Market research is a systematic system of collecting information about customer desires and behavior, measuring and interpreting that data and applying it to new product development. Market research makes use of statistical methods and analyses. Here are four types of marketing research survey tool types.
1. Primary Market Research
Primary research is any form of research you conduct with your target customers directly. Its biggest benefits are that you can target segments or groups of your customers and tailor the content specifically to your research needs.
Several examples of primary customer research are:
• Telephone interviews: While they offer quicker feedback than mail surveys, the effectiveness of these are limited to the phone numbers available, especially since you are not allowed to solicit cell phone numbers without prior permission.
• Online survey software: Relatively low cost and increasingly popular, retailers use survey software widely to capture insights from potential and current customers.
• Tablet or mobile phone surveys: These are done at the point of contact and in real-time. They offer convenience and the ability to capture up-to-the-minute data.
• Mail surveys: Mail surveys used to be the gold standard, but have now fallen out of favor for less costly, quicker choices, such as web-based survey software. With mail in surveys, you print out the survey and mail it to your target respondents. It's sent back to you in a pre-paid envelope you provide.
2. Secondary Market Research
Secondary research is information gathered and organized by a third party, usually large customer market research organizations or data aggregators focusing on certain types of data and industries. Syndicated research is also included in this which is independently conducted research a market research firm publishes and sells.
Secondary research usually measures:
• Product and brand preferences
• Consumer attitudes
• Lifestyle characteristics and demographic
• Media consumption habits
3. Quantitative Market Research
Quantitative research deals with certain numbers you can assess using the scientific method, mathematical models and statistical methodology. Quantitative research gathers data collection based on accepted scientific methods for ensuring the information is reliable and represents the population it claims to measure, allowing you to scientifically draw valid conclusions based on the information.
Examples of quantitative market research are:
• An opinion survey that asks a group of consumers the type of soap they buy
• A political poll that brings out party affiliation for a certain voter sample
• A satisfaction survey that asks a group of hotel guests how they're enjoying their stay
4. Qualitative Market Research
This is non-numerical and meant to bring out data about the meaning of certain things to surface different concepts through open-ended questions, to uncover descriptions, to enumerate characteristics and document individual experiences.
Case studies, taking an in-depth look at a certain instance of a thing or focus groups about a certain marketing campaign, product and/or pricing strategy are examples of qualitative market research. Other examples of qualitative market research include face-to-face interviews, Zoom or Skype interviews, telephone interviews, and focus groups.
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