Performing Market Research Essay

2103 words - 8 pages

Table Of Contents 1 ¡V Introduction 3 2 ¡V The Major Methods Of Conducting Market Research 3 3 ¡V Pilot Survey 8 4 ¡V Analysis Of Results From Survey 10 5 ¡V Bibliography 13 6 ¡V Appendix 14 1 ¡V Introduction Market research is a cost-effective way of finding out what people believe, think, want, need or do. It is information that cannot usually be obtained from any other source.CleanChew gum is a new product, which incorporates toothpaste so that people do not need either a toothbrush or water to clean their teeth. This report will outline the major methods of conducting market research and then be followed by a small survey. The results will then be analysed and produced as graphs.2 ¡V The Major Methods of Conducting Market Research There are two types of information market research can find out: ?h Quantitative information, which answers questions about the quantity of something, for example ¡¥What percentage of children drink a certain sort of cola?¡¦ ?h Qualitative information, which answers questions where an opinion or judgement is necessary, for example ¡¥What do customers like about a particular product?¡¦ Both types of information can be gathered as a result of: ?h PRIMARY RESEARCH, or field research ?h SECONDARY RESEARCH, or desk research (What Is Market Research? [Accessed 17/03/02]) Primary Research Methods Primary research is the collection and collation of original data. It involves direct contact with potential or existing customers. This research will usually have been planned and carried out by the people who want to use the data; it is first hand. It can be expensive way to gather information and will usually be for a specific purpose.QUESTIONNAIRES Questionnaires form the basis of most primary research. Questionnaires may be conducted face-to-face, for example on the street, by telephone or by post. Deciding what questions to ask is difficult if you are to be sure of obtaining accurate results. Some questions may not be clear, some questions may lead the respondents to answer in a certain way which may not be what they really think. The researcher also needs to decide who to ask.Advantages Of Questionnaires ?h Detailed qualitative information can be gathered about the product or service.?h Customers¡¦ opinions about the product or service can be obtained.?h Postal questionnaires can be administered to a large number of individuals at the same time, so data collection is less time consuming.Disadvantages Of Questionnaires ?h It is likely that there will be a low level of responses. People who participate and return questionnaires will quite probably have different views or behaviour patterns from the respondents.?h If a respondent records his responses in a baffling manner on a questionnaire, there is little that can be done to clarify them.?h If questions are not well thought out, the answers to them will not be very...

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