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Structure of a typical study
Steps in a study
Having set the objectives and reached agreement with the client
on what is to be done and how, the study will typically involve
firstly reviewing published literature, determining remaining unknowns,
planning the rest of the study, devising a questionnaire, determining
who should be interviewed, conducting the interviews (whether by
telephone, face to face, or a mixture), tabulating and analyzing
results, and writing the report. Of course, depending on the wishes
of the client, a different approach can be taken.
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Setting objectives
Objectives are set by deciding which topics are to be surveyed,
the date by which the report is needed, who requires the information,
the purpose for which the information is needed, the issues to be
studied, and the benefits to be achieved by conducting the study.
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Literature review
Zenith Research normally begins a business research study by reviewing
published information on the area to be studied. The first stage
usually involves searching appropriate CD-ROMs and online data bases
for relevant sources of information. Relevant data found in the
course of the search may be from government publications, reference
books and directories, trade journals (these usually being the best
source of the most recent information) and any other available published
sources. The chosen sources are carefully reviewed for information
relevant to the study, such as changes in the industry, new plants
and plant closures, and industry statistics such as capacities,
annual production and market size. This stage of the study is relatively
low cost, can be quickly achieved, often supplies substantial information
towards fulfilling the objectives of the study, and gives the researcher
substantial up-to-date information prior to talking to interviewees.
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Determining unknowns
Literature reviews usually produce very useful but limited background
information. Following careful examination of the information obtained,
it can then be seen which unknowns still have to be determined by
interviews.
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Plan the rest of the study
It is the client who decides what information is required and the
purpose for which it is required, e.g. how to estimate market potential.
In the light of the client's requirements, it can be determined
what resources are needed to complete the work, and a time-table
is then set for the various stages leading to its accomplishment.
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Devising the initial questionnaire
By carefully working through client needs which have not been answered
by the literature review, a questionnaire can be formulated which,
if satisfactory answers are obtained, will make it possible to compile
a report to fulfil all the client's requirements.
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Determining who is to be interviewed
Zenith Research will then proceed, based on the client's needs,
to determine who, and from which companies and organizations, needs
to be interviewed in order to find all the required information.
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Conducting the interviews
The interviews, by telephone and/or face to face, are then conducted
using the previously devised questionnaire. Frequently, depending
on information obtained in the first few interviews, the questionnaire
can be modified and enhanced in order to maximize benefits obtained
from subsequent interviews.
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Tabulating and analyzing the results
Numerical results are tabulated and analyzed.
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Writing the report
Results are initially reported to the client both orally and in
a draft written report. Finally, following discussion with the client,
any mutually agreed amendments, usually small, are made to the draft
report, and the final report is issued.
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