Types of Market Types of Market ResearchResearch

Chapter 28Chapter 28

Section 2Section 2

Types of Market ResearchTypes of Market Research

Quantitative research – answers questions Quantitative research – answers questions that start with “how many” or “how much.”that start with “how many” or “how much.” Surveys and questionnairesSurveys and questionnaires

Qualitative research – focuses on smaller Qualitative research – focuses on smaller numbers of people (less than 100) and numbers of people (less than 100) and tries to answer questions about “why” or tries to answer questions about “why” or “how.”“how.” interviewsinterviews

Attitude ResearchAttitude Research

Attitude research – Attitude research – designed to obtain designed to obtain info on how people info on how people feel about certain feel about certain products, services, products, services, companies, or ideascompanies, or ideas Satisfaction surveys, Satisfaction surveys,

opinion pollsopinion polls

Market IntelligenceMarket Intelligence

Market intelligence – concerned with the Market intelligence – concerned with the size and location of a market, the size and location of a market, the competition, and the segmentation within competition, and the segmentation within the market for a particular product/servicethe market for a particular product/service Often done before new product launchOften done before new product launch

Media ResearchMedia Research

Media research – focuses on issues of Media research – focuses on issues of media effectiveness, selection frequency, media effectiveness, selection frequency, and ratingsand ratings

Product ResearchProduct Research

Product research – centers on evaluating Product research – centers on evaluating product design, package design, product product design, package design, product usage, and consumer acceptance of new usage, and consumer acceptance of new and existing productsand existing products