what is the primary focus of marketing research This is a topic that many people are looking for. newyorkcityvoices.org is a channel providing useful information about learning, life, digital marketing and online courses …. it will help you have an overview and solid multi-faceted knowledge . Today, newyorkcityvoices.org would like to introduce to you Marketing Research – Primary Research Sources – YouTube. Following along are instructions in the video below:
“Is about primary sources that you ll research. We ve already looked at its the the other type of research other than the number one one is about experiences you want to find out yes. It s about experiences reactions. Responses or feelings.
You ll want to find out because one is the primary source that you ll research. One is about primary source is better than the number two ladies and gentlemen today. We re going to take a look at primary research sources make sure you get out your pen and paper and follow the storm philosophy of note. Taking and sit back.
And enjoy okay so today. We re going to take a look at what is primary data. The types of primary data. When to use primary data how to gather and use primary information and lastly the different types of primary research sources.
So first of all what is primary data. Primary data is are those pieces of information that are unanalyzed its current information. It s collected by researchers for a specific purpose. Remember this is first hand research.
So the marketer will set out to find specific information that they want to find and they will gather that information in a specific manner. They are not taking anyone else s information they are gathering it themselves so there s two different types of primary data. Qualitative and quantitative qualitative is all the people s reactions. Responses feelings towards a certain product or service.
The researcher oxes that data gathering instrument so they re the person who needs to ask these specific questions ask the right questions and gather this information from respondents. What they research is trying to do is gather a rich a detailed description of the respondents feelings or reaction to a certain product or service. The researcher doesn t necessarily know how the respondent is going to answer they don t necessarily know how the conversation is going to go they just have a a rough guide that they re going to work from to gather these responses. It asks the researcher acts like a person involved in a discussion or a and they re just simply trying to gather any and all information.
The goal of qualitative research is just to understand the behavior of the respondent in a very natural and real setting. So they re not trying to persuade the respondent to act in a certain way they re not trying to lead the respondent down a certain road and answer questions in a certain way they want a very natural and real setting and asking the questions of the respondent in an effective manner will gather this real information. So the second type of primary data is that of quantitative research. Now many of you are familiar with this type of research from your math or science.
Classes where you use a lot of statistics and numbers and trying to gather meaning from these statistics or numbers marketing research of quantitative data is no different when we use quantitative data..
We try to classify respondents answers into various feature categories we try to count them up we try to construct statistical models. And we re trying to explain what is what we ve observed what respondents are telling us we collect this data bytes oftentimes. Surveying representative samples of a target market and all their respondents can be classified into statistical models. These results are used by marketing research to make predictions about how a target market will act their behavior towards a certain product or service.
So that if we re launching a new product. We re trying to understand how our target market is going to react to that we often see this quantitative research in political opinion. Polls and right now in the united states. We see quite a bit of this and we see reactions to either candidate president barack obama or the challenger.
Mitt romney and these political opinion polls are also used in canada when we were looking at liberals versus. Progressive conservatives or conservatives and the ndp and so on and so forth so when do we use primary data. We collect primary information when we want the current market information. So the most up to date market information.
When we want to understand the current respondents behavior. So our target markets be gamer s when we want to understand how they react to competitors plans. So it s all about the most up to date information when we use primary data. We also will use it when we have a lot of time because collecting primary data is by no means speedy it takes a lot of time to gather this and analyze the information.
But the other parts of this is that it doesn t cost you a lot of money to conduct primary data oftentimes. It s far cheaper than secondary data. So those are two considerations that you need to think about before gathering primary data. So going about gathering and using primary data you need to follow a very straightforward step by step process.
Now. This is almost identical to the marketing research process that you saw in the previous video. But with primary data. We need to make sure that we go through each of these steps in order to make sense of the results.
So the first step defining the marketing problem situation right so with any marketing research tasks. There s always a reason for it and this is the problem in our situation. And you have research objectives that you want to accomplish you want to develop the research plan. How are you going to gather this information you then need to go and collect the data and once you ve collected the data you need to analyze the data.
Because a lot of these respondents have given you their responses in terms of emotions or their actions in which they ve taken and so you need to code this and analyze the data you then are going to present..
The findings alright so make it into a very neat and concise visual. That you can draw some conclusions from and then you re going to make those decisions. So there are various primary research. Sources test marketing.
Internal information. Sources. Surveys. Observation and focus group.
Interviews and these five are what we will look at today. So the first primary research source is test marketing now this is for companies who want to see how their product might sell what they do is they offer a limited number of products in a representative test center. Often a one city or one town in canada. These representative test centers.
Represent the demographic composition. The country as a whole peterborough for example is a representative test center that many companies will offer their products in before they release it to the rest of canada. This allows the company to gauge how successful or not successful the product may be for example kentucky fried chicken before it released the double down across the country released in a number of test centers to gauge how successful the product would be major hollywood movies are often released to a number of select movie theaters before they are released to the nation as a whole again this is an example of test marketing. So based on the results and the feedback given by customers.
