Market research involves gathering and analyzing information about products and services to understand potential consumers. There are three main techniques for collecting data: surveys, interviews, and focus groups. Surveys are commonly used through questionnaires or interviews and allow for sampling of populations. Interviews can be structured or unstructured and provide insightful feedback directly from customers. Focus groups are moderated discussions that generate ideas and explore users' needs.

1. MARKET RESEARCH

2. Market Research or Marketing
Research Process
The process of gathering,
analyzing and interpreting the
information about the products
or the services to be offered for
sale to the potential consumers
in the market.

3. DATA COLLECTION
the most valuable tool in any
type of research study.
Inaccurate data collection may
cause mistakes and ultimately
lead to invalid results.

4. TIPS in COLLECTING DATA
•Know what message you want to get
across and then collect data that is
relevant to the message
•Collect more data
•Take note of interesting or significant
data
•Organize collected data as soon as it
is available

5. The 3 Different Data Collection
Techniques
•SURVEY (Questionnaire)
•INTERVIEW
•FOCUS GROUP DISCUSSION

6. SURVEY
•the most common way to gather
primary research with the use of
questionnaires or interview
schedule. These can be done via
direct mail, over the phone, internet
(e.g. Google) or email, face-to-face
or on the Web (e.g. Skype or Viber)

7. • In preparation for the survey, the researcher must identify
what sampling technique to follow, the number of
respondents to be surveyed, and the blueprint of the
questionnaire.
• Sample is a percentage of a specific population carefully
chosen by the researcher to generally represent the whole
population
• Probability sampling is a technique wherein samples are
given equitable chances or nonzero chances of being
selected from a population
• Nonprobability sampling does not give the samples
equal chances of being selected, because samples are
selected according to their accessibility or personal choice
of the researcher.
SURVEY

9. • When designing or constructing your own research
questionnaire, remember the following guidelines:
1. Define the survey’s purpose or intention- find out
exactly what is the purpose of the survey, for which the
study is all about.
2. Keep it short and easy to understand- it should not
take a respondent more than 10 minutes to complete a
questionnaire.
3. Keep it simple and accurate- make sure that
respondents will understand the questions. Do not use
jargon and do not make questions too complex.
SURVEY

10. 4. Use demographic questions- when asking for personal
information, make sure that a privacy policy is easily visible, and
abide by it.
5. Keep it specific and straight to the point- if conducting
surveys of large audiences, do not ask open-ended questions
that will give a wide range of answers.
6. Make it consistent- if the first question asks the respondent
to rate the customer service on a scale of 1-5, with 5 being
highly satisfactory, make sure that in subsequent questions 5
always corresponds to being highly satisfactory.
7. Follow logic- make sure that one question leads naturally into
another.

11. 8. Do a test- give the survey to a group of
employees or customers, doing so will tell on
how long it takes to complete and whether any
questions are confusing.
9. Avoid weekends- the best time to send email
is between Tuesday to Thursday during a
normal business week.
10.Entice- give the customers a good reason to
answer the survey. Incentives can be the best
way to entice respondents to answer honestly.

12. INTERVIEW
• One of the most reliable and credible ways of getting
relevant information from target customers.
• Done in person between the researcher/entrepreneur and
a respondent where the researcher asks pertinent
questions that will give significant pieces of information
about the problem that he will solve.
• helpful even when the business has already started
because the customers’ feedback provides the
entrepreneur a glimpse of what the customers think about
the business.

13. INTERVIEW
• Normally last from 15 to 40 minutes, but they can last longer,
depending on the participants’ interest in the topic
• structured interview employs a specific set of questions and
produces quantitative data. A prearranged questionnaire with
specific questions usually answerable by yes or no, forced
ranking, multiple-choice, or choose-the-best will be answered
by the respondent.
• unstructured interview is an informal type of interview and
does not follow a specific set of questions. respondent can
answer freely including everything that he or she feels about
the issues raised, so long as these are related to the questions
being asked by the researcher.

14. Telephone Interviews
Less expensive and less time-
consuming, but the disadvantages
are that the response rate is not as
high as the face-to-face interview,
but considerably higher than the
mailed questionnaire.

15. FOCUS GROUP DISCUSSION (FGD)
•is an excellent method for generating
and screening ideas and concepts. It
can be moderated group interviews
and sessions that provide information
on user’s needs and behaviors.