Chapter 5 Setting up & implementation of Marketing Research Project

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Steps in formulating Market Research Projects

1. Details from Sponsor:
Purpose/Objectives of research Utility of research Internal Information Product- range, specification, type, packaging etc Current usage Potential uses Market segment, size, location, Competitive conditions Sales data Dead lines to complete report Budget The need for anonymity Special considerations if any
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Steps in formulating Market Research Projects

2. Proposal:
Executive summary Problem statement Research objectives Literature review Importance/benefits of research Methodology (design, data collection & analysis) Qualification of researchers Budget Schedule Facilities & special resources Project Management Bibliography Appendices/glossary or terms Measurement Instruments
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Steps in formulating Market Research Projects

3. Research team:
Project Leader/Manager: Planning, Co-ordination, Control, Report writing Market Research Officer Sampling, data collection tools (measurement tool e.g. questionnaire), training, checking accuracy and authenticity of data, data analysis, conclusions, report drafting Market Research Assistants Guide the investigator during field work Supervision Data compilation Investigator Actual field work, data collection
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Steps in formulating Market Research Projects

4. Data collection- actual field work (survey, interviews) 5. Data processing & analysis Tabulation, Variate analysis 6. Finding conclusions 7. Recommendations 8. Report drafting & writing 9. Report Presentation

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Assignments MR-

Assignment 2 Discuss probability and non probability sampling and explain their methods Assignment 3 Lipton India Ltd wants to launch Tea-Pills instead of Tea powder in National Market. How should it launch research project and how should it estimate?

Last date of submission 31.03.2011

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Assignments DML-

Assignment 2 Explain the term Supply Chain Management. Explain its components and discuss interdependencies in Supply Chain.

Assignment 3 Design a channel for distributing a. Ready made garments b. Mineral water c. Personal computers(PCs)

Last date of submission

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Copyrights reserved with Swapnil Undale 2011