Introduction to Marketing Data Sources What you’ll learn to do: identify major sources of available marketing data Marketing information and research are powerful tools to improve your understanding of your customers, competitors, and the industry and market in which you work. In today’s information-rich world, many great sources of marketing data are already available. Knowing what they are and how to find them is a great skill for any marketer.… Read More »Introduction to Marketing Data Sources

Quantitative Research Methods The most common quantitative marketing research methods are surveys and experimental research. Each is explained below. Survey Research Survey research is a very popular method for collecting primary data. Surveys ask individual consumers to give responses to a questionnaire. Questions may cover a variety of topics, but the question topics, format, response options, and survey length must all be a good fit for the audience and contact method… Read More »Quantitative Research Methods

Qualitative Research Methods Typical qualitative methods include behavioral observation, in-depth interviews, focus groups, and social listening. Each of these methods is described below. Focus Groups Focus groups are much like in-depth interviews, except that they involve small groups (usually 6–12 individuals) rather than one person at a time. Like in-depth interviews, focus groups also try to delve deeply into topics of interest with people whose perspectives the researchers want to understand… Read More »Qualitative Research Methods : Focus Groups

Qualitative Research Methods Typical qualitative methods include behavioral observation, in-depth interviews, focus groups, and social listening. Each of these methods is described below. In-Depth Interviews In-depth interviews give marketing researchers the opportunity to delve deeply into topics of interest with the individuals they want to understand better. Research projects that use this method typically involve a fairly small number of these interviews, and they target the precise characteristics of the audiences that researchers want… Read More »Qualitative Research Methods : In-Depth Interviews

Qualitative Research Methods Typical qualitative methods include behavioral observation, in-depth interviews, focus groups, and social listening. Each of these methods is described below. Observation Observation may be the oldest method of primary research. Since the beginning of commerce, merchants have been watching their customers and non-customers engage in a variety of behaviors. Examples include information-gathering, shopping, purchasing, product returns, complaints, and so forth. Observation can be as simple as a local fast-food… Read More »Qualitative Research Methods : Observation

Choosing the Right Primary Research Method When secondary research doesn’t provide all the answers, marketers often turn to primary research, which involves data collection that’s tailored to the specific problem or challenge you’re trying to address. There are many ways to conduct primary research. Which approach to take depends on the type of information you need along with the timing, budget, and resources of your project. Quantitative vs. Qualitative Research Qualitative… Read More »Choosing the Right Primary Research Method

Primary Marketing Research Methods LEARNING OBJECTIVES Describe primary research methods and the types of information they yield Explain the pros and cons of in-person, telephone, and online research methods Choosing the Right Primary Research Method When secondary research doesn’t provide all the answers, marketers often turn to primary research, which involves data collection that’s tailored to the specific problem or challenge you’re trying to address. There are many ways to conduct… Read More »Primary Marketing Research Methods

Secondary Marketing Research LEARNING OBJECTIVES Describe secondary market research and the types of insights it produces Tapping Existing Sources of Information Before diving into primary research for a marketing research project, it’s always wise to investigate whether there’s an existing body of relevant information that you can work with. It’s at least a place to start, and it may show you what you’re missing. This is known as secondary research.… Read More »Secondary Marketing Research

Introduction to Marketing Research Techniques What you’ll learn to do: recognize alternative techniques for conducting marketing research, including primary and secondary research methods The five-step marketing research process provides a well-structured approach to follow any time you have a marketing problem that research can help you solve. What type(s) of research you conduct depends on the kind of information needed to solve your problem. Sometimes you can solve the problem using secondary data someone… Read More »Introduction to Marketing Research Techniques

The Marketing Research Process LEARNING OBJECTIVES Identify the steps of conducting a marketing research project A Standard Approach to Research Inquiries Marketing research is a useful and necessary tool for helping marketers and an organization’s executive leadership make wise decisions. Carrying out marketing research can involve highly specialized skills that go deeper than the information outlined in this module. However, it is important for any marketer to be familiar with the… Read More »The Marketing Research Process