1. MARKET RESEARCH TECHNIQUES
Research Methods
MARKET RESEARCH TECHNIQUES

2. DIFFERENT TECHNIQUES INTERVIEWS OBSERVATION ATTITUDE MEASUREMENT
DATA VALUE AND VALIDITY
QUESTIONNAIRE DESIGN
PANEL METHODOLOGY
TELEPHONE RESEARCH

3. INTERVIEWS
“as a conversation directed to definite purpose other than satisfaction in the conversation itself”

4. TYPES OF INTERVIEWS Fully structured Semi-structured
Controlled via a structured questionnaire
Useful in providing quantitative data
Semi-structured
Closed and open questions
Interviewer can use probing questions

5. TYPES OF INTERVIEW CONT’D
Unstructured interviews
Can have checklist of topics
Useful for qualitative data
Depth interviews
Time consuming and expensive
Taped interviews and analysis often needed
E.g. motivational research

6. FOCUS GROUPS
“is a discussion carried out for research purposes”

7. FOCUS GROUPS Advantages: Group environment can be less intimidating
Disadvantages:
Group process may inhibit people from being honest
May stall and not be retrieved by moderator
Some groups may take on a ‘life of their own’ and go off on a tangent
Advantages:
Group environment can be less intimidating
Sparks off experiences/ideas from others
Differences are highlighted
Easier to observe
Social/cultural influences highlighted
Cheaper and faster

8. POSTAL RESEARCH QUESTIONNAIRES
“the questionnaire is the primary tool of marketing research, a device for delivering questions to respondents and recording their answers”

9. POSTAL QUESTIONNAIRES
Advantages:
Low cost per response
No interviewer bias
Questionnaire length
Disadvantages:
Questionnaire scope
Respondent interaction
Sampling problems
Response rate problems
Lack of control over respondents
Wrong respondents equals wrong info.

10. TELEPHONE RESEARCH
“this technique has been widely used for consumer research with the growth in home telecommunications”

11. TELEPHONE RESEARCH Advantages: Wide geographical range can be covered
There is a compulsion to answer the phone
Relatively high response
Question modification possible
Disadvantages:
Biased sample
Refusal rate
Interview must be short
No way to provide visual aids

12. LIMITATIONS OF MARKET RESEARCH
Indifference
People can provide negative answers if it is something they are not sure about
Absence of responsibility
People can say anything in a desire to please
Conservative attitudes
Most customers choose conventional and familiar products/services
Vanity
Customers will try to put on a good appearance about their motives and will seldom want to admit that cheapness was the major reason for a purchase decision
Insufficient information
Researchers often approach research from sellers rather than customers point of view

13. CONCLUSION
When deciding which technique to use in assignment refer to the handout and look at advantages/disadvantages, choose methods suitable to yourself
When writing up your report you must also include information on other forms of research not just the ones you have identified to use