Business and Innovation - PG03 - Market Research/Consumer Behaviour - 11 March 2012

How to do Market Research?

http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1073790741&type=RESOURCES

- Ask the right questions
- Talk to the right people
- Talk to enough people
- Keep research impartial
- Interpret results with care
- Be realistic

should I use a Market Research agency?

- Present existing results to the group, to decide whether to create new surveys.

from Sitepoint:
http://www.sitepoint.com/market-research-tips/

1. Be clear about your objectives before beginning your market research.
2. Identify your target audience, how many respondents you require and what data you are hoping to collect before beginning.
3. Make sure your target group is relevant to your needs and represents the market you are targeting.
4. Watch for and incorporate unsolicited feedback you receive on social networks or review sites.
5. Say thank you to every single person who contributes to your research.
6. Provide a place for open-ended comments on any survey that you use.
7. Make it common practice to ask clients for suggestions at every interaction.
8. Understand the difference between qualitative and quantitative research and format your questions accordingly.
9. Review your surveys and questionnaires to ensure you’re not phrasing anything offensively.
10. Develop a chart or graph from the data collected to make it easier to visually analyze the results.
11. Record interviews or focus groups whenever possible for review and analysis.
12. Don’t ignore criticism because you don’t want to hear it; it can be the most valuable feedback you receive.
13. Ensure your survey is neutral and doesn’t involve leading questions.
14. Make it quick and easy to complete your survey or questionnaire.
15. Aim for a large enough sample group to give you meaningful data.
16. Create your surveys and interviews so the focus is on measurable data.
17. Follow surveys with a phone call or other personal contact to round out the answers provided, whenever possible.
18. Put yourself in the shoes of your potential clients when writing your survey questions.
19. Ensure that all participants will remain confidential to encourage participation.
20. Be impartial throughout the whole process, or use an outside person to facilitate.
21. Keep your mind open to new opportunities and needs that you didn’t consider before conducting your research.

Consumer Behaviour

(Google Scholar)

Consumer Decisions - The effect of word of mouth
http://www.ijoi-online.org/attachments/article/29/Vol4Num3.pdf#page=188

Structure of document: (ideas for structuring of Market Research report)
- Table of Contents
- List of editors
- Introduction
- Creativity management
- Creativity techniques
- Methodology
- Data discussion and analysis
- Conclusion
- References

Study on the effect of Enterprise Brand Strategy on Purchase Intention
- Abstract
- Introduction
- Literature review
- Brand Strategy
- Purchase intention
- Correlations between brand strategy and purchase intention
- Demographic variables
- Research methods
- Research framework
- Research subjects and sampling
- Analysis and Discussion
- Factor analysis of Brand strategy
- Correlation analysis of Brand strategy and purchase intention
- Multi regresssion analysis
- Moderating effects of demographic variables
- Conclusion
- References