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What guidelines to follow...
Is research worthwhile? - Costs involved - of research and also
time and resources committed - must be assed via value of
information obtained. Will it influence the decision to be taken?
If not don't do it! 3 key elements:-
- Definition of objectives
- Quality of fieldwork
- Interpretation of findings
Definition of Objectives
- Clarify Hypothesis - will facilitate initial discussion with
agency to determine what is required and why.
- Don't ask the impossible - Market research is not
predictive, be realistic.
Quality of fieldwork - 2 aspects to be determined:-
- Extent agency is required to assist in interpretation of
findings.
- Nature and scale of fieldwork needed to answer the
questions.
Level of accuracy required - the larger the sample the more
accurate but the more expensive. Samples are often larger
than the marketing manager needs.
How good is the questionnaire - Marketing manager is
"interested outsider". Can often judge if it is satisfactory - is
every question needed? Are questions omitted? Is it too large?
Does it flow? Etc.
The interviewers problems - Sometimes do not have the time,
inclination or ability to appreciate a vital strategic question.
The more the marketing manager shows he appreciates the
interviewers problems the better will be the motivation to
carry out the project conscientiously.
Interpretation of findings
Self help or agency - Should appreciate work and time
involved. Usually agency asked to summaries key findings and
conclusions. This is frequently used as a starting point for
further discussion.
Debriefing must be searching - Method works well if raw data
exists to provide reliable sub-data. The marketing manager
should not be afraid to ask for further analysis.
Communicating the findings
Task of informing his colleagues - Human factors - over
expectations - research can be complex, uncertain, remote and grey. Vested interests.
Communication methods - written reports, verbal, slides,
charts.
Increasing efficiency
A valuable but expensive tool. This demands
- Clear definition of objectives
- Close and intelligent involvement with logistics
of data
collection and methods of data analysis
- Clear understanding of the results and the actions which
should flow from them
- Effective presentation to gain support and co-operation of
departments involved in implementing those actions.
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