Qualitative Research is… Research that is written in words and goes into the depth of it and has meaning. It gives more details than quantitative research and is more useful if you want to know the opinions and feedback about your product.
Quantitative Research is… Research that is made up of numbers, facts and figures. There is only one way to look at it and the information it gives is simple and numerical. This is useful if you want to know the quantity of something or the rating etc.
Primary Research is… • Information that comes directly from the source, i.e. the target audience. • You must have collected it yourself and it must be original. • When conducting primary market research, you can use two basic techniques: exploratory or specific.
Exploratory research is…Open-ended, helps you define a specificproblem, and usually involvesdetailed, unstructured interviews in whichlengthy answers are solicited from a smallgroup of respondents.
Specific Research is… Precise in scope and is used to solve a problem that exploratory research has identified.
Methods of(paper) – e.g. customer• Questionnaires Primary Research feedback.• Surveys (online) – e.g. email, internet. – less costly.• Face-to-face interviews –on the street, on doorstep.• Telephone interviews –similar as face to face, only shorter.• Focus groups and Consumer panels –a group of people who get together to examine a
Secondary Research is… Information that is collected from research that other people have conducted. It must have come from another person’s research or other sources. It is also known as desk research as it is possible to collect it without leaving your desk.
Methods ofSecondary Research• Data from other consumer groups –e.g. which? Magazine survey of consumer products.• Reports from marketing research companies.• Internal business records – e.g. sales reports.• Internet –e.g. Wikipedia• Books.
Audience Research is… • When you research into the people that you want to use your product. • Your product may vary from a type of bubble gum to a television program. • Either way it will be aimed at a particular group of people, that is your target audience. • The idea is to get inside your target audience’s head to find out what they want to see.
Market Research is…• When you investigate into the target market.• This is the particular field that you want to launch your product into.• For example, if you were researching to create a sci-fi drama, you would look into various sci-fi dramas that already exist in the market, to find out if your idea has already been done.• This will also give you an idea of what is popular with your target audience, so you can alter your product more to suit them.