Master Market Research Methods & Techniques
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Fundamental Market Research Methods
All research techniques fall into two key dichotomies: how you get the data (Primary vs. Secondary) and what kind of data you get (Qualitative vs. Quantitative). Understanding these is the first step to a sound research design.
Primary Research
Collecting new, first-hand data yourself. It's tailored to your exact needs but can be time-consuming and expensive.
Examples:
- Surveys
- Interviews
- Focus Groups
- Observations
Secondary Research
Using existing data that has already been collected. It's fast and cost-effective but may not be perfectly specific to your question.
Examples:
- Industry Reports
- Govt. Statistics
- Academic Journals
- Company Reports
Qualitative Research
Focuses on understanding the 'why' through non-numerical data. It provides depth, context, and rich narrative.
Examples:
- In-depth Interviews
- Ethnographic Studies
- Open-ended Survey Q's
Quantitative Research
Focuses on measuring the 'how many' through numerical data and statistical analysis. It provides scale and confidence.
Examples:
- Large-scale Surveys
- A/B Testing
- Website Analytics
- Regression Analysis
Market Research Techniques
While “methods” refer to the overall approach (e.g., survey, interview), techniques are the practical tools and processes that make data collection meaningful and actionable.
- Structured Questionnaires
- Rating Scales & Likert Items
- Online Polls & Quizzes
- In-depth Interviews
- Semi-structured Interviews
- Expert Interviews
- In-person Observation
- Digital Analytics (Heatmaps, Click Tracking)
- Ethnographic Shadowing
- A/B Testing
- Controlled Field Trials
- Regression Analysis
- Desk Research (Reports, Databases)
- Competitor Benchmarking
- Social Listening
- Desk Research (Reports, Databases)
- Competitor Benchmarking
- Social Listening
- Align with Objectives: Select techniques that match your research goals (e.g., launch feedback, brand measurement).
- Blend Approaches: Combine quantitative and qualitative techniques for multi-dimensional insights.
- Leverage Technology: Utilize modern survey, analytics, and social listening software for greater efficiency.
| Method | Techniques | Best For |
|---|---|---|
| Survey | Rating scales, open/closed Q's | Trends, quant feedback |
| Interview | Semi-structured, expert | Product preferences |
| Observation | Heatmaps, RFID tracking | Usability studies |
| Experimentation | A/B tests, field trials | Campaign testing |
| Secondary | Social listening, desk research | Market landscapes |
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