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1.Market research: the collection and examination of information about things that people uy or might buy feelings about things that they have bought.Is the prices of gathering, analysing and interpreting information about a market, about service to be offered for sale in the market, and about the past, present and potential customers fo the product or service, research into the characteristics, spending habits, lotion and needs of your business’s target market, the industry as a whole, and the particular competitors you face.

2.4Ps: + Product: MR can test attitudes to products by describing them or showing them in focus groups and hall test or placing them in the home and workplace.+ Price: MR can show how much people value products and indicate an optimum price.+ Promotion: MR can help in all aspects of promotion, from developing ideas for the adverts through to testing which advert is most effective. + Place: is the distribution part of the marketing equation and MR

3.Ansoff matrix: + Market prenetration: MR can measure customers satisfaction to find out hoe to maintain a competitive edge. 

+Product development: MR can find new territories for products or services.

+market development: MR can show the likelihood of adoption of new products.

+diversification: MR can show unmet needs & provide an understanding of unfamiliar markets.

3.Product life cycle: MR explores unmet need to estimeta lidely demand and set prices , how to build a stongra brand, weakness and strenghts and rejuventaing the products 

Market size & structure: The value of the market: in currency value & units sold each year.

, The historical trends in size of the market., The key consuming segments of the market.

,The competition & its shares., The route to market.

Methods used to assess market size & structure:,Published MR reports, Desk research.

Use of & attitude to products:Awareness of suppliers., Attitudes to suppliers., Attitudes to products.

Methods used to assess use & attitudes: Quantitative surveys carried out by telephone, online, face-to-face.

Promotion effectiveness: Key messages for campaigns.

Methods used to assess promotion effectiveness: Focus groups., Face-to-face interviewing.

Brand Impact: Awareness of brands., Values attached to brands.

4.Qualitative and quantitative research: – Quant: Research is concerned with the measurement of a market and can include: market size – the size of market segments – brand shares – purchase frequencies – awareness of brands – distribution levels and so on. Data is required to some level of accuracy ➔ methods used must be capable of achieving this. In consumer markets at least ➔ QUANT. Information is almost always based on extrapolating from a sample to the general population or market.

– Qual: Information ➔ emphasis is on ‘understanding’ rather than simple measurement.

5.Qualitative and quantitative research: –Research idea: pick a topic, do it question  -Research design: slecting methedology creating paradigms and determining sample   -Collecting data   -Analysing data   -Publicatin process 

1.1.PLANNING MKT RESEARCH STUDY 

1.Finding a research company: + Trade associations in each country that represents the market research industry.+ The Market Research Society of the UK.+ American Marketing Association.+ The market Research Association.

2.Briefing: is a statement from the sponsor setting out the objectives background to the case in sufficient detail to enable the researcher to plan an appropriate study.

The brief is important to the research bc it educates and influences the voice of method and it gives the goal to which the project is geared (oriented).

The brief need to cover this details:+ The decision that will be made with the info that is obtained.+ What information is required.+ When it needs to be delivered.

A written brief can be so important when a number of research companies are invited to submit proposals

   2.1.The accuracy: The sponsor of the research will want to know in advance a measure of the statistical accuracy of the findings. Accuracy has a prince, si the accuracy increase the princes too, a high level of this may not be always needed. The required accuracy mist be linked to ow the resulting data will be used.2.2.The budget: Is about what funds are available, it have to be related with the amount at risk. Determining the return on investment (ROI) of market research projects is truly difficult. At least it should be possible to establish some sort of justification for the research based on questions

3.ROB, What to expect: -The introduction:+ The proposal should have a title page and table contents.+ First page: will state background and circumstances.+ In a lengthily proposal: the first section could be a summary.

-The scope:Before the describing the gold of the story we have to define the scope, the scope should include the geographical areas that will be covered and who the target respondents will be.The goals: set the overall goals and the list of research objectives.

The methods: If the researcher gets the methods wrong, the objectives will not be achieved. The fieldwork could have a qualitative phase, comprising depth interviews or focus groups. If there is a qualitative stage it will be spelled out in detail, arguing the reasons for choosing online over telephone and face to face interviews.

The research team: describe credentials of the research team, summary of each person’s qualification, experience in the field of study and their responsibilities

Timing and costs: price of the research is important, we have to provide a detailed breakdown