Explain the different types of market research and provide at least
five factors that can influence the accuracy of the results and how
they would affect the implementation of the market plan.

There are three types of market research, qualitative research,
quantitative research, and observation studies.  Qualitative research
focuses on trying to gain an understanding of why people behave or
think in a certain way.  Quantitative research has the objective of
identifying numerical quantities associated with a market. 
Observation studies consist of actually observing people in the
environment where the product is typically used or will be used.  The
first two types of market research are much more common than
observation studies.

A variety of factors can influence accuracy.  Sample size plays an
important role (the more people who are asked, the greater the
accuracy).  Asking difficult or complicated questions can adversely
affect accuracy.  The order in which questions are presented can
influence responses.  So can the person administering the questions if
they lead the respondent.  Allowing one or two people to dominate a
focus group can distort its results.

These factors could seriously adversely affect implementation of the
marketing plan if they are present.  The problem is that they can
present the wrong view of who should be targeted (or not targeted) and
why those groups do (or do not) like the product or service.  Money
can be wasted promoting a product or service to people who are largely
unreceptive if it turns out the market research results were obtained
from individuals whose views were not representative of the group they
are members of.

"Basics of Market Research" dobney.com
(2005)http://www.dobney.com/Research/MR_basics.htm

Sincerely,

Wonko

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