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MARKETING PARK OF IRAN is one of the biggest companies in the field of selling, marketing, branding and commercialization in Iran. We have the experiences in consulting to big companies, branding, systematic programming, qualitative and quantitative marketing researches. According to our mission, Iran marketing Park is willing to extend its businesses field and tries to have some other foreign Marketing companies cooperation and wants to be other foreign companies representative, having their license or be that company agent in Iran.
MARKETING PARK OF IRAN is a full service market research company which utilizes globally standard methods in order to help clients build long-term relationships with customers. We use cookies to deliver our services and to ensure that we give you the best experience on our website. Alistair Smith, who joined DJS Research in 2011, has been promoted from Senior Data Executive, to Operations Manager for Data Services.
Liam Higgins, who joined DJS Research’s research team in 2013, has been promoted to Senior Research Executive, from his previous role of Research Executive. Matt Walker, who joined initially joined the team in 2014 as Junior Research Executive, has received his second promotion since arriving. Beth Harcourt, who also joined DJS Research in 2014, has been promoted from her previous role of Marketing and Communications Assistant, to Marketing Coordinator. June 1, 2015 - Horsham, PA based Marketing Systems Group (MSG), a provider of products, information and services to the survey research community, announced the appointment of Jeff Palish to the position of Senior Vice President. Founded in 1957 and based in Washington, the Marketing Research Association is the leading and largest U.S.
MRA’s total reinvestment of all revenues back into our profession directly enriches your career and those of other researchers like you.
Marketing Park of Iran is the center of researches and marketing consultancy, commercializing in interface with research, governmental or private organization to prepare appropriate foundation in order to guarantee manufacturing and commercial companies selling processes. Alistair has overall responsibility for all aspects of data analysis and scripting, and manages a team of around ten data executives. He will focus on leading MSG’s business development and account management groups for both sampling and technology products.
Initial Contact:There is a realization that a marketing problem requires information to help find its solution. Palish has over 20 years of marketing research experience in call center management, project and account management, sales and marketing management, statistical sampling and business development.
The marketing department asks the marketing research team to carry out a research, or seeks the services of a marketing research agency. Most recently, he was Senior Vice President: Client Services at MRops and Senior Vice President at WorldOne. It is imperative that the agency learns as much about the client’s business as it can before it agrees to meet the client. The agency talks to existing clients who are in the same industry as the prospective client, and carries out exploratory research, like a search in the business press and on the internet to know more about the client.2. Research Brief:The marketing department and the research agency meet to discuss why the research is needed, what it will be used for, when it is needed and how much is to be paid for it.
For example, if the company’s problem is to attract customers to a new product, it should brief the agency about the target market for which the product has been designed, the benefits and features of the product, its advertising and sales strategy for the product and a complete profile of its competitors.The corresponding research objectives would be to identify customers who can use the product and to identify the features of the product that appeal to them most.
The marketing department also explains as to how detailed the research should be, and how long the agency can take to complete the research.The marketing department ensures that the agency understands its requirements by encouraging it to ask questions, and at the end of the meeting they collaborate to write down their expectations from each other.
It is important that the marketing department hands over its requirement in writing to the agency, so that the latter always keeps in mind what it has to achieve for its client, and not let the research project go astray and esoteric. Additionally, the company must also take into consideration diverse perspectives of at least two or three MR agencies to ascertain the accuracy of their research designs.i.
Terms like market, market share and competitors should be clearly defined for the purpose of the research.ii. Some researchers in the MR agency may be specialists in a particular data gathering method like group discussion, and they may bend research problems to use their favourite methods. This may be expensive in addition to being inappropriate for the research objectives under consideration. The company must familiarize itself with the MR agency and people handling its research project.iii.
Clearing doubts about the problem to be examined or related background information can avoid costlier problems in the future.iv.
Research Proposal:The agency formulates a research proposal, in which it delineates as to what it will achieve for its client and how it will go about doing so. For example, it may agree to identify demographic variables of the customers of the client’s new product by a certain date and at a certain price. A good research proposal unambiguously describes how the research will be conducted-What will be the sample size?
And how much will the company have to pay?The client judges the intent and competence of the agency by what is contained in the research proposal.
Therefore the agency should be forthright and avoid camouflaging of any type—it should simply state what it is going to achieve for the client, how, and by when.The agency should ensure that the client understands the nuances of the proposal, and the client should ensure that the proposal contains everything that it wants the agency to do. The client should be aware of the fact that the agency will do what it has promised in the research proposal, but no more, so it should be exhaustive in listing its requirements, and ensure that the agency has promised to meets all its requirements in the research proposal.
If there is any doubt about an issue, the client should ask the agency for clarification.The research proposal should first define the problem. For doing this, the researcher must consider the purpose for which the study is being conducted, the available information, additional information required and how such information would aid the client in the decision making process. The problem can be formulated without much consultation, though frequently it may involve discussions with decision makers in the company, experts outside the client’s company, use of secondary data or even some exploratory research, for instance, a few focus groups.This should be followed by developing an approach to the problem.
