Beruflich Dokumente
Kultur Dokumente
Aim To introduce best practice in the management of research projects outlining the need to plan, schedule and effectively control assignments. Structure Conceptualising the problem Research plan and proposal Gantt Charts and PERT Case Study Example: Herbal Revitalising Fruit Juice Summary and conclusions
CONCEPTUALISATION OF PROBLEM
Secondary Research
Competitor Profiles
Primary Research
Interview with Stuart Randall (Oasis) Marketing Mix and Preliminary Conclusions
Conclusions
Example of Workpackages
WP1: Concept Development
Workpackage number: 1 Start date / finish date: Week 1 - Week 2 Person responsible: CM Others involved: GE-N, JM, RC, MK, JD Objectives: a) develop idea for market research feasibility study: herbal based revitalising fruit juice; b) determine most appropriate market research techniques c) develop plan of research around deadlines.
Gantt Chart
It w ould need m edical backing for m e to buy it Y ou becom e im m une to hangovers as you get older
Id be prepared to pay m ore for a fruit based drink than a w ater based drink
I alw ays feel tired in the m orning & need som ething to get m e going
Revitalizing Drinks
Positive
Negative
Hangover Cure
T he best thing you can do is drink plenty of w ater before you go to bed
Anice refreshing drink w ith a stim ulant in it, w ould be a R ed B ull brilliant idea on a snaps you w armday out of it
Revitalising.
Natural. Fresh. Supermarket interest - distribution outlets. Young professional segment positive.
HIGH Involvement
INFORMATIVE
AFFECTIVE
LOW
HABITUAL
SATISFACTION
<<< Think
Feel >>>
Conclusions
Conceptualisation of problem. For example is there a gap in the market for a low fat cereal or is the present marketing mix for Clarks shoes satisfactory? Specification of information required What information will best meet the research objectives? Use secondary data. If primary data collection, design method. Decide on sampling design / construction of data collection instrument. Data Collection. Analysis and interpretation of results. Communicate the findings and implications. Integrate into decision-making.