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Factors | Expert mark of factor importance | The solution of the problem / implementation of opportunity | Factor of demand/ Supply |
1. Introduction of excise duty on alcohol | Change of market strategy | Demand | |
2. |
The purpose of this table is preliminary assessment of the importance of factors through expert ranking of their importance and development of hypotheses variant solution or implementation capabilities.
After that student had to define the weight of each group of factors using a scale with a constant amount (1, 10, 100) (Table 3). The weights are shared between groups of factors on the following criteria:
• the number of factors in this subgroup;
• importance of factors within the group;
• correlation between factors issues and opportunities;
• the relation between supply and demand factors;
• the complexity of the implementation of the solution of problems or opportunities.
Table 3
Weight coefficients of the macromarketing factors’ influence
Factors | Weight coefficient |
Political | 0,15 |
Economic | 0,25 |
Sociocultural (thereof demographical) | 0,10 |
Technological і | 0,15 |
Environmental | 0,20 |
Legal | 0,15 |
Total | 1,00 |
Finally, the expert scoring is done by multiplying expert mark of factor’s importance (Table 2) and weight coefficient of the group of factors to which particular analyzed factor belongs. Next you need to build consolidated final tables of the market threats and opportunities (Table 4, 5).
Table 4.
Final table of market threats
Factors | Expert scoring of the factor | Option of problem solution | Factor of demand/ Supply |
1. Introduction of excise duty on alcohol | 9 ´ 0,15 = 1,35 | Market strategy cange | Demand |
2. |
Table 4.
Final table of market opportunities
Factors | Expert scoring of the factor | Option of opportunity utilization | Factor of demand/ supply |
Formulation of research objectives, description of the methods of collecting information, schedule and budget survey.
Research objectives: Why should you conduct a research?
Answers at which questions are you looking for?
Research Methods: Define and justify the research methods to be used
Develop, form budget and schedule the research
Develop a research brief for a research agency
Develop Search Questions:
1) List the questions and information you need to get an answer at
2) Develop potential hypothesis of answer at the listed questions
3) Define the sources
4) Fill in the table below:
Search Questions | Hypothesis | Sources |
Secondary, primary | ||
Questions which are to be sourced from primary information sources should be included into questionnaire
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