Methods of market researches represent a full methodical basis of marketing activity.
On a way of obtaining marketing information they can be divided on:
- Methods of primary data – the researcher obtains data which were collected directly for the solution of a specific problem.
- Methods of secondary data – information collected for other purposes is used earlier.
Usually, speaking about carrying out a market research, mean collecting primary information. The existing methods of collecting such data on consumers also I have the classification.
Classification of methods of market researches
- Quantitative methods (give the answer to the questions "who" and "how many"). Provide to the marketing specialist exact numerical data. Example: how many people visit outlet on weekdays. Information obtained by such method – it is rather, statistical data. It gives the chance to analyze expediency of distribution of goods, for example, in concrete shopping center.
- Qualitative methods (give the answer to the questions "as" and "why"). Give an opportunity to define real motives of purchase, requirement and views of consumers. Assume open questions therefore the result turns out very different. Example: ask the client the question "How Do You Estimate Quality of Services?" or "What Would You Want to See in Our Shop?". The obtained data help to define how it is possible to improve goods by production, or specify what features of products should be emphasized when carrying out advertizing campaigns.
- Mix-techniques unite the most successful components of all methods. Hall-test – the big group in 100-400 people tests the offered goods in the special room and fills out the questionnaire; Home-test – is similar previous, but testing happens at home; Mystery Shopping – the assessment of level of service by means of false clients is carried out.
Distinguish two methods of carrying out market researches – field (it is carried out on the place of a research, direct clients are interviewed, the turn length, location of the trade booth is estimated) and room (the analysis of data of Goskomstat, balances of the enterprise, media).
The main methods of market researches include a number of small subspecies:
- carry to quantitative: personal and telephone surveys, monitoring;
- carry to qualitative: group focus, expert and deep interviews, method of the secret buyer.
It is possible to give characteristic of the main methods of market researches as an example:
- Polls help to find out opinion interviewed on the certain questions included in the questionnaire by means of personal contact, phone call or the Internet.
- Monitoring includes the analysis of the prices, the range, product sales in retail points.
- Focus group – holding a group interview in the form of a discussion according to a certain scenario.
- Deep interview – free personal meeting with detailed answers to open questions.
Methods of a market research of the market represent ways of collection of information, necessary for making management decisions.
The choice of methods of carrying out a market research first of all is curled from specifically current situation. The main selection criterion – receiving the greatest range of information on the studied problem. The optimal variant is to apply various methods, focusing on some concrete look.
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