Market research plays two roles in the communication processes of any business system. First, it is part of the marketing intelligence feedback process. It provides decision makers with data on the effectiveness of the current employed techniques and provides insights for necessary changes. Second, market research is the primary tool for exploring new opportunities in the media marketplace. Segmenting, questioning and evaluating the targeted markets are the steps to acquire the necessary knowledge regarding the publics’ preferences, tendencies and interests in relation, for example, to contemporary political news.
According to scholars, research can be viewed as playing three functional roles; descriptive, diagnostic, and predictive. Its descriptive function includes gathering and presenting statements of fact. The diagnostic function serves as the explanatory step in the process. Finally, the predictive function uses the researcher’s descriptive and diagnostic research outcomes to predict the results of the proposed strategy under study.
As an applied research tool, the focus group research technique has to test a hypothesis on high-involvement...
To view and download this full PLR article, you must be logged in. Registration is completely free. Once you create your account, you will be able to browse, search & downlod from our PLR articles database of over "1,57,897+" on 1,000's of niches and 200+ categories without paying a penny. Click here to signup...
