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The Five Basic Methods of Market Research

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❶In addition, you are included in the company recommendation widget so you reach more passive job seekers. This research focuses on data or information that was collected by other people and is available for either free or paid use for others.

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You might look in journals, libraries, or go to online sources like the US census. You will apply what you find to your personal research problem, but the data you are finding was not originally collected by you, nor was it obtained for the purpose you are using it for.

I hope that makes sense. If not, read on for some examples and a little more detail. The downside, of course, is that you may not be able to find secondary market research information specific enough or recent enough for your objectives. Sources of Secondary Data Secondary data comes in all sorts of shapes and sizes.

There are plenty of raw data sources like the US Census , Data. Internal company data like customer details, sales figures, employee timecards, etc.

Published articles, including peer-reviewed journals, newspapers, magazines, and even blog postings like this count as secondary data sources. Social media data is a new source of secondary data.

For example, the New York Times collected Twitter traffic during the Super Bowl and produced this stunning visualization of comments throughout the game. It is increasingly possible to obtain behavioral data from secondary sources, which can be more powerful and reliable than self-reported data via surveys and focus groups. If you have a moment, check it out. Primary Market Research Primary research is research that is conducted by you, or someone you pay to do original research on your behalf.

A skilled interviewer knows how to engage and persuade the respondent to participate and give more complete answers. These questionnaires are analyzed to draw out the information required. Postal surveys are commonly used because they are cost-effective and efficient. Also, questions can be misinterpreted by the individual responding. Telephone surveys are another option.

The questions are typically similar to the questionnaires sent in the mail, but the interviewer can guide the participant so that misunderstandings are limited and more information can be drawn out over the phone. Observations are an interesting primary research method because participant behavior can often be very enlightening. Trained observers or cameras can record how participants behave in a certain situation, providing researchers with real evidence as to how a consumer responds, for example, to an organization's product or service.

Focus groups are another primary research method. In a focus group, a moderator leads a discussion about a particular subject. The moderator might show pictures of potential advertisements, or ask the participants to try the product right there and give their opinions.

The advantage of focus groups is that participants can build upon each other ideas. The downside is the moderator can be biased, a dominant participant can take up too much talk time, or some participants may be hesitant to express their true opinion in a public setting.

A company might choose to place a new product or service in a select neighborhood or store to test customer response under real-life conditions. Useful information can be obtained to improve the product or service, adjust prices, or improve the packaging or marketing. In conclusion, some researchers will use one or more of the primary research methods to get the information they need depending upon the purpose of their study, the resources available and their budget limitations.


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Primary market research is the most common type of a market research method and is also the most valuable type. It is a method that only answers specific questions and not irrelevant issues. Secondary market r esearch.

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Groups of potential customers are brought together to discuss their feelings about a product or market. Focus groups are a good way of getting detailed information about customer tastes and preferences. Test marketing. This involves selling a new product in a small section of the market in order to assess customer reaction.

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The four types of primary market research | [ ] Week 1: Researching Research For Research | Ross Presland-Brown Games Development Says: December 15th, at am [ ] The four types of primary market research | Canadian Entrepreneur Training. Market research can be classified as either primary or secondary research. The difference is quite simple, yet there is often confusion around this topic. The difference is quite simple, yet there is often .

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When conducting primary market research, you can gather two basic types of information: exploratory or specific. Exploratory research is open-ended, helps you define a specific problem, and usually involves detailed, unstructured interviews in which lengthy answers are . Once you have narrowed down your target group, you can do lower cost versions of primary market research, such as sending out surveys or questionnaires. Secondary research gives you a foundation to build on, while the primary research helps you identify specific needs.