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PWAC Toronto Chapter - Professional Writers Association Of Canada



For information about joining PWAC, please visit our national organization’s website, www.pwac.ca.

UPCOMING EVENTS

Register now for PWAC’s national conference in Toronto!

Read a blog post with conference highlights by PWAC president Christine Peets in Networds.

Summer Cheers With Peers Dates Announced

During the summer months, Cheers With Peers networking for writers and friends will be held at Pogue Mahone Pub and Kitchen, on the last Tuesday of each month, from 6:30 to 8:30 pm.

PWAC Toronto Chapter invites writers, editors, graphic designers, photographers, video producers, and all other interested communications and publishing professionals to join us! The good company and conversation is free. Simply pay your own restaurant bill. Pogue Mahone is located at 777 Bay Street, but the main entrance is on the south side of College Street, between Yonge Street and Bay Street. It’s steps away from the College Subway Station.

See you there, on June 26, July 31, and August 28, starting at 6:30 pm!

Gelato with your PWAC pals!

Thursday, August 9, 2018 at 7pm

(Postponed until August 22 due to weather.)

Punto Gelato Yorkville, 146 Cumberland Street, just west of Bay Station, next to Hemingway’s, and across the street from Yorkville Park.

We will each get our own gelato and then wander across the street to Yorkville Village Park. It is a small park with limited seating, including some tables, benches, rock planters, and a big rock in the middle that people sit on.

Weather notice: Due to the likelihood of rain, we have rescheduled this event for August 22.

Past Events Special Event with Partner Organizations

New Directions in Self-Publishing Tue, March 27, 2018, 7:30 PM–9:30 PM Room 610, Health Sciences Building,155 College St, Toronto, ON M5T, Canada (Enter through front doors, take elevator to sixth floor, and turn left).

Self-publishing has come a long way since print-on-demand services first surfaced in the late 1990s. Driven by technological change, shifting reading habits, and proliferating formats, self-publishing is a constantly evolving space where success can be elusive, but where the odds improve with detailed knowledge of the industry, investments in professional editing and design, and a willingness to adapt to changing conditions.

Editors Toronto and the Professional Writers Association of Canada Toronto chapter (PWAC) presented a panel discussion about the current state of the industry. Led by four seasoned professionals whose work has involved them in all areas of self-publishing, from POD, hybrids, and ebooks to crowdfunding, audiobooks, and online reading and writing communities, this event was sponsored and hosted by the Creative Writing Program at the School of Continuing Studies, University of Toronto. The panellists were Stephanie Fysh, Nina Munteanu, Meghan Behse, and Mark Leslie Lefebvre

Advanced Interviewing Skills for Writers Monday, January 29, 2018, 7 to 8:30 p.m. Miles Nadal Jewish Community Centre,750 Spadina Avenue, Rm 218 Whether you’re a journalist, a corporate writer or a ghostwriter, you need to know how to ask tough questions and get good answers — preferably without alienating your interview subject. Writers share this need with other professionals, such as lawyers and psychologists. At this panel presentation, you’ll get practical tips from writers and other professionals who are experts at getting people to open up and share information.

Special Event Ho-Ho-Holiday party Monday, December 4, 6:30 p.m. PWAC Toronto Chapter members and friends are invited to join us for nibbles and great conversation at Pogue Mahone Pub and Kitchen (777 Bay Street, downtown Toronto; entrance is on College Street just west of Yonge). Catch up with fellow writers and celebrate the season at our highly anticipated annual holiday party! There is no fee to attend; pay for your own drinks and additional menu items. Please RSVP to Carolyn Camilleri, VP Special Events and Networking, at c.camilleri@pwactoronto.org .

Special Event Ask The Expert with Dorothea Helms (PWAC Members Only) POSTPONED Wednesday, November 15, 2017, 6 p.m. Up to eight PWAC Toronto Chapter members can join The Writing Fairy, Dorothea Helms, for wine, snacks and an intimate conversation. This is your chance to learn the secrets of building a well-paying writing career, from a long-time freelancer who is generous with her advice. This exclusive event will be hosted by former PWAC Toronto Chapter president Virginia Heffernan. Tickets are $25 each, for members only, and sold on a first-booked, first-served basis. Buy your tickets online now. (Address and directions will be emailed to attendees.)

How to Break Into B2B Copywriting Monday, November 20, 2017, 7 to 8:30 p.m. Miles Nadal Jewish Community Centre,750 Spadina Avenue, Rm 218 Business-to-business (B2B) copywriting is a lucrative market for freelancers. Our speakers will discuss how to get started in B2B copywriting, examples of B2B marketing materials you can write (such as case studies and white papers) and how to find clients. Register now.

Freelance Writing 101: Starting Out Right Wednesday, October 25, 2017, 7 to 8:30 p.m. Miles Nadal Jewish Community Centre,750 Spadina Avenue, Rm 301 Thinking of launching a freelance writing business? Don’t miss this panel presentation. Sue Bowness, freelance writing instructor and PWAC Toronto Chapter blog editor, will share an overview of how freelance writers earn a living, including different types of content you can write and their pay rates. Get tips from accountant Sunny Widerman about money management for freelancers. Karen Luttrell, marketing strategist and PWAC Toronto Chapter president, will walk you through the basics of developing a marketing plan for your new freelance writing business.

