AMRP Report

AMRP Presentation

Pilot Survey Analysis

Marketing research Process

Marketing research Process

Marketing process for this project can be divided into 6 steps:

Step 1: Problem Definition

 The first and the most important step is to ‘define’ the problem. While defining the problem following things were taken into account:  purpose of study, the relevant background information, the information needed and how to use it in decision making. Problem definition involves:

·         Analysis of secondary data

·         Interviews with industry experts

·         Qualitative research ( Focus groups)

·         Pilot survey

Once the problem has been precisely defined, the research can be designed and conducted properly

 Step 2: Development of an Approach to the problem

Development of the approach to the problem includes formulating an objective or theoretical framework, analytic models, research questions, and hypothesis and identifying the information needed. This process is guided by discussion with industry experts, analysis of secondary data, qualitative research, and pragmatic considerations

Step 3: Research design formulation

A research design is a framework for conducting the marketing research project. It details the procedure necessary for obtaining the required information, and its purpose is to design a study that will test the hypothesis of interest, determine possible answers to the research questions, and provide the information needed for decision making .Design of questionnaire and a sampling plan is also done. Broadly formulating the research design involves the following steps:

·         Definition of the information needed

·         Secondary data analysis

·         Qualitative research

·         Methods of collecting qualitative data( survey, observation, and experimentation)

·         Measurement and scaling procedures

·         Questionnaire design

·         Sampling process and sample size

·         Plan of data analysis

Step 4: Fieldwork or data collection

Our data collection involves following steps:

               ·         Questionnaire  and survey

               ·         Direct, mail intercept and computer assisted personal interviews

               ·         Telephonic interviews

               ·         E-mails Q n A

Step 5: Data preparation and analysis

Data preparation includes the editing, coding, transcription and verification of data. Each questionnaire form is inspected or edited. The data are analyzed to derive information related to the components of the marketing research problem and thus, to provide input into the given research problem

Step 6: Report preparation and presentation

The entire project is documented in a written report that addresses:

·         The specific research questions identified,

·          Describe the approach,

·         The research design,

·         Data collection, and

·         Data analysis procedures adopted, and

·         Finally present the results and major findings.

In addition to it, oral presentation will be made using tables, graphs to enhance clarity and impact.