Analysis of an article: Market research

By identifying an article in a magazine from databases in Virtual Libraries, Physical Libraries or from some reliable academic source, we can present market research, which can be exploratory, descriptive or causal in nature (Alonso, J. C., et al., 2017). Then we must analyze the article, so we have to do the following:?

1.- Write down the title of the article and include the reference at the end of the work.?

Analysis case: Qualitative market research techniques applied to fresh fruit consumers?

2.- Present a summary about the objective of the research in which you highlight the problem or situation presented in the article?

3.- Break down the six steps of market research and show an explanation of each of the steps of the research according to the analysis you perform on the article.?

6 steps to do a good market study.?

Market research does not mean anything other than studying the needs and problems in the social situation to which we can contribute with strategic solutions from a commercial point (service or product). To carry out an adequate and effective market study, there are 6 steps that we must consider, yes or yes, to obtain good results (Lonzoy, Y., 2020). These are:?

Step 1: Defining the problem?

The first step in any marketing research project is to define the problem. In doing so, the researcher must consider the purpose of the study, relevant background information, what information is needed, and how it will be used for decision making. Defining the problem involves talking to decision makers, interviews with industry experts, analysis of secondary data, and perhaps some qualitative research, such as focus group sessions or in-depth interviews with key people. Once the problem has been precisely defined, it is possible to design and conduct the research appropriately (Alonso, J. C., et al., 2017).

Step 2: Problem Approach Development / Background Analysis?

Developing the problem approach includes the formulation of an objective or theoretical framework, analytical models, research questions and hypotheses, and identification of the information needed. This process is guided by conversations with administrators and area experts, secondary data analysis, qualitative research, and pragmatic considerations (Lonzoy, Y., 2020).?

Step 3: Formulation of the research design?

A research design is an outline for carrying out a marketing research project. It sets out in detail the procedures necessary to obtain the required information, and its purpose is to design a study that tests the hypotheses of interest, determines possible answers to the research questions, and provides the information needed to make decisions. The general objectives and specific objectives, the research methodology and the role of each technique in the process are defined (Lonzoy, Y., 2020).?

Step 4: Field work or data collection?

Data collection involves having personnel or equipment operating either in the field, as in the case of personal surveys (in homes, in shopping centers, by intercept or computer-assisted), from an office by telephone ( telephone or computer), by mail (traditional mail and mail panel surveys in preselected households), or electronically (by email or Internet), (Alonso, J. C., et al., 2017).?

Step 5: Data Preparation and Analysis?

Data preparation includes review, coding, transcription, and verification. Each questionnaire or form of observation is reviewed and, if necessary, corrected. Numeric codes or letters are assigned to represent each response to each question on the questionnaire. The data from the questionnaires are transcribed and typed, or entered directly into the computer, to generate a database. The data are analyzed to obtain information related to the components of the marketing research problem and, in this way, provide information to the marketing decision problem. BIG DATA is becoming more important every day as it has large volumes of data in research processes (Lonzoy, Y., 2020).?

Step 6: Preparation and presentation of the report?

The entire project should be documented in a written report presenting the specific research questions that were identified; describing the approach, research design and methodologies used for data collection and analysis; and where the results and main findings are included. The Report must be presented in an understandable format that makes it easy for management to use in the decision-making process (Alonso, J. C., et al., 2017).

Conclusion?

On certain occasions and under certain parameters, it is possible to have to explore various sources that help us perfect our research work. It is an arduous and meticulous task, so patience is vital to achieve the set objectives. The products are elements that require constant analysis in order to maintain them in the preference of the target audience that we have selected and for which the company has decided to invest capital with the purpose of obtaining profits, hence the great value of an excellent study, which allows It is up to the efficient marketer to make the difference between the failure and success of the product and the survival of the company.

Reference?

Alonso, J. C., Arboleda, A. M., Rivera-Trivino, A. F., Mora, D. Y., Rubilma Tarazonaf, R., Pablo José Ordo?ez-Morales, P. J. (2017). Qualitative market research techniques applied to fresh fruit consumers. Management Studies. ICESI University. Published by Elsevier Spain, S.L.U.?

Lonzoy, Y. (2020). The steps to do a good market study. Marketing Inteli.