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A Presentation On Market Research Methods
A Presentation On Market Research Methods
RESEARCH METHODS
INTRODUCTION
• Marketing research involves collecting, organizing, analyzing and
communicating information that can be used in order to make an informed
marketing decision.
• Performing market research will complement your marketing mix strategy as
it enables you to make educated decisions regarding selecting markets, your
image or branding and products or services.
ONLINE RESEARCH
There are several ways to categorize the various market research methods. •
There are two types of market research that can be performed:
1. PRIMARY RESEARCH
2. SECONDARY RESEARCH
1. PRIMARY MARKET RESEARCH
Involves collecting information from sources directly by conducting interviews and
surveys, and by talking to customers and established businesses.
The vast majority of techniques fit into one of Five categories:
i. SURVEY
ii. FOCUS GROUP
iii. INTERVIEWS
iv. OBSERVATION
v. EXPERIMENTS/FIELD TRIALS
I). SURVEYS