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Essay / Research Paper Abstract
This 4 page paper answers two marketing questions. The first considers which types of market research may be best for estimating the demand for a magazine targeted at healthcare professionals. The second considers the development of a new product and how this may be researched and the potential problems, such as loss of competitive advantage and accessing the decision makers.
Page Count:
4 pages (~225 words per page)
File: TS14_TEdesmkr.rtf
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Unformatted sample text from the term paper:
types of research data collection; qualitative and quantitative. Quantitative research relies on large amounts of results. Quantitative data is predominately numerical, it is suitable to be used as a method
of determining cause and effect relationships and is applicable to statistical analysis. The methodologies will often be based on scientific procedures of investigation. Quantitative research includes descriptive, correlation, quasi-experimental and
experimental (Anonymous, 2003). This is advantageous for many reasons. This type of data can be obtained relativity easily and can make use of existing models. With statistical analysis it is
also possible to produce results that will have a high confidence level. This is data that may be bought of the peg, such as Mintel market research reports. However, the
information here is also broad. It is also possible to make use of existing data that the company already has, such as customer records or production and sales patterns and
figures, if any that are held are relevant. This may be used at the beginning of research to assess the potential market, but in a narrow market where there are
some specific needs we may also need to look at wider To ensure that a project such as this is a success there
needs to be more in depth research which cannot be accommodated by quantitative methods. This may include information such as what type of content should be included, the editorial approach
and even information on the regularity of the magazine and the visual presentation. This cannot be gathered from quantitative research as it needs answers to open questions and target market
for the magazine need to be researched. His means that following an initial use of quantitative research there is the need for qualitative research.
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