2.3: Step 3: Manages and implements the data collection process

For primary research, the collection of information from a sample of the population through qualitative and/or quantitative methods must be designed.

Quantitative research is typically used when a larger sample size is required and is measuring numbers, figures or objective data. A common quantitative research tool is the survey. Surveys are the most frequently used method of collecting market research data and are covered in depth in module 7.

Qualitative research is used when opinions, feelings, motivations, or subjective data is identified as the focus of the market research design. One qualitative method for gathering more detailed responses from research participants is conducting one-on-one interviews. These interviews give the researcher the opportunity to ask specific questions that align with the respondent’s unique perspective, as well as follow-up questions that build on previously completed responses. Another advantage of conducting one-on-one interviews is that they give the researcher a deeper understanding of the respondent’s needs. The disadvantage of conducting personal interviews is that they can be time-consuming and only yield one respondent’s answers. Therefore, in order to obtain a large sample of respondents,the interview method may not be the most efficient method.

Another qualitative research tool is the focus group. A focus group is a small group of people, typically 8 to 10, who meet the sample requirements. They are asked a series of questions together and are encouraged to build upon each other’s responses by agreeing or disagreeing with the other group members. Focus groups are similar to interviews in that they allow the researcher, through a moderator, to get more detailed information from a small group of potential customers. Focus groups will be covered in detail in module 8.

Once the methods have been confirmed, the data collection will take place.

References

Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing. OpenStax. CC BY-NC-SA 4.0