Week 8: Market Research

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Methodologies: (on exam)

-consultative

-qualitative

-quantitative

Joan spoke about the pyramid of market research with data at the bottom which gets turned into 'ordered data' as information and then that information can lead to knowledge as to what the issue is.

Research Process:

Establish the research problem

Methodology (determined by resources and objectives)

Sampling design (who you want to sample)

Questionaire design (choose the questions you wish to ask)

Mode of fieldwork

Data processing and analysis

Report findings.

A strata is a sub group of the population.