Primary Research

Primary Research:

Qualitative Research : Qualitative research is conducted on a limited number of respondents to find out their actual opinions and demands by analyzing the results given. In addition, qualitative research is often applied in market research to gather an understanding about consumer behavior and reason that affect to behavior. Using words, symbols or picture to present marketing phenomena. Qualitative assumptions are inductive and holistic. It consists of:

In-depth interviews :

Lengthy, unstructured one-on-one or group (one-on-one is often preferred) interviews conducted by skilled interviewers to lead respondents to talk about their opinions.

An interview will meet a customer and ask to find out the customer’s demand for the products.

Some marketers prefer the individual in-depth interview because they are likely feel less pressure than group talking, can show their private though.

Focus groups :

Lengthy, unstructured and recorded group discussions conducted by moderators who encourage group members to discuss about interests, attitudes, lifestyle and opinions on the topic being researched.

It consists of eight to ten interviewees who meet with a moderator-analyst for a group discussion. Some marketer prefer focus group cause they want to save time and can own greater new ideas.

People join in a group and they must answer some question about their attitude towards products and service. The questions are in an interactive group, so participants are free talk with other group.

Projective techniques:

Short and indirect interviews that rely on psychological techniques such as sentence completions and story completions to lead interviewees to express their subconscious opinions.

They are used to analyze, test consumer’s subconscious feelings by creating situation.