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3 Market Resarch

The document discusses market research, emphasizing the importance of accurate data collection and various data gathering techniques. It highlights surveys, interviews, and focus groups as primary methods for collecting data, providing guidelines for effective questionnaire design and interview strategies. Additionally, it offers tips for organizing and challenging assumptions during data collection.

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Kiera Mandalejo
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5 views17 pages

3 Market Resarch

The document discusses market research, emphasizing the importance of accurate data collection and various data gathering techniques. It highlights surveys, interviews, and focus groups as primary methods for collecting data, providing guidelines for effective questionnaire design and interview strategies. Additionally, it offers tips for organizing and challenging assumptions during data collection.

Uploaded by

Kiera Mandalejo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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M A R K E T R E S E A RC H

OBJECTIVES

•Discuss market research


•Know the meaning of data gathering
•Identify the different data gathering
techniques
• In your own opinion what is
Market Research?

• Give at least three data gathering


techniques and explain.
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
TIPS IN GATHERING DATA

• Regularly run experiments or collect data


• Challenge your assumptions
• Set reasonable expectations
• Take note of interesting or significant data
D ATA C O L L E C T I O N
TECHNIQUES
SURVEYS

• 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
• 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).
A . PERSONAL
the traditional method of
INTERVIEW
conducting an interview.
It allows the researcher to
establish relationship with
potential participants and
therefore gain their
cooperation.
A . PERSONAL
It generates highest INTERVIEW
response rates in survey
research.
They also allow the
researcher to clarify
indefinite answers and
when necessary, seek
follow-up information.
B.
TELEPHONE
less expensive and less INTERVIEW
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.
C. FOCUSED
GROUP
• is an excellent method for
DISCUSIION
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.
WHAT TO CONSIDER
• The length of the session is between 90 and 120
minutes.
• 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).

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