Methods for applications in a Market Research

In this first issue will discuss the methods to be applied to investigate the market which vary depending on the purpose and circumstances of each case.

THE FOLLOWING ARE USED MORE

1 - Research background.

The background check is what happens to the so-called secondary data consisting of information and statistics that exist somewhere (cameras, companies, databases, etc..) That can be used to make commercial knowledge of the phenomenon in question. Although the cost is reduced, the information can be obtained in this way is very general and serves only as a first approach to the subject. However, it is important that the researcher take care that it be reliable, timely and relevant to the aims pursued.

2-Quantitative Research.

Quantitative research aims for primary data collection using surveys to those involved in the trading process. Both the cost and the utility are much higher than in the previous method. Statistical procedures are used for respective samples of what is to be investigated in order to ensure that the results have a reasonable validity. The design of questionnaires, samples, entertainment of interviewers, supervision and control of work, information processing, analyzing and drawing conclusions are all factors in this case acquire fundamental importance for the success of effort undertaken. The method is one of the most used to investigate the market.

3 - Qualitative Research.

Qualitative research delves more each survey, with a view to obtaining more accurate and detailed, but covering a much smaller number of cases.



4 - Research motivation.

Motivational research involves small group sessions for people who are led by a psychologist specializing in commercial inquiries. This works on the basis of guidelines a guide designed to provide guidance on aspects to investigate. The information that can be achieved in this way is of much greater depth than previous methods. Both qualitative motivational and are usually combined with the purpose of conferring the study statistical validity.



5 - Experimental investigation.

The experimental research involves using an experiment with consumers in order to assess their relationship to a particular commercial activity. Market research can also be categorized according to the marketing phase of the process in which the information gathered. From this point of view we can identify three types:

6 - Exploratory Research.

Exploratory research is appropriate in the initial stages. It is designed to obtain a preliminary notion of the situation with minimal cost and time. The research design is characterized by its flexibility to be responsive to the unexpected and to discover other points of view not previously recognized. Broad approaches are used and versatile. These include secondary sources of information, observation, interviews with experts, focus group interviews with specialists and cases.



7 - Research conclusive.

Conclusive research provides information that helps managers to evaluate and select a course of action. Its design features focus on formal procedures. This includes research objectives and information needs clearly defined. Usually writes a detailed questionnaire with formal sampling plan to collect information is related to the evaluated alternatives. Possible research include survey planning experiments, observations and simulations.



8 - Performance Monitoring Research

Performance monitoring is essential to control marketing programs according to plan. The deviation from the plan may result from improper implementation of the program and / or unanticipated changes in contextual factors.

Effective monitoring of performance variables includes the marketing mix and for the context, along with the traditional performance measures such as:

sales, market share, profits and return on investment.

The different types of market research can be carried out by teams of the company, but in most cases entrusted to specialized firms.

Generally accepted techniques for forecasting are divided into five categories: executive opinion surveys, time series analysis, regression analysis and market testing. The choice of method or methods depend on the costs involved, the purpose of forecasting, reliability and consistency of historical sales data, the time available to make the forecast, the type of product, market characteristics, the availability of necessary information and expertise of those responding to the forecast. The usual practice is for companies to combine several forecasting techniques.

Executive Judgement

It is based on the intuition of one or more senior executives in relation to stable demand products. The drawback is that it relies only on the past and is influenced by recent events.

Forecast Survey Clients

Useful for companies with few customers. They are asked what type and quantities of proposed purchase during a given period. Industrial customers tend to give more precise estimates. These polls reflect the intentions of purchase, but no actual purchases.

Survey Forecast Sales Force

Vendors estimate expected sales in their territories for a certain period. The sum of the individual estimates constitute the Company's outlook or Division. The disadvantage is the tendency of sellers to make very conservative estimates that facilitates obtaining future commissions and bonuses.

The Delphi method (Delphi)

Experts are hired to make firm forecasts that the average returns them to refine the individual estimates. The procedure can be repeated several times until the experts - working alone - come to a consensus forecast. A method of high accuracy.

Time Series Analysis

You use historical sales data of the company to discover trends in seasonal, cyclical and random or erratic. It is an effective method reasonably stable demand products. Using moving averages to determine first whether a seasonal factor is present. With a simple linear regression trend line determined data to establish whether this is a cyclical factor. The random factor is present if we can attribute erratic sales due to the non-recurring random events.

Regression Analysis

It's about finding a relationship between the historical sales (dependent variable) and one or more independent variables such as population, per capita income or gross domestic product (GDP). This method can be useful when historical data are available that cover long periods of time. It is inefficient to forecast sales of new products. Market Test

Put a product available to buyers in one or more test areas. Then measure the purchases and consumer response to different marketing mixes. Based on this information, projected sales for larger geographic units. It is useful for forecasting sales of new products or existing products in new territories. These tests are costly in time and money and alert the competition.

Types of questions in a survey) According to the answer that support: - open (questions only ask questions, without establishing categories of response) should be used very little in the polls because after the survey must be closed and then standardize.

- Closed: Dicotónicas (down only 2 possible answers, "Yes or No" and sometimes Ns / Nc) should be used only for carefully chosen topics that support these two alternatives in response. - Classified (in addition to the question, determining the categories of response) in turn are subdivided into: - The spontaneous response, the interviewer should not read the answer to the respondent. - The suggested answer: the interviewer reads the questions to the respondent. Valuation: the interviewer reads a scale of increasing or decreasing intensity of response categories.

b) According to their function in the questionnaire: - Filter: widely used questionnaires in order to eliminate those who do not concern them some questions, ie marking the completion or not later questions. - Battery: All questions are about the same subject and they should always go together in the questionnaire in the form of battery, starting with + + simple and then complex. This is called "funnel of questions." - Control: used to verify the accuracy of survey responses and usually is done in these cases is to put the same question worded differently in separate locations from each other. - Shocks: refer to when we ask or think lurid topics will be reluctant to answer, we must ask the question and not smoothing the rough way and ask directly.

c) According to its contents: ID: put the conditions in the social structure. Eg age, sex, profession. Action: dealing with the actions of the respondents. Eg Will the movies? Do you smoke?. Intent: probe the intentions of the respondents. Eg Will you vote? Opinion: dealing with the respondents opinion on certain issues. Eg What do you think about ...? Information: analyze the degree of respondents' knowledge on certain topics. Reason: try to find out why certain views or actions.