CEM 160 - Week Two

Marketing
18 February 2014

Robert Rush -  Guest Lecturer
Market Research
Considerations:
People and communication
Systematic and objective
Instils change
Provides direction

Useful Websites:
Rajar - Radio figures
National Readership survey - Newspaper figures
Broadcaster's audience research - TV figures
Raosoft - Reliability (testing?)
UK centre for events management
Eventia - Secondary research

Ask yourself:
What do you need to know?
Who has the information?
What will he/she use it for?
What type of information do you need?

Market Research:
Desk research - Secondary
Quantitative data - Charts and graphs
Qualitative data - Subjective
Product testing
Ethno graphic
Mystery shopping
MROC's and community

Collecting data:
Sampling - Cohorts/Frame, How many interviews or cases, screening/qualification
Timing
Proof/Validation
Recording/Sorting data

Seminar 

Conducting a Survey 

1) Analyse problem/set objectives - exploratory research 

2) How will it be administered

3) Identify sample

4) Conduct questionnaire - put difficult questions at the end after trust has been built 

5) Collect data 

6) Process data 

7) Interpret/report findings

Questionnaires:

• Relevance 
• Clarity 
• Brevity 
• Impartial 
• Precision 
• Inoffensiveness 

Types of question:

Open ended 

Closed 

Multiple responses 

Scaled Questions 

Preference

ACORN http://acorn.caci.co.uk/