BSBMKG408A Conduct Market Research BSBMKG403A Analyse market data BSBCMN405A Analyze Research Inform

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BSBMKG408A Conduct Market Research/ BSBMKG403A
Analyse market data/ BSBCMN405A Analyze Research
Information Week 2

• Tonights topics
• Preparation of a brief
• Boiling down data
• - some statistical ideas for the slow learner
• - Refs Zikmund ch 3, 5

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The brief
FUNNELLING

• Direction and basic HYPOTHESIS agreed with client
  in writing
• First step in the brief is identifying the main,
  underlying problem that needs a solution.
• A particular study may deal with the entire
  disorder or only part of it.

Wide exploratory research
Gets more s p e c i f i c
CENTRAL ISSUE - Problem well study
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Hypothesis in the brief is based on a situation
analysis

• HYPOTHESIS the main statement to be tested.
  Assumed to be true until proven otherwise
• Available information funnels into summary of
  what the main problem may be
• Preliminary, informal research may be needed

All known information
Situation analysis
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Situation analysis

• helps us see
• the problem
• in its setting

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Opinions and assumptions are NOT facts!!!

• The purpose of research is to test opinions and
  assumptions
• Just because everyone believes something does not
  mean it is true
• the Earth is flat
• sickness is caused by witchcraft
• there is no Santa Claus
• The danger isnt in what we do not know but in
  what we believe without needing proof.

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Hypothesis

• Simple positive statement
• asks the question and does not jump to solutions
• Alternative hypothesis and/or secondary
  hypothesis
• chains and sets of hypotheses

If ___ then___ else ___
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Main sections in a brief

• Situation analysis
• Basic hypothesis
• Research objectives
• preliminary idea of what client thinks the
  problem is
• design criteria (pre planning notes)
• other
• date of design finish
• date of proposal
• study start and finish dates
• responsible person
• client contact(s)

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Data reduction

• Turning DATA into INFORMATION

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Example Lets look at some 2001 Census data (A)

• Click on link and download data for appropriate
  area(s) to floppy, memory stick, hard drive, etc.
• Shell out into My Computer or Windows Explorer
  and click on your copy of the archive file youve
  just downloaded. This should open up the archive
  with WINZIP.
• Inside the archive click on the XLS file ( Excel
  spreadsheet). Use the bottom, left hand side
  scrolling arrows to see the page tabs and look at
  the contents pages to help find what you want.

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Example Lets look at some 2001 Census data (B)
FREQUENCY DISTRIBUTION

• Highlight what you want and copy to a new blank
  Excel workbook. Save the new workbook under a
  new name and close the original and the archive.
  Work on the new smaller spreadsheet.
• I selected tab B03 - age by sex and copied and
  pasted to sheet 1 of a new book. It was in an
  easy to read format that was hard to do further
  calcs on so I spread it out (sheet2) using cut
  and paste.
• As there were no individual age frequencies given
  for the older ages I copied the 5 year categories
  to a new sheet(4), graphed them and put the graph
  on a new sheet

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Example Lets look at some 2001 Census data (C)

• The frequency table and graph show the shape of
  the data but make it hard to compare larger and
  smaller areas
• Its easier to compare the different age groups
  as percentages (sheet5)

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