Requests for Market Research

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Del curso dictado por University of California, Davis

Research Proposal: Initiating Research

62 calificaciones

University of California, Davis

Research Proposal: Initiating Research

62 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

Welcome back.

We've gone through defining market research, examining its tangible elements,

and common market research tools.

However, there are things that textbooks, market research software sites, or

other resources don't tell you.

In this lesson, I will address several important parts of

the market research process that may be overlooked.

These include how the request is made,

and who this mysterious market research person is.

The market researcher is one who has the needed information or can get what is

needed to improve the business situation or address the business problem.

So after this lesson, you will be able to describe a typical request for

market research, list common forms of market research requests,

explain who makes them and why.

Let's get started.

First, let's talk about how the request is often made.

If it is internal, there's usually a product development team,

marketing group or senior level management team struggling to find something out.

They know either who the researcher is internally, or

who gets it done, like a marketing person.

If it is a government or formal business process, then there's often a request for

a proposal, often referred to as an RFP.

This happens a lot at the government, state or municipal level, but

also with non-profits or businesses that are used to a highly structured process.

This process allows an organization to compare proposals

more consistently against each other.

Here's what a government RFP for market research might look like.

If the request comes to a market research company or

a professional through a business source then someone got your name,

did a Google search, saw some advertising or was referred to you.

In such cases the inquiry process usually starts with an email or telephone call.

Now let's talk about who makes the inquiry for market research.

Experience shows that the person making the request

can hold many different positions in an organization.

These positions include the CEO or president, engineers or

product developers, product managers, marketers at the senior, managerial or

associate level, market research analysts, chief financial officer or

CFO's, and customer service managers.

There are also people and professionals who love market research.

This include public relations managers, journalists and politicians.

Now let's consider not only who is making request, but the why behind their request.

Here is a list of who may be making a market research request along with

why they are making it.

An engineer or product development team trying to figure out what product features

to focus on, or to gain a competitive advantage.

A marketing person trying to determine how to gain more awareness or

comprehension to get more people to purchase their product.

They may not be sure the strategic or

creative approach is doing what it is supposed to do.

A senior leader or finance person who wants to reverse declining market share.

He or she is uncertain as to what the problem is with their product, or

what might be happening with the competition.

There's often uncertainty or

a missing piece of the puzzle that is keeping them from moving forward.

When an organization or individual comes to a fork in the road,

where they must make a business decision, market research can provide better or

additional information indicating which path to choose.

That wraps up our look at the initial request for research.

You should now be able to describe a typical request for market research,

list common forms of market research requests, explain who makes them and why.

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