Creating Client Relationships that Rock Monday, March 27, 7 to 8:30 pm Miles Nadal Jewish Community Centre, Room 318

If you earn your living as a freelancer, it’s essential to have great client relationships. This event will help you take good care of those all-important relationships and yourself too. Topics include building rapport with new clients and securing repeat work, the elements of a good contract, how to get paid when they’re not paying, and how to fire a bad client.

The Healthy Freelancer: Self-Care for the Self-Employed Monday, January 9, 7 to 8:30 pm Miles Nadal Jewish Community Centre, Room 318

Dealing with deadlines doesn’t have to be stressful. Learn self-care strategies and wellness tips that can fit into your busy schedule. Trade your tension for healthy mind and body strategies that will help you feel better and boost your productivity. Speakers include experts in ergonomics, fitness, and nutrition.

https://www.the-essays.com/power-point-presentation and the Toronto chapter of the Professional Writers Association of Canada held their inaugural bookstore crawl.

Going Global: How to Find & Work with International Clients Thursday, November 24, 7 – 8:30 pm Miles Nadal Jewish Community Centre, Room 318

We’re called the Professional Writers Association of Canada, but our international markets are expanding as English becomes the default language of business and academia in more and more countries. In this panel discussion, you’ll learn how to find, pitch to, and nurture clients outside of domestic markets. We’ll also cover the practicalities of working internationally, such as getting paid, tax implications, and required paperwork (such as the W-8BEN form for American clients).

Build Your Buzz: Self-Promotion for Writers Monday, October 17, 7 to 8:30 pm Miles Nadal Jewish Community Centre, Room 318

What are the best tools and techniques for writers to promote themselves and attract new clients? Our experts discuss a wide range of marketing tools. Key topics include self-promotion for introverted writers, adopting new vs. traditional self-promotion tactics, creating your own website/blog vs. hiring a professional, and more.

So You Want to Be a Creative Freelancer? Presented at Culture Days Saturday, October 1, 2 to 3:45 pm Miles Nadal Jewish Community Centre, Room 218

Do you work as a writer, editor, or graphic designer? Are you thinking about launching your own business? Learn about the perks and pitfalls of freelancing from long-time members and volunteers with the Professional Writers Association of Canada’s Toronto Chapter, Editors Toronto, and the Association of Registered Graphic Designers. Topics include how to find clients, working with other creative professionals, and more practical information for freelancers. The presentation includes a Q&A session.

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Chapter 1 The Role Of Marketing Research



Chapter 1: The Role Of Marketing Research

In essence, management is about decision making. Decision is invariably surrounded by uncertainties and, therefore, risks. Marketing research is charged with helping to reduce such uncertainties, ". but will never remove it. At best, marketing research will increase the probability that the decisions which management has to take will help attain the organisation's marketing objectives.

Chapter Objectives

The objectives of this chapter are to:

· Define the role of marketing research in decision making · Outline the contents of a research brief · Outline the contents of a research proposal, and · Explain in detail each of the principal steps in research design.

Structure Of The Chapter

This chapter begins by explaining the limitations of marketing research in so much that it serves to reduce rather than remove the risks attendant to decision making. The discussion proceeds to an outline of the research brief which has to be drawn up for the guidance of the individual or group charged with executing the study. At this point, the researcher has to respond to the brief with a research design. In this text an eight step research design is proposed and the reader will find a fairly thorough discussion of each of these steps within the chapter.

The role and limitations of marketing research

"Marketing research does not make decisions and it does not guarantee success". Marketing managers may seek advice from marketing research specialists, and indeed it is important that research reports should specify alternative courses of action and the probability of success, where possible, of these alternatives. However, it is marketing managers who make the final marketing decision and not the researcher. The second observation, that marketing research does not guarantee success, is simply a recognition of the environment within which marketing takes place. In the fields of science and engineering researchers are often working with deterministic models of the world where y = f(x). That is, x is a necessary and sufficient condition for y to occur. For instance, an increase in pressure is usually necessary and sufficient to bring about a rise in air temperature. In the social sciences, and this includes marketing and marketing research, the phenomenon under investigation rarely, if ever, lends itself to deterministic modelling. Consider the marketing problem of determining how much to spend on promotion in order to achieve a given market share. The link between promotional expenditure and sales is not so direct as that between pressure and temperature. There are a great many more intervening variables, including: the media used, the effectiveness of the promotional message, the length and frequency of the campaign, not to mention the many dimensions of the product, price and distribution. Marketing researchers work with probabilistic models of the form:

This reflects the fact that in order for a target market share to be reached some promotion (amount unknown) is necessary but will not be sufficient, on its own, to achieve the target. Y is a function of a number of variables and the interactions between them. The model is further complicated by the fact that these interactions are themselves often not understood. It is for these reasons that marketing researchers cannot guarantee that decisions based on their information will always prove 'successful'. Rather the best that a competent researcher and a well designed study will be able to offer is a reduction in the amount of uncertainty surrounding the decision.

A definition of marketing research

Green and Tull 1 have defined marketing research as follows:

"Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing."

The key words in this definition are; systematic, objective and analysis. Marketing research seeks to set about its task in a systematic and objective fashion. This means that a detailed and carefully designed research plan is developed in which each stage of the research is specified. Such a research plan is only considered adequate if it specifies: the research problem in concise and precise terms, the information necessary to address the problem, the methods to be employed in gathering the information and the analytical techniques to be used to interpret it.

