There are many different types of surveys carried out in market research based on the needs and issues of each business. Although from an interviews point of view one type is very much like another, various terms are often used and we think it will be useful for you to understand these.
1. PRODUCT TESTING
These are carried out to determine the consumer’s opinion of various products. Actual samples of the product are left with the respondent to try and likes, dislikes and preferences are established at a second interview.
2. USAGE, HABITS AND ATTITUDE SURVEYS
This type is survey is conducted to find out what people buy or do not buy, why they do this, their attitudes and their likes and dislikes of certain products and brands.
3. ADVERTISING TESTING
As the name suggests these surveys measure the effectiveness of various adverts.
4. PACK TESTING
The shape, size, colour, design and quality of the packaging of a product can have a considerable effect on the selling power of that product. Research is therefore often carried out to assess this.
5. CONCEPT TESTING
Before large sums of money are spent on developing a new type of product, research can be done amongst potential consumers to establish their attitudes to the idea.
6. CONTINUOUS SURVEYS
These are studies carried out at regular intervals to keep clients informed of changes in usership and attitudes over a period of time.
7. DIARY PANELS
To obtain continuous date a panel may be used. This comprises a set of suitable respondents who complete a diary on a regular basis keeping details of their relevant activities.
8. OMNIBUS SURVERYS
Often, in the interest of time and economy, several groups of questions about different subjects are made into one questionnaire know as Omnibus.
9. TEST MARKET SURVEYS.
A product which is still in the trial stage is sometimes tried out in one particular region or fairly small area of the country. Research is done before the launch, immediately after the launch and then some time later. The findings can then be compared.
10. RETAILER SURVEYS
These are studies carried out in shops and can take many forms.
11. SHOP AUDITS AND DISTRIBUTION CHECKS
This is the auditing of project and brands in selected groups of shops. The actual stocks are counted, both those on the shelves and in the store room. Deliverers are recorded and sales calculated.
12. HALL TESTS
Here a central location is hired and respondents are invited in to test advertising, taste new products etc
13. PILOT STUDIES
Before any major survey it is advisable to conduct a pilot study to ensure amongst other things that the questionnaire works.
14. GROUP DISCUSSIONS/FOCUS GROUPS
Small groups of people are recruited by interviews and meet together at a central location to discuss a topic. Conversations are encouraged to flow freely but a moderator guides the direction and keeps the discussion on course.
15. IN-DEPTH INTERVIEWS
This is another method that allows the qualitative investigation of sensitive or difficult subjects. These are unstructured interviews that allow a free flow of conversation
16. BUSINESS TO BUSINESS RESEARCH
Frequently the customers of our clients are themselves other companies. This type of research can take any of the above terms but the respondent is representing his company’s habits and attitudes and not his own.
For more information about this article, please contact MRTS.