Relevant questions, for which answers are needed by conducting the research, must be clearly propounded in this step.The research design should explain the methods of collecting data, sampling plan and a plan for data analysis. The client should be clearly told about the sources from where the relevant data can be obtained, the time frame within which the entire study will be completed and the modus operandi of conducting the study.4. However, some limitations such as the inability to define the problem accurately, unavailability of past researches, etc., may force researchers to gather more background information about the problem in hand.

Thereafter, conclusive research is done either through surveys or experiments, enabling managers to take decisions. It is normally done after the client accepts the agency’s research proposal, but it can also take place before the client-agency briefing meeting and submission of the proposal. It can also be used in the problem definition process.Hypothesis generated at this stage can be tested further by undertaking quantitative research. The idea is not to collect data and form conclusions but to get better understanding of the client’s target market, its customers and its competitors.
So when the agency starts collecting data, it knows who its respondents are, what it has to know about them and what it has to ask from them.During the exploratory research, the agency tries to identify and understand the respondents who would be interviewed in the data collection stage. It also tries to get a comprehensive understanding of the industry in which the client operates its target markets and its competitors.Exploratory research helps in getting rid of the prejudices that the agency might possess about the research area.
Such prejudices involuntarily misguide the research proceedings and are a major deterrence in understanding the realities of the research area.Exploratory research is also often useful under such circumstances when enough information does not exist about the area being researched. Exploratory research is used when the available data is insufficient for proceeding further.
Secondary research:Secondary data is compiled by other people, for other purposes and is not meant specifically for the research in question. Secondary data is generally used to understand the problem, to define the problem better, to develop an appropriate approach to the problem, to formulate a suitable research design or to answer certain questions. It can also be used to interpret primary data more insightfully.Internal records of the company are important sources of secondary data and so are reports of previous researches carried out by the company.
Therefore, it is important that a company maintains data like revenue, profit and expenses of its products and major customers.Government, trade associations, newspapers, magazines and internet are important external sources of secondary data. It is easy and rather inexpensive to obtain secondary data, therefore an agency should spend some time carrying out secondary research. It may also happen that an agency might get most of the data of a research project from secondary sources and may be saved from conducting primary research. But, if it does not conduct secondary research diligently, it may carry out primary research to obtain data that is already available through secondary sources.ii. The idea is to let consumers discuss their preferences, behaviour, motivations, attitudes and beliefs in an uninhibited manner, in an unthreatening environment.
And it is possible that a company learns about its customers’ nuanced needs and behaviour, which they might not have been able to reveal in a survey.The moderator leads the discussion and ensures that the group stays on course and discusses the issues that are on the agenda of the focus group.
But the moderator understands that the group cannot be allowed to become inhibited, and therefore, allows the members to discuss issues which are important to them, but which are not on the agenda of the focus group.Focus groups are valuable due to the unexpected findings that emanate from free-flowing discussions among customers. Such discussions are likely to reveal complex and subtle relationships between consumers and products. The discussions are not based on percentages, averages or other numbers that are impersonal in nature. And as marketers are directly in contact with their customers, focus groups often stimulate new ideas for them.The resultant data from focus group discussions is interpreted by experts. The data obtained from discussions is helpful when designing the questionnaire for conducting quantitative research, which will focus on what is important to the respondent.
The instrument is thus worded in the language that the respondent uses and understands.However, focus groups are not representative of the population, and hence cannot be the sole basis for decision making. For instance, the size of the target audience holding a particular type of view cannot be gauged by conducting focus group discussions.In a depth interview, a consumer is interviewed at length about an issue.
The questionnaire is usually in the form of an outline, allowing respondents to freely express their views about the topics being questioned. Much depends on the ability to interpret subjective data and may vary from one analyst to the other.
Qualitative methods of data collection take longer amount of time and are more expensive.The agency consults experts, who may not belong to the company’s target market, but who are knowledgeable about the issues being researched, because they have expended considerable time and resources studying it. They are very insightful and possess insider knowledge about the markets in which they possess expertise. Consumers want to look good when they talk about themselves, therefore their opinions about themselves and their behaviour can be biased.Since experts are not consumers themselves, their opinions about the target market are unbiased. Lead users of a product are also consulted as they develop a sophisticated understanding of the product and the uses it can be put to.They are also able to predict the trajectory that consumer needs would take, and the type of technologies that would be needed to serve those needs. They are way ahead into the future of the markets and technologies that they are experts of, and companies would do well to tap their insights.Observation is an unintrusive method of studying consumer behaviour and is extremely useful when the agency is unfamiliar with the research area.
Various data such as the amount of time spent by the customer, number of choices considered, amount of the product purchased, shopping influences, amount of money spent, reasons for selection or rejection, etc., can be observed.
Such research may be, for instance, meant to describe customers’ beliefs, attitudes, recall of advertisements and knowledge about its content. However such researches are not merely fact finding exercises, but are meant to gather data for specific objectives.Descriptive research differs from exploratory research in terms of the formality and structure with which the research is planned. Relationships among various variables are examined in such researches, though cause-effect relationship cannot be established. Descriptive research is quantitative in nature, involving surveys using questionnaires and statistical analysis.
It involves setting up of control procedures to isolate the impact of a factor, like price discount on a dependent variable like sales.