Maintaining objectivity in marketing research is essential if marketing management is to have sufficient confidence in its results to be prepared to take risky decisions based upon those results. To this end, as far as possible, marketing researchers employ the scientific method. The characteristics of the scientific method are that it translates personal prejudices, notions and opinions into explicit propositions (or hypotheses). These are tested empirically. At the same time alternative explanations of the event or phenomena of interest are given equal consideration.

Not many years ago an agricultural engineering company developed an improved rice milling machine. The machine was introduced into Thailand where existing rice milling machines were of a design which resulted in a high percentage of brokens (broken kernels). The new rice mill produced a negligible percentage of brokens. Intuitively a successful product would be predicted, launched with hardly any need for marketing research when the new mill had such obvious advantages over existing products. The agricultural engineering company went through the expensive and time-consuming process of importing the machine into Thailand. They set up extensive distribution and servicing facilities only to be surprised when the mill failed to gain acceptance. In Thailand, smallholders take their rice to a miller.

Since they do not have sufficient cash to pay for milling their rice they get paid in 'brokens'. The miller then sells the 'brokens' for animal feed. The more effective milling machine simply did not fit into the Thai rice processing system. The company's assessment of the market was hardly objective. They saw the 'brokens' as a problem which their product solved. The prospective customer did not see it as a problem at all.

The third of the key terms in the definition given a little earlier was analytical. The marketing researcher's task goes beyond the collecting of data. He/she must also interpret the data in terms of what the it means to the organisation which commissioned the research. Knowing that 60% of those interviewed thought that product A was superior to product B is, in itself, of little value. The organisation needs to know the alternative ways it can respond to this data. Data is equivalent to the raw materials of manufacturing; it has to be converted into information before it becomes useful in decision making. The process of convening data into information is achieved through analysis.

Although the need for precision and thoroughness in marketing research has been stressed here, it is to be remembered that, in practice, there is a perpetual conflict between the demands of expediency and the search for truth. The reality is that management is frequently under pressure to make timely decisions. Therefore management often seeks answers through marketing research in the shortest time possible and, moreover, at minimum cost. On such occasions its methods tend to be less theoretically rigorous and its analysis more superficial.

The market research brief

Marketing research can be concerned with any of a variety of aspects of the market: the product, sales, buyer behaviour, promotion, distribution, pricing, packaging, etc. Since the researcher cannot investigate everything about a market, he/she must be selective. The question remains as to how the researcher decides where to focus the study, and to what depth each issue should be investigated. The answer should lie in a document called the research brief. The research design is a set of guidelines given to the researcher by the person(s) who have commissioned the research and/or the individual(s) who are to make use of the results in their decision making. The brief must inform the researcher which aspects of the market are particularly important. In particular, the research brief should include:

· the purpose of the research · the objectives stated in a clear, concise, attainable, measurable and quantifiable way · a time horizon · a resource allocation, including the budget and facilities · a reporting period.

Each of these components of the brief is explained in a little more detail in the section that follows.

The purpose of the research

It is not at all unusual for marketing managers to neglect to tell the researcher the precise purpose of the research. They often do not appreciate the need to do so. Instead, they simply state what they think they need to know. This is not quite the same thing. To appreciate the difference consider the case of the marketing research agency which was contacted by the International Coffee Organisation (ICO) and asked to carry out a survey of young people in the age group 15-24. They wanted information on the coffee drinking habits of these young people: how much coffee they drank, at what times of day, with meals or between meals, instant or ground coffee, which other beverages they preferred and so on. In response, the research organisation developed a set of wide-ranging proposals which included taking a large random sample of young people.

In fact much of the information was interesting rather than important. Important information is that information which directly assists in making decisions and the ICO had not told the research company the purpose of the research. The initial reason for the study had been a suspicion, on the part of the ICO, that an increasing percentage of young people were consuming beverages other than coffee, particularly soft drinks, and simply never developed the coffee drinking habit. Had this been explained to the research company then it is likely that their proposals would have been radically different. To begin with, the sample would have been composed of 15-24 year old non-coffee drinkers rather than a random sample of all 15-24 year olds. Second, the focus would have been non-coffee drinking habits rather than coffee drinking habits.

Unless the purpose of the research is stated in unambiguous terms it is difficult for the marketing researcher to translate the decision-maker's problem into a research problem and study design.

Clear, concise, attainable, measurable and quantifiable objectives

Suppose that the marketing manager states that he needs to know the potential market for a new product his/her organisation has been developing. At first glance this might appear to meet all of the requirements of being clear, concise, attainable, measurable and quantifiable. In practice it would possibly meet only one of these criteria, i.e. it is concise!

Here is another case to be considered. A small engineering firm had purchased a prototype tree-lifter from a private research company. This machine was suitable for lifting semi-mature trees, complete with root-ball intact, and transplanting such trees in another location. It was thought to have potential in certain types of tree nurseries and plantations.

The problem with the objective is that the marketing manager needs to know the potential market for the new tree-lifter is that it is not attainable. One could find out how many tree-lifters were currently being sold but this is not the same as the objective set by the marketing manager. The market potential for any new brand is a function of at least 4 things, as shown in Figure 1.1.

