How to conduct market research

Extract

[...] Sample size The size of the sample depends on the precision of the measurement made at a given probability threshold. In general, the 95% threshold is used, which corresponds to the degree of confidence, which can be attributed to the measurement carried out. The precision is defined by a confidence interval which corresponds to the error that one agrees to make on the measured percentage. For example: let an observed percentage = 10% and error = 2%. There is a 95% chance that the actual percentage of the parent population is between and 12% (10 A distinction is made between ‘non-exhaustive' surveys (survey rate less than 1/7 and ‘exhaustive' (survey rate greater than 1/7 e). [...]

[...] How to conduct market research I. Market research centre In 5 phases of marketing, market research is one of the tools that correspond to phase knowing the market. It is about collecting reliable market information at times when strategic decisions have to be made, for example: before launching a new product or activity, before opening a new business unit, before deciding to embark on investments abroad, before modifying the positioning of a brand, before expanding our targets in a phase of market expansion, before the implementation of a diversification policy, when new game-changing competitors enter the market, etc. [...]

[...] The first step is to ask what are the precise objectives of our market research. These objectives are at two levels: obtaining information and then being able to make decisions. For example, if you want to decide whether or not to launch a planned product, you will have two essential objectives: knowing the sales potential of this product in a given territory and deciding whether to launch the product or not (Go/No go). To seek information on an objective that does not affect your decision is a waste of money. [...]

[...] Frequent errors to avoid when writing the questionnaire - Non-understanding: the terms are unknown or unknown to the general public questioned (CSP, department store, citrus fruits, etc.). - Ambiguity: even seemingly simple, the term is not interpreted by everyone in the same way (often, sometimes, little, important, holidays). - Questions not clear because of their formulation (double negation). - Tendentious or personal questions (culture, the standard of living, income). - Guiding questions that influence the answer (are you consuming enough, you have surely read). - Questions about future intentions or purchase intentions. [...]

[...] For a survey design based on a simple random sample, the required sample size can be calculated by applying the following formula. Formula: N = t² x p e² Explanation: n = required sample size; t = 95% confidence level (typical value of 1.96 in the Gauss table); p = estimated prevalence; e = margin of error at 5%. E. Choice of collection methods It depends on the constraints depending on the subject of the survey, the means, availability of the sampling method, and the deadlines to be observed. [...]