The Services, Roles, and Qualities of a Market Researcher

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En provenance du cours de University of California, Davis

Research Proposal: Initiating Research

126 notes

University of California, Davis

Research Proposal: Initiating Research

126 notes

Cours 1 sur 4 dans Specialization Market Research

Market Research is a growing and important field that is used in many industries around the world. Given all the data that is collected whether by organizations, industries, social media, governments, etc., it’s important that someone can review and sift through all the noise to provide valuable insights. And that’s where you come in as a market researcher. This course will only scratch the surface and provide you a foundational understanding of this field. In this course, you will be able to define market research and identify some tools used in the industry. You will be able to discuss the importance of secondary and internal research in terms of the planning process. You will be able to define what primary research is and identify the various ways to conduct primary research. You will be able to focus on an actual research plan or proposal for your peer review project. You will be able to compose a response to a request for a proposal or research plan and be able to address the various components of the proposal and package it in a professional manner.

À partir de la leçon

Getting Started and Introduction to Market Research

In this module, you will be able to define what market research is and identify the tools that are used. You will be able to discuss the various motivations behind a research inquiry and what goes into a market research request. You will define the services, the roles and the qualities of a market researcher. You will also be able to identify constraints to help you ask the right questions. Finally, you will be able to respond to a market research proposal.

Introduction to Market Research0:53

Defining Market Research3:07

Motivation for Market Research5:38

Requests for Market Research3:25

The Services, Roles, and Qualities of a Market Researcher3:12

Complexities, Constraints, and Questions to Ask4:31

Planning a Response to a Market Research Inquiry5:34

Rencontrer les enseignants

Jim Fong
Director, UPCEA Center for Research and Marketing Strategy
UC Davis Division of Continuing and Professional Education

Welcome back.

There are a lot of people out there doing surveys and saying,

this is market research.

However, being able to conduct a survey does not make one a market researcher.

It's like saying that just because I can draw, took an art class, or

can use Photoshop a little bit, means that I'm qualified to be a graphic designer.

Market research isn't just about doing a survey, it's so much more.

In this lesson, we will consider services a market researcher

should be able to provide, the roles they fill, and

essential qualities they should bring to the profession.

Let's dive in.

>> Sometimes market research is solving the business problem or

gathering the needed data.

Sometimes a situation calls for a market research professional.

That person would be equipped to do the survey, collect the information, but

brings a far broader array of services and comprehensive expertise.

Here are the services a market research should be prepared to deliver.

Create a credible and reliable research plan, manage relationships with

stakeholders, manage expectations of what market research can do.

Select and use the right tools for data collection and analytics,

effectively communicate the findings, so the organization can move forward.

The market research process isn't necessarily easy.

A market researcher has to assume many different roles and

wear many hats in the process.

Market researchers play the role of a listener,

in that they have to understand the business problem.

An inquisitor, in that they have to ask the hard questions.

A scientist, in that they need to place a reliable and

believable process around an experiment.

A planner and a manager, in that they must plan the steps so

that the information collected can be analyzed.

They also play the role of an analyst,

in that they need to take what was collected and turn it into insight.

A communicator, in that they can clearly communicate the answers found through

market research to the stakeholders.

They also have to communicate with many other parties, including vendors, and

those in the C-suite and others.

And the C-suite could be leaders, senior leaders in an organization.

Lastly, they become an adviser to decision makers,

in that they need to bridge the gap between the experiment and

the business problem to help the client make an informed decision.

There are also essential qualities a market researched must have

to excel in this profession.

The market researcher must be honest, objective, resourceful in matching

the market research tool to the need, organized, and lastly, trustworthy.

Your work should be essentially error-free, make one mistake and

you might be forgiven, make two and clients won't believe your findings.

Errors create a hole that cannot be easily plugged.

So remember, market research encompasses expertise in delivering a broad array of

services, many roles and essential qualities.

As you develop in all these areas, you will increase your ability to advance in

a profession that is growing to be in demand more and more.

That concludes this lesson on roles and qualities of the market researcher.

You should now be able to explain the role that the market researcher plays in

the process, and qualities he or she should have to remain professional and

trustworthy, while helping organizations make key decisions.

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