Market Research

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MARKET RESEARCH 2
ASSESSMENT 2

1 - WHY SHOULD AN ORGANISATION CONDUCT MARKETING RESEARCH?
An organization must do a marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services.

2 - LIST AND DESCRIBE THREE SOURCES OF EXTERNAL INFORMATION. An external source of information is concerned with what is happening beyond the boundaries of the organization. Such information may be obtainable from government agencies or private information providers. Internet as online information is burgeoning as much as computers are themselves, Census figures with an observation and personal study of what is happening in the environment and Telephone directories collected from customers, suppliers and other persons able to get valuable information about competitors.

3 – WHAT CRITERIA MUST INFORMATION MEET TO BE USEFUL?
The research information related with research objectives, it must be updated from reliable and quality sources.

4 – DEFINE SECONDARY DATA.
Data collected by others to be "re-used" by the researcher, they are more acceptable when you are using a qualitative method. This is because there are certain common aspects of qualitative research which involves only secondary data, such as the study of television or newspaper discourses.

5 – DEFINE PRIMARY DATA.
Primary data is original research data in its raw form, without any analysis or processing. This data provides a wealth of information for researchers. his data can contain results from empirical testing, transcripts of interviews and surveys, and recorded observations.

6 – LIST AND DESCRIBE THREE METHODS OF COLLECTING PRIMARY DATA. Face-to-face interviews can be conducted by having question and answer sessions with one or more people. Ask people on the streets, go door-to-door to gather information, or make an...
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