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“Marketing without market research is like driving with your eyes closed.”
-Dan Zarrella
B. Development
Pagpapaunlad The product value to consumers is difficult to measure for it is subjective and
is based on their perception. Companies are interested to know who uses
120mins their products, what happened, how it is used, and the general behavior
of their consumers after the product purchase. Likewise, for the new
products or new markets, they may not be completely certain of the
acceptance behavior of the market. This is where marketing research
comes in. It can be costly yet it is purposeful and relevant.
So, R.C. and Torres, O.G.2016.DepEd Principles of Marketing Textbook. Quezon City.
Vibal Group. p. 37
5. Information identification
Primary: information collected by the researcher himself specifically for the
problem at hand by conducting interviews and surveys.
Secondary: these are easy and inexpensive information readily available
from previous researches, journals, periodicals, industry statistics, etc.
6. Data access method
After you pinpoint the type of information needed, your next step is to
determine methods of accessing data. Examples: Face-to-face interviews,
online surveys, mall-intercept studies, mail surveys, company reports, etc.
7. Data collection forms design
It is designing the form in which data will be collected. It can be a
questionnaire or an observation form. Common questionnaires use are:
● categorical response questions
● open-end questions
● metric questions
8. Size and sampling plan
As a researcher, you have to define your target population from which to
drawn sample. A good sampling procedure provides good reliability.
Sampling plan: identifies who is to be sampled and how to select them for
study, either probability or non-probability based.
Probability Sampling Plan: simple random sampling; systematic sampling;
cluster sampling; stratified sampling
Non-Probability Sampling Plan: convenience sampling; judgment sampling;
referral sampling; quota sampling
Sample size: how many elements of the population should be used to make
up the sample. It is determined using three variables:
Confidence Level: usu. 90%, 95% and 99%
Variability: usu. pegged at 50%
Margin of error: usu. ranged from 2%-10%
The higher the confidence level, the lower the margin of error, the larger the
sample size needed. In practice, common sample sizes are 100 at 95%
confidence level, 50% variability, and 3% margin of error. When calculating
appropriate sample size from a population, you can use the Slovin’s Formula.
9. Data collection
This step relates to the collecting of facts to be used in solving the problem.
It can be Primary data collection: it is collected from the original base
through empirical research by means of various tools; Secondary data
collection: it is collected from magazines, periodicals, etc. Some errors in
data are likely to occur and researchers need to know the sources of these
errors to implement control and minimize them.
10. Data analysis
In this stage collected data is summarized and generalized to determine
its differences and relationships. It involves entering data into computer
files, inspecting data for errors, and running tabulations and various
statistical tests. Common statistical tools used are: percentage and mean
difference test, cross-tabulation, correlation, etc.
11. Preparation and presentation of the report
The final report should address the following:
❖ the identified specific research questions
❖ the research design
❖ data collection, analysis, and procedures
❖ the results and major findings
❖ interpretation, conclusions, recommendations
❖ You can add visual aids like charts, graphs, tables, etc.
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