Market Research

Market Research What is

it?
Gathering information on
(for example)
finding new markets

evaluating public opinion

gaining insight into customers decisions

Types of market
research

1. PRIMARY RESEARCH
Research carried out in the field directly by
the surveyor.
Methods include
questionnaires and focus groups.

2. SECONDARY RESEARCH
Collating research data that has already
been published.
Sources include
Statistics NZ and government reports.

Questions: Closed vs Open

Closed questions have yes/no answers and
are collated for graphs and statistics
This is quantitative research
Open questions ask for opinions
This is qualitative research

Asking the right

people the right
questions

A survey is only as good as

its questions and the people
it targets.
The questions and those
who are asked them need to
be relevant to the
companys market and aims.

Find out more with

Business.govt.nz:
Business.govt.nz provides free access to a wide range of
resources, including tools and interactive content. It acts as
a gateway to government and private sector business
information, news and services.
Next steps:
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