3.2.

2 Introduction to :Marketing research and

Presentation of data
LO- To be able to classify what is
marketing research and the role of
Different data handling method.
 What is Market Research?
Market Research, is carried out to identify current and future consumer needs
and wants.This method allows organizations or businesses to discover
their target market, collect and document opinions and make informed
decisions.
 Presentation of data from Market research:
1.Tally Tables: used to record data in its original
form.

2.Charts: show the total figures for each piece of

data or the proportion of each piece of data in
terms of the total number (pie charts).

3.Graphs: used to show the relationship between

two sets of data.

These are some of the presentations that are

used to represent the data of people or a market.

Example: The given line graph shows the number of

cameras sold by a ship from July to December.
Benefits:
● Gather Industry Information Quickly. ...
● Validate Internal Research. ...
● Get a Holistic View of the Market. ...
● Use Objective Data to Make Informed Decisions. ...
● Strengthen Your Credibility and Reputation.
https://youtu.be/ReeO5P58BPo
Characteristics of Marketing Research Applied or Basic Research?

● Applied Research- we mean that the research is undertaken to solve a

specific problem.

● Basic Research- we mean that research is undertaken for the sake of

extending knowledge.

● Sometimes Inaccurate

● Shaped by budgets and time constraints.

Types of Marketing Research
● Studies Marketing research studies can be classified by the functions of
management:

● Analysis/planning
● Identifying opportunities and market demand.

● Implementing Studies conducted to implement the four Ps.

● Controlling How well a marketing strategy is going.

 AFL-Peer Check: True or
False
Advantages
MAIN ACTIVITY: