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CB - Tutor-Led Workshop - Lesson 4

The document outlines a workshop on market research methods, focusing on primary and secondary research, data collection methods, and the importance of sampling in research. It distinguishes between qualitative and quantitative research, providing definitions and examples of each. Additionally, it includes tasks for participants to engage in creating surveys and quizzes using Microsoft Forms.

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Adrian Jugariu
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13 views14 pages

CB - Tutor-Led Workshop - Lesson 4

The document outlines a workshop on market research methods, focusing on primary and secondary research, data collection methods, and the importance of sampling in research. It distinguishes between qualitative and quantitative research, providing definitions and examples of each. Additionally, it includes tasks for participants to engage in creating surveys and quizzes using Microsoft Forms.

Uploaded by

Adrian Jugariu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Behaviour (MOD007999)

Tutor-led workshop 4:
Market research methods (part 2)

Dr Ayosola Odunlami
[email protected].
uk
1
Recap

• Please complete the


following quiz

• https://forms.office.co
m/e/1GKxid1UAq

2
Learning objectives

By the end of this session, you will be able to

• Differentiate between primary and secondary research


• Use different data collection methods and plan data collection.
• Understand the need to select samples in business and
management research
• Know the differences between qualitative and quantitative data
analysis methods.
• Understand how to present research findings.
• Explain how to use the marketing research process to identify
industry trends and potential markets, analyse demand,
forecast sales, and make other decisions

3
Types of market
research
In pairs, research the following terms and share your
findings with the class:

• Primary • Collecting data information first hand. The


research researcher conducts the research themselves or
commissions the data to be collected on their
behalf.

• Also known as desk research, it involves the use


• Secondary
of existing data sourced from a variety of
research channels, such as books, internet. That is, data
and information that is already there and
available … second-hand data.

4
Sources of primary
data
• Surveys – This is a data-collection approach where
individuals are asked to provide answers to particular
research question, such as about their emotions, beliefs,
attitudes, and behavior (Mrug, 2012).
• Interviews – Interviews are a convenient way of collecting
information from individuals or small groups of people.
Researchers can also use interviews to get expert opinions
on their fields of study.
• Observation – This primary research method involves
observing people, occurrences, and other variables
important to the research or study. Observation entails
measuring and recording quantitative or qualitative data.
• Focus groups – Researchers can also gather information
through focus groups, which typically comprise up to 12
people.
5
Sources of secondary data

• Academic peer-reviewed journals – These often include


original research undertaken by authors or researchers
themselves.
• Published books and articles – Many books reference primary-
source materials, along with an analysis from the author.
• Government agencies – Many government agencies maintain
archives or databases of documents and reports, which
contain data that can prove to be useful to researchers.
• Educational institutions – Colleges and universities do a
significant amount of research and produce data that can be
requested by researchers.
• Commercial information sources – Information sources such as
newspapers, magazines, and TV shows can also prove to be
useful sources for secondary research.

6
Sample and population

• Sample – sub-group of all possible


cases (Saunders et al., 2019)
• Population – the full set of cases
from which sample is taken
(Saunders et al., 2019)

• Purposive sampling - cases


chosen based on some
processes or features of interest
being illustrated (Silverman,
2010)
Population, target population, sample and
• Random sampling – cases individual cases (Saunders et al., 2019, p.296)
chosen at random from the
population.
7
The need to sample

It would be necessary to use a sample when:

• It would be impracticable to survey the entire


population
• There is budget constraint
• There is time constraint

8
Qualitative Vs Quantitative
research

Watch the following video and


take some notes.

• Quantitative vs. Qualitative R


esearch: The Differences Expl
ained |
Scribbr 🎓 – YouTube

9
Quiz – qualitative Vs quantitative

• Please attempt the following quiz

• https://create.kahoot.it/details/514
ee2ee-dddf-45ee-823c-3a3a37a1e
d40

10
Qualitative Method

Qualitative research is
used to understand how
people experience the
world.
Researchers opt for
qualitative research to
understand or explain the
behavior, motivations, and
characteristics of people in
a target group.

11
Quantitative Method

• Quantitative research is the process of collecting and analysing


numerical data. It can be used to find patterns and averages, make
predictions, test causal relationships, and generalise results to wider
populations.
• Quantitative research is the opposite of qualitative research, which
involves collecting and analysing non-numerical data (e.g., text, video,
or audio).
• Quantitative research is widely used in the natural and social sciences:
biology, chemistry, psychology, economics, sociology, marketing, etc.

12
Creating Microsoft
Forms

• This will be demonstrated in class.

Task
• In groups, use Microsoft Forms to create a quiz
of five questions to collect data on a market
research topic of your choice.

13
Useful videos

• Creating a survey in Microsoft Forms


• data analysis using microsoft
form - Google Search

• Analysing data using Microsoft Forms


• OFFICE 365- Analyzing
Data in Microsoft Forms - YouTube

14

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