Figure 1.1 The components of market potential

It was possible to test customer reaction to the concept of the new tree-lifter by showing pictures, line drawings and by supplying product specifications to prospective buyers. However, since the company had not decided their pricing policy an important element could not be tested. In large measure, it was also possible to gauge the likely reaction from competitors. The researchers began by looking at the basis of competition to determine whether it was on price, product quality or unique product features. The researchers were able to look at precedents. They examined the pattern of response on past occasions when one or other of those companies already in the market had launched a new product. An audit of the environment was undertaken too, but the missing component was the company's' own plans for exploiting the market. Since the company had no involvement in the agricultural engineering sector, prior to acquiring the rights to the tree-lifter, they had no agreements with distributors, no idea of which, if any, of the distributors would be prepared to stock their product; they had no salesmen trained in selling into this industry and so on. The product's potential depended very much on such initiatives.

The solution would have been to undertake a study which would have described the market in detail in terms of customers, competitors and the environment. The company could then have put a marketing plan together and conducted a follow-up study to test their propositions out on the marketplace.

The need to set a time horizon for marketing research

Inevitably there are deadlines which the marketing research activity must fit and these must be stated clearly at the outset of the research. As was said earlier, because of time pressures, management is often seeking quick answers from marketing research. If the researcher is aware of the time constraints then this will become an overriding factor when he/she plans the research design. He or she is likely to put forward a design which is less elegant, and gives rise to less precise information but delivers the results on schedule.

A resource allocation, including the budget and facilities

There are essentially two approaches to establishing the resource allocation to a particular marketing research exercise. Management can start with the problem and work out how much it will cost to solve it. Alternatively, they can decide how much the management can afford to spend, at the time, and seek the best answer they can for the time, money and manpower allocated. In practice the decision-makers prefer the latter approach and the researchers the former. In the end, some kind of compromise develops. The researcher rarely gets all of what he/she judges is required to reach a satisfactory conclusion but if the research proposal is well thought out and persuasively presented some concessions can be obtained.

Whichever the approach to resource allocation adopted, it is imperative that the researcher is aware of the financial and other constraints within which he/she must complete the work.

A reporting period

The researcher must also know from the outset of the study the points in time when interim reports are required, if any, and the deadline for the final report. The form of interim reports should also be specified at the outset, whether verbal or written, and whether presentations are to be made to a group (nature and size of the group) or an individual.

In addition there are several characteristics of a good research brief and these are that it:

· means the same thing to all concerned

· does not ask for irrelevant information

· defines the relevant populations to be measured

· identifies the correct variables to be measured

· specifies the degree of accuracy really needed within the main results

· specifies an order of priorities when the sample has to be broken down for the purposes of analysing data for subgroups, and

· does not pre-judge the selection of research techniques and procedures.

The research proposal

Having received the research brief, the researcher responds with a research proposal. This is a document which develops after having given careful consideration to the contents of the research brief. The research proposal sets out the research design and the procedures to be followed. The eight steps are set out in figure 1.2. These are only briefly discussed here since the remainder of this textbook consists of a detailed explanation of each step.

Figure 1.2 The research design

Step 1: Problem definition

The point has already been made that the decision-maker should clearly communicate the purpose of the research to the marketing researcher but it is often the case that the objectives are not fully explained to the individual carrying out the study. Decision-makers seldom work out their objectives fully or, if they have, they are not willing to fully disclose them. In theory, responsibility for ensuring that the research proceeds along clearly defined lines rests with the decision-maker. In many instances the researcher has to take the initiative.

In situations, in which the researcher senses that the decision-maker is either unwilling or unable to fully articulate the objectives then he/she will have to pursue an indirect line of questioning. One approach is to take the problem statement supplied by the decision-maker and to break this down into key components and/or terms and to explore these with the decision-maker. For example, the decision-maker could be asked what he has in mind when he uses the term market potential. https://www.the-essays.com/professional-writers is a legitimate question since the researcher is charged with the responsibility to develop a research design which will provide the right kind of information. Another approach is to focus the discussions with the person commissioning the research on the decisions which would be made given alternative findings which the study might come up with. This process frequently proves of great value to the decision-maker in that it helps him think through the objectives and perhaps select the most important of the objectives.

Whilst seeking to clarify the objectives of the research it is usually worthwhile having discussions with other levels of management who have some understanding of the marketing problem and/or the surrounding issues. Other helpful procedures include brainstorming, reviews of research on related problems and researching secondary sources of information as well as studying competitive products. Kerlinger 2 suggests that a well-defined marketing research problem tends to have three common characteristics as shown in figure 1.3.

Step 2: Hypothesis generation

Whilst it is true that the purpose of research is to address some question, nonetheless one does not test research questions directly. For example, there may be interest in answering the question: "Does a person's level of education have any bearing upon whether or not he/she adopts new products?" Or, "Does a person's age bear any relation to brand loyalty behaviour?". Research questions are too broad to be directly testable. Instead, the question is reduced to one or more hypotheses implied by these questions.

Figure 1.3 Characteristics of a sound definition of the research problem

A hypothesis is a conjectural statement regarding the relation between two or more variables. There are two key characteristics which all hypotheses must have: they must be statements of the relationship between variables and they must carry clear implications for testing the stated relations. These characteristics imply that it is relationships, rather than variables, which are tested; the hypotheses specify how the variables are related and that these are measurable or potentially measurable. Statements lacking any or all of these characteristics are not research hypotheses. For example, consider the following hypothesis:

"Red meat consumption increases as real disposable incomes increase."

This is a relation stated between one variable, "red meat consumption", and another variable, "disposable incomes". Moreover, both variables are potentially measurable. The criteria have been met. However for the purposes of statistical testing it is more usual to find hypotheses stated in the so-called null form, e.g.

"There is no relationship between red meat consumption and the level of disposable incomes."