For example, a product is sold on discount in a few stores, and it is sold on undiscounted price in a few similar stores. It is important that customers visiting the two set of stores are similar in as many ways as possible.
Statistical significance testing is done to test whether the difference in sales is caused by the discount, or it is a simple random variation.5.
This involves arriving at the number of respondents who must be surveyed to yield a representative sample of all demographic subgroups of respondents who are being studied.
Though it is expensive to interview a large sample size, the larger the sample size, the more is the sample representativeness of the population, and more strongly can the results of the survey be extrapolated to the population. Best results are obtained by interviewing everyone in the population.The agency has to be mindful of sampling error, which is the error caused by not interviewing everyone in the population.

The sample can be selected by using either the probability methods or by using the non-probability methods.
The probability method is used when every sampling unit has an equal probability of being selected. The selection of every item in the sample is independent of the person who conducts the survey.
Simple random sampling:The agency assigns a number to each individual in the sampling frame, and the numbers are drawn at random to complete the sample. Stratified random sampling:The agency divides the population into groups, such as those on the basis of age, gender or income and respondents are chosen randomly from each group. The method ensures that each group gets representation in the sample corresponding to its size in the population.iii.
Quota sampling:There is no sampling frame, but the agency knows the percentage of population that lies in various groups in terms of age, gender or income. The difference between quota sampling and stratified sampling method is in the method of selection of the sampling units. In the former, the sampling units are selected by non-random methods such as by convenience or judgement, while in the latter, they are selected on a random basis.6. Exploratory probes stimulate interviewees to give full answers.Probing is possible but restricted due to time pressures and a less personalized situation in telephonic interviews.
However, interviewer bias may creep in during selection of respondents and administration of the questionnaire.
Use of many open-ended questions in a mail survey would lower response rates, and time restrictions for telephone interviews limit their use for conducting interviews.But personal interviews are expensive.
Telephonic interviews allow some degree of flexibility when interviewing, as there is a two way flow of information between the interviewer and the respondent, which is absent in mail surveys, but this flexibility is lesser than in personal interviews.
There are limits to the number of questions asked before the respondent either terminates the interview or gives quick and sometimes invalid answers to speed up the process.The use of computer aided interviewing is growing. Researcher must not ask about issues that respondents cannot remember, or are outside their sphere of experience. Whatever be the mode of administration, the sequence of questions, wording, number of questions and the length of the questionnaire, type of questions (open or close-ended questions or statements), as well as the techniques used to measure the responses affect the quality of the information obtained.i. Ordering of topics:The questionnaire starts with questions which the respondents might find easy to answer. Respondents do not want to sound ignorant, and if they are confronted with a question that they have a difficulty in answering right in the beginning of the interview, they may just decline to go further. Type of questions:Close-ended questions limit the range of answers that respondents can give.
They have to choose their answers from the options given in the questionnaire, which may not be their true answer.
Take care in wording of questions:Guard against ambiguity, leading questions, asking two questions in one and using unfamiliar words.
Instructions should be printed in capital letters or underlined so that they are easily distinguished from questions.iv. In a mail questionnaire, it is a mistake to squeeze in too many questions in one page to reduce the number of pages. Response is likely to be lower if the questionnaire is heavy, than if the number of pages is extended.v. Pilot Stage:Once the preliminary questionnaire has been designed, it should be tested with a representative subsample to identify faults.
If the pilot proves satisfactory, the final questionnaire is administered to a chosen sample. Data Analysis and Interpretation:Before analysis and interpretation, the data has to be prepared. Agencies commonly infer cause and effect, when only association has been established by the data.For example, data may show that sales rise when number of salespeople is increased, but it does not mean that increasing the size of the sales force will necessarily lead to increase in sales. The company’s increased sales might have been the result of increased advertising spend, higher margin for retailers, or even lackluster performance of a competing brand.An agency also needs to exercise caution when it is interpreting means and percentages. Title page, containing the topic of the research study, time of the study, to whom is the report being submitted to and by whom has the research been done.ii. List of contents, containing a detailed list of the contents of the report along with page numbers, list of tables and list of figures in die report.iii.
Preface, comprising outline of clients’ brief, statement of objectives, scope and methods of research.iv. The purpose of the executive summary is to summarize the key issues and findings of the report for executives who do not have the time to read the complete report.v. Previous related research, detailing how previous research has had an influence on this research.
This section should list out the methodology, context, results and conclusions of related researches done earlier to provide a relevant perspective for the present Research methods, which explains the methodology used for the purpose of the present research.
This includes details about the type of study, sampling issues, data sources, data collection methods, use of instruments, preparation of the instruments and method of administration.vii. Research findings, which should detail the results of the study according to the objectives with which the study was initiated.viii. Appendices, including reports, articles, tables and figures that are not directly related to the study, or can interrupt the flow of the report, though they are useful as background information.The report should be written in the language which the reader will understand. Jargon should be avoided.The most important parts of the report are the findings and conclusions based on the survey. As far as possible, the results should clearly point to some outcomes or suggestions that can help the management in taking decisions or solving the problems that were outlined in the objectives of the study.

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