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GARTNER MARKET RESEARCH PRIMER 
 
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Contents
I. INTRODUCTION.........................................................................................................1
Why a primer?.....................................................................................................................2Why do research?................................................................................................................3Four true success stories......................................................................................................3What do we mean by “market research”? Two fundamental divisions...............................7
II. QUESTIONS MARKET RESEARCH ANSWERS.................................................9
Five key questions. Nineteen types of research.................................................................10How are we doing?............................................................................................................12Positioning/image/awareness............................................................................................12Customer satisfaction/loyalty............................................................................................13Communications effectiveness..........................................................................................13Monitoring/tracking..........................................................................................................14Brand equity......................................................................................................................14What do they need? How big? How many? How can we divide them up?......................15Market sizing.....................................................................................................................15Price/volume......................................................................................................................15What are they thinking? How are they acting? How are they using it?............................16Customer/user behaviors and attitudes..............................................................................16Media research..................................................................................................................16Channel research...............................................................................................................17Influentials/opinion leaders...............................................................................................17Ethnographic studies.........................................................................................................18Who are they?....................................................................................................................18Customer profiles..............................................................................................................18Segmentation.....................................................................................................................19Product concept.................................................................................................................20Market simulation.............................................................................................................21Communications development..........................................................................................21Packaging design...............................................................................................................22 Naming..............................................................................................................................22
 
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III. HOW TO GET THE ANSWERS...........................................................................23
Qualitative vs. quantitative................................................................................................24Basic methods...................................................................................................................25Mail surveys......................................................................................................................26In-person interviews..........................................................................................................27Phone interviews...............................................................................................................28Web-based (Internet) interviews.......................................................................................30Disk-by-mail......................................................................................................................32Central location tests.........................................................................................................33Intercepts...........................................................................................................................34Panels................................................................................................................................35Focus groups.....................................................................................................................36Store audits and mystery shops.........................................................................................38Who you research..............................................................................................................39Defining the target.............................................................................................................39How many to interview?...................................................................................................40How you ask......................................................................................................................41Creating the questions.......................................................................................................41Ways to ask—seven fundamental categories of questions................................................42Skip patterns and logic flow..............................................................................................44Showing products and presenting concepts.......................................................................44Putting it all together.........................................................................................................45Pretesting. Making sure the questionnaire does the job....................................................46Other rules of thumb.........................................................................................................46
IV. CRUNCHING THE DATA: AN INTRODUCTION TO ANALYSIS ANDSTATISTICS...................................................................................................................49
Analyzing the research......................................................................................................50Practical statistics..............................................................................................................51Descriptive statistics..........................................................................................................52Advanced techniques.........................................................................................................54Regression analysis...........................................................................................................55Discriminant analysis........................................................................................................56Cluster analysis..................................................................................................................57Factor analysis...................................................................................................................58Perceptual mapping...........................................................................................................60
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