Consider a second hypothesis:

"There is no relationship between a farmer's educational level and his degree of innovativeness with respect to new farming technologies."

Again there is a clear statement of the relationship being investigated but there are question marks over the measurability with respect to at least one of the variables i.e. ". a farmer's degree of innovativeness." We may also encounter difficulties in agreeing an appropriate measure of the other variable, i.e. "level of education". If these problems can be resolved then we may indeed have a hypothesis.

Hypotheses are central to progress in research. They will direct the researcher's efforts by forcing him/her to concentrate on gathering the facts which will enable the hypotheses to be tested. The point has been made that it is all too easy when conducting research to collect "interesting data" as opposed to "important data". Data and questions which enable researchers to test explicit hypotheses are important. The rest are merely interesting.

There is a second advantage of stating hypotheses, namely that implicit notions or explanations for events become explicit and this often leads to modifications of these explanations, even before data is collected.

On occasion a given hypotheses may be too broad to be tested. However, other testable hypotheses may be deduced from it. A problem really cannot be solved unless it is reduced to hypothesis form, because a problem is a question, usually of a broad nature, and is not directly testable.

Step 3: Decision on type of study

Marketing research can be carried out on one of three levels: exploratory, descriptive or causal.

Exploratory research: The chief purpose of exploratory research is to reach a better understanding of the research problem. This includes helping to identify the variables which should be measured within the study. When there is little understanding of the topic it is impossible to formulate hypotheses without some exploratory studies. For example, crop residues such a straw are high in lignin (a wood-like substance) and low in nutrients. This makes them a poor animal feed since the lignin acts against digestibility and the low nutrient content means poor food value. However, if treated in a strong alkali, plus a little heat, the lignin breaks down and the nutrient content increases. A company was established to exploit this technology and did so successfully for 4 seasons. After this period sales began to slow down. Three other manufacturers had entered the market by this time. The company, Animal Feed Systems, did not know whether the whole industry had slowed down or if only their product was suffering. Nor did they know if the problem was temporary in that perhaps the market comprised of "early adopters" had been saturated but it was only a matter of time before other farmers began to buy their systems when they saw how well they worked. It was also possible that if a problem did exist it could lie in any one of a number of areas: animal populations might be declining, distributors may not be promoting the product aggressively, customers may be experiencing difficulties in getting the chemicals, and so on and on.

This is a good example of a situation where insufficient knowledge prevented the development of clear objectives, since the problem could not be articulated with any precision and therefore research of an exploratory nature was required. Such research can take the form of literature searches, informal personal interviews with distributors and users/non-users of the product and/or focus group interviews with farmers and/or distributors.

Exploratory research is intended to help researchers formulate a problem in such a way that it can be researched and suggest testable hypotheses.

Descriptive research: As the name suggests, descriptive research is concerned with describing market characteristics and/or marketing mix characteristics. Typically, a descriptive study specifies the number and size of market segments, the alternative ways in which products are currently distributed, listing and comparison of the attributes and features of competitive products, etc.

This type of study can involve the description of the extent of association between variables. For example, the researcher may observe that there is an association between the geographical location of consumers and their tendency to consume red meat. Note that the researcher is able to describe the relationship rather than explain it. Nonetheless if the relationship between the two is fairly stable this descriptive information may be sufficient for the purposes of prediction. The researcher may, for example, be able to predict how fast the per capita consumption of red meat is likely to rise over a given time period.

The principal difference between exploratory and descriptive research is that, in the case of the latter, specific research questions have been formulated before the research is undertaken. When descriptive research is conducted the researcher must already know a great deal about the research problem, perhaps because of a prior exploratory study, and is in a position to clearly define what he/she wants to measure and how to do it.

Causal research: Causal research deals with the "why" questions. That is, there are occasions when the researcher will want to know why a change in one variable brings about a change in another. If he/she can understand the causes of the effects observed then our ability to predict and control such events is increased.

In summary then there are three distinct types of marketing research study: exploratory, descriptive and causal. The purpose of each is summarised in figure 1.4. In some cases, a research programme will be of one kind or another, but in other instances these three typologies will represent phases within a single marketing research investigation.

Step 4: Decision on data collection method

The next set of decisions concerns the method(s) of data gathering to be employed. The main methods of data collection are secondary data searches, observation, the survey, experimentation and consumer panels. Each of these topics is dealt with later on, so they are simply noted here.

Step 5: Development of an analysis plan

Those new to marketing research often intuitively believe that decisions about the techniques of analysis to be used can be left until after the data has been collected. Such an approach is ill-advised. Before interviews are conducted the following checklist should be applied:

· Is it known how each and every question is to be analysed? (e.g. which univariate or bivariate descriptive statistics, tests of association, parametric or nonparametric hypotheses tests, or multivariate methods are to be used?)

· Does the researcher have a sufficiently sound grasp of these techniques to apply them with confidence and to explain them to the decision-maker who commissioned the study?

· Does the researcher have the means to perform these calculations? (e.g. access to a computer which has an analysis program which he/she is familiar with? Or, if the calculations have to be performed manually, is there sufficient time to complete them and then to check them?)

· If a computer program is to be used at the data analysis stage, have the questions been properly coded?

· Have the questions been scaled correctly for the chosen statistical technique? (e.g. a t-test cannot be used on data which is only ranked)

There is little point in spending time and money on collecting data which subsequently is not or cannot be analysed. Therefore consideration has to be given to issues such as these before the fieldwork is undertaken.

