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The Five Basic Methods of Market Research

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❶These sessions take place at neutral locations, usually at facilities with videotaping equipment and an observation room with one-way mirrors. External sources can be wide and varied and hence one must follow a controlled approach to assessing them.


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This method involves getting a group of people in a room or a place and asking them insightful questions regarding the product, its development, their preferences, and feedback, etc. These types of focus groups can be run or conducted at any location feasible for the company or business.

These days, with advancements in technology and the internet, it is possible to conduct them virtually as well, through the method of video conferencing.

But the main thing here is that the group of people brought together have something in common, for example, either they should belong to the same age group, the same gender and so on. This division of the group or the selection process must depend on the audience targeted or the product of service of the company. Participants in such focus groups are then compensated by either free coupons, vouchers, gifts or money, etc. Focus groups fall under the qualitative research method and help businesses know a lot about customer or market trends.

Another superb and highly effective way to conduct primary market research is through surveys and questionnaires. One of the most common examples of this research method is the feedback form given to customers at the time of billing at a restaurant. Surveys are also conducted in the form of web questionnaires these days that enable businesses to collect a lot of feedback and then analyze it for further administration. There are two major observation techniques or research methods used in primary market research, and they are observation through interaction and communication with the subject and observation through no interaction and communication with the subject.

This form of research method comes under the quantitative primary research since through it; researchers evaluate or measure the behavior of the respondents or the users in general. This is more of a personal approach in comparison to surveys and questionnaires, etc. This method of primary research involves scientific tests where hypotheses and variables, etc. This is a quantitative type of market research which may either be controlled out in the field or within controlled environments.

In order to understand this form of research, here is an example that you can refer to: A food product company created 3 different food packaging styles and then sold the products to different consumers. After a limited period of time, it analyzed the sales and came to a conclusion about the preferred packaging style or design.

One may think of an in-depth interview to be a quantitative approach to primary market research, but this method, in fact, is a qualitative research that takes into consideration the kinds of choices and preferences a customer base has. Interviews, unlike focus groups, involve interaction between one moderator and one respondent and several types of modes and methods may be used to conduct them.

Interviews may not always be restricted to a set pattern of questions but can also be in the form of a conversation with the target customer base or audience. This kind of a research method helps to dig further into what the customer wants, and the answers can later be analyzed to come to a conclusion for the final product delivery.

Secondary market research is mainly based on collecting information from different sources and then coming to a conclusion. The following are the two main types of Sources of Secondary market research data:.

Internal sources include information that has already been collected by the company and proves useful for future projects, etc. For most businesses, internal sources may prove enough to develop new products and services, and this may not require them to look outside. External sources are those sources that present data that is collected by other businesses or people.

External sources can be wide and varied and hence one must follow a controlled approach to assessing them. E-mail is already registered on the site. Please use the Login form or enter another. You entered an incorrect username or password. Great and in-depth post about marketing! Marketing is so key to being truly successful, and good marketing definitely starts with the proper research.

I like your point on effective marketing research leads to encouraging communication. So much of business is still about networking, word-of-mouth, and effectively communicating out to your audience. Doing the research like you have listed will definitely lead to finding that target audience and discovering new and better ways to communicate with them.

Love this, now I understand the importance and different methods of market research in depth? Very good, I'm doing an assignment and the information in this article is great Thank you for the information. This is really useful to understanding the different methods of market research.

I really like that quantitative research is focused more on the hard facts vs the feelings of customers or consumers. I think that really helps to make the right decisions based on actual facts.

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Your market research might also collect data that helps your business evaluate the feasibility of creating new products or service. Use your objectives to determine what information you need to collect, then identify the main sources of the data, either free or paid. Evaluate the quality and quantity of the information available from the sources you identified. Assess the information you already have that meets your market research objectives. This could come from customer survey cards you have on hand or some other type of data.

Pinpoint the gaps that your market research needs to fill. Rate your business on how much you know about your target customers and the effectiveness of your current marketing efforts, if any. Explore your financial and customer relationship management systems to identify data that reveals how and when your customers purchase your goods or services. Look for ways to organize existing customer information in meaningful ways, such as by age group or income bracket.

Compare the value of primary market research through direct contact with your target customers to secondary research. Review the investment required for primary research, such as focus groups and customer surveys. Evaluate the usefulness of information compiled from statistics, databases and your industry news sources. Evaluate the cost of your market research needs and determine whether you can accomplish your objectives using free or low-cost methodologies.

Just keep in mind that conducting secondary research and online research yourself uses valuable human resources and requires that you allocate time to analyze the data you collect. Consider the total time you want to allocate for collecting, organizing and analyzing the research data.

The amount of time needed to produce useful information varies according to the market research methodology you select. Although market research should be ongoing for any business, it should complement your marketing activities rather than consume your business.

Pick one or two promising methodologies that fit your objectives, information needs and budget. Set a time limit for testing them, then evaluate the return on your investment.

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Chapter 4 An Introduction to Research Methodologies Introduction In this chapter you will learn about: • Where you can use desk research and the most important lished market research is findex ( which published over 10, off the shelf reports on world markets.

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this to the version number of the latest PDF version of the text on the website. Marketing Research Is a Part of Marketing Strategy 1/16 Other Group Research Methods 8/9 The Moderator 8/10 Preparation 8/11 The Interview 8/

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Our Market Research Methodology is a page PDF planning methodology that highlights our premium tool-kit of 31 premium tools & templates (available for download to Research, Executive & Enterprise level members) to help you build an efficient market research process, a comprehensive market research report and an engaging . ^Research comprises defining and redefining problems,formulating hypothesis or suggested solutions, collecting,organizing and evaluating data, making deductions and reaching conclusions and at last careful.

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Research, Journal of Marketing Research, and Journal of Business Research. He is the author, co-author, or editor of books, chapters, and proceedings including An Introduction to Marketing Research. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.