Free Marketing Dissertations - (dibb, Simkin, Pride, Ferrell (2001) Marketing Concepts & Strategies, Pages:
(Dibb, Simkin, Pride, Ferrell (2001) Marketing Concepts & Strategies, Pages: 167-180)
Primary research techniques
These research techniques are usually more complicated that secondary research. They are also usually more expensive but certainly very effective. What follows are some of the techniques that can be used in the given situation:
Sampling: This would encompass the use of a limited number of prospective consumers and utilising them to gain market and consumer feedback on the product. In this case, more accurate feedback is collated with respect to the nuances of product use, packaging and appearance, appeal and usability etc. Samples are collated based on common characteristics of the target audience. There are different kinds of sampling exercises that can be carried out in this case. Whilst random sampling, area sampling and stratified sampling might not be justified since sample variables might involve people who are not real consumers, it would make greater sense in using the technique of quote sampling since it relies on subjective feedback collated from consumers. Here, not only can a real consumer be distinguished but also invaluable feedback on product nuances such as appearance, appeal etc can be derived.
Surveys: Surveys could serve as a precursor to the sampling exercise where the target audience is selected depending on their behavioural patterns and needs. The more serious individuals who wish to participate in a sample exercise may be shortlisted at this stage. In order to get there however, surveys should be carried out using 4 different techniques hardcopy mailer surveys and posting of information, telephones surveys and finally personal surveys with consumers either at supermarkets or their homes depending on budget constraints and spread of area to be covered. Finally, consumers themselves should be given the option of participating in the survey either through marketing collateral that they can communicate with the company, which is attached to the product, or through other participative means.
Interviews: This is an extension to the sampling process defined earlier. Interviews can either be 25-30 minute conversations with potential consumers asking them for their feedback or bring together a group of prospective consumers in a group and carry out what is known as focussed group interviews. This would also incorporate a brain-storming session of various likes and dislikes where strong opinions dominate over uncertain minds providing good clear feedback on how strongly their consumers feel about product attributes.
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