Marketing Research Marketing research is conducted to provide information that will assist the process of marketing, for example in identifying which media is effective in reaching the target audience, which advertising message is credible, etc.

Research Terminologies Qualitative Research: Based on the work “quality”, this type of research is looking for qualitative information in the market place. The qualitative information could refer to consumer needs and wants, their behavior in using a certain products Another name for this research is attitudinal research, as it considers the attitudes of potential customers and consumers, such as beliefs and values, as these will influence behavior in the market place.

Research Terminologies Maslow’s Hierarchy of Needs

Research Terminologies Quantitative research look for answers in terms of quantity or how many, for instance how many people believe in family planning Questions are designed to get a “yes” or “no” answer, which are called closed question Quantitative research is often used to find the number of people who share attitudes based on age, income bracket, sex or any other demographic factor recorded in the interview

Primary Data Primary Data: to find information specifically related to certain issues important to the advertiser or advertising agencies, such information regarding motivation and attitudes in consuming certain products. Primary data are obtained through interviews, questionnaires or discussion with a sample group.

Secondary data Secondary data which is collected from published materials such as books and websites is usually collected first and then followed by collection of primary data. Desk research referred to acquiring information behind a desk, such as from books in a library or by using a computer to search for websites

Sampling Sampling involves questioning a pre-determined number of individuals who are a ‘sample’ of the overall market sector that is under investigation. Random sampling means that anyone has an equal chance to being asked questions, or participate in the survey Quota sampling is used when the researchers are seeking to explore a particular group of people. They will want to establish the size, breakdown, attitudes and opinions of that particular group, for example students, 18-21 years old, female.