Methods and means of collecting information. The process of selecting, searching, collecting and analyzing the necessary marketing information

The main methods of data collection in marketing research, as mentioned above, are survey, observation and experiment.

Survey – it is a method of collecting primary information obtained by clarifying people's subjective opinions regarding their level of knowledge, attitudes towards a product / service, preferences and purchasing behavior.

Surveys are the most common way to collect information, accounting for about 90% of all surveys.

Polls can be classified according to the criteria presented in Table. 3.9.

Table 3.9

Classification of survey types

Classification sign	Survey type	a brief description of
Type of respondents	Expert survey (specialized)	Research that interviews experts in the field of study
Type of respondents	Consumer	Research in which potential or actual consumers of a product/service are interviewed
Frequency	Single (single, spot)	Research is carried out once
Frequency	Repeated (multiple)	Research is being done several times.
Coverage of respondents	Solid	Covers the entire population, i.e. the entire group of objects selected for research
Coverage of respondents	Selective	Covers a certain group of respondents (part of the general population) selected for the study (this can be an age group, a work team, a student group, etc.)
Survey Form	Questionnaire	Involves filling out questionnaires (questionnaires) by respondents, which they fill out on their own, answering questions in writing in the presence of the researcher conducting the survey or without him
	Interviewing	It involves personal communication with the interviewee, in which the interviewer himself asks questions and fixes the answers. According to the form of conduct, it can be: direct (personal); indirect (for example, by telephone)
Method of carrying out	in writing	The respondent answers the questions in the questionnaire in writing. Written surveys are divided into three types: postal (distribution of questionnaires by mail); group (questionnaires for a group of people in the same room); individual (questionnaire is conducted personally with each respondent)
Method of carrying out		Respondent orally answers questions asked by the interviewer
Number of survey participants	Individual (personal)	Each respondent is interviewed personally
	Group	Multiple respondents (group) being interviewed at the same time
	Mass	The opinion of several hundred (thousand) people is being studied
Method of contact with respondents		Questionnaires are sent to respondents by mail, including electronic
	Phone fax, SMS)	Respondents are interviewed by phone. Variety - surveys by fax; By mobile phone with help SMS
	Internet	Respondents are interviewed via the Internet (e.g. social media or email)
		Questions are asked to the respondent in person

In addition to those discussed above, researchers distinguish other types of surveys, for example, according to the degree of standardization (structured, semi-structured, free), according to the method of recording data (surveys when the respondent fills out the questionnaire himself, surveys when the interviewer fills out the questionnaire and computer surveys) .

Let us consider in more detail the survey methods, their advantages and disadvantages (Table 3.10).

Table 3.10

Survey methods, advantages and disadvantages

Poll method	a brief description of	Advantages	Flaws
Postal, including: mail panel; press poll		Possibility of carrying out on a large territory, including in hard-to-reach areas. Lack of influence from the interviewer. Low cost. Ease of organization. Low labor intensity	A mailing list is required. Waiting time for responses. Incomplete return of questionnaires. Difficulties in determining the reliability of the information received. Failure to clarify questions
Telephone, including: traditional; using a computer (method With ATI)	The interviewer calls the selected respondents and asks them a series of questions. On present stage computerized telephone surveys are more commonly used	The speed and high efficiency of the survey. Low cost. You can control the order of questions. You can use computer technology. Ability to supervise staff	It's hard to ask tough questions. It is difficult to maintain interest for more than 15–20 minutes. There is no opportunity to demonstrate questions and illustrations. It is difficult to check the quality of the interview. There are no guarantees of anonymity. It is easier for the respondent to refuse cooperation
Personal, including: interviews carried out at respondents' homes; interviews with visitors to large stores; office interviews	Allows you to implement flexible survey tactics, supplement answers with the interviewer's observations	Poll depth. The opportunity to demonstrate the product. Complexity of information. Opportunity individual approach to each of the respondents. Opportunity to ask a large number of questions	High price. The probability of the interviewer's influence on the respondent's opinion. Required special training interviewers. High labor intensity. Difficulty in monitoring staff performance
Electronic, including: off-line(by email);	Allows you to conduct a survey according to a pre-compiled	Speed of implementation. Low costs. Ability to use daemon	Have certain restrictions(not possible to use software logical check,
online(on the Internet)		weird videos. The interactive nature of communication. Global coverage. Greater degree of data quality control	random selection of numbers, etc.). Low quality survey. The need for collaboration with network service providers and network software providers

Let's take a closer look at the individual types of surveys.

telephone survey is one of the most popular ways to collect information. The most common topics of a telephone survey are viewing of specific television programs, the presence or absence of certain commodities at home, the use of certain goods and services, the memorability of advertisements, etc.

As noted in Table. 3.9 telephone survey has advantages and disadvantages. One of the disadvantages is non-cooperation. In table. 3.11 shows the percentage of respondents' refusal to cooperate, depending on the duration of the telephone survey.

Table 3.11

The percentage of respondents' refusals depending on the duration of the interview

Mass surveys are conducted using CATI method (Computer Assisted Telephone Interviewing ) - computerized telephone interview systems. It differs from a regular telephone survey in that the questions of the questionnaire are presented on the screen of a computer terminal in front of the operator, the transition from a question to a question / block of questions is carried out automatically. Also, immediately after filling out the questionnaire, the information received is entered into a common database, which makes it possible to monitor the filling of quotas in real time.

Practical example

research agency BCCroir in his work uses an analogue CATI, designed specifically for his needs with recording and the ability to listen to conversations. Before the launch of each project, operators are trained, test questionnaires are collected (pilot project) - at this time, the Customer can correct the work of operators, give recommendations, and also make changes to the questionnaire. After making and approving all the adjustments, the project is fully launched.

All operator conversations during each project are recorded. Including records of imperfect surveys are kept: in cases of refusal of an interview, non-passing of quotas or interrupted interviews. Complete statistics are also kept for the following parameters:

1) total number of calls:
2) effective interviews;
3) incomplete interviews;
4) failure to pass quotas;
5) refusals to survey;
6) category "Call back";
7) no answer;
8) wrong phone number.

To conduct telephone surveys, either a pre-prepared database provided by the Customer or randomly generated phone numbers are used.

call- research agency center BCGroup on average collects from 35,000 questionnaires monthly.

The cost of conducting a telephone survey consists of the cost of collecting a selected number of questionnaires (the fee is taken only for fully completed questionnaires) and the cost of analytics (as a rule, no more than 10–15% of the cost of data collection) . *

A variation of the survey, as noted above, is panel, which is obtaining the necessary information by repeatedly polling the interested group of buyers at regular intervals or by monitoring the development of sales in a specific group of stores. The main features of the panel:

the subject and topic of research are constant;
data collection is repeated at regular intervals;
a constant set of research objects (households, trade enterprises, industrial consumers).

All types of panels are subdivided: according to the time of existence, the nature of the units studied, the method of obtaining information.

By time of existence panels are divided into short-term (there are no more than a year) and long-term (no more than five years).

By the nature of the units studied panels are: consumer (individual consumers, families); trading (organizations and individuals engaged in wholesale or retail trade); industrial enterprises; experts on the problem under study.

By way of obtaining information panels are mail, personal and electronic. The panel method has become widespread in recent years, as the situation in the markets is changing faster and faster, and the panel allows you to monitor these changes. Using the consumer panel, you can get the following information:

the amount of goods bought by the family;
dimensions financial expenses;
market share of major manufacturers;
preferred prices, types of packages, types of goods, types of enterprises retail;
differences in the behavior of consumers belonging to different social strata living in different regions, cities of various sizes;
brand loyalty, brand change, the effectiveness of various marketing activities, etc.

Admittedly, marketers categorize the panel in different ways: some categorize it as a stand-alone method of collecting information, others as a type of survey (consumer panel) or a type of observation (retail panel).

The advantages and disadvantages of panel studies are shown in Table. 3.12.

Table 3.12

Advantages and disadvantages of panel studies

Advantages	Flaws
Provides the ability to track events over time	It is possible to change the composition of the sample over time (due to the departure of respondents for various reasons)
Provides the ability to track changes in the behavior of individual subjects	Risk of inconsistency of the sample structure with the structure of the general population (non-representativeness)
Allows you to assess the state of the market by a number of indicators	Modified Behavior Pattern
Estimation Accuracy	Negligence in the performance of their duties by the respondents
Allows you to collect a large amount of information in one contact	Fragmentation of coverage of both categories of buyers (traders) and traced goods or consumption patterns
Independence of the nature of the relationship between the respondent and the interviewer

Another type of survey is tracking (wave) studies, which are periodically repeated studies (once a month / quarter / year), each time conducted on samples of respondents that are identical in their parameters. At the same time, the respondents themselves in the sample are new every time (this is how tracking differs from panel studies, in which the sample (panel) consists of the same respondents throughout the entire research period).

Historical digression

Continuous tracking method ( continuous tracking) based on data rotation ( wiling), was first applied in 1976 by a British research company

Millward brown. The essence of this method is as follows. Each week, a certain number of respondents are interviewed, say 75. The data for four weeks are summed up and the size of one wave of the sample is thus 300 people. In the fifth week, 75 respondents are interviewed again, their answers are entered into the database, from which the data obtained in the first week are removed. Then, the sixth week replaces the second, the seventh - the third, and so on. There is a rotation of a sample of 300 people. The sample wave, as it were, "rolls" along the time axis. At the moment, this method is one of the most popular among tracking carried out in the interests of large advertisers.

To conduct training research, only quantitative methods are used: personal interviews at the place of residence of the respondent and street interviews, telephone and online surveys. The most popular frequency of training studies: quarterly.

Most often, training studies are used for the following purposes:

evaluating the effectiveness of advertising and changes as a result of an advertising campaign of various market parameters;
analysis of the dynamics of target consumer groups;
monitoring the main changes occurring under the influence of market factors;
tracking brand awareness, performance advertising campaigns and etc.

The advantages and disadvantages of tracking studies are presented in Table. 3.13.

Table 3.13

Advantages and disadvantages of tracking studies

Advantages	Flaws
Allow to receive and accumulate statistical data for in-depth analysis	The relatively high cost of this type of research
Tracking studies allow you to track consumer preferences in dynamics target audience, brand awareness, advertising effectiveness, customer loyalty	For certain product groups, it may not be appropriate to use year-round tracking studies (for example, for seasonal goods or with rare advertising campaigns)
Along with the basic information, you can get additional information about the awareness of consumers about the promotions carried out, advertising companies; about associations caused various brands; about lifestyle; measure the recognition of a brand, logo, etc.	To ensure comparability of samples of different waves, studies should be large enough
As a result of these studies, it is possible to accurately determine the degree of influence of advertising campaigns on consumers.	The requirements for conducting research related to advertising exposure and brand parameters are very strict

Another type of survey that is widely used is focus group method , which is based on a comprehensive discussion of a problematic topic with a selected group of people. A focus group involves a group discussion conducted by a moderator in order to establish qualitative parameters of consumer behavior.

