Give a detailed account of various survey methods employed in marketing research?

Answer 1

Survey research is a legitimate and scientific process of acquiring data from the public, the information is used to develop new products, improve services and is used by health care providers, the government, businesses and others. Surveys can be used for businesses, politicians or reporters to determine beliefs and trends of the public. Unfortunately, there is a special kind of survey called a "push-poll". This means that it's not a real poll (survey) but is just a way to get a chance to talk to you and PRETEND to be a legitimate poll. Then they can attempt to convince you of something else... hence the name "push poll". They're trying to "push" you into another opinion.

Survey is the one of the most commonly used methods in market research. It is especially useful when large-scale studies are to be carried out, and may be used to obtain both qualitative and quantitative data. Some of the main methodologies used in marketing research are : Field surveys Focus groups Observation research Experimental research Literature review and sources of secondary data Field Surveys The field survey - interviewing and asking questions to a number of people who are representative of the market - is one of the most common means of market research. The main use of the field survey is to interview a broad sample of the whole market. Field surveys can be conducted by mail, media, telephone or face-to-face. The mailed survey is the least effective because, even with a reply paid envelope, most people do not have the time to answer. A survey questionnaire placed in a magazine also yields similar result. For example, tourists are least likely to mail back their answers to a destination governance or answer questions placed in a travel magazine about a destination they had visited. A telephone survey on the other hand has been found to be more effective because the interviewer is able to collect the data then and there. However, researchers claim the best source of data collection is a personal interview where every reaction of the person interviewed can be gauged. Focus Groups The focus group research method involves gathering together a group of people to discuss a topic which is of interest to the researchers. These groups are very helpful in quantification of research to a certain extent. Observation Research This is perhaps the simplest way of market research. Observation can be human (when observed by humans) or mechanical (as by video recording). Observation may be useful in situations where a questionnaire might be inappropriate such as monitoring very young children's responses or watching guests/hosts in restaurants. Experimental ResearchExperimental Research or experimentation takes various forms and can be a useful tool for predicting behaviour. This works for instance, when a hotelier is thinking of changing décor or a coffee shop - its menu. When this is done, a few rooms or main items are redecorated/altered and the opinion of guests invited. Literature Review Research is not possible without references. Gathering of information from secondary data is of prime importance in research. Many organizations keep data like this for future references. However, one has to be very judicious in reviewing literature or primary data as the researcher has to interpret them correctly.