Market research

A market research is a whole of techniques which make it possible to include/understand, measure and analyze the behaviors, the appreciations, the needs and waitings of a definite Population.

The studies use Techniques quantitative such as the Sondage, the panels, and of the qualitative techniques such as the individualized talks, the meetings of groups. They are accompanied sometimes by information retrievals (compilation and analyzes existing sources).

Information to collect near the people to question can be obtained by several methods: with investigators (vis-a-vis vis-a-vis residence or in room, telephone), in way managed car (questionnaire on paper or questionnaire by Internet).

Various categories of studies:

Ad hoc Study : specific study carried out for only one applicant. Often realized by a consultancy.
Bus : periodic study, carried out by a consultancy for several customers. Each customer buys one or more question (S). The number of customers makes it possible to thus divide the fixed costs and less expensive for the customers.
Panel: periodic study carried out each week, month or year for the account of several customers. The questions are identical of an investigation to another.
Barometers: mini panel
Gone test: specific study for the account of one only customer. One records effective purchases for one period in a delimited zone.
Studies Multi-customer: sectoral market research marketed simultaneously near several customers. These studies make it possible to have thorough sector analyzes for a modest budget.

An information source not to be neglected is at the level " terrain" : increase of the business services, SAV, complaints…

Internal bond

Market research 2.0

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