On fig. 3.5 presents the main tasks solved using this method, its main advantages and disadvantages, and in table. 3.14 reflects the features of its implementation.

Rice. 3.5.

Conducting a focus group allows you to address the following questions:

determination of customer preferences and their attitudes towards this product;
obtaining opinions on the design of new products;
presenting new ideas for existing products;
development of creative concepts for advertisements;
opinions about the price;
obtaining a preliminary consumer reaction to certain marketing programs.

Table 3.14

Features of the focus group

Terms of the focus group
Number of people in the group	8–12 people (they also conduct mini-groups, which consist of 4–5 respondents and one facilitator)
Situation	Informal, relaxed atmosphere in a specially equipped room
Time spending
	Videotape, transcript
Moderator (leading)	Must have good communication skills and other qualities (see Fig. 3.5). Conduct a focus group with two facilitators, with two lead opponents, with a respondent-facilitator

Observation is a way of collecting primary marketing information about the object under study by observing selected groups of people, actions and situations.

This method of collecting information is used in the following cases:

specification of features of behavior of buyers;
study of competitors and the forms of organization of marketing and advertising used by them;
analysis of personal contacts between sellers and buyers of goods;
study of the effectiveness of the impact of advertising on potential consumers of goods and services;
studying the effectiveness of meetings, meetings, presentations;
study of the company's personnel, the specifics of relations between employees and some others.

There are the following types of observation.

Depending on the environment:

field observation (in the store, at the shop window);
laboratory (artificially created situation).

Depending on the method of implementation:

open (with the direct participation of the study);
hidden (surveillance).

Depending on the form of perception of the object:

personal observation (directly by the observer);
non-personal (through devices).

Depending on the registered objects:

complete (all possible manifestations are recorded);
selective (only pre-selected parameters, phenomena and states are recorded).

Depending on the degree of standardization:

standardized (carried out according to a plan with a clearly defined structure);
free (only a general impression is formed about the states and manifestations of the object under study).

Depending on the frequency of the event:

systematic (carried out regularly);
episodic (does not have a clearly established procedure for conducting);
single;
accidental (not planned, but revealed during the monitoring of any events).

Observation includes the following steps:

1) preparatory;
2) field;
3) analytical.

Preparatory stage includes:

determination of the goal, setting tasks, establishing the object and subject of observation;
providing access to the environment, obtaining appropriate permits, establishing contacts with people;
choice of observation method and development of a procedure based on pre-collected materials;
preparation of technical documents and equipment (replication of cards, protocols, instructions for observers, preparation of technical equipment, stationery, etc.).

field stage includes:

direct observation, data collection, accumulation of information;
fixing the results of observation, performed in the form of: short-term recording, cards, diary of observations, etc.;
monitoring the work of observers.

Analytical stage includes:

processing of observation results;
preparing of report.

Like a survey, observation has its advantages and disadvantages (Table 3.15).

Table 3.15

Advantages and disadvantages of the observation method

Advantages	Flaws
Provides high objectivity	Low representativeness, since it is impossible to ensure a random sampling order
Enables the perception of unconscious behavior of buyers	Subjectivity of perception of the observer
Allows you to take into account the environment	Unnatural behavior of objects of observation, if it is carried out in an open form
Provides registration of an event at the moment of its occurrence	The impossibility of observing many factors - motives, views, intentions, actions
There is no direct contact between the observer and the observed, which reduces the likelihood of information distortion	Limitation of observation time by the time of the event

experiment is called a study in which it is necessary to establish how a change in one or more independent variables affects one dependent variable. Therefore, the experiment assumes the presence of two comparable groups of studies: trial and control. It can be two cities, two shops, two goods, etc. or two selected test groups of consumers.

The purpose of such a study is to determine causal relationships when one or more factors, such as marketing elements, change under controlled conditions. Experiments with one variable involve studying the impact of changing one marketing factor on the marketing, advertising and other activities of the enterprise (for example, the effect of packaging color on product sales).

Experiments with several variables involve the study of the dependence of changes in the results of the enterprise on the interaction and relationship of several marketing factors. Such studies are very complex, but they make it possible to measure and evaluate the impact on certain processes and phenomena not only of individual factors, but of their complex.

An experiment is used when:

forecast sales of a new product;
justify the choice marketing tools;
check the influence of a number of factors on the sale of goods or consumer behavior;
evaluate the effect of the independent variable on the dependent.

There are several types of experiment, which are divided into groups, depending on the classification features (Table 3.16).

The experiment as a method of marketing research is most widely used in the study of the effectiveness of advertising. This is due to its special importance in the marketing mix and high cost.

Types of experiment

Table 3.16

Classification sign	Type of experiment	a brief description of
Depending on the environment	Laboratory	Take place in an artificial environment, for example, various tests of goods, prices, advertising
Depending on the environment		Conducted in real conditions, for example, market testing, trial marketing
Depending on the type of model used	Classical	Allows you to study the influence of only one factor with one level of influence, for example, the effect of packaging color on product sales
Depending on the type of model used	Statistical	Allow to simultaneously study the influence of different levels of exposure to two or more factors
Depending on the venue	Hall test ( Holi test)	Testing of individual characteristics of goods/advertising. It is held in a special room equipped for tasting or viewing ads.
	Home test ( home-test)	Testing products under the conditions in which they are used in real life(e.g. at home)
	Shop test ( shop-test)	Product testing is carried out in mall in a separate equipped room
Depending on the subject of research	Product test	We study the reaction of consumers to changes in the characteristics of the product
		The reaction of consumers to price changes is investigated
		The reaction of consumers to a change in the parameters of an advertising message or the company as a whole is being investigated.

Forms for data collection are questionnaires (questionnaires), sheets (forms) for recording the results of observation, etc.

Questionnaire - this is a system of questions united by a single research plan aimed at identifying the quantitative and qualitative characteristics of the object and subject of research.

The questionnaire starts with introductory part, indicating who is conducting the survey; for what purpose; instructions for filling out the questionnaire. The introductory part should emphasize a respectful attitude towards the respondents, create in them a desire to answer questions. Be sure to indicate the anonymity of the survey.

Next in the questionnaire are contact questions. Their task is to interest the interlocutor, to introduce the problems being studied. For studies related to the operation of goods, the contact question may be the following question: "Do you think that care for products contributes to the preservation of their quality?"

Each task must have a corresponding block of key questions which can be divided into closed ones, which include all possible answers, and the respondent simply chooses one of them, and open ones, which give him the opportunity to answer in his own words. Examples of the most common open and closed questions are presented in Table. 3.17 and 3.18.

Table 3.17

Types of closed questions

Name	The essence of the question
Alternative question	There are two alternative answers to choose from.	Have you purchased products from this company? "Not really"
Choice Question	The choice is made from three or more options	The main advantage of the products of this company you consider: 1) high quality; 2) durability; 3) reasonable price
Significance scale question	It is necessary to assess the importance for the consumer of one or another characteristic of the product on the proposed scale	Compared to other features this product, price for you: 1) is of the greatest importance; 2) is of great importance; 3) matters; 4) doesn't matter
Likert question	Please indicate the degree of agreement or disagreement with a particular statement.	1) strongly disagree; 2) disagree; 3) can't say; 4) agree; 5) totally agree
Question with rating scale	It is proposed to evaluate the trait according to the presented scale	Do you think the quality of the product: 1 - excellent; 2 - good; 3 - satisfactory; 4 - bad; 5 - very bad
Semantic differential	It is necessary to choose a point (score) on the scale between two bipolar concepts	Mark the place of the item in each line A firms x, firms TO and the perfect product for you M: Expensive 1–2–3–4–5 Cheap Fashionable 1–2–3–4–5 Unfashionable

A special role in the questionnaire belongs to control questions. Their purpose is to check the validity of the data. Let's say the main question is: "Are you familiar with the basic ways of caring for clothes?". The security question can be of the following type: "Which of the ways of caring for clothes

What do you think are the most important?". Comparing the answers to these questions gives information about the sincerity of the respondent. It must be emphasized that the control question should never follow the question to which the answer to which he controls. is influenced by the content and answer to the previous question.

Table 3.18

Types of open questions

Name	Essence of the question
Unstructured	Allows any verbal form of response	What is your opinion about the firm?
Selection of word associations	The respondent is called individual words in order to clarify the associations that arise in him	What associations do you have with the word...?
Sentence Completion	Proposed to complete an unfinished sentence	I buy company products because...
Completion of the story	It is proposed to complete the unfinished story
Completing the drawing	Express your opinion based on the information provided.	There are two characters in the figure, one of which expresses an idea, it is necessary to complete the answer
Thematic Apperception Test	The respondent is shown a picture and asked to come up with a story about what, in his opinion, is happening or could happen there.

When constructing a questionnaire, one should also take into account the fact that the most difficult questions that require analysis, reflection, and memory activation are placed in the middle of the questionnaire. By the end of the work with the questionnaire, the difficulty of the questions should decrease.

Completing the questionnaire final questions. Their goal is to relieve the psychological stress of the respondent (for example, "Are you tired of our conversation?").

IN last section questionnaires also include questions to determine socio-demographic portrait of respondents(gender, age, place of residence, social status, education, income level, etc.). At the end of the questionnaire, be sure to express gratitude to the interviewee for participating in the study.

When developing a questionnaire, certain requirements must be taken into account.

1. Compliance with the fundamental requirements for the formulation of questions:
- questions should be simple and clear;
- questions should be unambiguous;
- Questions should be neutral (do not direct the answer to certain side);
- there must be a logical sequence of questions.
2. Choosing the optimal volume of questionnaires:
- cumbersome questionnaires cause a large number of refusals to answer;
- short questionnaires, in turn, create the impression of the insignificance of the problem under discussion or the very fact of appealing to the opinion of a particular person;
- the maximum time required to fill out the questionnaire during the mail survey should not exceed 20-30 minutes.
3. Preliminary assessment of the quality of questionnaires:
- the developed questionnaires are subjected to logical control, all questions and answer options are checked, as well as the composition of the questionnaire as a whole;
- conducting a detailed survey of a small group of people, on the basis of which they are refined and refined (10–15 people).

When observing, instead of a questionnaire, an observation card is used (Fig. 3.6), an observation protocol and an observation diary.

Practical example

Efremov A. Morlocks, orcs and trekkings // Advertising industry. 2002. No. 21.

Marketing research is the process of searching, collecting, processing data and preparing information for the adoption of operational and strategic decisions in the business system.

