Mr McGowan's Learning Blog: Methods of Market Research

Mr Marcus McGowan MSc PgDip BA (Hons)

is Enterprise Coordinator and Teacher of Business Education at Hamilton Grammar School.

I have provisional registration in Computing and GTC Professional Recognition for Enterprise and ICT.

I have developed materials for Learning and Teaching Scotland and BBC Bitesize for Higher Business Management as well as delivering many INSETs on blogging and podcasting.

I have links with the Hunter Centre for Entrepreneurship through SIFE, and am a committee member of the SBEA.

If you'd like to contact me about materials, resources, or this blog then please click on the link to: email me

Thursday, 18 November 2010

Methods of Market Research

Remember divide market research into:

Field Research

Desk Research

Now...

Examples of Field Research include:

Personal Interviews
Telephone Surveys
Postal Surveys
Observations
Online Surveys
Consumer Panels
Hall Tests
Focus Groups

Now for each one you will need to be able to describe the process in a sentence or so, and then give some advantages and disadvantages.

It is important to be able to write about these methods under the following criteria:

COST
RESPONSE RATE
REACH

i.e. Telephone Survey is a questionnaire conducted by phone. Telephone surveys are cheaper than using a personal interviewer, but the response rate is lower than a personal interview. However a major advantage is that you can reach a wide geographic audience.