A seminar entitled “Marketing Research Tips” was successfully conducted last July 10, 2013 afternoon at the CKS College Audio Visual Room with Ms. Maribel Chan, Dean of School of Business, Accountancy and HRM, as the guest speaker. With more than sixty attendees from different business courses, they learned about key steps and processes involved in conducting marketing research studies. The said seminar was organized by the CKSC Junior Marketing Association and is the first among a series of enriching programs and projects prepared by the student organization for the school year.

The marketing research process includes: establishing the need for research; defining the marketing problem of the company; establishing research objectives which can be stated either through the use of “To” or “Question Format”; identifying the research design, whether to use descriptive, exploratory or casual research, determining information types and sources; identifying methods of accessing the data which depends on the research objectives and the research design; designing data collection forms, (especially in the case of survey questionnaires, and determining whether to use open-ended, close-ended, or scaled questions); determining the sample plan and size; collecting data; analyzing data; and preparing and presenting the final research report.

The speaker talked about the importance of a researcher and the value of research data in providing adequate and timely information to marketing decision makers in order for him or her to make smart and effective decisions about the organization’s target market and marketing strategies.

(Article by Ana Charlene Lim/ Photo Credit: CKSC JMA)