Marketing Research Tools Essay - 1310 Words

Marketing Research Tools Once a decision is made to use marketing research, management goals and objectives determine the type of selection methods used. There are a wide range of market research tools and methods available to decision makers. Depending on the goals and objectives of the company, researchers have many options. Some of the research tools include mail and web surveys, personal interviews, and focus groups. This paper will discuss and differentiate among the various tools used in primary and secondary research as well as discuss the differences when using qualitative and quantitative approaches. This paper will further identify which tools are used for each approach and why. The primary purpose of marketing research tools†¦show more content†¦Observation methods involve giving researchers an opportunity to interpret data from respondents with no direct contact when direct questioning is not available. Observing behavior is an integral and important part of research design which includ es casual and systematic observation. Casual observation methods observe such variables as competitor’s pricing, length of lines for sale items, or advertising activity (Aaker, Kumar Day, 2007). Systematic observation is often used to supplement other methods and may include noting the â€Å"type, condition, and size of the residence, the respondent’s race, and the type of neighborhood† (Aaker, Kumar Day, 2007). Examples of observational research may be â€Å"in-store traffic patterns or traffic passing a certain point on a highway system† (Aaker, Kumar Day, 2007). Secondary Research Despite the benefits of primary research, secondary research is a viable solution for companies with limited resources. Secondary data may often save company significant time and money. Primary research may be addressed once research has been collected after gaining insight from data collected from secondary research. It is beneficial to gather information that already exists from data like statistics, reports etc. Secondary data may be collected from data bases, industry and trade journals, as well as from on-line sources. A company may obtain sales, profits, and other information from government releasedShow MoreRelatedMarketing Research Tools Essay1198 Words   |  5 PagesMarket Research Tools Marketing research is primarily focused on two categories of research: primary and secondary. These two forms of research provide insight into the driving source of the business, consumer behavior and attitudes, and possible pitfalls to the business. Secondary research provides knowledge gathered from within the business or already published information from outside of the business. 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