Respectively this definition clearly defines the main stages of any marketing research:

research concept development
search and collection of information;
data processing;
preparation of the final analytical note(report).

Research types

One of the most time-consuming and costly stages of any marketing research is the search and collection of information on the problem under study. Depending on the sources of information used, studies are divided into:

office;
field.

However, in practice, field and desk research complement each other, solving their specific range of issues.

desk research- search, collection and analysis of already existing secondary information ("desk research"). Secondary information is data collected previously for purposes other than those currently being addressed. The main advantages of working with secondary information are: low cost of work, since there is no need to collect new data; speed of information gathering; the presence of several sources of information; relative reliability of information from independent sources; opportunity preliminary analysis Problems. The obvious disadvantages of working with secondary information are: frequent inconsistency of secondary data with the objectives of the study, due to the general nature of the latter; information is often outdated; the methodology and tools used to collect the data may not be appropriate for the purposes of this study. In this regard, desk research is often supplemented by several parallel expert interviews to increase the validity of information.

Field study- search, collection and processing of data specifically for a specific marketing analysis. Any field research is based on primary information, in other words, on newly obtained data to solve a specific problem under study. The main advantages of primary information: data are collected in strict accordance with the exact objectives of the research task; the data collection methodology is strictly controlled. The main disadvantage of collecting field information is the significant cost of material and labor resources.

Depending on the tools (methods) used for collecting field (primary) information, research can be divided into:

quantitative;
quality.

Often, the practical implementation of marketing research requires an integrated approach - sharing quantitative and qualitative methods.

Quantitative research is the main tool for obtaining the necessary information for planning and decision-making in the case when the necessary hypotheses regarding consumer behavior have already been formed. Quantitative research methods are always based on clear mathematical and statistical models, which makes it possible, as a result, not to have opinions and assumptions, but to have exact quantitative (numerical) values of the indicators under study. Based on the results of quantitative research, you can calculate the required production volumes, profitability, set the price, product parameters, find unoccupied market niches, and much more. The main merit of quantitative research is that they reduce the risk of making wrong decisions and choosing inaccurate planning parameters. The belief that even without research everything is known about the market often turns into insufficiently thought out and insufficiently effective actions in the market and resembles a trial and error method. Quantitative studies are the most adequate way to quantify:

market capacity and structure of supply and demand;
sales volumes of market operators;
product development prospects;
efficiency various directions activities of companies to support and promote the product;
directions for the development of the product portfolio and its individual components;
effectiveness of advertising activities;
efficiency of the distribution network;
consumer reactions to possible marketing actions of the manufacturer.

Qualitative research, unlike quantitative research, does not focus on statistical measurements, but is based on the understanding, explanation and interpretation of empirical data and is a source of hypothesis formation and productive ideas. Simply put, they answer not the question "how much?", but the questions "what?" "How?" and why?". Qualitative research makes extensive use of projective and stimulating techniques—unstructured, non-directive ways of asking questions that help the researcher uncover motivations, beliefs, attitudes, attitudes, preferences, values, satisfaction levels, concerns, etc., about products or brands. Projective techniques help to overcome such communication difficulties as the verbalization of feelings, relationships, etc., as well as to identify latent motives, implicit attitudes, repressed feelings, etc. Qualitative research finds the greatest use in studying:

consumption patterns, purchasing behavior and factors that determine choice;
attitudes towards products, brands and companies;
degree of satisfaction with existing products;
buying intentions.

Qualitative research plays an important role in the development of new products, where these studies allow:

understand whether there is a niche for a new product in the market under study;
identify attitudes towards new products (or product concepts).

The use of qualitative research at the stage of strategic development of the brand concept, providing the opportunity to:

generating a set of ideas regarding the concept of brand positioning;
brand concept evaluations;
generating ideas for the creative implementation of strategic concepts;
item scores marketing communication(name, logo, packaging, TV advertising, etc.)

Another area of application of qualitative methodology is the so-called diagnostic studies. Clearly, consumer perceptions of a product and advertising change over time. Qualitative research in such cases helps to determine the level, direction and nature of changes in brand perception and advertising over time.

In addition, a qualitative methodology can be used when conducting tactical research to select the most successful execution option (execution) of advertising, packaging, logo. Testing can be offered alternatives visual, textual and other elements of a specific execution of already created advertising, packaging, etc.

Information collection methods

Despite a huge variety of research methods and techniques, general scheme activities implemented as part of market research is quite simple and understandable. The main sources of marketing information are:

Interviews and surveys;
Registration (observation);
Experiment;
Panel;
Expert review.

Interview (poll)- finding out the position of people or obtaining information from them on any issue. A survey is the most common and essential form of data collection in marketing. Approximately 90% of studies use this method. The survey can be oral (personal) or written.

During a written survey, participants receive questionnaires (questionnaires), which they must fill out and return to the destination. Usually, in written surveys, closed questions are used, the answers to which are to choose one of the given ones. Usually, with written surveys, the questionnaire is sent to representatives of the target audience, by means of Email, mailing list or fax. The main disadvantage that limits the use of this method is the long period and low percentage (on average 3%) of the return of completed questionnaires.

Personal (Face-to-face) and telephone surveys are called interviews.

Telephone interviews are a relatively cheap method of conducting surveys of any level of precision in terms of sample design (the geographic location of the respondents is not critical in terms of the cost of conducting an interview). This method is applicable only in quantitative studies. However, there are objective shortcomings using this method:

not quite complete control of the understanding and sincerity of the respondent;
there is no possibility to present visual materials (samples, cards with answer options);
unfeasibility of lengthy interviews (on the phone it is difficult to keep the attention of the interlocutor for more than 15 minutes);
in cities with an insufficient level of telephony, it is impossible to obtain a representative sample.

Face-to-face interviews can be formalized and non-formalized.

With a formalized interview, there is a specific scheme for conducting a survey (usually a questionnaire containing pre-prepared clear wording of questions and well-thought-out models of answers to them). Formalized interview loses most its meaning if the respondents' answers are not analyzed in terms of their social and demographic (industry and geographical) characteristics. Therefore, it assumes that the "passport" must be filled in, where the data about each respondent is entered, the need for which is again dictated by the research program. Such interviews are conducted on the street, in shops, at public events, at the place of residence of the respondents (door-to-door surveys), etc. Formalized surveys have received the greatest use in the implementation of quantitative research. The main disadvantages of this method are: relatively high cost and insignificant geographical coverage.

Non-formalized interviews are a specific method of collecting information in which there is only a topic and purpose. There is no specific method for conducting the survey. This makes it possible to identify the underlying motives of the consumer's actions, to study both rational and irrational reasons for his purchasing behavior. In practice, informal interviews are used in qualitative research. Non-formalized interviews are individual and group.

Individual non-formalized interviews are conducted with the respondent one-on-one in the form of a dialogue, while the respondent has the opportunity to express detailed judgments on the problem under study. It is possible to single out such forms of conducting individual non-formalized interviews as in-depth interviews and hall tests.

In-depth interviews are a series of individual interviews on a given topic, conducted according to a discussion guide. The interview is conducted by a specially trained highly qualified interviewer who is well versed in the topic, owns the technique and psychological tricks conducting a conversation. Each interview lasts 15-30 minutes and is accompanied by the active participation of the respondent - he lays out cards, draws, writes, etc. In-depth interviews, unlike structured interviews used in quantitative surveys, allow you to penetrate deeper into the psychology of the respondent and better understand his point of view, behavior, attitudes, stereotypes, etc. In-depth interviews, although time consuming (compared to focus groups), are very useful in situations where the atmosphere of a group discussion is undesirable. This may be necessary when studying individual problems and situations that are not usually discussed in a wide circle, or when individual points of view may differ sharply from socially approved behavior - for example, when discussing issues of gender relations, sex, certain diseases, hidden political beliefs, etc. .P. In-depth interviews are used when testing and developing initial advertising developments (creative ideas) when it is required to get direct, individual associations, reactions and perceptions - without looking at the group. At the same time, the combination of the method of in-depth interviews and focus groups with the same respondents is optimal. And, finally, in-depth interviews are indispensable when conducting qualitative research, when the characteristics of the target group make it impossible to collect respondents in a focus group - i.e. at one time in one place for 2-3 hours. For example, when we are talking about busy businessmen, wealthy citizens, narrow professional groups and so on.

Hall - tests- These are personal semi-formalized interviews in a special room. As a rule, premises are used in libraries, shops, halls of administrative buildings, etc. The respondent and the interviewer sit down at a table, and the interview takes place in a structured conversation mode. The need for a hall test is usually due to one of several reasons:

testing bulky samples that are inconvenient to carry around the apartment or there is no certainty that the apartment will be able to conduct an interview under normal conditions;
testing is limited to the number of samples;
use of special equipment (for example, TV-video) for demonstration of the tested material;
the interview is conducted in crowded places of potential respondents, but it is difficult and not suitable for talking "on your feet".

Hall tests formally refer to quantitative methods for obtaining information. With qualitative methods, the hall test is related by the fact that information is obtained on a relatively small directed sample (from 100 to 400 people), as well as the fact that the respondent is asked to comment (explain) his behavior. To conduct a hall test, representatives of the target group (potential consumers) are invited to a room ("hall") equipped for tasting goods and / or viewing advertising, where they are given the opportunity to demonstrate their reaction to the tested material and explain the reason for their choice. In the course of answering the questions of the questionnaire, the selection criteria, frequency and volume of consumption of brands of the studied product group are determined. The method is used to evaluate the consumer properties of a new product: taste, smell, appearance and so on. The method is also used when testing brand elements, packaging, audio and video clips, advertising messages (recognizability of an advertising message, memorability, reliability, persuasiveness, understanding of the primary and secondary ideas of advertising, slogan, etc.), etc.).

Group non-formalized interview (focused interview, focus - group) - is a group discussion of issues of interest to representatives of the target audience. The "focus" in such a group is on the subjective experience of people who give their understanding and explanation of a given topic, including all its nuances. The course of the conversation is controlled by the moderator according to a pre-developed plan and is recorded on videotape. As a rule, during the discussion, various projective techniques are used, which make it possible to find out the "real" attitude of consumers to the subject under study, obtaining a much deeper and detailed information than at the level of "normal" communication. Usually people do not think specifically about the issues that are discussed in the group, or do not have the opportunity to compare their opinions with the opinions of other people. During the focus group, respondents are asked not only to rate something according to the “like or dislike” principle, but also to explain their point of view. And the subsequent qualified analysis of the results obtained allows us to understand the psychological mechanisms of the formation of one or another opinion of the group members. The main disadvantage of this method is the biased nature of the results. In other words, the results of focused interviews cannot be expressed in numerical terms, for further extrapolation to the general population of research objects. Therefore, in practice, the focus group technique is used in combination with quantitative research methods.

