Home   About   Contact 
 Ecommerce Overview 
 Business Activities 
  Market Research 
  Online Marketing 
  Search Engine Marketing 
  Online Storefront 
  Online Payment 
  Order Fulfillment 
  Customer Support 
  Web Design 
  Application Development 
  Web Hosting 
  WebSite Monitoring 
  Internet Security 
 Business Law 

Types of marketing research methods


Methodologically, marketing research uses four types of research designs, namely:

  • Qualitative marketing research - generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, depth interviews, and projective techniques
  • Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of resondents - examples include surveys and questionnaires
  • Observational techniques - the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces
  • Experimental techniques - the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables - examples include purchase laboratories and test markets
Researchers often use more than one research design. They may start with secondary research to get background information, then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-wide survey (quantitative research design) in order to devise specific recommendations for the client.

Related Topics
Understanding Survey Software Features - Part II - Taking Survey, Response Collection , Survey Analysis and Report Distribution
Track Your Customers Footsteps using marketing Research
Types of marketing research
Quantitative marketing research - Requirements and Procedures
Qualitative marketing research


This article is from Wikipedia.org. All text is available under the terms of the GNU Free Documentation License.