01-01-2013, 04:10 PM
Market Research
Market Research.PPT (Size: 228.5 KB / Downloads: 266)
Objectives of Lecture on Market Research
This lecture should lead you to an understanding of the uses and abuses of market research. If, in the future, there is talk of commissioning market research for an NPD project (or other research you may be working on) you should be able to:
- evaluate the usefulness (or otherwise) of market research for the problem you are involved with
- discuss appropriate types of research with confidence
- set yourself realistic expectations regarding the results/ timing
Research on Agatha Christie
HarperCollins found sales of Agatha Christie
novels declining in 1985
Quantitative & qualitative research commissioned
Readers liked “niceness” of the crimes,
but covers were gruesome and bloody
Result: new cover designs commissioned
and in the first year sales rose 40%
Structure of Market Research Lecture
Spend on Market Research
Types of Market Research
Potential Problems
Types of Market Research: By Source
Primary Collection of data specifically for the problem or project in hand
Secondary Based on data previously collected for purposes other than the research in hand (e.g. published articles, government stats, etc)