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Market Research Techniques

Learn about qualitative and quantitative market research methods, basic considerations for choosing the best market research techniques for a study, and the differences between the major types of market research, including causal models, competitive intelligence, interactive and online, focus groups, surveys, and web-tracking.
  1. Qualitative Approaches to Market Research (6)

Market Research on a Shoestring
Ethnographic market research was made for target market segmentation. In ethnographic research, it is important to have a target market in mind for a product, service, or brand because the market researcher will be spending a considerable amount of time with that target population in real-time in the real-world.

Market Research History - Brand Management at P&G
This is the first in a series of articles about the history of market research. Most of the practices employed in market research have evolved from the social sciences and from business. Backward mapping to the origins of these practices help to explain why methods work and why approaches were selected. This article focuses on the practice of...

Market Research History - Field Research at P&G
This is the second in a series of articles about the history of market research that takes a backward mapping look at the origins of many practices that are still in place today. This article is about field research, one of the earliest forms of systematic market research. Field research involves going to places where the customers are...

Market Research Dictionary - Index R
Market research techniques often refer to scientific or economic terms such as return-on-investment, or ROI, random sampling, regression analysis, and research design. The definitions to these terms can be found in the market research dictionary.

Market Research Dictionary - Index S
Market research terms beginning with the letter S are listed here. Long and short explanations of the meanings of the terms are provided, along with examples for greater understanding.

Using Advanced Market Research Techniques - Conjoint Analysis
Learn about conjoint analysis, an advanced market research technique, that helps businesses determine which product or service characteristics are most valued by consumers.

Creating and Using Profiles for Conjoint Analysis
Learn about developing profiles for conjoint analysis of consumer preferences, learn about rating or tanking profiles, and learn about the basics of using regression calculations with data obtained from the research study.

Conducting Market Research Surveys
Learn about market research survey methods, about how to write good market research survey questions, and about what to consider when selecting and training market research survey interviewers.

How to Conduct Competitive Intelligence
Learn about conducting competitive intelligence to gain a business edge, about fine-tuning research strategies to predict competitor direction, and about training company staff to resist rival espionage.

Choosing Between Qualitative and Quantitative Methods
Choosing Between Qualitative and Quantitative Methods

Here's Looking at You, Kid.
Learn about counter-intelligence, about how to protect yourself or your firm from competitive intelligence efforts directed at your company, about how to arm staff with counter-intelligence awareness.

Market Share
This is the common term for the amount of customers from a universe of customers that a particular business holds / has / regularly does business with.

primary research
A definition of primary research, contrasted with secondary research, is provided.

trade-off studies
A definition of trade-off studies is provided.

conjoint analysis
A definition of conjoint analysis is provided.

fractional factorial design
A description of fractional factorial design is provided.

Online Ethnographic Videos
This article provides a very basic introduction of the Qualvu way to collect ethnographic data - via online video. The article is meant to inform viewers and is not a recommendation of the product, services, or techniques employed by Qualvu.

Quantitative Research - Using Cross-Tabs in Market Research
Learn the quantitative technique known as cross-tabs, appropriate types of research for use with cross-tabs, and resources for using cross-tabs in a market research project.

Surveys Research - Representative Samples
Learn about the importance of creating representative samples in survey market research, how representative samples are generated, and how errors in sample selection occur and can be minimized.

Quantitative Research - Using Structural Equation Modeling
Learn about a statistical modeling technique that is a snapshot of the structural and measurement relationships of market research data. This quantitative technique is frequently used with key consumer groups to measure their perceptions and the impact that different options or qualities and the like have on choice. A Structural Equation...

Market Segmentation - Target Market Research
Learn about the different categories of consumer attributes that form the basis of market segmentation. Market segmentation is an important tool for market researchers and, done well, it can substantively contribute to high ROI.

Structured Equation Modeling - Step 1: Specify the Model
This is Step 1 in the five step process for using Structured Equation Modeling (SEM) modeling.

Structured Equation Modeling - Step 2: Identify the Model
Structured Equation Modeling (SEM) is a quantitative modeling procedures that reveals the structural relationships of variables. Step 2 of the SEM process is provided.

Quantitative Research - Advantages and Disadvantages
Learn about the strengths and weaknesses of quantitative research. Figure out how and when to use quantitative research versus qualitative research when conducting market research. Explore some strategies for dealing with the numbers fetishism that managers exhibit.

Brand Loyalty Case Study - Coca-Cola Can Change-Up
In this new case study series, the branding and re-branding efforts of "big brands" will be featured. This case study is about how Coca-Cola can change-up the look of their beverage containers and still keep customer brand loyalty high. Learn what Coke does to keep brand affinity positive and why Coke customers don't seem to mind the changes.

Surveys Research - Choosing Mobile Survey Software
Choosing surveys research software is challenging. There are many excellent software surveys research packages and providers from which to choose. Explore criteria to look for when choosing a surveys software application. Learn about what a survey software providers can offer in a technology partnership.

Resolution - Use Video in Marketing, Advertising, and Market Research
Market research is highly responsive to changes in technology and the way that consumers use technology. Mobile digital devices illustrate this linkage well, and market researchers are fast developing techniques and strategies to capitalize on the consumer expertise with new technology. Videos are a prime medium for consumer brand-engagement...

Approaches and Tools for Research Design - Deliver Actionable Insights
Learn about how to make critical decisions about the design of market research. Focus on insights that are informative, timely, and actionable. Learn how to adapt traditional market research design for cross-platform presentation. Explore ways to design market research for mobile digital devices.