Step 6: Data collection

At this stage the researcher is ready to go into the field and collect data. The various issues relating to data collection constitute the main body of the text and therefore, are not dwelt upon here.

Step 7: Analysis of data

The word 'analysis' has two component parts, the prefix 'ana' meaning 'above' and the Greek root 'lysis' meaning 'to break up or dissolve'. Thus data analysis can be described as:

". a process of resolving data into its constituent components, to reveal its characteristic elements and structure."

Where the data is quantitative there are three determinants of the appropriate statistical tools for the purposes of analysis. These are the number of samples to be compared, whether the samples being compared are independent of one another and the level of data measurement.

Suppose a fruit juice processor wishes to test the acceptability of a new drink based on a novel combination of tropical fruit juices. There are several alternative research designs which might be employed, each involving different numbers of samples.

Comparing sales in a test market and the market share of the product it is targeted to replace.

Number of samples = 1

Comparing the responses of a sample of regular drinkers of fruit juices to those of a sample of non-fruit juice drinkers to a trial formulation.

Number of samples = 2

Comparing the responses of samples of heavy, moderate and infrequent fruit juice drinkers to a trial formulation.

Number of samples = 3

The next consideration is whether the samples being compared are dependent (i.e. related) or independent of one another (i.e. unrelated). Samples are said to be dependent, or related, when the measurement taken from one sample in no way affects the measurement taken from another sample. Take for example the outline of test B above. The measurement of the responses of fruit juice drinkers to the trial formulation in no way affects or influences the responses of the sample of non-fruit juice drinkers. Therefore, the samples are independent of one another. Suppose however a sample were given two formulations of fruit juice to taste. That is, the same individuals are asked first to taste formulation X and then to taste formulation Y. The researcher would have two sets of sample results, i.e. responses to product X and responses to product Y. In this case, the samples would be considered dependent or related to one another. This is because the individual will make a comparison of the two products and his/her response to one formulation is likely to affect his/her reaction or evaluation of the other product.

The third factor to be considered is the levels of measurement of the data being used. Data can be nominal, ordinal, interval or ratio scaled. Table 1.1 summarises the mathematical properties of each of these levels of measurement.

Once the marketing researcher knows how many samples are to be compared, whether these samples are related or unrelated to one another and the level of measurement then the selection of the appropriate statistical test is easily made. To illustrate the importance of understanding these connections consider the following simple, but common, question in marketing research. In many instances the age of respondents will be of interest. This question might be asked in either of the two following ways:

Please indicate to which of the following age categories you belong

15-21 years ___ 22 - 30 years ___ Over 30 years ___

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Essay Writing Services - US Academic Writers



Essay Writing Services

Proper essay writing skills are very crucial among university students. But what is an essay? Over the years, many scholars have tried to come up with a conclusive definition of the word essay. Fredrick Crews define an essay as a fairly brief piece of non-fiction that tries to make a point in an interesting way. When writing https://www.the-essays.com/custom-writers , it would be important to methodically analyze an issue or a topic in question. In simple terms, an essay seeks to provide an academic opinion with regard to a particular topic.

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Further topics on our essay writing services

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Research papers-In almost all of the cases, research cases will be written by undergraduate and graduate students. As you work towards obtaining your degree, you will be required to submit a number of research papers. If by any chance you realize that you are having a hard time completing your research papers read more

Thesis writing service– There are different ways that one can use to write a good thesis. However, regardless of the procedure that is followed, there are common steps that one has to take while writing a thesis. The first step in the process is preparation. Read more

Literature reviews

Coursework writing-Coursework writing is a challenging task to most students across the world. Most students find themselves stuck and wondering how they can accomplish this crucial task without losing their minds. Read more

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Custom essays writing service

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What to complete if the Task is � Writing a Lab Report �

The job exactly where the student has to describe some investigation or experiment, give detailed analysis is called � writing a lab report �. You will discover two principal reasons for its writing. First one particular is always to archive this operate and second is always to communicate it to management. In general, typical lab report has the following structure:

Abstract component

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Essays and its changing aspects of importance with modernization

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Occasions new Roman font of size twelve should be utilized.

Page header should be utilized on each page.

It must be comprised of Title Web page, Summary, Main Body and References.

The above-mentioned guidelines are just a couple of essential types from a wide set of guidelines. Created in 1929 the APA writing style has strong roots. The APA writing style arrived into existence in 1929 and after a number of rigorous periods of revision and redraft, the latest manual was printed by American Physiological Affiliation.

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Essay Writing - self-crafting and online essay writing services

Is there any method to write an essay that looks expert?

Essay Writing is not the most difficult task you need to do while studying at an institution. There's a significant distinction between understanding and understanding.Just knowing the subject does not imply that you simply comprehend each bit of depth that the title encompasses. But understanding the topic you're about to write an essay on makes all the difference. In the event you often get opinionated about every other subject to become unworthy of being written an essay on, it signifies that you are not ready to research and acquire an in-depth knowledge of it.

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Emergence of APA Essay Writing Style

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APA is a Style of the American Physiological Association. You may ask why particular writing style was used. This all because later the language experienced a great deal of biasing in creating. Such a fashion was ready to create the essay writing simpler for visitors. It had been to decrease the bewilderment caused due to numerous style-hassle and also to make the writing much more complete for your readers. The journals and publications for science and medication heartily welcomed APA style paper due to its lucid guidelines for the structure of fabric comprised of scientific study or any report. Actually, this style is critical for easy studying. The APA essay is created under some basic guidelines set up by AMA:

1 inch margin must be given to all sides from the paper, except the first word of every paragraph must possess a 1 and half inch spacing.

