PROCESO DE

PROCESO DE

1. STEP 1

   • Define the Problem
     • Researches
       • Decisión making
       • Necessary research
       • Relevant background
       • Objective of Study
     • Importante of Problem Definition
       • Market research problem
       • Administrative decision probelm
       • Research can only be properly designed and carried out when the problem to be addressed has been clearly defined.
       • All the effort, time and money invested at this point will be fruitless if the problem is misinterpreted or misdefined.
       • Implies
         • Identify the specific problems of the problem
         • State the general problem
     • Necessary Tasks
       • Qualitative research
         • These are research techniques used to obtain an overview of people's behavior and perceptions on a particular topic.
       • Secondary data Analysis
         • Data that already exist and are useful for the research; they can be: company personnel that can help us, books, research, magazines, etc.
       • Interviews with experts
         • It provides relevant information for management decisions, but does not offer solutions per se because these require the judgment of the managers.
       • Discussions with decision mares
         • The potential and limitations of the research must be understood.

2. STEP 2

   • Problem Focus
     • 1. Objective/Theoretical framework
       • Theoretical theory is based on fundamental statements called axioms.
       • Objective evidence is supported by empirical findings.
     • 2. Analytical Model: Verbal, Graphical, mathematical
       • A set of variables and their interrelationships, designed to represent some real system or process.
         • Mathematical model
           • -Explicitly describe the relationships between the variable. -In the form of an equation
         • Graphical modelo
           • They give a visual image of the relationships between variables.
         • Verbal modelo
           • They give a written representation of the relationships between variables
     • 3. Research questions
       • Definition
         • Refined approach to the specific components of the problem.
       • Provides
         • Specific information is required regarding the components of the problem.
       • Must be
         • Be driven not only by the problem definition, but also by the theoretical framework and analytical model adopted.
     • 4. Hypothesis
       • Definition
         • A hypothesis is a possible answer to the research question.
       • Significance
         • A hypothesis suggests which variables should be included in the research design.
     • 5. Specification of required Information
       • It is useful to perform this exercise for each component of the component of the problem and make a list specifying all the information to be collected.

3. STEP 3

   • Formulation of the research desing
     • Types of research
       • Exploratory
         • Provides information and understanding of the problem faced by the researcher.
           • Objective: To provide information and understanding.
             • Characteristics: Information needed is vaguely defined. Flexible and unstructured process. Qualitative data analysis.
       • Conclusive
         • It is more formal and structured than the exploratory one. It is based on large representative samples and the data obtained are subjected to quantitative analysis.
           • Objective: To test specific hypotheses and examine relationships.
             • Information needed is clearly defined. Formal and structured process. Quantitative data analysis.
   • It is an outline for conducting a market research project. Its purpose is to design a study that tests the hypotheses of interest, determines the possible answers to the research questions and provides the information needed to make a decision.
     • 1. Plan for data Analysis
       • Roadmap on how to organize and analyze your survey data.
     • 2. Sampling process and simple size
       • A sample that is representative of the population to be studied and reflects the characteristics of the elements that compose it.
     • 3. Questionnaire design
       • -Describe information needed. -Drafting and choosing the type of questions. -Drafting introductory text and instructions. -Formal aspect of the questionnaire.
     • 4. Measurement and scaling procedures
       • -Measurement; actual assignment between 1 to 100 to each respondent. -Scaling; process of placing respondents on a continuum with respect to their attitude toward department stores.
     • 5. Techniques for obaining quantitive data
       • They allow accounting for characteristics, attributes, elements or behaviors of individuals.
     • 6. Secondary data Analysis
       • Existing information useful for analysis (internal or external).
     • 7. Qualitative research
       • -Studies the quality of activities, relationships, issues, means, materials or instruments.
     • 8. Definition of the necessary Information
       • - To reduce uncertainty. - Increase knowledge about something.

