Under what circumstances is it ethical to use consumer information in marketing research ? Many customer demand increasing control over the information that has been collected about them. Companies must disclose their privacy practices to customers before using information .
Which of the following is the reason marketing researchers are increasingly turning to online surveys to collect primary data ? Questions that get clear, unambiguous answers. Cause and effect, often between marketing mix elements and sales outcomes.
Primary data are collected to address specific research needs . Techniques used for primary qualitative research include observation, social media, in-depth interviews, and focus groups. techniques used for primary quantitative research include surveys (both offline and online), scanner, panel, and experiments.
Focus Groups A focus group is a small set of demographically diverse participants who are brought together to provide a series of information about a product or service. It is one of the most common methods of gathering data in primary market research .
Some ethical problems in market research are the invasion of privacy and stereotyping. The latter occurs because any analysis of real populations needs to make approximations and place individuals into groups. However, if conducted irresponsibly, stereotyping can lead to a variety of ethically undesirable results.
DO respect the rights of all research participants: confidentiality, transparency, and privacy. Ensure that all participants are voluntary, and that they have the right to withdraw their consent at any point during the research process. Respondents must also be informed if they are being filmed or recorded.
Reach & scalability: One of the greatest advantages of using online surveys is the reach and scalability. You can send a survey to thousands of people as quickly as you can send a survey to one participant. Also you can send surveys across the globe and create questionnaires in a variety of languages.
1. Direct Personal Interviews . The investigator personally meets concerned individuals and collects the required information from them. When the area to be covered is vast, this method may prove very costly and time-consuming.
Sources of secondary data includes books, personal sources , journal, newspaper, website, government record etc. Secondary data are known to be readily available compared to that of primary data . It requires very little research and need for manpower to use these sources .
Market research generally involves two different types of research : primary and secondary.
Five types of data you should gather when doing market research Identify your target market . Understand the strengths and weaknesses of your competition. Develop a pricing strategy grounded in market research . Research similar products. Identify the best placement or location for your product or service.
Qualitative data are usually gathered through primary research methods, including interviews , focus groups and observational analysis. Focus groups are informal, guided discussions in which a small group of potential customers are encouraged to share their views and opinions of a company, brand, product or service.
What is Secondary Market Research ? Published market studies. Competitive information. White papers. Analyst reports. Previous in-house studies. Prior internal focus groups. Customer emails. Customer surveys and feedback.
The main sources from where primary data can be obtained are (a) Salesmen (b) Dealers; (c) Consumers etc. It is a very slow process of collecting data and involves huge costs. But results obtained from this data are original and tend to be more accurate and reliable.
Four common types of market research techniques include surveys, interviews , focus groups , and customer observation . Surveys: the most commonly used. Interviews : the most insightful. Focus groups : the most dangerous. Observation : the most powerful. Create simple user personas. Conduct observational research.