Observation (registration) is a form of marketing research, with the help of which a systematic, systematic study of the behavior of an object or subject is carried out. Observation, unlike polling, does not depend on the readiness of the observed object to report information. Observation is the process of collecting and recording events or special moments associated with the behavior of the object being studied, open or hidden from the observed. The subject of observations can be the properties and behavior of individuals; movement of things, goods, etc. The disadvantage of observations is the impossibility of revealing the opinions, ideas, knowledge of people. Therefore, in practice, observations are usually used in conjunction with other research methods.

Experiment- this is a study of the influence of one factor on another while controlling extraneous factors. Experiments are divided into laboratory, taking place in an artificial environment (product test), and field, taking place in real conditions (market test). The main disadvantages of this method are the significant cost and duration, which significantly limits the use of this method in practical research.

Panel- this is a repeated collection of data from one group of respondents at regular intervals. Thus, the panel is a kind of continuous sampling. It allows you to fix changes in the observed values, characteristics. A panel survey is used to study the opinions of consumers of a certain group over a certain period of time, when their needs, habits, tastes, complaints are determined. The disadvantages of using panels are: the "mortality" of the panel, which manifests itself in the gradual refusal of participants to cooperate or the transition to another consumer category, and the "panel effect", which consists in the conscious or unconscious change in the behavior of participants under long-term control.

Expert review- this is an assessment of the processes under study by qualified specialists - experts. Such an assessment is especially necessary when it is impossible to obtain unmediated information about any process or phenomenon. In practice, for expert assessments most often used delphi method, brainstorming method and synectics method.

Delphi Method- a form of survey of experts, in which their anonymous answers are collected over several rounds and, through familiarization with the intermediate results, they receive a group assessment of the process under study.

The brainstorming method consists in the uncontrolled generation and spontaneous interweaving of ideas by participants in a group discussion of a problem. On this basis, chains of associations arise that can lead to an unexpected solution to the problem.

Synectics is considered a highly creative method. The idea of the method is to gradually alienate original problem by constructing analogies with other areas of knowledge. After multistage analogies, a quick return to the original problem is made.

Analysis tools

In the course of processing and analyzing marketing research data, the first step is frequency analysis. The following is a description of the statistical indicators of the studied traits. Among these, the following indicators can be noted:

The mean (arithmetic mean) is the quotient of dividing the sum of all attribute values by their number. It is defined as the sum of the values divided by their number. Describes a collection as a whole. Used only to characterize interval and ordinal scales.

Dispersion- a value equal to the average value of the square of deviations of individual values of features from the average. Used only to characterize interval and ordinal scales.

Average linear deviation- a value equal to the average value of the module of deviations of individual values of features from the average. Used only to characterize interval and ordinal scales.

Standard deviation- a value equal to the square root of the variance. This is a measure of the spread of the measured values. Used only to characterize interval and ordinal scales.

The coefficient of variation is the ratio of the standard deviation to the arithmetic mean. Used only to characterize metric scales.

The minimum value is the smallest value of the variable encountered in the data array.

The maximum value is the largest value of the variable encountered in the data array.

The median is the value of the variable in the population unit that is located in the middle of the ranked series of the frequency distribution. Cuts off half of the distribution row. Used only to characterize metric scales.

The upper quartile is the value of the feature that cuts off 3/4 of the distribution series. Used only to characterize metric scales.

The lower quartile is the value of the feature that cuts off 1/4 of the distribution series. Used only to characterize metric scales.

Mode is the most frequently occurring value of a variable, i.e. the value most likely to be encountered in the array.

Frequency - the numerical value of the attribute (number of respondents' answers). Used for all kinds of scales.

Valid percentage - the proportion of the numerical value of the trait from the total population. Used for all kinds of scales.

The second stage of processing and analyzing marketing research data is the description of correlations between the studied variables. Correlation is a measure of the dependence of variables. There are several correlation coefficients that indicate the closeness of the relationship between the variables under study. Correlation coefficients vary from +1 to -1. If the correlation coefficient is -1, then the variables have a strict negative dependence (the higher, the lower), if the correlation coefficient is +1, then the variables have a strict positive dependence (the higher, the higher). It should be noted that if the coefficient is zero, then there is no relationship between the variables. Among the most famous and commonly used correlation coefficients are:

Pearson correlation coefficient
Spearman's correlation coefficient
Cramer's correlation coefficient
Correlation coefficient Phi.

The verification of the put forward research hypotheses is carried out using correlation, dispersion or factor analyses. As a result of the analysis of the data, the proposed hypothesis is confirmed or rejected, which in any case indicates the result obtained.

Conjoint analysis An analysis method that evaluates and compares product attributes to identify those that have the greatest impact on purchasing decisions. The "Conjoint analysis" method is the best technique for measuring the importance of a particular factor because it forces the respondent to think not about what is important, but only about his preference. The advantage of the method is the ability to identify latent factors that affect consumer behavior. Using this method, you can select the optimal combination of product properties, leaving the product in an acceptable price category.

Cluster analysis is a set of methods that allow one to classify multivariate observations, each of which is described by a certain set of variables. The purpose of cluster analysis is the formation of groups of objects similar to each other, which are commonly called clusters. With the help of cluster analysis, it is possible to segment the market (for example, identifying priority consumer groups). The application of clustering methods to sharding is based on the following assumptions. First, it is believed that by the values of the variables that describe the properties of consumers, it is possible to distinguish groups of similar consumers. Secondly, it is believed that the best marketing results for product promotion can be achieved in the selected segment. It is believed that more significant for the marketing result, the grouping of consumers into a group, taking into account measures of proximity to each other. To substantiate these assumptions, the method of dispersion analysis is used.

Dispersion analysis. Analysis of variance investigates the influence of one or more independent variables on one dependent variable or on several dependent variables. Method statistical analysis, which allows you to determine the reliability of the hypothesis about differences in the average values based on a comparison of the variances (deviations) of distributions (for example, you can test the hypothesis about the differences between two groups of consumers identified using clustering). Unlike correlation analysis, analysis of variance does not make it possible to assess the closeness of the relationship between variables.

Regression analysis. Statistical method for establishing the relationship between independent and dependent variables. Regression analysis based on the constructed regression equation determines the contribution of each independent variable to the change in the studied (predicted) dependent variable. Often used in marketing to forecast demand.

Factor analysis. A set of methods that, on the basis of real-life relationships of features (or objects), make it possible to identify latent (or hidden) generalizing characteristics of the phenomena and processes under study. The main goals of factor analysis are to reduce the number of variables and determine the structure of relationships between variables, that is, the classification of variables. When reducing the number of variables, the final variable includes the most significant features of the combined variables. Classification implies the selection of several new factors from variables related to each other. In marketing, this method is used in connection with the deepening of the analysis of consumer behavior, the development of psychographics, etc. tasks in which it is necessary to identify clearly unobservable factors.

The results of field research are significant arrays of variables that are quite difficult to process " manual method"Today, in the arsenal of researchers there are many software packages that allow you to optimize and simplify the analysis procedure. The most widely used packages are Vortex, SPSS, Statistica.

The "VORTEX" program is intended for:

input of primary information collected in the course of applied marketing or sociological research;
processing and analysis of this information;
presentation of the results of the analysis in the form of tables, texts, graphs and diagrams with the possibility of transferring them to Microsoft Word and other Windows/NT applications.

Information analysis capabilities:

The Vortex program allows you to produce descriptive statistics of the variables under study (calculation of statistical indicators: mean, mode, median, quartiles, variance, standard deviation, coefficient of variation, skew, kurtosis, etc.);
Allows segmentation of consumers according to several characteristics, as well as a description of selected target groups (selection of contexts - sub-arrays of documents for in-depth analysis, for example, only men or only respondents aged 20-25 years).
With the help of the Vortex program, it is possible to carry out a correlation analysis, which makes it possible to identify the dependencies of the studied factors that affect marketing result(calculation for tables of two-dimensional distribution of correlation coefficients of Pearson, Gamma, Lambda, Cramer, Yule, Fisher, X-square, Student's criteria, determination of statistical significance).

SPSS for Windows is modular, fully integrated, and has everything you need software, designed for all stages of the analytical process: planning, data collection, data access and data management, analysis, reporting and dissemination of results. SPSS for Windows is the best software, which allows solving business problems and research problems using statistical methods.

SPSS software allows for frequency analysis, descriptive statistics, correlation analysis, analysis of variance, cluster analysis, factor analysis, as well as regression analysis.

Using the analytical capabilities of SPSS, you can get the following data:

The most profitable market segments;
Strategies for positioning goods / services relative to similar goods / services of competitors;
Evaluation of the quality of goods / services by customers;
Prospects for development, new opportunities for growth;
Confirmation or refutation of research hypotheses.

Statistica is a universal integrated system designed for statistical analysis and data visualization, database management and custom application development, containing a wide range of analysis procedures for use in scientific research, technology, business.

Statistica is a modern statistical analysis package that implements all the latest computer and mathematical methods of data analysis. The experience of many people who successfully work with the package indicates that the ability to access new, unconventional methods of data analysis (and Statistica provides such opportunities to the fullest) helps to find new ways to test working hypotheses and explore data.

The Statistica software allows you to carry out the following statistical data processing procedures:

Descriptive statistics;
Analysis of multidimensional tables;
Multivariate regression;
Discriminant analysis;
Correspondence analysis;
cluster analysis;
Factor analysis;
dispersion analysis and much more.

Mikhail Kislyak

Marketing research is the process of searching, collecting, processing data and preparing information for making operational and strategic decisions in the business system.

Accordingly, this definition clearly defines the main stages of any marketing research:

research concept development

search and collection of information;

data processing;

preparation of the final analytical note (report).

Research types

office;

However, in practice, field and desk research complement each other, solving their specific range of issues.

Desk research is the search, collection and analysis of already existing secondary information (“desk research”). Secondary information is data collected previously for purposes other than those currently being addressed. The main advantages of working with secondary information are: low cost of work, since there is no need to collect new data; speed of information gathering; the presence of several sources of information; relative reliability of information from independent sources; possibility of preliminary analysis of the problem. The obvious disadvantages of working with secondary information are: frequent inconsistency of secondary data with the objectives of the study, due to the general nature of the latter; information is often outdated; the methodology and tools used to collect the data may not be appropriate for the purposes of this study. In this regard, desk research is often supplemented by several parallel expert interviews to increase the validity of information.

search, collection and analysis of already existing secondary information (“desk research”). Secondary information is data collected previously for purposes other than those currently being addressed. The main advantages of working with secondary information are: low cost of work, since there is no need to collect new data; speed of information gathering; the presence of several sources of information; relative reliability of information from independent sources; possibility of preliminary analysis of the problem. The obvious disadvantages of working with secondary information are: frequent inconsistency of secondary data with the objectives of the study, due to the general nature of the latter; information is often outdated; the methodology and tools used to collect the data may not be appropriate for the purposes of this study. In this regard, desk research is often supplemented by several parallel expert interviews to increase the validity of information.

