors
Analysis
Sales Analysis
Target
Market
Analysis
Growth Rate
Analysis
PEST
New Market
Trends
Analysis
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37. Study Demand: What kind of compound should I
develop
Location
Analysis
Study
Demand
Type
Analysis
Market
Mapping
Sales
Analysis
Growth
Rate
Analysis
PEST
New
Market
Trends
Analysis
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38. You Can’t Have it All !
Quality
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39. PEST Analysis
PEST Analysis is an important tool to ensure that your business is
aligned with the forces affecting your market.
• Political
• Economy
• Socio-Cultural
• Technology
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40. Example:
Competitors
Analysis
Primary
Research
Customer
Perception Survey
Mystery Shopping
Site Visits
Field Mapping
Secondary
Research
Financial Reports
Analysis
Reading and
analyzing media
reports/articles
Analyzing
competitors
websites
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41. Example:
Target Market
Analysis
Primary Research
Demographic
analysis
Psycho-
Graphically
Analysis
Behavior Analysis
Secondary
Research
Analyzing
Consumer
reports online
Analyzing
competitors
positioning/sales
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Thank you
Presentation by :
Yara Eid