Market Research
FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS
Rome, 1997
This publication has previously been issued as
ISBN 92-851-1005-3 by the FAO Regional Office for Africa. The designations employed and the presentation of material in this publication do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. |
M-62
ISBN 92-5-103905-4
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the prior permission of the copyright owner. Applications for such permission, with a statement of the purpose and extent of the reproduction, should be addressed to the Director, Information Division, Food and Agriculture Organization of the United Nations, Viale delle Terme di Caracalla, 00100 Rome, Italy.
© FAO 1997
This electronic document has been scanned using optical character recognition (OCR) software and careful manual recorrection. Even if the quality of digitalisation is high, the FAO declines all responsibility for any discrepancies that may exist between the present document and its original printed version.
Table of Contents
Preface
Chapter 1: The Role Of Marketing Research
Chapter Objectives
Structure Of The Chapter
The role and limitations of marketing research
A definition of marketing research
The purpose of the research
Clear, concise, attainable, measurable and quantifiable objectives
The need to set a time horizon for marketing research
A reporting period
The research proposal
Step 1: Problem definition
Step 2: Hypothesis generation
Step 3: Decision on type of study
Step 4: Decision on data collection method
Step 5: Development of an analysis plan
Step 6:
Rome, 1997
This publication has previously been issued as
ISBN 92-851-1005-3 by the FAO Regional Office for Africa. The designations employed and the presentation of material in this publication do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. |
M-62
ISBN 92-5-103905-4
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the prior permission of the copyright owner. Applications for such permission, with a statement of the purpose and extent of the reproduction, should be addressed to the Director, Information Division, Food and Agriculture Organization of the United Nations, Viale delle Terme di Caracalla, 00100 Rome, Italy.
© FAO 1997
This electronic document has been scanned using optical character recognition (OCR) software and careful manual recorrection. Even if the quality of digitalisation is high, the FAO declines all responsibility for any discrepancies that may exist between the present document and its original printed version.
Table of Contents
Preface
Chapter 1: The Role Of Marketing Research
Chapter Objectives
Structure Of The Chapter
The role and limitations of marketing research
A definition of marketing research
The purpose of the research
Clear, concise, attainable, measurable and quantifiable objectives
The need to set a time horizon for marketing research
A reporting period
The research proposal
Step 1: Problem definition
Step 2: Hypothesis generation
Step 3: Decision on type of study
Step 4: Decision on data collection method
Step 5: Development of an analysis plan
Step 6:
References: 1. Crawford, I. M. (1990), Marketing Research, Centre and Network for Agricultural Marketing Training in Eastern and Southern Africa, Harare, pp 36-48.