Field research - search, collection and processing of data specifically for a specific marketing analysis. Any field research is based on primary information, in other words, on newly obtained data to solve a specific problem under study. The main advantages of primary information: data are collected in strict accordance with the exact objectives of the research task; the data collection methodology is strictly controlled. The main disadvantage of collecting field information is the significant cost of material and labor resources.

search, collection and processing of data specifically for a specific marketing analysis. Any field research is based on primary information, in other words, on newly obtained data to solve a specific problem under study. The main advantages of primary information: data are collected in strict accordance with the exact objectives of the research task; the data collection methodology is strictly controlled. The main disadvantage of collecting field information is the significant cost of material and labor resources.

Depending on the tools (methods) used for collecting field (primary) information, research can be divided into:

quantitative;

quality.

Often, the practical implementation of marketing research requires an integrated approach - the joint use of quantitative and qualitative methods.

this is the main tool for obtaining the necessary information for planning and decision-making in the case when the necessary hypotheses regarding consumer behavior have already been formed. Quantitative research methods are always based on clear mathematical and statistical models, which makes it possible, as a result, not to have opinions and assumptions, but to have exact quantitative (numerical) values of the indicators under study. Based on the results of quantitative research, you can calculate the required production volumes, profitability, set the price, product parameters, find unoccupied market niches, and much more. The main merit of quantitative research is that they reduce the risk of making wrong decisions and choosing inaccurate planning parameters. The belief that even without research everything is known about the market often turns into insufficiently thought out and insufficiently effective actions in the market and resembles a trial and error method. Quantitative studies are the most adequate way to quantify:

market capacity and structure of supply and demand;

sales volumes of market operators;

product development prospects;

the effectiveness of various activities of companies to support and promote the product;

directions for the development of the product portfolio and its individual components;

efficiency of the distribution network;

consumer reactions to possible marketing actions of the manufacturer.

unlike quantitative ones, they are not focused on statistical measurements, but are based on the understanding, explanation and interpretation of empirical data and are the source of the formation of hypotheses and productive ideas. Simply put, they answer not the question "how much?", but the questions "what?" "How?" and why?". Qualitative research makes extensive use of projective and stimulating techniques—unstructured, non-directive ways of asking questions that help the researcher uncover motivations, beliefs, attitudes, attitudes, preferences, values, satisfaction levels, concerns, etc., about products or brands. Projective techniques help to overcome such communication difficulties as the verbalization of feelings, relationships, etc., as well as to identify latent motives, implicit attitudes, repressed feelings, etc. Qualitative research finds the greatest use in studying:

consumption patterns, purchasing behavior and factors that determine choice;

attitudes towards products, brands and companies;

degree of satisfaction with existing products;

buying intentions.

Qualitative research plays an important role in the development of new products, where these studies allow:

understand whether there is a niche for a new product in the market under study;

identify attitudes towards new products (or product concepts).

The use of qualitative research at the stage of strategic development of the brand concept, providing the opportunity to:

generating a set of ideas regarding the concept of brand positioning;

brand concept evaluations;

generating ideas for the creative implementation of strategic concepts;

In addition, a qualitative methodology can be used when conducting tactical research to select the most successful execution option (execution) of advertising, packaging, logo. For testing, alternative options for visual, textual, and other elements of a specific design of already created advertising, packaging, etc. can be offered.

Information collection methods

Despite the huge number of various research methods and techniques, the general scheme of activities implemented in the framework of market research is quite simple and understandable. The main sources of marketing information are:

Interviews and surveys;

Registration (observation);

Experiment;

Expert review.

Interview (survey) - finding out the position of people or getting information from them on any issue. A survey is the most common and essential form of data collection in marketing. Approximately 90% of studies use this method. The survey can be oral (personal) or written.

Finding out the position of people or getting help from them on any issue. A survey is the most common and essential form of data collection in marketing. Approximately 90% of studies use this method. The survey can be oral (personal) or written.

During a written survey, participants receive questionnaires (questionnaires), which they must fill out and return to the destination. Usually, in written surveys, closed questions are used, the answers to which are to choose one of the given ones. Usually, in written surveys, the questionnaire is sent to representatives of the target audience, by means of e-mail, mailing list or facsimile. The main disadvantage that limits the use of this method is the long period and low percentage (on average 3%) of the return of completed questionnaires.

participants receive questionnaires (questionnaires), which they must fill out and return to the destination. Usually, in written surveys, closed questions are used, the answers to which are to choose one of the given ones. Usually, in written surveys, the questionnaire is sent to representatives of the target audience, by means of e-mail, mailing list or facsimile. The main disadvantage that limits the use of this method is the long period and low percentage (on average 3%) of the return of completed questionnaires.

Personal (face to face) and telephone surveys are called interview.

not quite complete control of the understanding and sincerity of the respondent;

there is no possibility to present visual materials (samples, cards with answer options);

unfeasibility of lengthy interviews (on the phone it is difficult to keep the attention of the interlocutor for more than 15 minutes);

in cities with an insufficient level of telephony, it is impossible to obtain a representative sample.

Face-to-face interviews can be formalized and non-formalized.

At formalized interview there is a specific survey scheme (usually a questionnaire containing pre-prepared clear wording of questions and well-thought-out models of answers to them). A formalized interview loses much of its meaning if the respondents' answers are not analyzed in terms of their social and demographic (industry and geographical) characteristics. Therefore, it assumes that the "passport" must be filled in, where the data about each respondent is entered, the need for which is again dictated by the research program. Such interviews are conducted on the street, in shops, at public events, at the place of residence of the respondents (door-to-door surveys), etc. Formalized surveys have received the greatest use in the implementation of quantitative research. The main disadvantages of this method are: relatively high cost and insignificant geographical coverage.

This is a specific method of collecting information, in which there is only a topic and a goal. There is no specific method for conducting the survey. This makes it possible to identify the underlying motives of the consumer's actions, to study both rational and irrational reasons for his purchasing behavior. In practice, informal interviews are used in qualitative research. Non-formalized interviews are individual and group.

conducted with the respondent one-on-one in the form of a dialogue, while the respondent has the opportunity to express detailed judgments on the problem under study. It is possible to single out such forms of conducting individual non-formalized interviews as in-depth interviews and hall tests.

In-depth interviews are a series of individual interviews on a given topic, conducted according to a discussion guide. The interview is conducted by a specially trained highly qualified interviewer who is well versed in the topic, owns the technique and psychological methods of conducting a conversation. Each interview lasts 15-30 minutes and is accompanied by the active participation of the respondent - he lays out cards, draws, writes, etc. In-depth interviews, unlike structured interviews used in quantitative surveys, allow you to penetrate deeper into the psychology of the respondent and better understand his point of view, behavior, attitudes, stereotypes, etc. In-depth interviews, although time consuming (compared to focus groups), are very useful in situations where the atmosphere of a group discussion is undesirable. This may be necessary when studying individual problems and situations that are not usually discussed in a wide circle, or when individual points of view may differ sharply from socially approved behavior - for example, when discussing issues of gender relations, sex, certain diseases, hidden political beliefs, etc. .P. In-depth interviews are used when testing and developing initial advertising developments (creative ideas) when it is required to get direct, individual associations, reactions and perceptions - without looking at the group. At the same time, the combination of the method of in-depth interviews and focus groups with the same respondents is optimal. And, finally, in-depth interviews are indispensable when conducting qualitative research, when the characteristics of the target group make it impossible to collect respondents in a focus group - i.e. at one time in one place for 2-3 hours. For example, when it comes to busy businessmen, wealthy citizens, narrow professional groups, etc.

are a series of individual interviews on a given topic, conducted according to a discussion guide. The interview is conducted by a specially trained highly qualified interviewer who is well versed in the topic, owns the technique and psychological methods of conducting a conversation. Each interview lasts 15-30 minutes and is accompanied by the active participation of the respondent - he lays out cards, draws, writes, etc. In-depth interviews, unlike structured interviews used in quantitative surveys, allow you to penetrate deeper into the psychology of the respondent and better understand his point of view, behavior, attitudes, stereotypes, etc. In-depth interviews, although time consuming (compared to focus groups), are very useful in situations where the atmosphere of a group discussion is undesirable. This may be necessary when studying individual problems and situations that are not usually discussed in a wide circle, or when individual points of view may differ sharply from socially approved behavior - for example, when discussing issues of gender relations, sex, certain diseases, hidden political beliefs, etc. .P. In-depth interviews are used when testing and developing initial advertising developments (creative ideas) when it is required to get direct, individual associations, reactions and perceptions - without looking at the group. At the same time, the combination of the method of in-depth interviews and focus groups with the same respondents is optimal. And, finally, in-depth interviews are indispensable when conducting qualitative research, when the characteristics of the target group make it impossible to collect respondents in a focus group - i.e. at one time in one place for 2-3 hours. For example, when it comes to busy businessmen, wealthy citizens, narrow professional groups, etc.

Hall tests are personal semi-formalized interviews in a special room. As a rule, premises are used in libraries, shops, halls of administrative buildings, etc. The respondent and the interviewer sit down at a table, and the interview takes place in a structured conversation mode. The need for a hall test is usually due to one of several reasons:

these are personal semi-formalized interviews in a special room. As a rule, premises are used in libraries, shops, halls of administrative buildings, etc. The respondent and the interviewer sit down at a table, and the interview takes place in a structured conversation mode. The need for a hall test is usually due to one of several reasons:

testing bulky samples that are inconvenient to carry around the apartment or there is no certainty that the apartment will be able to conduct an interview under normal conditions;

testing is limited to the number of samples;

use of special equipment (for example, TV-video) for demonstration of the tested material;

the interview is conducted in crowded places of potential respondents, but it is difficult and not suitable for talking “on your feet”.

Hall tests formally refer to quantitative methods for obtaining information. With qualitative methods, the hall test is related by the fact that information is obtained on a relatively small directed sample (from 100 to 400 people), as well as the fact that the respondent is asked to comment (explain) his behavior. To conduct a hall test, representatives of the target group (potential consumers) are invited to a room (“hall”) equipped for tasting goods and / or viewing advertising, where they are given the opportunity to demonstrate their reaction to the tested material and explain the reason for their choice. In the course of answering the questions of the questionnaire, the selection criteria, frequency and volume of consumption of brands of the studied product group are determined. The method is used to evaluate the consumer properties of a new product: taste, smell, appearance, etc. The method is also used when testing brand elements, packaging, audio and video clips, advertising messages (recognizability of an advertising message, memorability, reliability, persuasiveness, understanding of the primary and secondary ideas of advertising, slogan, etc.), etc.).

