Defining Market Research

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Del curso dictado por University of California, Davis

Research Proposal: Initiating Research

106 calificaciones

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University of California, Davis

Research Proposal: Initiating Research

106 calificaciones

Curso 1 de 4 en SpecializationMarket Research

Market Research is a growing and important field that is used in many industries around the world. Given all the data that is collected whether by organizations, industries, social media, governments, etc., it’s important that someone can review and sift through all the noise to provide valuable insights. And that’s where you come in as a market researcher. This course will only scratch the surface and provide you a foundational understanding of this field. In this course, you will be able to define market research and identify some tools used in the industry. You will be able to discuss the importance of secondary and internal research in terms of the planning process. You will be able to define what primary research is and identify the various ways to conduct primary research. You will be able to focus on an actual research plan or proposal for your peer review project. You will be able to compose a response to a request for a proposal or research plan and be able to address the various components of the proposal and package it in a professional manner.

De la lección

Getting Started and Introduction to Market Research

In this module, you will be able to define what market research is and identify the tools that are used. You will be able to discuss the various motivations behind a research inquiry and what goes into a market research request. You will define the services, the roles and the qualities of a market researcher. You will also be able to identify constraints to help you ask the right questions. Finally, you will be able to respond to a market research proposal.

Introduction to Market Research0:53

Defining Market Research3:07

Motivation for Market Research5:38

Requests for Market Research3:25

The Services, Roles, and Qualities of a Market Researcher3:12

Complexities, Constraints, and Questions to Ask4:31

Planning a Response to a Market Research Inquiry5:34

Conoce a los instructores

Jim Fong
Director, UPCEA Center for Research and Marketing Strategy
UC Davis Division of Continuing and Professional Education

Hello.

There are formal accepted terms that define market research, but since I'm

a market research professional, I've had to adapt to new ways of collecting

information and new ways to interpret it, so I have a less formal definition.

For this lesson, we will start by defining market research in both the formal and

informal terms.

I will also introduce an overview of common tools and

techniques used in market research.

After this lesson, you'll be able to define market research and also recall and

describe common tools and techniques.

Let's get started.

I'm going to start off with my definition of market research,

which is a scientific or structured process of gathering very specific data,

and analyzing it to best assess a situation.

Now SMR, a leading international professional market

researchers association, has a much more formal definition of market research.

Here it is, research, which includes all forms of market opinions and

social research and data analytics, is a systematic gathering and

interpretation of information about individuals in organizations.

It uses the statistical and analytical methods and

techniques of the applied social behavioral and data sciences

to generate insights and support decision making by providers of goods and

services, governments, nonprofit organizations, and the general public.

Market research often begins with assessing a problem and

matching a research tool to the problem in order to gather information.

You then analyze the information and

communicate the analysis to the stakeholders.

The data or information gathering and

analytical techniques often differ based on the situation.

When one thinks of market research they may think about the data collection tools

and techniques such as surveys, focus groups, secondary research,

in-depth interviews, and

observational research, or you might think about the market research process itself.

There are two basic parts of the market research process.

One part is collecting the data, the other part is analyzing it.

There are also two kinds of data market researches collect,

those that are qualitative and those that are quantitative.

You will learn how to collect and analyze data further along using various tools.

For now lets discuss some analytical tools.

Those most often batted around the market research world on the qualitative side

include, content or text analysis, and coding or grouping techniques.

Qualitative techniques also include reading cues from facial expression or

interpreting how a person reacts to market research questions or stimuli.

On the quantitative side, the analytical tools include descriptive statistics,

hypothesis testing, regression models, multivaried analyses,

data mining, predictive modeling, and conjoint analysis.

There is also software and other methods.

You'll learn more about these methods, tools, and approaches further on.

Right now, I'm just going to provide a quick overview.

That wraps up our first look at a definition of market research and

some of the tools used.

Now you should be able to define market research,

in the context of today's business environment, and

recall some of the tools and techniques used for market research.

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