Marketing Intelligence

3. It is recognized that primary research is needed to test some new alternative vehicle concepts.What would you recommend?

Car companies can utilize two types of primary research whenever they are needing to collect new data: experimental and non-experimental. While experimental research is not commonly used, it can be a powerful marketing tool. An experiment in a laboratory setting is ideal because marketers can control the environment and design the methods of research in a way that can produce results that are easily compared across test and control groups. For example, groups can be formed and tested to discover the impact that offering rebates and possible new methods of heating will influence potential car buyers. If the experiment is conducted in a laboratory setting, those who are asked to participate in the process can be asked their opinion on a variety of alternative vehicle concepts. Based on their responses, a company will have a better understanding of the likelihood of success for the new ideas.

Non-experimental research would be highly recommended. Qualitative data can be collected by asking questions opened-ended questions about one’s opinion and feelings rather than gather information simply based on quantitative research. This method is ideal because it offers the flexibility of being conducted in one on one or in focus groups. By using highly trained interviewers to lead these individual interviews, it is important to take note that this should be seen as open dialogue between the interviewer and respondent so that information is freely offered about the topic. Honest responses can be collected and used to determine if the suggested new vehicle concepts will be accepted by the market.

Since these are new concepts, a good fit will also be focus groups to collectively see how individuals relate to one another. These topics can be uncharted territory for some, so open-ended questions and the ability to freely