Group non-formalized interview (focused interview, focus - group) - is a group discussion of issues of interest to representatives of the target audience. The “focus” in such a group is on the subjective experience of people who give their understanding and explanation of a given topic, including all its nuances. The course of the conversation is controlled by the moderator according to a pre-developed plan and is recorded on videotape. As a rule, during the discussion, various projective techniques are used to find out the “real” attitude of consumers to the subject under study, obtaining much deeper and more detailed information than at the level of “ordinary” communication. Usually people do not think specifically about the issues that are discussed in the group, or do not have the opportunity to compare their opinions with the opinions of other people. During the focus group, respondents are asked not only to rate something according to the “like or dislike” principle, but also to explain their point of view. And the subsequent qualified analysis of the results obtained allows us to understand the psychological mechanisms of the formation of one or another opinion of the group members. The main disadvantage of this method is the biased nature of the results. In other words, the results of focused interviews cannot be expressed in numerical terms, for further extrapolation to the general population of research objects. Therefore, in practice, the focus group technique is used in combination with quantitative research methods.

is a group discussion of issues of interest to representatives of the target audience. The “focus” in such a group is on the subjective experience of people who give their understanding and explanation of a given topic, including all its nuances. The course of the conversation is controlled by the moderator according to a pre-developed plan and is recorded on videotape. As a rule, during the discussion, various projective techniques are used to find out the “real” attitude of consumers to the subject under study, obtaining much deeper and more detailed information than at the level of “ordinary” communication. Usually people do not think specifically about the issues that are discussed in the group, or do not have the opportunity to compare their opinions with the opinions of other people. During the focus group, respondents are asked not only to rate something according to the “like or dislike” principle, but also to explain their point of view. And the subsequent qualified analysis of the results obtained allows us to understand the psychological mechanisms of the formation of one or another opinion of the group members. The main disadvantage of this method is the biased nature of the results. In other words, the results of focused interviews cannot be expressed in numerical terms, for further extrapolation to the general population of research objects. Therefore, in practice, the focus group technique is used in combination with quantitative research methods.

is a form of marketing research, with the help of which a systematic, systematic study of the behavior of an object or subject is carried out. Observation, unlike polling, does not depend on the readiness of the observed object to report information. Observation is the process of collecting and recording events or special moments associated with the behavior of the object being studied, open or hidden from the observed. The subject of observations can be the properties and behavior of individuals; movement of things, goods, etc. The disadvantage of observations is the impossibility of revealing the opinions, ideas, knowledge of people. Therefore, in practice, observations are usually used in conjunction with other research methods.

An experiment is a study of the influence of one factor on another while controlling for extraneous factors. Experiments are divided into laboratory, taking place in an artificial environment (product test), and field, taking place in real conditions (market test). The main disadvantages of this method are the significant cost and duration, which significantly limits the use of this method in practical research.

This is a study of the influence of one factor on another while controlling for extraneous factors. Experiments are divided into laboratory, taking place in an artificial environment (product test), and field, taking place in real conditions (market test). The main disadvantages of this method are the significant cost and duration, which significantly limits the use of this method in practical research.

A panel is a repeated collection of data from one group of respondents at regular intervals. Thus, the panel is a kind of continuous sampling. It allows you to fix changes in the observed values, characteristics. A panel survey is used to study the opinions of consumers of a certain group over a certain period of time, when their needs, habits, tastes, complaints are determined. The disadvantages of using panels are: the “mortality” of the panel, which is manifested in the gradual refusal of participants to cooperate or the transition to another consumer category, and the “panel effect”, which consists in the conscious or unconscious change in the behavior of participants who are under long-term control.

This is a repeated collection of data from one group of respondents at regular intervals. Thus, the panel is a kind of continuous sampling. It allows you to fix changes in the observed values, characteristics. A panel survey is used to study the opinions of consumers of a certain group over a certain period of time, when their needs, habits, tastes, complaints are determined. The disadvantages of using panels are: the “mortality” of the panel, which is manifested in the gradual refusal of participants to cooperate or the transition to another consumer category, and the “panel effect”, which consists in the conscious or unconscious change in the behavior of participants who are under long-term control.

An expert assessment is an assessment of the processes under study by qualified specialists - experts. Such an assessment is especially necessary when it is impossible to obtain unmediated information about any process or phenomenon. In practice, to conduct expert assessments, the delphi method, the brainstorming method and the synectics method are most often used.

This is an assessment of the processes under study by qualified specialists - experts. Such an assessment is especially necessary when it is impossible to obtain unmediated information about any process or phenomenon. In practice, to conduct expert assessments, the delphi method, the brainstorming method and the synectics method are most often used.

The Delphi method is a form of polling experts, in which their anonymous answers are collected over several rounds and, through familiarization with the intermediate results, they receive a group assessment of the process under study.

A form of survey of experts, in which their anonymous answers are collected over several rounds and, through familiarization with the intermediate results, they receive a group assessment of the process under study.

consists in uncontrolled generation and spontaneous interweaving of ideas by participants in a group discussion of a problem. On this basis, chains of associations arise that can lead to an unexpected solution to the problem.

Synectics is considered a highly creative method. The idea of the method lies in the gradual alienation of the original problem by building analogies with other areas of knowledge. After multistage analogies, a quick return to the original problem is made.

considered a highly creative method. The idea of the method lies in the gradual alienation of the original problem by building analogies with other areas of knowledge. After multistage analogies, a quick return to the original problem is made.

Analysis tools

Average

(arithmetic mean) - the quotient of dividing the sum of all attribute values by their number. It is defined as the sum of the values divided by their number. Describes a collection as a whole. Used only to characterize interval and ordinal scales.

Dispersion - a value equal to the average value of the square of deviations of individual values of features from the average. Used only to characterize interval and ordinal scales.

A value equal to the average value of the squared deviations of individual feature values from the average. Used only to characterize interval and ordinal scales.

The average linear deviation is a value equal to the average value of the module of deviations of individual values of features from the average. Used only to characterize interval and ordinal scales.

A value equal to the average value of the module of deviations of individual feature values from the average. Used only to characterize interval and ordinal scales.

Standard deviation - a value equal to the square root of the variance. This is a measure of the spread of the measured values. Used only to characterize interval and ordinal scales.

a value equal to the square root of the variance. This is a measure of the spread of the measured values. Used only to characterize interval and ordinal scales.

The coefficient of variation is the ratio of the standard deviation to the arithmetic mean. Used only to characterize metric scales.

the ratio of the standard deviation to the arithmetic mean. Used only to characterize metric scales.

The minimum value is the smallest value of the variable encountered in the data array.

is the smallest value of the variable encountered in the data array

The maximum value is the largest value of the variable encountered in the data array.

is the largest value of the variable encountered in the data array.

The value of the variable for that unit of the population, which is located in the middle of the ranked series of the frequency distribution. Cuts off half of the distribution row. Used only to characterize metric scales.

The upper quartile is the value of the feature that cuts off 3/4 of the distribution series. Used only to characterize metric scales.

The value of the feature that cuts off 3/4 of the distribution series. Used only to characterize metric scales.

The lower quartile is the value of the feature that cuts off 1/4 of the distribution series. Used only to characterize metric scales.

The value of the feature that cuts off 1/4 of the distribution series. Used only to characterize metric scales.

Mode is the most frequently occurring value of a variable, i.e. the value most likely to be encountered in the array.

The most frequently occurring value of a variable, i.e. the value most likely to be encountered in the array.

Frequency - the numerical value of the attribute (number of respondents' answers). Used for all kinds of scales.

Numerical value of the attribute (number of respondents' answers). Used for all kinds of scales.

Valid percentage - the proportion of the numerical value of the trait from the total population. Used for all kinds of scales.

The share of the numerical value of the trait in the total population. Used for all kinds of scales.

The second stage of processing and analyzing marketing research data is the description correlations between the studied variables. Correlation represents a measure of the dependence of variables. There are several correlation coefficients that indicate the closeness of the relationship between the variables under study. Correlation coefficients vary from +1 to -1. If the correlation coefficient is -1, then the variables have a strict negative dependence (the higher, the lower), if the correlation coefficient is +1, then the variables have a strict positive dependence (the higher, the higher). It should be noted that if the coefficient is zero, then there is no relationship between the variables. Among the most famous and commonly used correlation coefficients are:

Pearson correlation coefficient

Spearman's correlation coefficient

Cramer's correlation coefficient

Correlation coefficient Phi.

performed using correlation, variance or factor analysis. As a result of the analysis of the data, the proposed hypothesis is confirmed or rejected, which in any case indicates the result obtained.

Conjoint analysis An analysis method that evaluates and compares product attributes to identify those that have the greatest impact on purchasing decisions. The “Conjoint analysis” method is the best technique for measuring the importance of a particular factor because it forces the respondent to think not about what is important, but only about his preference. The advantage of the method is the ability to identify latent factors that affect consumer behavior. Using this method, you can select the optimal combination of product properties, leaving the product in an acceptable price category.

An analysis method for evaluating and comparing product attributes in order to identify those that have the greatest impact on purchasing decisions. The “Conjoint analysis” method is the best technique for measuring the importance of a particular factor because it forces the respondent to think not about what is important, but only about his preference. The advantage of the method is the ability to identify latent factors that affect consumer behavior. Using this method, you can select the optimal combination of product properties, leaving the product in an acceptable price category.

This is a set of methods that allow classifying multidimensional observations, each of which is described by a certain set of variables. The purpose of cluster analysis is the formation of groups of objects similar to each other, which are commonly called clusters. With the help of cluster analysis, it is possible to segment the market (for example, identifying priority consumer groups). The application of clustering methods to sharding is based on the following assumptions. First, it is believed that by the values of the variables that describe the properties of consumers, it is possible to distinguish groups of similar consumers. Secondly, it is believed that the best marketing results for product promotion can be achieved in the selected segment. It is believed that more significant for the marketing result, the grouping of consumers into a group, taking into account measures of proximity to each other. To substantiate these assumptions, the method of dispersion analysis is used.

Dispersion analysis. With the help of analysis of variance, we investigate influence one or more independent variables to one dependent variable or to several dependent variables. A method of statistical analysis that allows you to determine the reliability of the hypothesis about differences in the average values based on a comparison of the variances (deviations) of distributions (for example, you can test the hypothesis about the differences between two groups of consumers identified using clustering). Unlike correlation analysis, analysis of variance does not make it possible to assess the closeness of the relationship between variables.