Font of Occasions New Roman with dimension twelve should be used.

This really is not the entire list of essential recommendations that you could select. The APA writing style was created in 1929 and differs by strong roots. Many moons and revisions later on the latest edition of the publication guide produced from the American Physiological Affiliation.

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When you finalized your subject, do a radical basic research on it

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Book Review

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Research Papers

Research papers are classified as the foundation in the new thesis and necessary a lot of groundwork function. Your teacher can inquire you to produce a research paper on any subject matter from historical past, clinical, language, and many others. It may possibly be on any subject like sports, schooling, society, pollution, wildlife, pcs, television, politics, and much more. Will not come to the summary that study is said to only science or drugs. Research papers are completed on history, language, cuisines and what not. They really are made without grammatical errors and are based mostly on facts.

>There may also be academic writing services for those who desire steering in the process as assistance for your succeed. Educational essays will also be necessary in legislation schools and medical related educational institutions. They're equivalent to essays but nicely organized and executed. Other than that, it is easy to also get an editor who'll do the final checking so be certain that you get a refined blog post. For those who buy research papers from custom writing service providers, you're going to get effectively researched, plagiarism 100 percent free and high-quality research papers not having any problem. To prevent the mistakes in premium educational essays, you're able to have a look at our website and render their companies.

Coursework

When in school or higher education, a scholar could very well be questioned to write down a coursework to secure marks. But how coursework writing differs from a pure research paper is that students aren't required to attempt deep explore relating to the subject matter. They might build the essay with accessible knowledge they may pick in the library or maybe the web-based. The result of the well-made class show results is evident on the final grades in the student. It really is assigned by teachers but to obtain high quality coursework you require to write down it considering the complete know-how belonging to the subject matter. They will likely present a high-quality work that can be able to increase some supplemental marks inside your outcome.

College coursework: what�s the difference

College coursework is executed because of the students belonging to the universities to boost their experience and investigation competencies. College coursework may also be assigned into the team of scholars making sure that they might learn to get the job done inside of a team. These better levels of homework tend to be overwhelming for college kids who've no prior expertise composing coursework. If you happen to ever marvel "how must I write my coursework?�, pause worrying while you usually takes advantage of the online writing organizations or freelancers to receive you away from people challenging scenarios.

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4_Benefits_of_Studying_The_MBA_With_A_Buddy_-_Australian_Institute_of_Business

 4 Benefits of Studying The MBA With A Buddy - Australian Institute of Business

4 Benefits of Studying The MBA With A Buddy

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4 Benefits of Studying The MBA With A Buddy

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1. Camaraderie and support

Often, studying can be quite a solitary activity as you prepare for exams and undertake research for assignments. Studying the MBA with a buddy means that you can work together when you like, and discuss key topics in order to further your learning. When it is exam time, you can work together to test each other, creating flash cards and other memory-based activities. This not only is useful for the one being tested, but also the partner, as both people work through the questions together. Having a buddy also helps you to remember key dates such as deadlines for assignments and keeps each other on their toes.

2. Keep each other accountable

When undertaking study, we are naturally prone to procrastination and are bound to experience times where we lack motivation. When you study the MBA with a buddy, you are suddenly more accountable and have an additional reason to keep on track. For married AIB MBA graduates Tom and Ann Sexton, the MBA journey was all possible thanks to the fact they completed it together. Tom said, “The advantage of us doing it at the same time was that we had the same deadlines, same amounts of pressure and we kept one another on track”. Ann added, “The motivation level was really important for both of us, particularly when it got tough with your normal work or family life, it was important to have that”.

3. Tackle challenges together

For the majority of AIB MBA students, undertaking the MBA while working becomes quite the balancing act. Students are bound to meet challenges along the way, however those who undertake the MBA with a buddy have someone to discuss these challenges with and can work through them together. AIB MBA student Shauna Paine, who studies with her daughter, explained that in times of difficulty, they supported each other to ensure deadlines were met. “When things went wrong and my computer crashed, I had a meltdown,” Shauna said. Instead of letting her feel sorry for herself, her daughter said, “Right, you’ve had your meltdown. Get on with it.” – support which Shauna described as “amazing”.

4. Open your mind to new ideas

Again, when studying alone, you can often get stuck in your own ideas and find it difficult to see other ways of doing things. When studying in a group environment, new ideas and thoughts will consistently be discussed as course content is dissected. This is also useful when starting an assignment as you can discuss the requirements together and help to generate some ideas before tackling it. You may see it one way, whereas your buddy may look at it completely differently. While different people have different learning styles, this is a great way to open your mind to other approaches and in turn, broaden your learning.

What do you think?

Can you think of any other benefits of studying the MBA with a buddy? I’d love to hear from those who have started the programme with a buddy, or perhaps met one along the way through online networking or events. Comment below to share your experience.

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5 Tips to Avoid Being a College Dropout Statistic

 5 Tips to Avoid Being a College Dropout Statistic

TeenLife Blog

5 Tips to Avoid Being a College Dropout Statistic

In a study by the National Center for Education Statistics of a sample of 19,000 American students found that within six years of enrollment in college:

35 percent of students had not received any type of degree and were no longer enrolled at any institution.

46 percent of students who initially enrolled in two-year institutions did not receive any type of degree and were no longer enrolled at any institution.