4. STEP 4

   • Field Work (data Collection)
     • Data collection involves having staff or a team operating either in the field, as in the case of personal surveys, from an office by phone, by mail, or electronically.
       • During this stage, field workers make contact with respondents, apply questionnaires or observation forms, record data, and submit completed forms for processing.
         • Proper selection, training, supervision, validation and evaluation of the field team helps minimize errors in data collection.
           • Selection of field workers
             • The researcher must: 1. make the work specifications for the project, taking into account the form of information gathering; 2. decide what characteristics field workers should have and 3. recruit the right individuals
           • Trainingof Field workers
             • The training ensures that all interviewers apply the questionnaire in the same way to obtain the data in a uniform way.
             • The training should cover tasks such as making the initial contact, asking the questions, taking the probing, recording the responses, and ending the interview.
           • Supervision of Field workers
             • Supervision of field workers means making sure they follow the procedures and techniques in which they were trained
               • Supervision involves quality control and correction, sampling control, fraud control, and central office control.
           • Evaluation of Field team
             • It is important to evaluate field workers to provide them with feedback on their performance, as well as to identify the best and build a higher quality field workforce.
               • The evaluation criteria should be clearly communicated to field workers during their training.
           • Validation of Field workers
             • Validating field work means verifying that field workers conduct authentic interviews
               • To validate the study, supervisors call between 10 and 25 percent of the respondents to ask if the field workers actually conducted the interview.
       • Researchers have two options for collecting their data: developing their own organizations or hiring a field worker agency.

5. STEP 5

   • Data preparación and analysis
     • Choosing a data analysis strategy
       • Describes the process of choosing the strategy for data analysis: 1. Initial stages (I, II and III) of the market research process 2. Known characteristics of the data 3. Properties of statistical techniques 4. Experience and philosophy of the researcher 5. Data analysis strategy
     • Statistical djustment of the data
       • Its procedures are the weighting, the redefinition of the variables and the scale transformations. They are not always necessary but they can improve the quality of data analysis.
     • Data cleaning
       • Thorough and thorough checks for congruence and treatment of missing responses.
     • Transcription
       • Transfers coded data from questionnaires or code sheets, to discs or magnetic tapes or directly to the computer.
     • Coding
       • Assign a code to represent a specific answer to a specific question in a questionnaire, in particular along with the data record and the position in the column that the code will occupy.
     • Editing
       • The revision of the questionnaire with the aim of increasing accuracy and precision.
     • Questionnaire review
       • Check all questionnaires for the quality of the interviews and that they are completed. They are done while the field work is still in progress.
     • Preliminar preparación of the data analysis plan
       • Supervisors review the personal interview questionnaires as the interviewers submit, verifying that the questionnaires did not include incomplete, inconsistent or ambiguous responses.

6. STEP 6

   • Preparación and presentation Report
     • Guidelines for
       • Reporting writing
         • - Technical language of the readers and their interest in the project. - Logical and clear writing -Varied typography, skilful use of white space -Objectivity -Use of text with tables, graphs, photographs, maps and other visual aids. - Short and concise
       • Tables
         • - Title and number: Brief title, clarity of information and use of Arabic numerals. - Data organization: Should emphasize important aspects. - Basis of measurements - Lines, guides and spaces - Explanations and comments: headings, sidebars and footnotes. - Data sources
       • Graphics
         • Geographic and other maps
         • Pie chart
         • Line grapa
         • Pictograms
         • Histogram
         • Schemes and flow Charts
       • Reading the research Report
         • The Advertising Research Foundation developed guidelines for reading the report and evaluating the marketing research project.
       • Distribution of the report
         • It should be distributed to appropriate personnel in the client's organization, placed in restricted, password-protected locations or on internal corporate networks. Not in areas accessible to the public.
       • Oral presentation
         • It is presented in full to the client company's management. The presentation has to be made interesting and convincing using appropriate stories, examples, experiences and quotations.

Imagens e arquivos do mapa