With the help of analysis of variance, one or more independent variables are examined for one dependent variable or for several dependent variables. A method of statistical analysis that allows you to determine the reliability of the hypothesis about differences in the average values based on a comparison of the variances (deviations) of distributions (for example, you can test the hypothesis about the differences between two groups of consumers identified using clustering). Unlike correlation analysis, analysis of variance does not make it possible to assess the closeness of the relationship between variables.

Statistical method for establishing the relationship between independent and dependent variables. Regression analysis based on the constructed regression equation determines the contribution of each independent variable to the change in the studied (predicted) dependent variable. Often used in marketing to forecast demand.

A set of methods that, on the basis of real-life relationships of features (or objects), make it possible to identify latent (or hidden) generalizing characteristics of the phenomena and processes under study. The main goals of factor analysis are to reduce the number of variables and determine the structure of relationships between variables, that is, the classification of variables. When reducing the number of variables, the final variable includes the most significant features of the combined variables. Classification implies the selection of several new factors from variables related to each other. In marketing, this method is used in connection with the deepening of the analysis of consumer behavior, the development of psychographics, etc. tasks in which it is necessary to identify clearly unobservable factors.

The results of field studies are significant arrays of variables that are quite difficult to process by a “manual method”. Today, in the arsenal of researchers there are many software packages that allow you to optimize and simplify the analysis procedure. The most widely used packages are Vortex, SPSS, Statistica .

The "VORTEX" program is intended for:

input of primary information collected in the course of applied marketing or sociological research;

processing and analysis of this information;

presentation of the results of the analysis in the form of tables, texts, graphs and diagrams with the possibility of transferring them to Microsoft Word and other Windows/NT applications.

Information analysis capabilities:

The Vortex program allows you to produce descriptive statistics of the variables under study (calculation of statistical indicators: mean, mode, median, quartiles, variance, standard deviation, coefficient of variation, skew, kurtosis, etc.);

Allows segmentation of consumers according to several characteristics, as well as a description of selected target groups (selection of contexts - sub-arrays of documents for in-depth analysis, for example, only men or only respondents aged 20-25 years).

Using the Vortex program, you can carry out a correlation analysis that allows you to identify the dependencies of the studied factors that affect the marketing result (calculation for two-dimensional distribution tables of Pearson, Gamma, Lambda, Cramer, Yule, Fisher correlation coefficients, X-square criteria, Student, determination of statistical significance) .

SPSS for Windows is a modular, fully integrated, all-in-one software product designed for all phases of the analytical process: planning, data collection, data access and management, analysis, reporting, and dissemination of results. SPSS for Windows is the best software for solving business problems and research problems using statistical methods.

It is a modular, fully integrated, fully featured software product designed for all stages of the analytical process: planning, data collection, data access and data management, analysis, reporting and dissemination of results. SPSS for Windows is the best software for solving business problems and research problems using statistical methods.

SPSS software allows for frequency analysis, descriptive statistics, correlation analysis, analysis of variance, cluster analysis, factor analysis, and regression analysis.

Using the analytical capabilities of SPSS, you can get the following data:

The most profitable market segments;

Strategies for positioning goods / services relative to similar goods / services of competitors;

Evaluation of the quality of goods / services by customers;

Prospects for development, new opportunities for growth;

Confirmation or refutation of research hypotheses.

is a universal integrated system designed for statistical analysis and data visualization, database management and development of custom applications, containing a wide range of analysis procedures for use in scientific research, technology, and business.

Statistica is a modern statistical analysis package that implements all the latest computer and mathematical methods of data analysis. The experience of many people who successfully work with the package indicates that the ability to access new, non-traditional methods of data analysis (and statistics provides such opportunities to the fullest) helps to find new ways to test working hypotheses and explore data.

The Statistica software allows you to carry out the following statistical data processing procedures:

Descriptive statistics;

Analysis of multidimensional tables;
-1

After determining the type of information required, the methods of data collection should be selected. Compared to primary data, secondary data is much easier to collect. When it comes to collecting data within the organization, it comes from company reports, from conversations with sales and other executives and employees, and from the marketing information system.

Qualitative methods for collecting information. Qualitative research involves collecting, analyzing and interpreting data by observing what people do and say.

1. In-depth interview (focus group)

The focus group method is designed to obtain various marketing information from a group, usually existing or potential consumers, who, on the basis of a free discussion under the guidance of a moderator, discuss the questions posed to them.

Usually the work of the group is recorded using audio and video equipment, and its results can be the basis for quantitative research, for example, through a survey.

The optimal focus group size ranges from 8 to 12 people.

2. Individual interview - an interview in which only the correspondent (psychologist) and the respondent (subject) participate.

3. Projection methods.

When using projection methods, respondents are placed in certain simulated situations in the hope that the respondents will express such information about themselves, which which cannot be obtained by conducting a direct survey, for example, regarding the consumption of drugs, alcohol, receiving tips, etc. The following specific projection methods can be distinguished: associative methods, sentence completion testing, illustration testing, role-playing, retrospective conversations and conversations based on creative imagination.

4. Observation in marketing research is a method of collecting primary marketing information about the studied object by observing selected groups of people, actions and situations . Observation in marketing research can be directed towards achieving various goals. It can be used as a source of information for constructing hypotheses, serve to verify data obtained by other methods, with its help you can extract additional information about the studied object.

Observation is a very laborious method. Drawing up the results of observations sometimes takes twice as long as the observation itself.

Due to the nature of the environment, observation can be field, which means that the processes take place in a natural setting (in the store, in the shop windows), or laboratory, i.e. held in an artificially created situation. The results of observations are recorded using audio or video equipment, in notepads, etc.

5. Simulation- this is a research method in which the system under study is replaced by a model that describes the real system with sufficient accuracy and experiments are carried out with it in order to obtain information about this system. Experimenting with a model is called imitation (imitation is the comprehension of the essence of a phenomenon without resorting to experiments on a real object).

Simulation is a special case mathematical modeling

A simulation model is a logical and mathematical description of an object that can be used for experimentation on a computer in order to design, analyze and evaluate the functioning of an object.

Quantitative methods for collecting information. Quantitative studies are usually identified with the conduct of various surveys based on the use of structured closed-ended questions, to which the answers indicates a large number of respondents.

1. Oppoc consists in collecting primary information by directly asking people questions regarding their level of knowledge, attitudes towards the product, preferences and purchasing behavior. A poll can be of a structured and unstructured character; in the first case, all respondents answer the same questions, in the second, the interviewer asks questions depending on the answers received.

Personal survey can be conducted using a questionnaire given to the respondent. It is important to establish a representative sample here. A quiz is also possible. Poll by phone takes less time and is relatively inexpensive. The answers are short, but not answering can be a problem here. Confirmation of access to the desired person is required. Some people do not have a telephone or their numbers are not listed in the directory.

This problem can be overcome by using random dialers. Poll by mail can provide access to a dispersed population, has no bias from the interviewer's personality, and is relatively cheap. The main problems here are: refusal or delay in responses, as well as the involvement of the wrong people. The choice of method depends on the goals and needs of a particular research project.

2. Experiment - study of the influence of one factor on another with simultaneous control of external factors.

The main advantage of the experiment is that it allows you to see the cause and effect (for example, a new package increases sales), its structure and behavior are systematized. The main disadvantages are high costs, contrived conditions and the inability to control all parameters of the marketing plan or all the factors that affect it.

3. Physiological and mechanical measurements.

Physiological measurements based on the study of respondents' involuntary reactions to marketing stimuli. When carrying out such measurements, special equipment is used - for example, the expansion and movement of pupils is recorded when studying certain goods, pictures, etc. However, this technique is unusual in nature, so it can make respondents nervous, and its use does not make it possible to separate positive reactions from negative ones.

Physiological measurements for these reasons are rarely used in marketing research.

In mechanical measurements, the use of instruments is more functional and convenient than personal observation. For example, studying the preferences of family members in relation to television programs is much easier to do with an audiometer.

Information collection methods

marketing information collection purchasing

Marketing research is the process of collecting data that characterizes any market process or phenomenon and is intended to meet the information and analytical needs of marketing. The search and collection of information on the problem under study is one of the most time-consuming and costly stages of any marketing research. Depending on the sources of information used, studies are divided into:

office;

field.

Desk research - search, collection and analysis of already existing secondary information ("desk research"). Secondary information is data collected previously for purposes other than those currently being addressed.

The study of inside information should be the starting point in the search and collection of secondary data. Most companies have a significant amount of stored internal information, some of which is readily available and ready for immediate use, such as sales and pricing data that is regularly recorded in accounting records. Information of another type is not systematized and needs to be improved, but it can be quickly and easily collected and prepared for use.

Sources for obtaining current external information can be of a very different nature; formal and informal procedures are used to collect it. Similar information is obtained by studying books, newspapers, trade publications; as a result of conversations with customers, suppliers, distributors and other persons external to the organization who should be effectively motivated to collect necessary information; based on conversations with other managers and employees, such as employees of the sales services of this organization; by conducting industrial and commercial espionage (although foreign books write a lot about the ethical problems of marketing research).

In the case of secondary marketing, methods of searching the Internet for the necessary information are also used. The main search tools today are search engines and directories. In some cases, when their use does not give a sufficient effect, a "manual" search is used on thematic sites, "yellow pages" and a number of other resources. One of the main aspects of conducting secondary market research using the Internet is the search for sources of information. Hundreds of millions of sites on the Web today make the task quite difficult. .

The main advantages of working with secondary information are: low cost of work, since there is no need to collect new data; speed of information gathering; the presence of several sources of information; relative reliability of information from independent sources; possibility of preliminary analysis of the problem. The obvious disadvantages of working with secondary information are: frequent inconsistency of secondary data with the objectives of the study, due to the general nature of the latter; information is often outdated; the methodology and tools used to collect the data may not be appropriate for the purposes of this study. In this regard, desk research is often supplemented by several parallel expert interviews to increase the validity of information.

Depending on the tools (methods) used for collecting field (primary) information, research can be divided into:

· quantitative;

· quality .

Quantitative research consists of conducting various surveys using closed questions, which are answered by a large number of respondents. Qualitative research involves the collection, analysis, and interpretation of data by observing what people do and say. Observations and inferences are qualitative and non-standard.

Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Qualitative data is collected to learn more about things that cannot be directly measured or observed. Feelings, thoughts, intentions, past actions are just a few examples of information that can be obtained through qualitative information gathering methods. These methods are also used to identify possible methodological shortcomings of the research project, to clarify those points that remained unclear when formulating the problem. In some cases, obtaining information from respondents using fully structured or formal methods may not be desirable or possible. In such situations, qualitative data collection methods come into play. Often, the practical implementation of marketing research requires an integrated approach - the joint use of quantitative and qualitative methods.

