MARKET

RESEARCH
 MARKET RESEARCH
Market Research or Marketing Research Process can be
defined as the process of gathering, analyzing and
interpreting the information about the products or the
services to be offered for sale to the potential consumers
in the market (De Guzman, 2018, p. 25)
DATA COLLECTION is the most valuable tool in
any type of research
study. Inaccurate data collection may cause
mistakes and ultimately lead to
invalid results. (Edralin, 2016, p. 80)
TIPS in COLLECTING 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
•  Take note of interesting or significant data
 In this lesson, we will
consider the three different
data collection
techniques – SURVEY
(Questionnaire), INTERVIEW
and FOCUS GROUP
DISCUSSION – and evaluate
their suitability under
different circumstances
Presentation title
SURVEY
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 the
Web (e.g. Skype or Viber).
When designing or constructing your own research questionnaire,
remember the following guidelines. (Edralin, 2016)
•  Keep it as 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 response scales used are consistent with categories that
are mutually exclusive
 INTERVIEW
INTERVIEW is one of the most reliable and credible ways of getting
relevant information from target customers. It is typically done in person
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 & Ormrod, 2001, pp.38-39)
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. (Leedy & Ormrod, 2001, pp.39)
 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)
FOCUS GROUP DISCUSSION (FGD) - is an excellent method for generating
and screening ideas and concepts. It can be 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.
•  Conduct focus groups discussion with 8 to 10 participants per group.
•  Assign an expert moderator / facilitator who can manage group dynamics.
•  Use a semi-structured 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)

”
ANOTHER ONE COMING.
Richard Branson
THANK YOU
Aileen Pearl C. Coresis
[email protected]
09353578915