multipurpose tree species research for small farms: strategies ... - part

Descriptive Research Process
The research process isa sequence of iterative
steps. Five steps used in market research are
deiring the problem in precise terms; determining
the design; collecting datdataata analysis and
interpretation; and research report writing
(Churchill 1979).
Problem Formulation
The research process can only be properly
designed when the problem is clearly defined and
the objective of the study has been precisely
determined. One of the most difficult tasks facing
the researcher in defining problems is
understanding the consumer's decision-making
process as well as the factors that influence those
decisions.
it is important to note that a general statement
about the problem is not sufficient. The product
should be defined by hierarchies such as product
variant, brand, type, and product line. The
geographic scale of the study should be defined in
terms of level, whether at the national, regional,
sub-regional, or village level. A time frame should
indicate whether it is short, medium, or long range.
Information about the conjumers should indicate
whether the products are consumed at the
hausehold, industry, governmeat, wholesale, retail,
or international levels.
The objective of the study is also defined at this
stage. This determines the subsequent design of
the questionnaire.
Research Design
The research design stage prepares a
framework to guide the data collection and
analysis. The descriptive research method
presupposes prior knowledge about the subject
under study and is designed to test specific
hypotheses.
Two types of studies are possible under this
method -- longitudinal and cross-sectional. The
cross-sectional design is the most common and
familiar. It involves a representative sample of the
population. Several characteristics of the sample
are measured once. Longitudinal design includes a
series of sample elements such as industries, stores,
dealers, individuals, households, government
institutions, or other entities.
The cross-sectional study provides a snapshot
of the variable under study at a particular point in
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time. In contrast, the longitudinal design
demonstrates change over time.
Field studies and surveys are two tools used
in cross-sectional studies. A survey attempts to
represent a known universe, both in terms of the
number of cases and in their selection. The
field study is less concerned about generating
large representative samples and deals with the
in-depth study of a few typical cases. The
emphasis in the field study is on the
interrelationship of several factors.
Market segmentation is important to consider
in designing research on MPTS products.
There are two types of consumers in the market:
ultimate end users, and industrial users.
Ultimate end users buy products to satisfy their
needs. Industrial users buy products as raw
materials or for processing in the manufacture
of other products.
This market segmentation affects advertising
and distribution. The two groups purchase
products in different ways relative to quantity,
quality, size, distribution, price, and
specifications. Ultimate consumers can be
differentiated further by demographic
characteristics that can include region, rural vs.
urban areas, age, gender, education, occupation,
and levels of disposable income. Industrial
users can be divided into manufacturing,
transportation, trade, and government sectors.
Data Collection
Secondary Datat
Once the research problem has been defined,
the next step isto collect the data. The first
attempt should focus on secondary data.
Advantages of using secondary data include
improving the problem definition, as a source of
ideas to improve the problem solving process,
and serving as a source of comparative data to
better interpret the primary data. A
disadvantage is that because the data was
collected for other reasons, the results may not
serve the purposes of the new research problem
as defined.
Secondary data on MPTS products and
sales can be classified by source -- internal and
external. Internal data is found within the
organization where the research is being
undertaken, while external data is obtained
from outside sources.