Discrete Choice Versus Decision Tree
Learn about how to use optimization techniques to launch new products and services. Using discrete choice or conjoint methods, market researchers can zone in on the scenarios that have the most appeal for consumers. Simulation models can inform the product and service configuration choices of a new launch.

Designing Market Research - Applying Cognitive Theory
Learn about ways to apply cognitive theory to consumer behavior. The stages through which a consumer moves from awareness to purchase have been treated like a black box. The focus has been on getting the consumer to move through the stages by changes to the brand marketing and advertising. Very little marketing strategy is based on truly...

Speaking the Language of Market Research
Learn about how market research seeks to understand phenomena well enough to explain it and to use it for prediction. The language of market research has developed over decades and borrowed heavily from other disciplines. Here is a resource of basic terms and definitions that are basic to research, in general, and to market research specifically.

Market Research Dictionary - Index B
Market research terms beginning with the letter A are listed here. Long and short explanations of the meanings of the terms are provided, along with examples for greater understanding.

Market Research Dictionary - Index M
Market research terms beginning with the letter M are listed here. Find definitions related to market research, marketing, target markets, market share, and market segmentation. Long and short explanations of the meanings of the terms are provided, along with examples for greater understanding.

Preparing to Conduct Online Market Research
Learn about how to prepare to partner with online market research providers, considerations about selecting a moderator for interactive market research, and the benefits of conducting focus groups online.

Strategic Use of Target Market Segmentation
Read about the managerial guidelines for using market research studies. Learn about how market heterogeneity increases the value of target market segmentation. Learn what published research says about industrial market segmentation. of Strategic application of market segmentation can improve return on investment (ROI). Learn

Market Research 101 - Research Instruments
This article discusses Step 2 of the Market Research 101 series: Develop the Research Plan. Learn about the four main research instruments used to collect primary data: Questionnaires or surveys, psychological tools, mechanical devices, and qualitative approaches.

Market Research 101 - Problems, Alternatives, and Questions
The techniques used in market research are intimately related to the research design and the research questions to be answered. Getting an idea about the true nature of the research problem guides both of these activities.

Brand Affinity and Neuromarketing
Neuromarketing is a new form of market research that combines the science of neurology with that behavior research. Neuromarketing includes market research techniques such as eyemarketing and the study of neural signals in consumers' brains.

The New Market Research
The new market research techniques don't take consumers' words at face value. New methods for honing in on the conscious and unconscious reasons for consumer preferences include neuromarketing and behavioral research.

Focus Groups - Refine Your Moderating Skills
Focus groups provide rich data at reasonable cost. Market researchers use focus groups to tap into consumer opinions, perceptions, and attitudes. Few market research techniques accomplish this so well with limited resources, and access to new digital technology is increasing use and access.

Surveys Research - Closed-End or Open-End Questions
Learn how to develop dynamic survey questions that are open-end and learn when open-end questions are the best choice for surveys research. Read about the qualitative research versus quantitative research debate and why it applies to the type of question used, as well.

Case Study - Starbucks Blonde Roast Coffee
Learn about how Starbucks has perfected the process of listening to customers, thereby refining its competitive edge. This case study explores Starbucks market research work to determine a perfect lighter coffee roast for customers. Learn how Starbucks used market research to probe the taste preferences of 54 million American coffee drinkers...

What Is Market Research?
Market research is not a stand-alone activity. In most companies, market research is part of a marketing information system (MIS) that includes all the elements and resources needed to gather, sort, analyze, evaluate, and distribute information that is accurate, timely, and needed by marketing and advertising decision-makers.

Getting the Most Out of the Focus Group
With practice, a market researcher can improve on the quality of the data that is collected from focus group participants. The guidelines for optimizing focus group opportunities are provided.

Brand Perception - Inside the Minds of Consumers
Knowing how consumers perceive a brand is essential to effective marketing. Consumers are aware of a limited amount of information that influences their purchase decisions. From the initial stage when a consumer first becomes aware of a brand to the many touch points that marketing enables, market researchers have opportunity to learn how to...

Marketing to Two Modes of Thinking
The most recent work on human thinking by Danial Kahneman indicates that all consumers are of two minds. They have a fast brain thinking process and a slow brain thinking process. As marketers and researchers, we must be aware of which brain we are marketing and advertising to, as the same strategies will not work when consumers are in...

How to Conduct Do-It-Yourself (DIY) Market Research
Market research is not a stand-alone activity. Market strategy and market research should shake hands in a very clear way. It is easy to get caught up in the next new marketing thing - especially in the race to capitalize on technology - but market researchers must build strategy by providing market research data.

Market Research aka Behavioral Research - What Privacy Research Reveals
Market research is fundamentally the study of human consumer behavior. Market research literature is kissin' cousins with behavioral economics research and the branch of sociology research that examines the gap between intention and action. The recent focus on digital privacy and data security is shining a light on human behaviors that are very relevant to market research.

Market Researchers Push for Value-Based Compensation
As new market research methods heat up, companies are jumping on the band wagon well before the numbers are in. There is no proof-of-concept yet in social media market research as a replacement for market research with an empirical basis.

What is an MROC? And Why Should I Care?
New market research technologies build on traditional qualitative methods for greater efficiency and effectiveness. MROCs are becoming a dominant new approach.

When good tools aren't expensive, market researchers are free to explore the best market research techniques. New free tools are continually emerging.

Ethnography takes to the Internet with netnography and uses a cultural approach to get past the quantitative clutter to consumer insights derived from social media.

Market research insights have gone global in scope. Marketers need to know trends sooner and need to be able to operate on those trends faster. To accomplish this the new market research functions to provide tighter linkage between the real world and the digital world.

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