Complexities, Constraints, and Questions to Ask

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來自 University of California, Davis 的課程

Research Proposal: Initiating Research

66 個評分

University of California, Davis

Research Proposal: Initiating Research

66 個評分

課程 1（共 4 門，Specialization Market Research）

Market Research is a growing and important field that is used in many industries around the world. Given all the data that is collected whether by organizations, industries, social media, governments, etc., it’s important that someone can review and sift through all the noise to provide valuable insights. And that’s where you come in as a market researcher. This course will only scratch the surface and provide you a foundational understanding of this field. In this course, you will be able to define market research and identify some tools used in the industry. You will be able to discuss the importance of secondary and internal research in terms of the planning process. You will be able to define what primary research is and identify the various ways to conduct primary research. You will be able to focus on an actual research plan or proposal for your peer review project. You will be able to compose a response to a request for a proposal or research plan and be able to address the various components of the proposal and package it in a professional manner.

從本節課中

Getting Started and Introduction to Market Research

In this module, you will be able to define what market research is and identify the tools that are used. You will be able to discuss the various motivations behind a research inquiry and what goes into a market research request. You will define the services, the roles and the qualities of a market researcher. You will also be able to identify constraints to help you ask the right questions. Finally, you will be able to respond to a market research proposal.

Introduction to Market Research0:53

Defining Market Research3:07

Motivation for Market Research5:38

Requests for Market Research3:25

The Services, Roles, and Qualities of a Market Researcher3:12

Complexities, Constraints, and Questions to Ask4:31

Planning a Response to a Market Research Inquiry5:34

與講師見面

Jim Fong
Director, UPCEA Center for Research and Marketing Strategy
UC Davis Division of Continuing and Professional Education

Welcome back. Market research involves complexities and constraints.

As a result, we need to ask appropriate questions.

The answers we get will shape the research to meet

the client's needs and yield accurate results.

That's what we'll discuss in this lesson.

After this lesson, you'll be able to determine possible research constraints

and discuss appropriate questions to ask in

the research planning process. Let's get started.

We've learned what market research is and what it isn't.

We've learned about some of the tools of market research.

We've also learned about some of the complexities,

with complexities come tradeoffs Sometimes,

we want to keep things very scientific and structured.

However, that may cost more and take longer.

Sometimes, the individual organization

simply needs a tiebreaker and wants a quick response.

Such factors often define what market research could look like and what tools to use,

since there are many ways to conduct an experiment.

You need to know what is important to the client in order to

where the tradeoffs and choose the appropriate tools.

First and foremost, comes the understanding

of the business objective and how to get to the finish line.

Secondly, one must understand what is most important in getting the answers you need.

You need to clarify the constraints in reaching the business objective.

Is rigidity or accuracy of the findings most important?

What does the client value most?

Is cost of time primary?

What impact do legal or ethical considerations have?

How will the research be used?

Who is the reader or client discovering what is most important

and taking into consideration all relevant factors matters?

You need to stay focused on reaching

the business objective while keeping in mind sacrifices,

tradeoffs and must has- have as you decide how to reach the finish line.

These make up the constraints that you will use as

your boundaries in shaping your research plan or proposal.

So, get a good handle on the constraints and what's important in the research.

Then assess whether it's important to achieve the objective given these constraints.

The questions presented to a market researcher vary.

You may get simple question like,

how satisfied are our customers compared to customers of our competitors.

But you may get more complex questions such as,

what will be the most effective advertisement to use with our new product,

or what price should we charge for our product.

Or you might get something as simple as,

which of the following two ads would most appeal to our customers.

The latter example is fairly easy and quick.

On the other hand, you may get something more challenging such as,

which toy would children most prefer.

While that appears to be a simple question,

the answer lies in two market groups.

You have to consider the buyer.

And in this case, it's an adult buying a toy for a child,

and the user, which would be the child.

Those two market groups have different motivations.

So, market research requests may vary in complexity.

Even some that appear simple may still require the expertise of a

professional who will recognize the nuances the client may miss.

A good market researcher is far more than an order taker.

You are in the process of creating a research plan.

In order to create a plan that will meet the real needs of the client,

you will need to ask some difficult questions.

Some questions have the potential to make the research better,

more accurate and reliable,

and therefore, ultimately more valuable.

It's the market researcher's responsibility to ask the right questions,

such as: How do you see yourself using the information from the market research?

Is a company information or past

research that you think would be helpful to the research?

Whom should we research?

To whom should we look?

What segment, person, demographic or title within a company or household?

Who might have the best information to address the objective?

How much time do you have or what is your critical milestones?

What is your budget, so that we can see whether it can be met based on what we recommend?

You should now be able to determine the kinds of questions to ask.

These questions will reveal the possible research constraints.

Once you've identified the constraints by asking good questions,

you will then be able to determine how

the constraints may affect the plan you can put in place.

I hope this lesson helps you see an approach to dealing with

the complexities and constraints that will frame your market research plan.

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