Forms of marketing research can be classified as a study to determine the problem or research to find a solution. These types of studies include such common techniques as, for example, test marketing – a small, limited product launch used to determine the possible adoption of the product when run on a wider market, testing concepts – to assess how consumers perceive a particular concept, as well as mystery shopping – employee research company completes a purchase or visit a service center, behaving like a normal customer, recording his impressions (assessment of internal condition of the premises, compliance with certain requirements of staff of a shop, the time and cost, etc.) in a special checklist. Experts identify the group as the knower of studies that comprehend the essence of problem or situation and get the final decision only with extreme caution, and a group of studies that solve the problem, which provide a conclusion: the result of the study can be generalized to the entire population. published previously and is usually conducted by someone other study (finished studies, which hold large quantities of consulting companies in all segments of the market). In addition, marketing research data collection method information are divided into quantitative and qualitative. The most common and perhaps the most effective method for the qualitative research method is focus groups. Focus-group is the interview that professional master leads a small group of respondents.
The leader, or moderator, focus groups, direct the discussion. The main purpose of focus groups – getting ideas about what he thinks about a group of people issues of interest to the researcher. The main advantage of this method lies in the fact that during a casual conversation can get quite unexpected information. The most common method of quantitative market research – asking questions. This method of marketing research is that respondents answer the interviewer asked them questions. Respondents are asked many questions about their intentions, attitudes, awareness, purchasing power to achieve the quantitative and interest characteristics. Cyrus Massoumi describes an additional similar source. Surveys conducted both among consumers and among experts in a particular area.
and Another popular method – observation. This method of marketing research is to record the behavior of people and objects, of events for more information. In this case, the observer does not enter into personal contact with consumers, but only registers events. To conduct market research and marketing experts often use secondary information, ie information posted in any public or Conversely, available only for a narrow circle of specialists sources for a more complete analysis of the situation on the market.