The main methods of collecting marketing information in market research
Marketing research is multi-stageprocess. First of all, the problem and the main goal of the study are determined. The second is developing a clear plan for collecting information, using secondary and primary data. In the third turn, information is collected using laboratory and out-of-office research. At the fourth step, all the data obtained is analyzed in order to derive some average indicator and reveal certain relationships. And finally, at the last step the final result is displayed, thanks to which specialists can make decisions based on real research indicators, which will entail a greater percentage of correct decisions.
Marketing research is conducted with the help ofvarious research instruments, such as a survey, observations, questionnaires and experiment. Also, the methods of communication with people are used, by the type of mail, telephone or personal conversation.
Primary marketing information is obtained fromusing "field" actions, like polls, various observations and experimental studies. The resulting data, in the end, have a number of positive points: they are very reliable, competitors are not learned about them, they are controlled and there is a clear idea of the method of their collection. However, there is also a negative side to this question: the collection is too long, the firm can not always find it completely by its own efforts and in the end it is an obvious high cost.
Secondary marketing information is obtaineddifferent "cabinet" studies, which were collected much earlier for other purposes than the firms have at the moment. This includes various reports, accounts, budgets, stocks and so on. For small and even medium-sized companies, these are the most pragmatic methods of gathering marketing information. Most often, it is the collection of secondary marketing information that comes first, rather than the primary one. First of all, this information is obtained in a cheaper way than the primary one. In addition, again, comparing with the primary, the timing of obtaining secondary information is always ahead of the time of the primary. But negative phenomena secondary marketing information is in itself: from its certain incompleteness, all research as a whole can suffer. In addition, such information can not be confirmed in any way, what is its other minus. At times, the methodology by which methods of collecting marketing information must be built is completely unknown.
Primary data already for more serious work: acquaintance with the situation in this industry, with the trend of volatility of profit and sales, with the latest achievements of technology and science.
It is very important to make the right methods of collectingmarketing information. Otherwise, all the information collected may become either partially or completely unnecessary. It is necessary to know that for many vital research it is important to collect primary information. For this, the best option for continuing is a good, clear plan for future work. He also determines which tools will be used further. Methods of collecting marketing information related to the primary, have four main options: observation, imitation, experiment and questioning.
Marketing research is not at all inmust necessarily be expensive and incredibly complex. Quite calmly you can achieve the planned goal, thanks to the analysis of their own data, various surveys of buyers and experts.
The cost of marketing research directly depends on the information you need to find, the amount of new data, the degree of formalization of research and the complexity of the analysis.