MARKETING RESEARCH TOOLS

Marketing Research Tools

[Alia Zaidi]

Marketing Research

Market research is a method that helps meet their current and potential customers. So to know the tastes and preferences of customers and their location, social class, education and occupation, among others, may offer the products they want at the right price. This leads to increase sales and maintain customer satisfaction to make your choice.

Market research is a technique to collect data from any aspect you want to know to then interpret and make use of them. Serve the trader or employer to make a proper decision making and to achieve customer satisfaction. (Stephen G, Chris T, 2004)

Tools of research

Marketing is a sub-function allows the company to obtain the information necessary to establish different policies, objectives and plans and strategies best suited to their interests.

Qualitative Research

It is the exploratory research that aims primarily to determine various aspects of human behavior, such as motivations, attitudes, intentions, beliefs, tastes and preferences. The people who are applying this research represent a particular social class community. The techniques used in this research are called qualitative techniques. The people who are applying this research represent a particular social class community. The main reasons are:

Projective Test

1. Incomplete Sentences Test

2. Test of free association of words

3. Thematic Apperception Test

4. Free Drawing Test

5. Test of fantastic situations

In-depth interviews

1. Group discussion

2. Brainstorming

3. Abelson technique

Quantitative research

Quantitative research aims for primary data collection using surveys to those involved in the trading process. Both the cost and the utility are much higher than the previous method. Statistical procedures are used for the respective samples to be investigated in order to ensure that the results have a reasonable validity. The questionnaire design, sampling, entertainment interviewers, supervision and control of work, information processing, analysis and drawing conclusions are all factors in this case acquired fundamental importance for the success effort undertaken.

Market research can also be categorized according to the phase of the commercialization process in which information is gathered. From this point of view can be identified three types:

• Research conclusive

• Research exploratory

• Research performance monitoring

Exploratory research is appropriate in the initial stages. It is designed to obtain a preliminary understanding of the situation with minimal cost and time. The research design is characterized by its flexibility to be sensitive to the unexpected and to discover other points of view not previously recognized. Broad approaches are used and versatile. These include secondary sources of information, observation, expert ...