Marketing Research Methodology

Marketing Research is essential for business decision maker [see “why do market research”]. For different objective, different marketing research technologies and methodologies are applied by researchers. Fortunately, there are two type of marketing research:

secondary research is conducted in order to give market researcher an overview of product or service that gives market researcher idea to conduct primary research for deeper market insights

Secondary research: secondary research is conducted in order to give market researcher an overview of product or service that gives market researcher idea to conduct primary research for deeper market insights. Secondary research can be collected from previous marketing research reports, materials, or directories, press releases from trade associations. Sometimes, depends on research budget, market researchers only conduct secondary research.

primary research is a methodology that marketing researchers conduct their own market research

Primary research: Different to secondary research, primary research is a methodology that marketing researchers conduct their own market research to explore deeper market insights from target consumers’ respondents. By approaching qualitative and quantitative research, market research experts identify and evaluate insights to achieve objectives of the research. Depends on different objectives of research, primary research will give business idea how consumer’s perception to their products or services, how good of their advertisement campaign perceived by target customers, or how healthy their brand is in the market.

in depth interview - Qualitative research targets to identify consumers’ behaviors and their perceptions to brands, industries or markets. The result that marketing research experts gain is more descriptive rather than predictive. Marketing research experts approach in-depth interviews (IDIs); Focus Group Discussion(FGDs), diary and journal exercise and in-context observations to collect data. Depends on different objectives and budgets, such research may be conducted in person, by telephone, or video conference.

Quantitative research is a methodology that marketing research experts use to quantify an issue through analyzing numerical data. Normally, consumers attitudes, opinions, behaviors are quantified, with a huge sample size. This methodology is more structured than a qualitative research. In order to approach this methodology, marketing research experts apply online survey, paper survey, mobile survey, personal interviews, telephone interview, etc. to collect numerical data.

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Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: small business development corporation

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This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.