Marketing Research Tools
Once a decision is made to use marketing research, management goals and objectives determine the type of selection methods used. There are a wide range of market research tools and methods available to decision makers. Depending on the goals and objectives of the company, researchers have many options. Some of the research tools include mail and web surveys, personal interviews, and focus groups. This paper will discuss and differentiate among the various tools used in primary and secondary research as well as discuss the differences when using qualitative and quantitative approaches. This paper will further identify which tools are used for each approach and why. The primary purpose of marketing research tools is to assist companies in decision-making. Therefore, the view and understanding of marketing research, its tools, and its methods are adapted in business decisions.
Primary and Secondary Research
Effective marketing is applying the right research tools at the right time for successful decision making. It is important to consider marketing research information, such as primary and secondary, as part of the marketing strategy as well as the tactical decision process. It is important to consider the various methodology tools so that an effective marketing plan can be implemented for the company and its needs.
Primary research is the most common marketing research approach that involves survey methods such as questionnaires and observation methods. Primary research would include using questionnaires or interviews to gather information to find out if their customers are happy with their products or services. Survey methods include collecting data through mail, telephone, e-mail and personal interviews. Marketing researchers develop questionnaires that are tailored for respondents to answer for interview purposes.
Observation methods involve giving researchers an opportunity to interpret data from respondents with no direct contact when direct questioning is not available. Observing behavior is an integral and important part of research design which includes casual and systematic observation. Casual observation methods observe such variables as competitor’s pricing, length of lines for sale items, or advertising activity (Aaker, Kumar & Day, 2007). Systematic observation is often used to supplement other methods and may include noting the “type, condition, and size of the residence, the respondent’s race, and the type of neighborhood” (Aaker, Kumar & Day, 2007). Examples of observational research may be “in-store traffic patterns or traffic passing a certain point on a highway system” (Aaker, Kumar & Day, 2007).
Despite the benefits of primary research, secondary research is a viable solution for companies with limited resources. Secondary data may often save company significant time and money. Primary research may be addressed once research has been collected after...