Implementation Stage

Implementation Stage in Market Research

Collecting Data

  • The implementation stage commences once the plan is in place, beginning with data collection.
  • Researchers often use a mix of primary and secondary data to gather rich and diverse information.
  • Primary data includes fresh data collected directly from respondents through interviews, questionnaires, observations, etc.
  • Secondary data, however, comes from existing resources such as academic journals, online databases, market reports, and more.

Recording and Processing Data

  • The gathered data must be meticulously recorded and processed into a manageable format.
  • This makes data easier to understand and interpret.
  • Be alert to potential issues in data collection such as incomplete forms, errors, or misleading responses — these can be detrimental to the research outcome.

Analysing Data

  • Data analysis is a critical component of market research. It involves interpreting and making sense of the data collected.
  • Qualitative data is typically interpreted through methods such as content analysis or thematic analysis.
  • Quantitative data, on the other hand, can be analysed using statistical techniques, some of which include descriptive analysis, inferential analysis, or predictive analysis.

Applying Statistical Techniques

  • Researchers utilise statistical techniques to condense large data sets into meaningful information.
  • Common techniques include mean, mode, median computation, tests of significance, correlation analysis and regression analysis.
  • The right technique to use will depend on the type of data collected, and research objectives.

Interpreting Findings

  • The culmination of the implementation stage is the interpretation of findings.
  • It involves drawing conclusions from analysed data, and linking these conclusions back to the initial research objectives.
  • It’s vital to communicate findings accurately and clearly.

Challenges and Issues in Implementation

  • Researchers must be cognizant of potential challenges during the implementation phase, such as respondent biases, irregularities in data, or technical difficulties.
  • Consideration must be given to ethical and legal issues around privacy, confidentiality, and consent.
  • Continued assessment and flexibility in adapting to challenges help ensure the integrity and success of the market research implementation.