How to collect primary information for research 5

How to collect primary information for research? 5 basic methods of marketing research: 1. 2. 3. 4. 5. Observation (наблюдение); Focus groups; Surveys; Data on consumer behavior; Experiments

1. Observation (наблюдение) The necessary information is collected through observation of the target audience. You can watch almost everything: ➢ How a person makes a purchase, ➢ what it does; ➢ how his day as he overcame television; ➢ advertising !Observation can be both quantitative and qualitative research methods

Method of observation can give you really primary, undistorted information about your audience ❖ the true behavior of the consumer ❖ How to buy ❖ see how they live ❖ how to interact with the outside worlds

2. Focus groups A focus group is exclusively qualitative marketing research and is a discussion of small number of people on a given topic In focus groups, there always three sides: 1. the moderator, 2. the respondents 3. the observer

3. Surveys The survey - a method of marketing research, which involves a separate conversation with a representative of the target audience for a given list of questions. The survey is both qualitative (indepth interviews) and quantitative methods

4. Data on consumer behavior ➢ quantitative research ➢ without direct interaction with the buyer You can collect data on sales of large networks, the shopping basket on the actual checks store, analyze purchases on plastic cards, cross - consumption

5. Experiments Experimental studies are carried out to understand the complex causal relationships in consumer behavior, assess the impact of different factors, for hypothesis testing, in-depth study of consumers and to find insights

What to ask the consumer on market? Study of the needs, preferences and behavior of consumers in the market is a high priority in the company's marketing

How take place consumer analysis? 1. Main purpose of your research (what kind of information about consumers market you want to get); 2. Qualitative research (focus groups, depth interviews, qualitative surveys )

➢ The information obtained in the course of marketing research of consumers is used to develop a marketing strategy and choosing the right methods of communication channels in the market.

Consumer features of B 2 C market research "Loyal" Focus groups "Switched" "Refuse" “Non-consumers” market The reason for this separation is that all the above groups of consumers have different preferences, different consumption habits and a different attitude to the producers on the market

Features consumer research B 2 B market In-depth interviews - WHY? 1) It’s difficult to collect all relevant company representatives in one place; 2) On personal interview you are more likely to reveal the true needs of and problems

In conducting consumer research in the business market, it is important to interview the right people are involved in the selection process of the company - the supplier and who take the decision to conclude the deal.

What is important to know about the consumer?

On the basis of the above goals and objectives can create the following plan questionnaire to analyze the target audience: Acquaintance only experience in the industry B 2 B market talk about the key trends of the market What changes seem to be the key to the respondent? How to change the requirements for goods in the market?

Usage habits Discussion of habits and patterns of purchase on the market 1) Find out the reasons for which the respondents have started to buy goods; 2) In what situations and under what circumstances, there is a need for the acquisition of goods; 3) how often the respondent buys and tend to buy goods; 4) on what basis he alternates between brands; 5) that largely affect his choice; where and how he prefers to make a purchase; 6) who can influence his choice.

Knowledge and segmentation manufacturers What the company's market he knows, vote knowledge "unprompted" and knowledge "with a hint" ➢ Ask divide all the companies on groups and find out what criteria segmenting consumers manufacturers; ➢ Discuss each manufacturer or each named brand: the key images of the brand, its advantages and disadvantages, the reasons for its rejection of the use or purchase

Relation to your company Discuss with respondents brand your company ➢ Identify the main sources of information about the brand, the reasons for use, advantages and disadvantages; ➢ At loyal users find the properties of the product, which influenced their loyalty; ➢ The "non-consumers" to ask about the main barriers to buying your product; Do not be afraid to ask about what your product is better or worse than the competition!