Marketing Research Technique Essay Example

improvement to enhance satisfaction rates, and develop innovative features. Quantitative research encompasses various methods such as Observation research, Experimentation, and Surveys. In observation research, customers are observed during product purchase or usage while noting their frequency of visiting customer services. Nevertheless, this method may not always be entirely reliable due to multiple behavioral variables involved.Surveys serve as a research tool for gathering data from a large number of individuals, making them the preferred approach for marketing researchers. They provide valuable insights by reaching diverse individuals and obtaining varied opinions. Surveys are extensively used by politicians and commercial entities to develop strategies and assess product performance. Researchers utilize surveys to generalize findings and compare perceptions among brands. Multiple methods, such as telephone interviews, emails, and face-to-face questioning, can be employed for conducting surveys. Each method has its advantages and limitations; telephone interviews are cost-effective but have difficulty in asking multiple questions, while emails provide an affordable means but struggle with low response rates. On the other hand, face-to-face questioning is considered more reliable and provides better information.This text examines an alternative approach to measuring customer satisfaction, which avoids lengthy interviews and instead relies on simple information provided by customers. To conduct a successful survey using this method, it is essential to create an efficient questionnaire that does not require the presence of a professional interviewer and contains easily understandable questions. This method also allows for the use of visuals and the actual product during the interview, enhancing its effectiveness in evaluating physical aspects like color and size. Furthermore, combining telephone interviews with face-to-face questioning can yield valuable insights for a survey project.

For a mobile manufacturing company

aiming to identify its target market, quantitative research can be employed to determine the number of customers, while qualitative research can help understand why these customers chose specific products. By analyzing responses and behaviors of current customers, it becomes possible to pinpoint the target market. The research process involves several steps such as creating a research brief utilizing secondary data to define problems and needs, engaging in discussions with knowledgeable staff members, and conducting informal investigations. It is crucial to establish clear goals and methodologies in collaboration with the firm (AIL, 2012). Subsequently, developing a research proposal outlining methods, procedures, and costs for collecting and analyzing information becomes imperative.This proposal includes detailed information on research objectives, estimated costs, timeframe, and survey methodology. The data collection process will vary depending on the source of information and number of feedbacks gathered. It is crucial for market researchers to identify anticipated standards and factors that disappoint customers during the "moment of truth". There are two main types of data collected: primary and secondary. Surveys are used to gather primary data, which is considered more reliable and accurate. Secondary data may be cheaper but can potentially be outdated or less accurate. To ensure minimal errors in surveys, it is important to cover a larger population. Data collection methods such as field force or staff-operated personal interviews, telephone calls, or mail surveys are considered obtrusive. However, unobtrusive methods of data gathering do not disturb subjects while collecting data and provide better insights into competitor aspects while repelling existing company-associated customers. Proper selection, training supervision, and evaluation of the field force are necessary to minimize errors during data collection. After collecting

the data, it needs to be formatted for analysis. Each questionnaire should be inspected and edited if needed by assigning number or letter codes to represent each response. The accuracy of transcribed original questionnaires should also be verified.
Data analysis is carried out with a predetermined plan to give meaning to the collected data. However, it is important not to provide excessive detail in order to avoid discouraging managers from reading it. The following text summarizes the necessary steps for effectively utilizing and presenting collected and analyzed data. It emphasizes the significance of proper documentation, accurate interpretation of information, and incorporation of visual aids in oral presentations for improved clarity and impact. Moreover, it highlights the importance of questionnaire design, specifically mentioning a 20-question survey that covers topics such as gender, preferred cellphone brand, phone type (Android or Windows), importance placed on phone design, price as a determining factor, influence of friends on purchase decisions, preferred cellphone size (small, medium or large), color preferences when buying a cellphone, desired phone features (physical keypad or one-button interface), most crucial function in a cellphone, acceptable price range ($250 or $300), and screen size's relevance when choosing a cellphone. Additionally included are questions about individual preferences regarding camera versus internet usage on their phones; openness to purchasing a different brand than currently owned; satisfaction with the current cellphone purchase; and alignment between personality traits and chosen homophone device.