Research Path Sparks Interest Creativity, Logical Approach Leads to Success

Cape Times (South Africa), April 10, 2012 | Go to article overview
Save to active project

Research Path Sparks Interest Creativity, Logical Approach Leads to Success


What does your job entail? Consumer research (or market research) is essentially the study of people, with the intention of better understanding a specific group, defined by their age, gender or various other demographic and psychographic factors.

The end goal is to provide information for marketers and stakeholders to help them better meet the needs of these people.

Depending on the aim of the research study, we sometimes make the views of our sample (the people interviewed) representative of the natural population from which this sample was drawn through a scientific weighting process. This applies where the natural population is known or can be obtained from databases like Amps or the national census.

Describe your average work day: On client-facing days I attend meetings with clients to discuss research approaches to address their business issues, or present results from data we have collected. Drafting proposals in response to client briefs is another feature of the job. Proposals highlight how we will execute research for clients' issues.

I liaise with internal departments on projects where fieldwork may be taking place or that are in the data analysis phase. Once data has been collected, I am also involved in analysing data results to pull out key findings and generate actionable insights that help clients grow their businesses.

Best part of the job: I love the fact that no two days are alike, and I can always look forward to new challenges. These can come in the form of a study in a new industry, exploring new technology or in a new market with different people. Interacting with colleagues and clients makes each day interesting.

Worst part of the job: Perhaps the perpetual shortage of time - there are so many projects that I would like to be involved in.

Why did you choose this career? I only really found out what research was about after completing my studies. Market research was recommended to me by my former statistics lecturer who had worked in the field.

Once I got started, though, I found it continually stimulating and I am really glad that life led me onto this path.

What else would you have liked to do?

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Research Path Sparks Interest Creativity, Logical Approach Leads to Success
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?