Market research methods
These methods include secondary research, surveys/questionnaires, focus groups and observations.
This is new research that has been carried out to answer specific questions or general issues. This would involve surveys and Questionnaires with groups of individuals. JD can carry out surveys on existing products as well as new ones. A situation may arise where JD need to find out what their customers think of the products and services the company provide. The survey may include questions on customer satisfaction and the quality of products. They could be sent through post, Email or just given to customers. Once the surveys are completed by members of the ...view middle of the document...
This is a type of qualitative data where a group of people are asked about their perceptions, beliefs, opinions and attitudes towards a product, service, idea, advertisement and concept. When assessing the quality of a product or service, using focus groups is an appropriate way to collect customer’s views and opinions. From a focus group JD can gather information quickly and efficiently which is important as decisions can be made almost instantly once results are made. The results made will then have an impact on the company in decision making. If the results are found to be positive JD can prove that they are successful as a company because of the customer satisfaction. If the results come out as being negative the company would then need to make new decisions on what they may need to improve in order to gain the customer satisfaction that has been set out to achieve.
Using focus groups is also a good marketing method when wanting to create a new product with a new market. In the same sort of way as an existing product, JD will ask a group of people about their opinions and thoughts on a new product. In this case however, new questions will be asked based on future developments because they will be looking to create a new product with a...