The company can decide whether or not to go ahead and launch the product or not as well oftentimes companies will change various components of the marketing mix. So one of the four ps in one test market versus. Another. One and then they use these two test centers to compare the product and how successful.
It was so maybe they would try one promotional activity in one test center and a different one in another maybe they changed packaging slightly in one and change it in another so this often allows the company to compare how they would sell the product based on how they change the marketing mix and how successful that change is however. There are a few things to note regarding test markets first of all marketers will keep test markets secret. They don t want to change the reactions or actions of the target competitors. If they know a test market is happening then they will change their marketing mix in that test market to affect those results.
Another thing to notice that test marketing is very expensive and sometimes the results you gather from this test marketing is not necessarily accurate. So. The purpose. Again is to provide a real world example to the company.
So they can decide whether or not to launch a product or launch..
A promotional campaign or change a price in a certain way so the next primary research source is internal information sources now this is when employees of the company gather this information through sales records or inventory records or advertising promotion records or production records and all these internal records and input them into databases that the company can then assess the information analyze it and make decisions based on this information. Some of these information is gathered. When consumers purchase products and so. What you ll often find when you checkout.
The company will ask you for your postal code or they ll ask you a simple question. And again. This is consumer information that they gathered as you checked out once they have this information. They can then go through and data mine.
The information and this is where you need to determine relationships between personal information of the consumer and purchasing behavior oftentimes. We connect this between sales and inventory records and advertising promotional records and production records and consumers reactions based on what they were buying or not buying during a specific period of time so the purpose of this is definitely to look for patterns look for connections among the data and extract that useful information so that you can apply it to your marketing decisions surveys is the next primary research source. It s often the most popular and most used amongst companies for consumers for you guys. This is probably what you are familiar with the most because you have answered.
I m sure many many surveys in your past. Surveys are questionnaires. They re carefully planned out questions that marketers use to gather information on consumers and competition respondents. So people who are filling out the survey must be from a random sample if we conduct a survey.
We don t want to have just one specific type of person we want a random sample so and get a variety of information questions on surveys are often closed ended. However there are some open ended questions as well. So that is we make it easier for respondents to answer questions. And surveys can be come in the form of verbal surveys.
Written phone internet mail or in person and the internet is taking over as far as surveys and we ll take a look at this and further surveys. There s much much much more information to conducting a survey than what is here and we will look at this in great great detail. But the purpose of surveys again is to gather and measure perceptions opinions knowledge attitudes behavioral intentions and actual behavior of respondents which is the sample people which adequately represent the entire target market or the population of interest. The next primary research source is observation now pretend i am watching you right now no i m just joking that d be really weird.
Now observation is a research technique that marketers will engage in when they don t want the consumer to be aware of them and so they will collect information by recording the actions of the consumer. Without the consumer being aware so oftentimes. This is done through cameras or through very carefully planned out techniques so they don t want to interact or communicate. With the person they want to keep it as real as possible just think if you were shopping in a store.
And you knew someone was watching you you would change your behavior..
If you knew that i was watching you right now as far as taking notes again you would change your behavior. So the purpose of observational research is to see how people behave in react rather than having them predict how they would react and recall their responses of how they react in the past. This is when marketers really want to see how people will respond to a a new store layout or a new product or service and observational data can be very very real and accurate. However one thing to note is that observation can be less effective when we re observing a large group of people because one is it difficult to observe this large number of participants and individuals tend to respond to other individuals.
And so we don t necessarily want that so it can be very accurate if it s done well so. The last primary research source is focus group interviews. Now this is one eighth an expert or a marketer someone who s very good at asking questions and gathering data will hold a discussion and dialogue with a small group of people now. The small group of people are participants that are carefully selected they represent the target market up for that company it combines the features of an interview with those of observation method.
So. The interview is the questions that are being asked and oftentimes focus groups are done in rooms with two way mirrors. And so marketers will sit on the other side of that mirror and watch people s behavior and reactions to various things that are asked and showed them the moderator. The expert needs to be very very skilled in asking questions they need to be able to guide the discussion and help generate ideas from the respondents oftentimes these moderators don t necessarily know where.
The discussion is going to take them and so they kind of roll with it trying to figure out exactly what people think or they will react to various things. They see or hear so one of the things that the purpose of focus groups. Is to look for the behavioral traits of the participants. Again also to gain.
Honest. And very straightforward. Answers as accurate as possible so that brings us to the end of primary research. Sources.
Now think about these two questions when would you use each of these sources. I mean not every single primary research technique is beneficial to you and what you are looking to gather so when would you use each as well what are some of the drawbacks to each of these primary data sources. They re not all benefits okay so make sure your notes are in order. Make sure you have provided a summary and you ve asked yourself a discussion question and that s it for today see you tomorrow.
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description:
This video will explore the various types of primary research sources. It explains each source in terms of when to conduct each, how to conduct, cites some examples, and the purpose of each type.
tags:
BMI3C0, Richea, Marketing, Primary, Research
