So far we have been discussing data that is considered secondary.
This is the technique most associated with marketing research. Interviews can be telephone, face-to-face, or over the Internet. Telephone ownership is very common in developed countries.
It is ideal for collecting data from a geographically dispersed sample. The interviews tend to be very structured and tend to lack depth. Telephone interviews are cheaper to conduct than face-to-face interviews on a per person basis.
Primary marketing research is collected for the first time. It is original and collected for a specific purpose, or to solve a specific problem. It is expensive, and time consuming, but is more focused than secondary research.
There are many ways to conduct primary research. We consider some of them: Advantages of telephone interviews Can be set up and conducted relatively cheaply Random samples can be selected Cheaper than face-to-face interviews Respondents can simply hang up Interviews tend to be a lot shorter Visual aids cannot be used Researchers cannot behavior or body language 1.
Face-to face interviews are conducted between a market researcher and a respondent. Data is collected on a survey. Data is easily compared. The research will probe and develop points of interest. Some respondents will give biased responses when face-to-face with a researcher.
Visitors to sites can be asked to complete electronic questionnaires. However responses will increase if an incentive is offered such as a free newsletter, or free membership.
Other important data is collected when visitors sign up for membership. Advantages of the Internet Uses graphics and visual aids Random samples can be selected Visitors tend to be loyal to particular sites and are willing to give up time to complete the forms Disadvantages of the Internet Only surveys current, not potential customers.
Needs knowledge of software to set up questionnaires and methods of processing data May deter visitors from your website. Lists are collated, or purchased, and a predesigned questionnaire is mailed to a sample of respondents.
However, a second mailing to prompt or remind respondents tends to improve response rates. Mail surveys are less popular with the advent of technologies such as the Internet and telephones, especially call centers.
Often used in banking, retailing, travel, cafes and restaurants, and many other customer focused organizations, mystery shoppers will enter, posing as real customers.
They collect data on customer service and the customer experience. Findings are reported back to the commissioning organization.
There are many issues surrounding the ethics of such an approach to research. Focus groups are made up from a number of selected respondents based together in the same room. Highly experienced researchers work with the focus group to gather in depth qualitative feedback.
Groups tend to be made up from 10 to 18 participants. Discussion, opinion, and beliefs are encouraged, and the research will probe into specific areas that are of interest to the company commissioning the research. Advantages of focus groups Commissioning marketers often observe the group from behind a one-way screen Visual aids and tangible products can be circulated and opinions taken All participants and the researcher interact Areas of specific interest can be covered in greater depth Disadvantages of focus groups Highly experienced researchers are needed.
Complex to organize Can be very expensive in comparison to other methods 4. Projective techniques are borrowed from the field of psychology. They will generate highly subjective qualitative data. There are many examples of such approaches including: Products are displayed in a mall of shopping center.
Potential customers are asked to visit the store and their purchase behavior is observed. Observers will contemplate how the product is handled, how the packing is read, how much time the consumer spends with the product, and so on. Diaries are used by a number of specially recruited consumers.
They are asked to complete a diary that lists and records their purchasing behavior of a period of time weeks, months, or years. It demands a substantial commitment on the part of the respondent. However, by collecting a series of diaries with a number of entries, the researcher has a reasonable picture of purchasing behavior.Market research and marketing research are often confused.‘Market’ research is simply research into a specific market.
It is a very narrow concept.
‘Marketing’ research is much broader. It not only includes ‘market’ research, but also areas such as research into new products, or .
Marketing is the function that makes sure a business sells the right products, at the right price, in the right place, using the most suitable promotion methods. Stage 1: Formulating the Marketing Research Problem. Formulating a problem is the first step in the research process.
In many ways, research starts with a problem that management is facing. Marketing research can give a business a picture of what kinds of new products and services may bring a profit.
For products and services already available, marketing research can tell companies.
Primary Research: The goal of primary research is to gather data from analyzing current sales and the effectiveness of current practices. Primary research also takes competitors' plans into. Consumer Research Methods. Market research is often needed to ensure that we produce what customers really want and not what we think they want..
Primary vs. secondary research methods.. There are two main approaches to marketing. Secondary research involves using information that others have already put together. For example, if you are thinking about starting a business making .