In order to collect qualitative data, exploratory marketing research is used, which involves the use of qualitative research methods. Qualitative research methods are divided into direct and indirect, depending on whether the respondent knows the true purpose of the research. The direct approach is not masked by the researcher. Respondents are told about the purpose of the study or it becomes obvious from the questions asked. This method finds its application in focus groups and in-depth interviews. In contrast, the indirect approach hides the true purpose of the study from the respondents. .

A focus group is an unstructured interview that a specially trained facilitator takes casually from a small group of respondents. The facilitator directs the discussion. The main purpose of conducting focus groups is to get an idea of what a group of people representing a specific target market thinks about the problems of interest to the researcher. The value of this method lies in the fact that the free nature of the conversation often allows you to get unexpected information. Usually the number of its participants ranges from 8 to 12 people. The focus group should be homogeneous in terms of the demographic and socio-economic characteristics of its participants, which reduces the conflict between them. In addition, it is necessary that all participants meet certain criteria. People who took part in such focus groups, the so-called "professional respondents", are not involved in the discussion. The course of the interview is recorded throughout the discussion, often on videotape for later review, re-recording and analysis.

Focus groups are used in almost all cases when it is necessary to obtain a preliminary conclusion about a situation. Focus groups allow you to address the following questions:

Determination of customer preferences and their attitudes towards this product.

Obtaining opinions on new product ideas.

Presentation of new ideas for existing products.

opinions about the price.

Obtaining a preliminary consumer reaction to certain marketing programs.

Depth interview - An unstructured, direct, personal interview in which a single respondent is interviewed by a highly qualified interviewer to determine their underlying motivations, emotions, attitudes, and beliefs on a particular topic. An in-depth interview can last from 30 minutes to over an hour.

The following three methods of conducting in-depth interviews are popular with researchers: the ladder method, the method of clarifying hidden problems, and symbolic analysis.

Laddering method is characterized by consistent questioning. First, they ask about the characteristics of the product, and then move on to the characteristics of the user himself. This method allows the researcher to determine the meanings that consumers associate with any item or issue.

When clarifying hidden issues (hidden issue questioning), the main thing is not social values, but rather personal "sore spots"; not a way of life in general, but deep personal experiences and anxiety of a person.

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites. In order to understand what is actually hidden behind this or that phenomenon, the researcher tries to determine what is not characteristic of this phenomenon. The logical opposites of the researched product are the non-use of this product, the signs of an imaginary "anti-product" and the types of products that are opposite in properties.

Benefits of in-depth interviews:

1) allow you to better understand the inner experiences of people. In addition, with their help, the author of the answer is clearly visible.

2) involves the free exchange of information.

Disadvantages of in-depth interviews

1) Qualified facilitators and interviewers are expensive and hard to find.

2) Due to the lack of a specific structure for conducting a survey, the interviewer can influence the results of the survey, and the quality and reliability of the data obtained depend entirely on the skills of the interviewer. It is difficult to analyze these data and draw appropriate conclusions from them without using the services of qualified psychologists.

3) Taking into account the duration of the interview and the costs associated with it, it can be said that the number of in-depth interviews in the project will be small. Despite these inconveniences, in-depth interviews somehow find their use.

Basically, in-depth interviews are used to conduct exploratory research, seeking to gain understanding of the problem. However, in-depth interviews in marketing research are not used as often. Nevertheless this method can be effectively applied in special problematic situations.

The projective technique is an unstructured, indirect form of questioning that encourages respondents to express (to the interviewer) their ulterior motives, beliefs, attitudes, or feelings about the issue being discussed, i.e. how to extract them from the depths of consciousness, demonstrating (projecting) to the researcher. Projection methods are divided into:

· Associative methods. When using them, a person is shown an object, and then he is asked to say about it what first comes to mind. The most famous of them is the method of word associations, when the respondent is shown one word from the list, and he must choose the word that comes to mind first.

· Ways to complete the situation. In the methods of completing the situation, the respondent is asked to come up with an end to the invented situation. Usually in marketing research use methods where the respondent is required to complete sentences or come up with an ending to a story.

· Situation construction methods. This group of methods is closely related to the situation completion methods. Situation construction methods require the respondent to come up with a story, dialogue, or description of the situation. There are two main methods of constructing a situation: answer by drawings and animation tests. The picture response method is somewhat similar to the thematic conscious perception test, which consists of a series of pictures depicting ordinary and not-so-ordinary things. The respondent is asked to come up with stories about what is shown in the pictures. By the way the respondent perceives the material depicted in the figures, his individuality is determined. In the animation tests, the drawings depict cartoon characters who find themselves in different situations related to the problem under study. Respondents are asked to come up with a character's response to another character's comments. In the answers of the respondents, you can find out their emotions, beliefs and attitude to the situation.

· Expressive methods. Within the framework of expressive methods, a specific situation is presented to the respondent in oral or visual form. He is required to express the feelings and emotions that others experience in this situation. The two main expressive methods are the role play and the third person method.

At role play(role playing) respondents are asked to be in the role of another person and imagine how he will behave in a given situation. third party method. For the third-person technique, it is typical that the respondent is verbally or visually presented with a situation for consideration. He, in turn, must determine what the third person is thinking about in this situation.

Projection methods have one major advantage over the unstructured direct method of qualitative research (focus groups and in-depth interviews): they provide answers that respondents would not give if they knew the purpose of the research. Projective unstructured direct research methods have a number of weaknesses. Thus, well-trained interviewers are needed to use them. The answers are analyzed by qualified analysts, whose services cost a lot. In addition, they should not be prejudiced. With the exception of the word association method, all other methods provide for an incomplete ending, which complicates the analysis and processing of the received data.

Projective methods are used less frequently than unstructured direct methods. An exception, perhaps, is the method of word associations, which is used to check the names of brands, and sometimes to find out the attitude of the consumer towards certain products, trademarks, service packages and advertisements. .

descriptive research. Quantitative research is usually identified with the conduct of various surveys based on the use of structured closed questions, which are answered by a large number of respondents. Characteristic features such studies are: a clearly defined format of the collected data and sources of their receipt, the processing of the collected data is carried out using ordered procedures, mostly quantitative in nature.

The survey method is based on obtaining information from respondents who answer the questions they are asked. As a rule, questions are structured, i.e. some standardization of the process of collecting information is expected. In a structured data collection, a formalized questionnaire is developed and questions are asked in a predetermined order. This method of questioning is also called direct.

The survey method has a number of advantages. First, it is easy to carry out. Secondly, the answers received are reliable, since the number of given answer options is limited.

The disadvantages include that sometimes respondents are unwilling or unable to provide the required information. Respondents will not want to answer if the requested information is personal or touches their feelings. In addition, responses to standardized and multiple-choice questions may be unreliable for certain data, such as those related to emotions and beliefs.

The survey can be conducted: by phone, in person, by mail, using the Internet. Telephone interviews can be divided into traditional telephone interviews and Computer-Assisted Telephone Interviews (CATI). Personal surveys can be conducted at home, in a department store, or computer-assisted surveys.

Observation methods are the second group of methods used in descriptive research. Observation (observation) is the process of registering patterns of behavior of people and objects, options for the development of events on a systematic basis to obtain information of interest. The observer does not question or make contact with the people whose behavior he observes. Information may be recorded directly in the course of events, or it may be obtained from records of past events. Observation can be structured or unstructured, direct or indirect. In addition, it can be carried out in a natural or artificially created setting.

In structured observation, the observer predetermines in detail the object of observation and methods for evaluating the results of observation, for example, an auditor conducting an inventory of stocks in a store.

In unstructured observation, the observer records all aspects of the object that, from his point of view, may be relevant to the subject of study, for example, observing children playing with new toys. In unstructured observation, the possibility of distorting the results of observation is high. For this reason, the results of the observation are treated as a hypothesis and are subject to subsequent verification, in contrast to the results of the final study.

In covert surveillance, respondents do not know that they have become the object of surveillance. Covert surveillance allows respondents to behave naturally; people tend to change their behavior if they know they are being watched. In open observation, respondents know that they are being observed.

Observation in natural conditions (natural observation) is carried out in a familiar environment for the object of observation. In contrieved observation, the respondent may be observed in an artificial setting, such as the kitchen at a testing center. The advantage of observation in natural conditions is that the behavior of the observed object is closer to the behavior of real consumers. The disadvantage is the expectation of the situation necessary for observation and the complexity of measuring and assessing the behavior of the object of observation in natural conditions.

Causal marketing research. Under the experiment (experiment) refers to the implementation by the researcher of a controlled process of changing one or more independent variables to measure their impact on one or more dependent variables while excluding the influence of extraneous factors. The purpose of research conducted with the help of an experiment is, as a rule, to establish cause-and-effect relationships between marketing factors and the behavior of the objects under study.

When conducting an experiment, the researcher sets himself two goals: to obtain correct conclusions about the influence of the independent variable on the analyzed set of observation units and, on this basis, to draw reliable conclusions regarding the entire general population. The first goal is associated with the concept of internal reliability, the second - with the concept of external reliability.

1) Internal validity is determined by whether a change in the independent variable actually caused the observed change in the dependent variable. Thus, internal validity is determined by whether the observed change in the dependent factors could have been caused by factors other than the independent ones. If the observed changes are caused or distorted by extraneous factors, then it is difficult to make a reliable conclusion about the existence of a causal relationship between independent and dependent ones.

2) External validity (external validity) is associated with the possibility of generalizing the cause-and-effect relationship identified during the experiment. In other words, can the conclusions drawn from the experiment be extended to a wider range of elements, and, if so, to which population groups, populations, periods, independent and dependent variables. The danger of violating the external reliability of the experiment arises when the conditions for conducting the experiment do not cover any significant factors that take place in reality.

It is highly desirable to have an experimental design that provides for the requirements of both internal and external validity, but in practical marketing research, as a rule, one has to deviate from the requirements of one of them in order to achieve the other. To ensure control over extraneous factors, the researcher is forced to conduct an experiment in artificial (laboratory) conditions. This allows for internal validity, but limits the ability to generalize the results, thereby violating external validity. Factors that violate internal validity may also violate external validity; the most significant of them are extraneous factors.

The advantages of this method include, first of all, its objective nature and the possibility of establishing causal relationships between marketing factors and the behavior of the objects under study. The disadvantages of this method are the difficulty to control all marketing factors in natural conditions, on the one hand, and the difficulty of reproducing the normal behavior of a socio-economic object in laboratory conditions, on the other hand. In addition, the experiment is associated, as a rule, with much greater costs than observation, and especially when it is necessary to study several marketing factors. Therefore, in practice, this method is used relatively rarely and, above all, in cases where it is required to a high degree reliability to establish the nature of cause-and-effect relationships between marketing factors and the behavior of the object under study.

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Methods and means of collecting information. The process of selecting, searching, collecting and analyzing the necessary marketing information

Information collection methods

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