My work placement as an international intern in the global Market Research company named Issues & Answers Network, allowed me to discover the Market Research field and to work in an international environment coping with different cultures. Furthermore, this work placement allowed me to discover the different methodologies that can be used to conduct a survey and their specificities. It is crucial to know, that the choice of methodology remains really important in the definition of the survey and the quality of the results. It is the condition to the success of a study. After the description of Issues & Answers Network specificities and a brief detail of the tasks which were assigned to me during this training period, we will focus on the Market Research specificities and the different methodologies that can be applied to a study. Then, in order to better understand the research process, we will develop the different stages of a study process from a concrete case made for the Kalamazoo County Government jail. We will question ourselves about the proper methods and strategies that the market Research companies should adopt in order to stay competitive in a market, which works faster and requires Market Research companies to be at the head of the new technologies and methodologies. We will base our recommendations on different researcher analyses and theories, in order to consider the best behaviour that the Market Research companies should adopt to maintain a good position in the research field.
[...] Regarding the Kalamazoo study, Issues & Answers will calculate descriptive statistics (means, medians, and standard deviation), and conduct bi-variate statistical tests (the independent T-test for means and the independent test for percentages) to determine any statistically significant patterns. For information, this type of calculations typically has an error margin of it ensures a high reliability of the results. Then, the results of the cross-tabulation table are analyzed by a report Analyst who makes the final report. The full, final study reports typically include a complete, in-depth analysis of the data collected and a projection of the statistical accuracy. [...]
[...] Bibliography Articles published in Research World magazine Research World is the magazine for market research professionals worldwide; it provides news and views from all industry sectors. This monthly magazine is dedicated to the 5000 members of the Esomar organisation. The articles titles are summarized below: - Can researchers cede control? - Published by Esomar in July/August 2007. - Online drive research prices down - Published by Esomar in October2007. - The growth factor - Published by Esomar in October2007. - Emerging trends - Published by Esomar in November 2007. - Moving forward with confidence - Published by Esomar in January 2008. [...]
[...] Generally, we notice that more and more brand create their owns forum on which consumer can go and give their advice on the new concept and product. This method is most used in high technologies however. The revolutionary aspect is that the e-culture has introduced the idea of co-creation and collaboration with the consumer, putting him to an equal footing with Market Research companies and this phenomenon should keep on growing in the coming years. ➢ What will be next innovative methodologies? [...]
[...] According to Mr Andrew P. Garvin's the best guideline to adopt the right methodology involves adopting a simple process that uses seven common research tasks. Those stages can be summarized as follow: Finding out ‘what's out there'. This stage consists in searching for all publicly and readily available informations on the topic (by using search engines, business databases and trade associations).This stage is often called secondary research. It was generally used to refer to publicly available information like what you could find in a library. [...]
[...] - The digital technology. It has allowed Market Research firms to collect insight into consumer real life. It is represented by the Eye cameras mounted on a pair of glasses; Those cameras can record where a shopper is looking as they browse around the store, identifying what catches their eyes without their conscious realization. It allows revealing non verbal indications of emotions through facial expressions. In qualitative research, it is, indeed, important to understand the unconscious behavior and the latent feelings of consumers. [...]
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