Market Research
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Transcript Market Research
Market Research
Overview
Market Research
The collection and analysis of
information that is relevant to the
marketing strategy
Types include:
Consumer, market, motivation, pricing,
competitive, product and advertising
research
Types of Data
Primary
Current information that
researchers collect and analyze for
a specific purpose
Collected in a number of ways
including test marketing, internal
information sources, surveys,
observation and focus groups
Types of Data continued…
Secondary
Information that has been collected by
others
Sources include websites, books,
professionally prepared research reports
It is free
Disadvantage is that data wasn’t collected
specifically for you so it may not meet all
your needs
e.g. Statistics Canada
Sources of Primary Data
Test Marketing
Introducing a product to a specific
area in small quantities
Area is usually selected based on
demographics
Very expensive so must be done
carefully if results are to be used
e.g. Scotiabank – tested the chip card
in this area
Internal Information Sources
Using information generated by the
business and analyzing it
Can help identify who purchases
what and when
Can also be shared with suppliers
e.g. Air Miles – can track where you
buy and can partner with other
companies to send you coupons and
information
Surveys
A set of carefully planned questions
that are used to gather data
Most surveys use closed-ended
questions
Questions that require the respondent
to select an answer from two or more
choices
e.g. Yes/No, Agree/Disagree, Select a,
b, c, d
Questions are easy to answer and
easy to score
Surveys continued…
Open-Ended Questions
More complicated
Require respondents to develop
their own answers
Difficult to answer and analyze
Observation
Watching the behaviour of others
e.g. using two-way mirrors
Goal is to observe how people react
in certain situations
Focus Groups
A company-arranged meeting of
potential consumers
One of the most popular forms for
consumer research
Usually an incentive for consumers
to participate such as:
Free meal, money, samples of product