MARKET

RESEARCH
 TIPS IN COLLECTING DATA
1.Organize collected data as soon as it is
available
2.Know what message you want to get across
and then collect data that is relevant to the
message
3.Collect more data
4.Create more data
5.Take note of interesting or significant data
 -MOST COMMON
WAY TO GATHER
PRIMARY RESEARCH
SURVEYS
GUIDELINES IN CONSTRUCTING RESEARCH
QUESTIONNAIRE
1.KEEP IT AS SIMPLE AS POSSIBLE
2.MAKE SURE IT IS CLEARLY APPEALING AND EASY TO
READ
3.CLUSTER OR BLOCK RELATED QUESTIONS
4.MOVE FROM COMPLEX QUESTIONS TO MORE
SPECIFIC QUESTIONS
5.MAKE SURE QUESTIONS ARE CONCISE AND EASILY
UNDERSTOOD
6.AVOID QUESTIONS THAT ARE DIFFICULT TO ANSWER
 MOST RELIABLE AND
CREDIBLE WAYS OF
GETTING RELEVANT
INTERVIEW INFORMATION
PERSONAL INTERVIEWS
1. TRADITIONAL METHOD OF CONDUCTING AN
INTERVIEW
2. ALLOWS THE RESEARCHER TO ESTABLISH
RELATIONSHIP WITH POTENTIAL PARTICIPANTS
3. IT GENERATES HIGHEST RESPONSE RATES IN SURVEY
RESEARCH.
4. IT ALSO ALLOW THE RESEARCHER TO CLARIFY
INDEFINITE ANSWERS AND SEEK FOLLOW UP-
INFORMATION
TELEPHONE INTERVIEWS
-LESS EXPENSIVE AND LESS TIME-
CONSUMING.
 EXCELLENT METHOD
FOR GENERATING AND
FOCUS
SCREENING IDEAS
GROUP AND CONCEPTS
DISCUSSIONS
CONSIDERATIONS IN USING FOCUS GROUP
DISCUSSION
1. THE LENGTH OF THE SESSIONS IS BETWEEN 90 AND 120
MINUTES
2. CONDUCT FGD WITH 8 TO 10 PARTICIPANTS PER GROUP
3. ASSIGN AN EXPERT MODERATOR/FACILITATOR WHO
CAN MANAGE GROUP DYNAMICS
4. USE A SEMI-STRUCTURED OR OPEN-FORMAT
DISCUSSION
5. STRIVE FOR CONSISTENCY IN THE GROUP’S
COMPOSITION