Market Research

DATA COLLECTION

QUALITATIVE
 DATA TYPES

Primary
Secondary

Qualitative
Quantitative

Data collection Instruments

 Focus Group Discussion Guide

 Survey Questionnaire
 QUALITATIVE DATA COLLECTION

AN EXERCISE:
Introduction of a Portable GPS System in the Indian
market.
BACKGROUND:
 XYZ Technologies has been offering a Portable
Navigation Device (PND) – since October 2007
 Sales through a online sales channel
 Current customer base a very specialized segment
 XYZ wants to broadbase their PND offering in Indian
market
 OBJECTIVES OF STUDY

OBJECTIVE
To understand the potential Indian customer
To segment the market.
XYZ needs to map the market in terms of
 Navigation needs

 Usefulness of PND – issues/concerns

 Willingness to buy – price points, distribution channels

 Preliminary segmentation – age groups, income levels

METHODOLOGY
Focus Group Discussions
 FOCUS GROUP DISCUSSIONS

Decide on
Target Groups
Number of Groups
 By Sex, Age Groups, Usage, Awareness
Geographic locations
Venue & Recording services
Recruit participants
 Recruiting Questionnaire
Conduct FGD
 FGD Guide
 FGD INSTRUMENTS

 RECRUITING QUESTIONNAIRE
 Age, Education, Occupation, HH SEC, HH Income
 Car Ownership & Brand Owned
 Awareness of PND
 Likelihood of buying PND
 Lifestyle

 FOCUS GROUP DISCUSSION GUIDE

 Introduction; Driving Experience & Behaviour
 Getting lost – Reasons, Consequences, Solutions
 Awareness of solutions; Features
 Concept Introduction - “Must have” features, New product Demonstration,
Distribution Channels
 Willingness to buy