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    Market Research 1

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    Angel Sanchez
    Market research data collection is the most valuable tool for any research study. Accurate data is essential to avoid invalid results. There are various methods for data collection including surveys, interviews, and focus groups. Surveys are commonly used to gather primary data through questionnaires administered via mail, phone, internet or in-person. Interviews provide reliable information directly from customers and allow clarification. Focus groups generate ideas through moderated discussions of 8-10 people. Proper design and administration of data collection methods is important for effective market research.

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    Market Research 1

    Uploaded by

    Angel Sanchez
    6 views16 pages
    Market research data collection is the most valuable tool for any research study. Accurate data is essential to avoid invalid results. There are various methods for data collection including surveys, interviews, and focus groups. Surveys are commonly used to gather primary data through questionnaires administered via mail, phone, internet or in-person. Interviews provide reliable information directly from customers and allow clarification. Focus groups generate ideas through moderated discussions of 8-10 people. Proper design and administration of data collection methods is important for effective market research.

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    Market research data collection is the most valuable tool for any research study. Accurate data is essential to avoid invalid results. There are various methods for data collection including surveys, interviews, and focus groups. Surveys are commonly used to gather primary data through questionnaires administered via mail, phone, internet or in-person. Interviews provide reliable information directly from customers and allow clarification. Focus groups generate ideas through moderated discussions of 8-10 people. Proper design and administration of data collection methods is important for effective market research.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    6 views16 pages

    Market Research 1

    Uploaded by

    Angel Sanchez
    Market research data collection is the most valuable tool for any research study. Accurate data is essential to avoid invalid results. There are various methods for data collection including surveys, interviews, and focus groups. Surveys are commonly used to gather primary data through questionnaires administered via mail, phone, internet or in-person. Interviews provide reliable information directly from customers and allow clarification. Focus groups generate ideas through moderated discussions of 8-10 people. Proper design and administration of data collection methods is important for effective market research.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    Market Research

    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
     Regularly run experiments or
    collect data
     Challenge your assumptions
     Set reasonable expectations
     Take note of interesting or
    significant data
    SURVEY (Questionnaire)
    INTERVIEW
     and FOCUS GROUP
    DISCUSSION
     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.
     Move from complex questions to more specific
    question
    Make sure questions are concise
    and easily understood.
    Avoid questions that are difficult
    to answer.
    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
    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. 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:
    1. The length of the session is between 90
    and 120 minutes.
    2. Usually, conduct focus groups discussion
    with 8 to 10 participants per group.
    3. Assign an expert moderator / facilitator
    who can manage group dynamics.
    4. Use a semi-structure or open-format
    discussion.
    Aside from the main basic groups of research
    methods (quantitative, qualitative and mixed),
    there are different tools that can be used to
    collect data. Interviews can be done either in
    personal or over the phone.
    Surveys/questionnaires can be paper or web
    based. Focus Group Discussions can be
    moderated group interviews and brainstorming
    sessions that provide information on user’s
    needs and behaviors
    THANKS FOR LISTENING
    
    STUDY

    QUIZ IS COMING 

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