Stages of marketing research
Designing market research carefully and avoiding errors is crucial to your ultimate success.
2. The timing of activities
Planning is crucial activity in marketing research. Each activity should be calculated separately with regard to time, personnel and money.
As noted before, any part, or all, of the research may be subcontracted to a specialised company if you lack the necessary resources.
Below is an overview of the activities that need to be carried out (and approximate time requirements) for market research using the example of personal interviews with respondents.
|
Activity |
Days |
|
Designing the questionnaire |
1 |
|
Sampling |
1 |
|
Selection of personnel to pilot the research |
1 |
|
Preparation of everything needed to pilot the research |
1 |
|
Training of personnel |
1 |
|
Execution of pilot interviews |
2 |
|
Analysis of results of pilot research |
1 |
|
Preparation of the final version of the interview questions |
1 |
|
Final selection of personnel |
1 |
|
Training of personnel |
1 |
|
Execution of interviews |
7 |
|
Evaluation of interviewers |
1 |
|
Data reduction and analysis |
2 |
|
Preparation the final report |
1 |
|
TOTAL |
22 |
An example of planning of marketing research based on personal interviews with respondents