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Market research

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by

James Hazeldine

on 21 November 2011

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Transcript of Market research

Market Research
Primary Research
Secondary Research
Questionnaires
Focus Groups
Interviews
Internet
Trade Magazine
Government Statistics
Sampling
Random
Quota
Stratified
Convenience
EVALUATION OF PRIMARY RESEARCH

First hand information

Expensive to collect, analyse and evaluate
Can be highly focussed and relevant

Care needs to be taken with the approach and methodology to ensure accuracy

Types of question – Closed – limited information gained; Open – useful information but difficult to analyse
EVALUATION OF SECONDARY RESEARCH

Information already available therefore
Quicker
And Easier to collect

Can be out of date
Collected for a different purpose initially therefore may not be relevant
SAMPLING ISSUES

Sample size
Randomness of the sample
Potential for bias
Cost of research
http://www.digitalmarketing-glossary.com/What-is-Trial-marketing-definition
Full transcript