AboutChris Hawkes Expertise I can help people to understand whether or not market research might help them address the
business decisions that they are facing. I can also help them consider the different types of
research that might be appropriate in their situation, and can help them estimate the costs of
the different methdologies, and the pros and cons of each approach.
Experience I've worked in a Fortune 500 company, as a market researcher for the last 8 years. I've managed dozens of qualitative and quantitative market research. I've conducted extensive market research in the US, and in over 20 other countries around the world as well.
Organizations American Marketing Association
Publications MarketResearch101.com and EzineArticles.
Education/Credentials I have a degree in Finance, which I realy haven't ever used, except to try to understand how my mortgage payments were calculated.
Expert: Chris Hawkes Date: 11/2/2007 Subject: marketing research
Question in a presentation about marketing research , what would be the appropriate way of defining the problem of research , the research objectives , the planning and gathering of primary and secondary information . Moreover which company would be most relevant to use as a case study ?
thanks
Answer Hello Sarah,
Your message is a little bit light on details, but I'll try to give you an overview of how that process works and you can send me a message back if I'm way off base. The problem definition is usually just a simplified statement of what brought you to the point of considering market research (ie we are losing market share and need to understand where those customers are going, or our new product that we had high hopes for is not selling well at all).
Then the objectives of your market research would probably propose a few possible problems that could be causing these problems (ie is the new competitors' product taking a greater share of the market than we had anticipated and why, or is there something fundamental that our new product is lacking, which is causing customers to either purchase a competitors products, or causing them not to purchase any product at all.
Depending on how well tracked your industry is by industry analysts you may be able to find the answer in secondary information or you may have to launch your own primary project to get to the bottom of things in order to understand why consumers (the market) are acting the way that they are.
www.marketresearch101.com has a number of case studies that may help you.
If you're still stuck you can send me a direct message with some more details and I'll try again.
