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Market Research: Athea Mei C. Muerong, St-Ii

This document discusses various methods for data gathering in market research. It describes surveys, interviews, and focus group discussions as the primary techniques. Surveys can be conducted via mail, phone, internet, email, or in-person and should keep questions simple, clustered, and avoid difficult questions. Interviews provide reliable information directly from customers and allow clarification, while telephone interviews are less expensive than face-to-face. Focus group discussions generate ideas through moderated group interviews and should have 8-10 consistent participants of similar background and last 90-120 minutes.

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34 views10 pages

Market Research: Athea Mei C. Muerong, St-Ii

This document discusses various methods for data gathering in market research. It describes surveys, interviews, and focus group discussions as the primary techniques. Surveys can be conducted via mail, phone, internet, email, or in-person and should keep questions simple, clustered, and avoid difficult questions. Interviews provide reliable information directly from customers and allow clarification, while telephone interviews are less expensive than face-to-face. Focus group discussions generate ideas through moderated group interviews and should have 8-10 consistent participants of similar background and last 90-120 minutes.

Uploaded by

Jordan Love
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MARKET RESEARCH

ATHEA MEI C. MUERONG, ST-II


SUBJECT TEACHER
OBJECTIVES
This module is divided into two topics:
• Discuss market research
• Know the meaning of data gathering
• Identify the different data gathering techniques
DATA COLLECTION is the most valuable tool of any type
of research study. Inaccurate data collection may cause
mistakes and ultimately lead to invalid results.

TIPS in GATHERING DATA

• Organize collected data as soon as it is available


• Know what message you want to get across and then
collect data that is relevant to the message
• Collect more data
• Create more data
• Regularly run experiments or collect data
• Challenge your assumptions
• Set reasonable expectations
• Take note of interesting or significant data
Module 3: Recognize and Understand the Market
SURVEYS are the most common way to gather primary research with the use of
questionnaires or interview schedule. These can be done via direct mail, over the
phone, internet (e.g. Google) or email, face-to-face or on Web (e.g. Skype or
Viber).
• When designing or constructing your own research questionnaire, remember
the following guidelines. (Edralin, 2016)
• Keep it simple as possible.
• Make sure it is clearly appealing and easy to read.
• Cluster or block related questions.
• Move from complex questions to more specific questions.
• Make sure questions are concise and easily understood.
• Avoid questions that are difficult to answer.
• Make sure any response scales used are consistent with categories that are
mutually exclusive.
INTERVIEW is one of the most reliable and credible ways of
getting relevant information from target customers. It is typically
done in personal between the researcher/entrepreneur and a
respondent where the researcher asks pertinent questions that
will give significant pieces of information about the problem that
he will solve. The interview is also helpful even when the
business has already started because the customers’ feedback
provides the entrepreneur a glimpse of what the customers think
about the business.
Interviews normally last from 15 to 40 minutes, but they can last
longer, depending on the participants’ interest in the topic.
In a structured interview, the researcher asks a standard set of
questions and nothing more.(Leedy and Ormrod, 2001)
• PERSONAL INTERVIEWS are the traditional method of
conducting an interview. It allows the researcher to establish
relationship with potential participants and therefore gain their
cooperation. It generates highest response rates in survey
research. They also allow the researcher to clarify indefinite
answers and when necessary, seek follow-up information.
• TELEPHONE INTERVIEWS are less expensive and less time
consuming, but the disadvantages are that the response rate is
not as high as the face-to- face interview, but considerably
higher than the mailed questionnaire.
FOCUS GROUP DISCUSSION (FGD) - is an
excellent method for generating and screening
ideas and concepts. It can be a moderated group
interviews and brainstorming sessions that provide
information on user’s needs and behaviors.
The following are considerations in the use of focus group
discussions in market research:
• The length of the session is between 90 and 120 minutes.
• Usually, conduct focus groups discussion with 8 to 10
participants per group.
• Assign an expert moderator / facilitator who can manage group
dynamics..
• Use a semi-structure or open-format discussion
• Strive for consistency in the group’s composition (for example,
it may not be advisable to have business customers and retail
customers in the same focus group, their needs are very
different)

Module 3: Recognize and Understand the Market


Module 3: Recognize and Understand the Market
THANK YOU!

Module 3: Recognize and Understand the Market

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