Types of Market Research

1
Types of Market Research

• Chapter 28
• Section 2

2
Types of Market Research

• Quantitative research answers questions that
  start with how many or how much.
• Surveys and questionnaires
• Qualitative research focuses on smaller numbers
  of people (less than 100) and tries to answer
  questions about why or how.
• interviews

3
Attitude Research

• Attitude research designed to obtain info on
  how people feel about certain products, services,
  companies, or ideas
• Satisfaction surveys, opinion polls

4
Market Intelligence

• Market intelligence concerned with the size and
  location of a market, the competition, and the
  segmentation within the market for a particular
  product/service
• Often done before new product launch

5
Media Research

• Media research focuses on issues of media
  effectiveness, selection frequency, and ratings

6
Product Research

• Product research centers on evaluating product
  design, package design, product usage, and
  consumer acceptance of new and existing products