Why Research

Slide 1: 

“Market research is used to find out information about markets, target markets and their needs, competitors, market trends, customer satisfaction with products and services, etc. Businesses can learn a great deal about customers, their needs, how to meet those needs and how the business is doing to meet those needs.” -Carter McNamara, MBA, PhD Free Management Library

Recent International Survey : 

Recent International Survey The Japanese, who eat very little fat, suffer fewer heart attacks than the British or the Americans. The French, who eat a lot of fat, also suffer fewer heart attacks than the British or the Americans .

Recent International Survey : 

Recent International Survey The Japanese, who drink very little red wine, suffer fewer heart attacks than the British or the Americans. The Italians, who drink excessive amounts of red wine, also suffer fewer heart attacks than the British or the Americans

Survey Conclusion: : 

Survey Conclusion: Eat and drink whatever you like. It's speaking English that kills you.

Overview : 

Overview Why use research Caveats Different kinds of research Research only one tool in arsenal

Why Use Research : 

? Why Use Research 90% of results will not be new information Reinforcement/justification Can’t see the forest for the trees Sense of engagement

Caveats : 

Caveats Surveys are merely a snapshot in time Limitations of representativeness Respondent honesty Research should be only one of many tools for helping to make decisions

Types of Research : 

Types of Research Quantitative Qualitative

Quantitative Research : 

Quantitative Research Classify and count features and construct statistical models to explain what is observed. Researcher knows clearly in advance what he/she is looking for. Objective - uses fixed instruments Data is in the form of numbers and statistics Sample size and representation is very important

Qualitative Research : 

Qualitative Research Explores attitudes, behavior and experiences through such methods as interviews or focus groups. Subjective – researcher is the data gathering instrument Data is in the form of words, pictures or objects ‘Richer’, more time consuming, and less able to be generalized

Conclusion : 

Conclusion Research projects can be valuable both internally and externally Research is just one tool of many Choice of quantitative or qualitative depends on goals but each can usually benefit from a touch of the other