Market Research Techniques | Marketing Strategy

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The market research techniques are techniques, methods and ways to collect data or information needed to make a market research.

Among the main techniques of market research are survey, interviews, the observation technique, market testing, focus groups and polling.

We know the concept and the advantages and disadvantages of each:

The poll

The survey consists of a verbal or written inquiry to be carried out which people want to get the information necessary for the investigation.

market research techniques

When the survey is verbal use of the method it is interview, and when it is written using the instrument is questionnaire, which consists of a document with a list of questions, which are asked to the people to be interviewed.

You can make personal surveys (eg, in a corner or in a mall), by phone, by mail or via the Internet (eg, through a website or via email).

Advantages : Through this technique, depending on the depth of the survey, you can get very accurate data.

Disadvantages : the possibility that respondents can provide false answers, or that pollsters can use shortcuts.

The interview

The interview consists of a verbal interrogation is performed in people of which you want to obtain the information necessary for the investigation.

In an interview the interviewer usually ask open questions and direct the interview according to the answers you give the interviewee, for example, explains the tough questions, some obvious questions that were scheduled, delves into other or modified.

Advantages : provides the ability to delve into any topic.

Disadvantages : high cost respondent, the possibility that people are not willing to grant the interview, the interviewee’s answers, the information obtained and the interpretation of it, depends on the skill of the interviewer.

The observation technique

The observation technique is to observe people, phenomena, facts, cases, objects, actions, situations, etc., of which it is desired to obtain the information necessary for the investigation.

The observation technique is often used mainly to observe the behavior of consumers in natural environments.

An example of using the observation technique could consist of visiting places that frequents our target audience and observe.

Advantages : get accurate information that otherwise could not be obtained, or information that people could not or would not provide for different reasons; It is an easy technique to implement and inexpensive.

Disadvantages : the inability to determine emotions, attitudes or motivations that lead a consumer to perform an act.

The market test

The market test also known as technical experimentation, is to seek direct knowledge of the response of people to a product, service, idea, advertising, etc. to obtain the information necessary for the investigation.

Generally, a market test is performed before the release of a new product, in order to assess their acceptance or acceptance, and thus reduce the risk of introducing the new product to the market and that it has no sufficient demand.

An example of the use of the market test could be to establish a little stall where we offer the new product, so we can know the reception, printing and public reaction to it, before its introduction. In simple words, it is called Demo or Trial.

Advantages : get accurate information about the reactions and behavior of people to a particular product, service, idea or advertising.

Disadvantages : Use a small sample, so the results could not be generalized.

Focus group

The focus group is to bring together a small group of people (usually 6-12 people) in order to interview them and generate a discussion around a product, service, idea, advertising, etc., and get the information necessary for the investigation.

An example of the use of focus group could be to convene a small group of consumers, and try them or give them to examine a new product, observe their behavior and reactions to the new product and then ask for their impressions, opinions and suggestions.

Advantages : get a variety of information on ideas, opinions, emotions, attitudes and motivations of the participants.

Disadvantages : Use a small sample, so the results can not be generalized; the answers of the participants could be influenced by the general opinion of the group.

Probe

The poll is a simple question that is performed in people of which it is desired to obtain the information necessary for the investigation.

The survey is characterized by a simple and objective oral questions to a small sample, which simple and objective responses are also obtained.

Like the survey, it can be made in person, by phone, by mail or via the Internet.

An example of the use of the survey could be to make small surveys in the street where simple questions such as “What is your favorite brand of car” true.

Advantages : get information quickly, is a simple, easy technique to implement and inexpensive.

Disadvantages : only allows for simple, objective and shallow information.


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