¿Cómo hacer un ESTUDIO de MERCADO?: DEFINICIÓN Y 6 FASES | Lorena Ronda | Universidad de Deusto

Introduction to Market Research

In this section, the speaker introduces the concept of market research, outlining its importance in understanding business environments and making informed decisions.

Understanding Market Research

• Market research involves collecting and analyzing information about a company's environment to address business-related questions and improve business activities.

• Identifying areas for improvement within the company or opportunities in the market are key aspects of market research.

• Market research helps in resolving internal issues like product selection, pricing strategies, and marketing channels, as well as identifying external opportunities for business growth.

• Exploring consumer segments such as vegans can lead to understanding their preferences and behaviors to enhance business strategies.

• The primary focus of market research is to analyze information gathered and communicate findings effectively.

Steps in Conducting Market Research

This section delves into the essential steps involved in conducting effective market research, emphasizing the significance of defining objectives and designing appropriate studies.

Defining Objectives

• The initial step is identifying the problem or question that needs addressing within the company or leveraging an external opportunity.

• Defining study objectives involves considering both visible issues (tip of the iceberg) known to all stakeholders and underlying causes (hidden beneath), which are specific to market researchers.

Designing Research Studies

• Researchers must determine whether qualitative or quantitative research designs are suitable based on exploratory or numerical data requirements.

• Qualitative designs focus on exploration and interpretation, while quantitative designs involve statistical analysis of numerical data for different stages of research.

Data Collection

Market Research Methodologies

In this section, the speaker discusses the various methods used in market research, including interviews, social media comments analysis, questionnaires, and focus groups. They also touch upon data analysis techniques and the importance of effectively communicating research results.

Quantitative and Qualitative Data Collection Methods

• Market research involves a mix of quantitative methods like interviews, social media comment reading, questionnaires, and focus groups.

• Depending on whether the methodology is qualitative or quantitative, content analysis or quantitative data analysis will be conducted.

Communicating Research Results

• The final phase involves communicating agreed-upon results without making decisions for the company but presenting findings to decision-makers.

• A detailed market research report outlines objectives, research design, data collection methods, analyses performed, results obtained, and potential recommendations.

Presentation of Findings

• Reports may be presented in person using PowerPoint or other formats to provide key insights from the study.

• Key tips for conducting market research will be provided in a concluding video after discussing requirements for initiating a study.

Considerations Before Conducting Market Research

This part emphasizes essential considerations before embarking on market research activities to ensure its effectiveness and relevance to business operations.

Pre-Study Evaluation

• Assess if stakeholders are receptive to study outcomes before investing resources into market research.

Resource Allocation

• Adequate financial and material resources are crucial for successful market studies; insufficient resources can compromise outcomes.

Relevance Assessment

• Evaluate if information derived from the study is pertinent for enhancing business operations; relevance determines the necessity of conducting research.

Ethical Considerations in Market Research

This segment highlights ethical constraints that guide market researchers when engaging with specific sectors or demographics during their studies.

Ethical Boundaries

• Market studies are bound by ethical codes based on industry sectors or target demographics; adherence to these codes is imperative.

Examples of Ethical Regulations