CASE 18.3

Friendly Market versus Circle K

Friendly Market versus Circle K

Working knowledge of marketing research in theory and practice

The first step of the research is without doubt; determine the need exists to develop the information of market research. The researcher must understand clearly the reason why information is needed. It should establish the need for certain information about the research, is a critical and difficult stages of the research process.

The research aims to answer the question "Why is undertaking this project?" Commonly written down information needs should answer the question "Why do we need specific information in order to achieve you goals?" Can be considered as a detailed list of research objectives;

The next step is to determine if the updated data can be obtained from sources within or outside the organization. If data are available from internal or external sources, the next step is to collect new data.

The contents of the format in which data is collected will depend on data collected through interviews or observation. The process by which people develop the formats for data collection through interviews, is more complex, the wording of questions, the sequence of questions, the use of direct questions in counter-position to the indirect format in general the questionnaire are very important.

The first issue to be taken into account in designing the sample is to determine who or what is to be included in it. You need a clear definition of the population being sampled. The next step concerns the method used to select the sample. These methods can be classified according to their procedure, i.e. on whether it is probabilistic or not. Probabilistic methods, each element of the population has a known chance of being chosen for the sample. Include probabilistic non-simple random sampling, a sampling and stratified sampling group. The third case concerns the sample size. The appropriate sample size depends on many considerations. These range from detailed statistical formulas to determine the sample size, to general considerations relating to cost, value and accuracy of the information necessary for decision making.

The data collection process is critical because it generally consists of a large proportion of the budget for research and a large portion of the transverse error in the results of the investigation. The selection, training and monitoring of interviewers is essential, effective studies of market research.

Once you have registered, it begins processing. This includes editing and encoding. The edition includes a review of the formats in which data were collected regarding the readability, consistency and total inclusion. The coding categories for responses comprised of groups of answers, in order to allow the use numerals to represent categories.

The research results are made known to the manager, through a written report and oral presentation. The result should be presented in a simple and focused on the information needs of the decision situation.

The Best Ways of Analyzing Secondary and Primary Data

The best way to analyze the primary data is use of Statistical ...