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  1. ^ 8.6.4 Step 4: Collect the Data
  2. ^ entrepreneurs or marketers conduct marketing research themselves instead of contracting with a third party for data collection, collector bias can be a problem
  3. ^ person collecting the data might, in his or her enthusiasm for the product, bias the respondents
  4. ^ 8.6.5 Step 5: Analyse the Data
  5. ^ 8.6.6 Step 6: Report the Results to the Decision Maker





[1] 8.6.4 Step 4: Collect the Data


By now, the hardest parts of the research process are complete, though the most time-consuming parts have just begun.

The data collection contributes more to overall error than any other step in the process.

In some cases, especially where [2] entrepreneurs or marketers conduct marketing research themselves instead of contracting with a third party for data collection,
collector bias can be a problem.

The [3] person collecting the data might, in his or her enthusiasm for the product, bias the respondents so they tell the researcher what they think he or she wants to hear.

Errors in face-to-face or telephone surveys include those that derive from nonresponse by some respondents; selection errors by the interviewer (i.e., selecting respondents who are not members of the specified population); the way the interviewer asks the questions; the interviewer’s interpretation and recording of answers; and even interviewer cheating.

In surveys conducted by fax, email, or over the Internet, an additional problem is that the researcher does not know who actually replied to the survey.

The data collection effort can be substantial.

To complete 100 surveys in the United Kingdom with randomly selected homes using random digit dialing, several hundred phone numbers will likely be required and 1000 dialings!



[4] 8.6.5 Step 5: Analyse the Data


When the data have been collected, the completed data forms must be processed to yield the information the project was designed to collect.

The forms are checked to see that instructions were followed, that the data are complete, and that the data are logical and consistent within each respondent’s form.

Typically, the data are then entered into computer files, percentages and averages are computed, and comparisons are made between different classes, categories, and groups of respondents.

Often, sophisticated statistical analyses are required.



[5] 8.6.6 Step 6: Report the Results to the Decision Maker


This is where the rubber meets the road.

If the research study began with clearly defined objectives, reporting the results simply returns to those objectives and reports what was found.

Where research is carried out without clear objectives, reporting can be difficult, as no clear conclusions may be available.

Lots of marketing research money is wasted in some companies because of poorly specified research objectives.











Tags
  1. client contact systems
  2. collector bias
  3. competitive advantage
  4. competitive intelligence
  5. computerised reorder system
  6. consumer behaviour
  7. data sources
  8. evidence based forecast
  9. experienced user
  10. internal records
  11. just in time
  12. logistical alliance
  13. market potential
  14. market segmentation
  15. market segments
  16. marketing program
  17. marketing research
  18. mass market
  19. mass market strategy
  20. michelin; us west;
  21. micro segmentation
  22. middleman
  23. modified rebuy
  24. multi-functional sales teams
  25. multilevel selling
  26. multiple buying
  27. multiple level relationships
  28. mutual trust
  29. narrow market segment
  30. narrow niche
  31. nationalisation of producers
  32. nerve center
  33. new task buy
  34. nine west group
  35. observation;direct observation' tanzania mobile;
  36. on-time delivery
  37. opportunity; research
  38. order handling
  39. organisation market
  40. organization marketing behaviour
  41. organizational behaviour
  42. organizational customers
  43. organizational demand
  44. organizational market
  45. organizational purchasing behaviour
  46. organizational purchasing process
  47. paperless exchange
  48. parity pricing
  49. personal selling
  50. personal use
  51. political risk
  52. potential market; penetrated market
  53. pre-delivery inspection
  54. pre-sale service
  55. prestige buyer
  56. pretender
  57. primary data
  58. procurement costs
  59. purchasing criteria
  60. qualitative data
  61. qualitative research
  62. quality assurance
  63. quality standards
  64. quantitative data
  65. quantitative research
  66. research objectives
  67. retention programme
  68. routine purchase
  69. sales forecast
  70. semantic differentiation scale
  71. sequence of information
  72. shared costs
  73. short term contracts
  74. social construction
  75. status oriented consumers
  76. stock availability
  77. straight rebuy
  78. supplier bargaining power
  79. supplier performance
  80. supplier reputation
  81. survey
  82. tabulation errors
  83. tanzania mobile
  84. target customers
  85. target market
  86. target marketing
  87. technical experts;
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  89. transaction cost
  90. trend forecasting
  91. trusting patron
  92. underlying consumer demand
  93. unethical demands
  94. unstated but implicit assumptions
  95. users
  96. value analysis
  97. value shopper
  98. vertical integration
  99. visceral thing that cannot be trained
  100. wild guess