Marketing research is a crucial element of business strategy, and its effectiveness often depends on the applied methodology. In this article, we will explore various types of marketing research, including quantitative telephone and online research, qualitative research, statistical data analysis, and the adaptation of methodology to a specific research purpose.
Quantitative telephone and online research
1. Quantitative telephone research
Quantitative telephone research is a traditional method of data collection involving conducting surveys over the phone. This method allows for quickly reaching a large number of respondents, which is particularly important for extensive market research. Despite its effectiveness, telephone surveys may encounter resistance from respondents due to the increasing number of telemarketing calls.
2. Quantitative online research
In the era of digital transformation, quantitative online research is gaining popularity. Conducted through online surveys, this method enables reaching a wide range of respondents worldwide. Online research is characterized by speed of execution, lower costs, and ease of result analysis.
Qualitative research
1. In-depth group interviews - focus group interviews
Focus group interviews are one of the most popular qualitative research methods. It involves gathering a small group of people representing the target research group and moderating a discussion about a specific product, service, or concept. This interactive method provides in-depth knowledge about the perceptions and opinions of respondents.
2. In-depth interviews
In-depth interviews are individual conversations conducted with respondents. This personalized method allows for obtaining more detailed information, especially in cases where the research topic requires a deep understanding of individual experiences and emotions.
Take a peek here: Understanding marketing research
Statistical data analysis
1. Descriptive statistics
Statistical data analysis is a key element of quantitative research. Descriptive statistics, such as mean, median, or standard deviation, help summarize and understand the distribution of data. These statistical tools allow for presenting results in a clear and comparable manner.
2. Regression analysis
Regression analysis is an advanced statistical method that identifies relationships between variables. In the context of marketing research, this may involve identifying factors influencing customer preferences or the effectiveness of advertising campaigns.
Adapting the method to the research purpose
1. Research purpose as a determinant of methodology
Adapting research methodology to a specific research purpose is extremely important. If the goal is to quickly obtain data from a large number of respondents, quantitative online research may be the best solution. In cases where there is a need to understand the deep motivations and feelings of consumers, a qualitative approach such as in-depth interviews-group or individual-may be more suitable.
2. "Consumer scepter"
In marketing research, a key element is understanding that the consumer is the "king of the market." Adapting the research methodology to the research purpose requires active listening, observation, and analysis of consumer opinions. This way, attempts to impose ready-made solutions can be avoided, preventing distorted results.
Summary
The diversity of marketing research methods allows for a flexible approach to various types of problems and goals. Modern digital technologies open up new possibilities, enabling global market research. However, the key to success lies in skillfully selecting methods depending on the research context and interpreting results in a business context. This way, businesses can better understand their customers, tailor marketing strategies, and compete more effectively in the market.
- The results from qualitative and quantitative research in many cases complement each other very well and give us a complete picture. The advantage of qualitative research is the possibility to react spontaneously to information coming from the interviewees. Thanks to this, the researcher can acquire knowledge that he or she did not anticipate at the stage of designing the scenario - concludes Dr Monika Jaremków - R&D Director at the Biostat Research and Development Centre.
