MARKETING RESEARCH PLAN

function of marketing. The absence of such studies fraught with

adverse consequences for the firm-producers.

a program of research,
gather the necessary information,
data analysis
preparation of the

report and conclusions
decision making.

and on budget
Collection of information
Data analysis
Report and conclusions
decision-making

study.
The first step in any process of marketing research is

to identify the key objectives of the project. Tasks for market research are not born for a reason, they are based on actual problems of business and management.
Research - are a source of information, which is not enough to make good decisions.
First of all write down all of the business - solutions that you need to take (or business problems to be solved) in a separate column . For example, business problems may be the lack of sales growth, the need to increase the advertising pressure, low effectiveness of advertising, plans to expand range.
Then, in front of each issue record information that are required for a decision by answering the question "What information is needed to make the right decision?". These tasks will be the objectives of marketing research. So to study the reasons for the decline in sales is necessary to understand the satisfied products, distribution of the product, the activity of competitors, changes in income or demand for the product.

with the product
needs analysis and solvency target audience
study of the

activity of goods substitutes

assessment of the distribution of the product

low product distribution

growth activity of competitors

changes in income audience

goods matches
expectations

that describes the following items:

Sources of information
method of investigation
research tools
sample
The

method of interaction with respondents
Time and budget work

All research methods in marketing differ according to the method

of contact with the audience, sample size and the degree of openness of questions.

Research tools

When the method of collecting primary data is selected, it is necessary in terms of marketing research to register with the help of some instruments will collect information. Frequently used tool is the questionnaire, but past it, there are many other modern methods of obtaining information (video surveillance, the use of special programs and special equipment to get the correct data).

Sample

Sample description - one of the most important stages of any marketing research. Three important points that must be determined at this stage of the project:
Who can be a sample? A detailed description of its respondents as you do it in the description of the target audience of the brand. Think about who it is you want to interview? Why them? Who in any case do not need to poll?
Sample size: describe how many people have to participate in the study?
The rules for selection of respondents: Describe the rules that will be selected by the study participants. Typically, selection of respondents performed using a screening questionnaire.

plan of marketing research is to determine the method of

contact with the respondents. There are four ways to contact with respondents: phone, mail, personal contact and online interaction.

Time and budget work

Many people forget this point the project, but the timing and budget are important criteria for business performance. Therefore, as in any business process you need to establish a clear turnaround time, make the so-called Plan - schedule in which you specify deadlines for each step in the process of marketing research.

designed questionnaires and screening questionnaire determined the sample size and

a detailed plan of work, you can go directly to the most important part of the study - the collection of primary data for the task. Once again, the information - is the most important part of the study, and it should be carefully collected properly in compliance with all requirements and algorithms. Misleading, erroneous, incomplete information may lead to wrong conclusions and to wrong decisions. Minimum loss of it - in vain spent time and money, but it often leads to negative consequences for the development of the business.

manage, excluding extreme value and proceed to analysis. In the

process of analyzing the data obtained are grouped, combined, averaged on the basis of these aggregates are derived; All information is considered in various combinations and cuts.

№4 Data Analysis

Decision - making ends each project for conducting market research.

If the decision is made, and the study did not lead to specific tasks and activities, it is simply held in vain.