Marketing research methods: Primary Research: the collection of new information by conducting market surveys, telephonic interviews, questionnaires and focus group interviews. This information is gathered by directly contacting the customers. credibility, relevance, respond to specific questions, the high cost Secondary Research: involves processing data that has already been collected by previous researchers. It refers to consultation of previous studies and findings such as reports, press articles and previous market research projects in order to come to a conclusion. unreliable, irrelevant, low cost
Basics of primary research: qualitative, quantitative, mixed Focus group In-depth interviews Analysis of Protocol Surveys (remote, personal) Hall-test Home-test Mystery Shopping Retail panel
Qualitative research We are answering the questions how and why? Qualitative studies are generally exploratory in nature and involve small sample sizes. Unlike quantitative research, questions are more loosely structured in order to promote discussion. We often use qualitative research to help our clients understand the reasoning behind someone's decision to buy (or not buy) a particular product or service. This research approach can also be used to explore-or even to generate-new ideas for products and services. These types of studies allow us to ask probing questions to both identify the factors that drive purchase behavior and to understand why the factors are important.
Focus group obtain preliminary information on a topic of interest (before the definition of the specific objectives of market research); generation of new ideas (development of new products / services, packaging, advertising, etc.); evaluation of new products, advertising, packaging, corporate image, etc.; study of consumer needs and motives of their behavior; study of spoken vocabulary of consumers and the characteristics of their perception (to compile profiles, development of the advertising text)
Key success factors of the focus groups Correct (representational /representative sample) A skilled moderator (must have the skills to manage a group, as well as general knowledge of psychology and marketing) Good topic guide Atmosphere
In-depth interviews Interview involves discussing the most personal topics (personal finance, health); Interviews were conducted with representatives of the competing organizations that do not agree to discuss this topic in the group; In debated topic there are strong social norms, and the opinion of the respondent may affect response group (paying taxes, etc.); It is impossible to bring together all of the respondents in one place at one time (the respondents are small, separated from each other and / or very busy).
Key success factors of in-depth interviews Interviewer skills of making contact with people, a good memory, the ability to respond quickly to unusual responses, patience. The quality of processing of obtained information After interview its audio and / or video record is processing as a result. On the basis of these texts and impressions of the interviewer prepared an analytical report is completed
Protocol Analysis Protocol analysis as MR-method is the modeling the situation of decision-making (to purchase or mot), during which the respondent must describe in detail all the factors that guided him/her in this decision.
Protocol Analysis decision-making is distributed over time. In this case, the researcher collects into one individual choices made at different stages; decision making process is very short. In this case, the method of analysis of the protocol allows to slow down the speed of decision making.
Quantitative research We answer the questions of "who" and "how much. This type of research provides a quantified information on a limited number of problems, but form a large number of people that we can use statistical methods to disseminate the results to all consumers. Quantitative research is helping to identify the main consumer groups, to assess the market size and the number of sales, etc.
Surveys Way of dealing with the respondent (remote, face-to-face) Type of respondents (persons, legal entities, experts) Location of the survey (home, outdoor, with a central location)
MM-method allows you To determine the volume and market share; To compare the different products and different market participants; To identify vacant niches and develop new products; To correct positioning of the existing and develop new products based positioning.
Mystery Shopping/Virtual Customer Staff motivation: the monitoring of results of Mystery Shopping Method help to calculate the overall index of service quality indices and individual employees that determine wages. Focus Training: Mystery Shopping results allow to identify specific deficiencies in customer service and training focused on these areas. Evaluating the effectiveness of training: results of monitoring can detect qualitative changes in the behavior of the staff after the training.
Choose the problem/problems (5 min) Develop a plan for conducting the focus group (icebreaker, questions (detailed, with the alternative of choice), the organization of feedback) (40 min) Conduct the focus groups (identifying Silent and Dominant) (40 min)
Problems I have too many appliances. I do not have enough outlets People often stain clothing when trying on it in the store The city has too much "traffic jams", because there is only one bridge across the river
Home work: write down a short report on your marketing research The title of your project The main product/service of your project Description of 5 potential customers (gender, age, geography, income level) and their opinion on your project