Entrepreneurship Market Research PDF
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Uploaded by SharpestThunderstorm9727
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Queenie R. Dela Cruz
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Summary
This document provides a presentation on market research, including objectives, unique selling propositions, data collection methods (surveys, interviews, focus groups), and practical considerations such as the length of focus group discussions and consistency in group composition. It includes a performance task related to conducting a survey on milk tea among high school students.
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###### Entrepreneurship   - Identify and rank the uniqueness of the product or services character - Be Very Specific - Keep it short and simple (KISS) #### Market Research or Marketing Research Process  ##### DATA COLL...
###### Entrepreneurship   - Identify and rank the uniqueness of the product or services character - Be Very Specific - Keep it short and simple (KISS) #### Market Research or Marketing Research Process  ##### DATA COLLECTION ##### TIPS IN DATA COLLECTION - Organize collected data as soon as it is available - Know what message you want to get across and then collect data that is relevant to the message - Collect more data - Create more data - Take note of interesting or significant data  SURVEY ====== - are the **most common way to gather primary research** w i t h the use of **questionnaires** or - **1.** K eep it as s imple as possible - **2.** Make sure it is clearly appealing and easy to read - **3.** Cluster or b l o c k related questions - **4**. Move f rom c o m p l e x questions to more specific questions - **5.** Make sure questions are concise and easily understood - **6**. Avoid questions - **7.** Make sure response scales consistent with categories mutually exclusive INTERVIEW ========= - is one of the m o s t reliable a n d INTERVIEW ========= - The interview is also h e l pf u l even w h e n the business has already - Interviews n o r m a l l y **last from 15 to 40 minutes,** b u t they can last longer, d e p e n d i n g on the participants' INTERVIEW ========= - In a s t ructured interview, the  PERSONAL INTERVIEW ------------------ - are the t raditional m e t h o d of - They also a l l o w the researcher to - are **less expensive and less time-consuming,** b u t the  FOCUS GROUP DISCUSSION (FGD) ---------------------------- - ###### is an excellent method for generating and screening #### The following are considerations in the use of focus group discussions in market research: - **1.** The l e n g t h of the session is b e t w e e n **90 and 120 minutes.** - **2.** C o n d u c t focus groups discussion w i t h **8 to 10 participants per group.** - **3.** Assign an expert m o d e r a t o r /  #### The following are considerations in the use of focus group discussions in market research: - **4.** Use a s e m i - s t ructured or open - for m a t discussion - **5.** Strive for consistency in the ### PERFORMANCE TASK ### PERFORMANCE TASK