These statistics show that there is a significant number of students who enter college and do not attain a degree. What can be done to ensure that you don’t become one of those dropout statistics?

1. Do your research.

It’s just plain smart to do the hard work to know why and where you want to go to college. Refine your list of choices to include the colleges with an academic program that's suit your interests and a setting and faculty that make you feel comfortable. Choose a place where you can see yourself flourishing.

2. Understand the money.

Make sure you can pay for college and that you’re comfortable with repaying any loans you secure to finance it. Verify that your scholarships will be available for the course of your enrollment and what requirements need to be met to keep them. Do some calculations that show you the true cost of attendance using college cost calculators.

3. Be invested in the process.

If college is your goal, you need to be invested in the process. Contribute to your education financially and you will be more likely to reach your goals. Going to college just for the sake of going or because you think it’s what you are supposed to do will not keep you there.

4. Be realistic about obstacles.

College, like life, will have its own set of obstacles. When you encounter them, get help. Seek advice from a mentor or another student. Get tutoring if you find you’re struggling with your classes. Speak with a professor if you need clarification or assistance on projects. Ask your dorm Resident Assistant to help resolve roommate conflicts. Don’t let problems fester until they are out of control.

[Looking for more info? Check out our article on the importance of freshman year .]

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5 Reasons to Choose Personalized Learning - TutorVista Blog

 5 Reasons to Choose Personalized Learning - TutorVista Blog

5 Reasons to Choose Personalized Learning

Personalized learning is a perfect blend of modern teaching and technology. This form of learning is conducted in a secured web-environment. In an online environment, virtual tutors and subject experts create a customized learning program for students by keeping in mind their interest, understanding level and their curricula. As per the research studies, personalized learning has improved the confidence level of students. With this type of learning program, many students have attained expertise in various subjects. Besides this, they are progressively rising in their academics and also taking more interest in studies. Here, some important reasons are discussed that will help you in understanding the benefits of learning in a personalized environment.

1. Maximize the learning potential of students: In a secured web-environment, students have the freedom to learn subjects at their own pace without the fear of being left behind. Apart from this, they also have the opportunity to learn and understand the concept and construct their own knowledge.

2. Easy accessibility: The advantage of personalized learning is that students can connect with the tutors any time and from anywhere. With the help of a computer and internet connection, a student sitting at any corner of the world can easily connect with the virtual tutor and can clear his or her doubts.

3. Students’ turns into learners: Personalized learning aims to make students successful learners. It focuses on the individual student and their learning interest. Sometimes, tutors ask questions to students and guide them to solve the problems in a step-by-step manner. In this type of learning environment, students can learn anything along with their course studies.

4. Develop the bond between teachers and students: The web-based tutors understand the learning capabilities of students. They prepare students for higher studies and academic success by involving them in the real time learning. The learning is conducted at the student’s pace; therefore they feel free to ask questions to their favorite tutors. It is due to the friendly approach of teachers, students ask their doubts without any fear or hesitation. Hence, it strengthens the bond between a student and a teacher.

5. Transparent: This form of learning is quite transparent as the progress reports of students can be accessible to their parents. In other words, parents can track the academic performance of their child on the website.

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5 Facts Every Parent Should Know About the SAT

 5 Facts Every Parent Should Know About the SAT

TeenLife Blog

5 Facts Every Parent Should Know About the SAT

Parents are so inundated with information regarding the SAT that they often have trouble knowing fact from fiction, truth from hyperbole. For years, I’ve dealt with such misconceptions and uncertainty any time I talk to a parent. If I had to think of five things I wanted every “SAT parent” to know, five important facts to help them navigate through the welter of confusion, I would tell them the following.

Students can improve on the SAT.

There is a myth that the SAT is a glorified IQ test, and a student’s score is impervious to change: it is as hard-wired as the color of their eyes. This is a patent falsehood, as year after year, I see students scores shoot up by hundreds of points (a phenomenon many an SAT tutor witnesses each year). I have yet to see any student’s eyes change color after my class ends.

Prep doesn’t have to break the bank.

All too often, parents pack their students off to brand name testing centers, many of which run into the thousands of dollars. Some opt for tutors who can be even more expensive.

With a few key books and a helpful but inexpensive tutor, effective SAT prep can end up costing you less than a 1,000.

Not every SAT book is created the same.

Before you go running off to the bookstore, you should know that not every SAT book is the same. Some are essential; others downright execrable. The one book every student should own is the College Board practice test book, aka The Blue Book. Chock full of past exams, nothing will better prepare a student for test day.

Colleges care about more than just scores.

Just as a great SAT store is not a golden ticket to an elite school, so too a mediocre score won’t preclude admission into a competitive institute. Many colleges consider SAT scores just a small slice of the “admissions pie.” True, some schools will weigh SAT scores more than others. But the smaller the school, the more likely the student—and not the score—is going to matter.

It doesn’t hurt to retake the test.

Many parents believe that retaking the SAT is akin to plastering a large scarlet letter upon their child’s back. The reality is students can take the test as many times as they want and choose the highest score from any of their sittings.

While I don’t want to advocate becoming an “SAT junkie,” students should know that the SAT is not a one-time, make-it-or-break-it thing. This knowledge will help relieve the considerable amount of stress every student feels walking into that cold classroom on a Saturday morning.

This post was written by Chris Lele, resident SAT expert at Magoosh. For more advice onSAT prep, check out Magoosh’sSAT blog.

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