Market Research Overview

Market research is the study and analysis of market phenomena that impact company decisions, primarily aimed at understanding consumer behavior to inform marketing strategies. It helps companies make decisions regarding products, distribution, advertising, brand positioning, and customer satisfaction.

Types of Research

Quantitative Research:
- Focus: Numeric analysis using statistical models.
- Characteristics: Provides statistical representation through samples.
- Methods:
  - CATI (Computer Assisted Telephone Interviewing): Phone interviews recorded on computers.
  - CAWI (Computer Assisted Web Interviewing): Online interviews via links.
  - CAPI (Computer Assisted Personal Interviewing): In-person interviews with recording devices.
  - PAPI (Paper and Pen Interviewing): Traditional paper-based interviews.
Qualitative Research:
- Focus: Unstructured analysis exploring attitudes via conversations or open-ended questions.
- Characteristics: Generates hypotheses, not statistically representative.
- Methods: Focus groups and in-depth interviews.

Market Research Workflow

The client commissions a study.
The market research institute selects interviewers and collects data.
Data is analyzed and presented to the client.

Data Collection Process

Reliability and validity are crucial; interviewer professionalism influences data quality.

Advantages of CATI Interviews

Lower costs, wider geographic coverage, faster completion, centralized data verification, and standardized training.

Interview Guidelines

Know the questionnaire to build respondent confidence.
Foster a good rapport with respondents, remain professional, and ensure confidentiality.
Record responses neutrally without interpretation.

Questionnaire Structure

Introduction: Encourage participation.
Screening Questions: Identify target respondents.
Main Body: Gather survey data, including sociodemographics.
Conclusion: Thank respondents and assure confidentiality on income questions.