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Research Methods
MARKET RESEARCH TECHNIQUES
DIFFERENT TECHNIQUES
INTERVIEWS
 OBSERVATION
 ATTITUDE MEASUREMENT
 DATA VALUE AND VALIDITY
 QUESTIONNAIRE DESIGN
 PANEL METHODOLOGY
 TELEPHONE RESEARCH

INTERVIEWS

“as a conversation directed
to definite purpose other
than satisfaction in the
conversation itself”
TYPES OF INTERVIEWS

Fully structured
◦ Controlled via a structured
questionnaire
◦ Useful in providing
quantitative data

Semi-structured
◦ Closed and open questions
◦ Interviewer can use probing
questions
TYPES OF INTERVIEW CONT’D

Unstructured
interviews
◦ Can have checklist of topics
◦ Useful for qualitative data

Depth interviews
◦ Time consuming and
expensive
◦ Taped interviews and analysis
often needed
◦ E.g. motivational research
FOCUS GROUPS

“is a discussion carried out
for research purposes”
FOCUS GROUPS
Advantages:
 Group environment can
be less intimidating
 Sparks off
experiences/ideas from
others
 Differences are
highlighted
 Easier to observe
 Social/cultural influences
highlighted
 Cheaper and faster
Disadvantages:
 Group process may inhibit
people from being honest
 May stall and not be retrieved
by moderator
 Some groups may take on a ‘life
of their own’ and go off on a
tangent
POSTAL RESEARCH
QUESTIONNAIRES

“the questionnaire is the
primary tool of marketing
research, a device for
delivering questions to
respondents and recording
their answers”
POSTAL QUESTIONNAIRES
Advantages:
 Low cost per response
 No interviewer bias
 Questionnaire length
Disadvantages:
 Questionnaire scope
 Respondent interaction
 Sampling problems
 Response rate problems
 Lack of control over
respondents
 Wrong respondents equals
wrong info.
TELEPHONE RESEARCH

“this technique has been
widely used for consumer
research with the growth
in home
telecommunications”
TELEPHONE RESEARCH
Advantages:
 Wide geographical range
can be covered
 There is a compulsion to
answer the phone
 Relatively high response
 Question modification
possible
Disadvantages:
 Biased sample
 Refusal rate
 Interview must be short
 No way to provide visual
aids
LIMITATIONS OF MARKET
RESEARCH





Indifference
◦ People can provide negative answers if it is something they are not sure
about
Absence of responsibility
◦ People can say anything in a desire to please
Conservative attitudes
◦ Most customers choose conventional and familiar products/services
Vanity
◦ Customers will try to put on a good appearance about their motives and
will seldom want to admit that cheapness was the major reason for a
purchase decision
Insufficient information
◦ Researchers often approach research from sellers rather than customers
point of view
CONCLUSION
When deciding which technique to use in
assignment refer to the handout and look
at advantages/disadvantages, choose
methods suitable to yourself
 When writing up your report you must
also include information on other forms
of research not just the ones you have
identified to use
