Methods for obtaining primary marketing information. Methods of collecting primary information in marketing. What is marketing research

Obtaining primary information is a kind of marketing aerobatics. This is especially true for the conditions in our country, where it is extremely difficult to get access to company and industry information, there is no developed marketing infrastructure, a marketing culture has not been instilled, and the vast majority of industrial and commercial enterprises have not gained experience in using marketing.

There are three methods of obtaining primary information: observation, experiment and survey.

• 1. Method of observation. One of the simplest and cheapest research methods carried out in real conditions. This method is used when the observer wants to minimize his influence on the respondent. Observation is a descriptive study in which the actions of the respondent are monitored without direct contact with him. In such a study, mechanical or electronic means such as a scanner and sensors may be involved. Removal of information takes place in natural conditions, and there is no subjective distortion of it (this applies to the consumer). For example, it can be used to evaluate the age and sex composition of visitors to shops, cultural institutions, the frequency and range of purchased goods.
• 2. Method of experiment. It is a research method used to quantify causal relationships. When conducting an experiment, the researcher changes one or more variable parameters and at the same time observes how this change affects another dependent parameter. Allows you to identify the real reaction of potential consumers or other groups of people to certain factors or their changes. There are two types of experiments:
  • · Artificial simulation of the situation of a laboratory experiment;
  • ・Experiment in real market conditions as part of a field study.

The topics of laboratory experiments can be very diverse. This includes comparative testing of the quality of goods, and studies of the influence of brands and brand names on consumer choice, price tests, advertising testing, etc. A laboratory experiment is usually carried out in special laboratories that are equipped with necessary equipment. For example, video equipment is used to determine consumer reaction. Known examples of the creation of special devices connected to computer systems and providing tracking of the direction of the buyer's gaze when viewing an object (packaging, storefront, etc.).

Field experiments are carried out directly in market conditions. Such studies include:

• · Trial sales of goods to various target groups of consumers in order to identify the degree of perception of quality, price, packaging;
• · Evaluation of advertising effectiveness in different regions;
• Evaluation of the effectiveness of the presentation of goods to the market (placement on retail space, presentations, etc.).

The undoubted advantage of this method is the possibility of minimizing errors during large-scale actions in the market. The disadvantages include high cost research and designation of the direction of their actions in front of competitors.

3. Poll. The most universal, effective and widespread research method. When conducting a survey, the interviewer turns to the respondents in order to find out facts, opinions and sentiments through direct or telephone communication, or through questionnaires. Distinguish:

Questionnaire. This is not just a list of questions, but a very subtle and flexible tool that requires careful study.

Interview. Typically, interviews are conducted at the exploratory research stage. The fact is that the researcher does not always fully understand the features of the problem he is investigating. Therefore, before proceeding to the collection of statistical data on the market, it is necessary to outline the range of the most significant issues.

An individual interview is a survey of experts in a particular field, which is mostly unstructured (in the form of open-ended questions). If the problem is sufficiently formalized, then the survey can be held on closed questions for expert evaluation of problems.

Simple interviews are a survey of respondents according to a pre-compiled scenario. Such interviews do not provide for any analytical conclusions directly during the conversation and adjustment of the interview plan. The main task of the interviewer is to establish and maintain communicative contact with the respondent.

In-Depth Interviews- a more complex method of conducting an interview, which provides for a more active participation of the interviewer in the conversation. In-depth interview scenarios should be based on branched marketing models, and a qualified specialist should act as an interviewer.

A focus group is a group consisting of 6 to 15 people with certain characteristics that ensure representativeness, carrying out a qualitative analysis of the subject of discussion under the guidance of a specially trained facilitator.

telephone survey. The simplest means of collecting information as soon as possible. It is cheap and convenient, during a telephone interview the interviewer has the opportunity to clarify incomprehensible questions.

Post survey. A simple means of reaching out to individuals who either do not agree to a face-to-face meeting or do not want their answers to be unwittingly affected by the influence of the interviewer. The questionnaire sent by mail may contain a large number of questions. Disadvantages include unreliability postal items, violation of anonymity and a low percentage of receiving completed questionnaires.

The information obtained during the study (it includes a significant number of completed questionnaires, notes with observations and expert opinions) is subjected to a comprehensive analysis. For such an analysis, statistical methods and mathematical models based on modern computer technology are used.

Analysis- a set of procedures that allow drawing conclusions about the structure, properties of the object of analysis and the laws of its functioning. Marketing analysis methods can be combined into the following groups:

• · Heuristic methods - techniques and methods for solving problems and deducing evidence, based on the experience of solving similar problems in the past, the accumulation of experience, accounting for errors, expert knowledge, and intuition.
• · Formal methods - techniques and methods of analysis associated with the use of deterministic algorithms, procedures, etc. depending on the degree of "rigidity" and the predetermination of the steps of analysis, weakly formalized and strongly formalized methods. Weakly formalized methods are flexible, iterative algorithms and procedures that, at certain stages, may even include human intervention. Formalized (strongly, rigidly, completely formalized) are rigid algorithms, economic-mathematical, statistical and similar methods.
• · Combined methods - methods that use both heuristics and formalized procedures.
• · A bank of methods is a set of modern information processing techniques that allow performing arithmetic operations, graphic processing, statistical processing within the framework of a data collection and establishing the degree of their statistical reliability. Compilation and publication of the final report. Upon completion of the stage of processing and analysis of information, it is necessary to reflect the results obtained in the final report. A standard study report consists of the following sections:
  • 1) An introductory part containing a description of the situation, the essence of the problem and working hypotheses, the objectives of the study;
  • 2) Description of methods for obtaining information, formation of a target sample, as well as the timing of the study;
  • 3) Description of the results obtained using visual methods for presenting information;
  • 4) Conclusions and recommendations on the problem under study, which, as a rule, either confirm or refute the working hypothesis;
  • 5) Questionnaires, scenarios of experiments and focus groups, a form for conducting market observation, etc. can be presented in the annex to the report.

Presentation of the received information. This is a written summary of the results. Its volume directly depends on the scope of the study, the number and complexity of the problems under consideration and can range from several to one hundred pages. To process and analyze information, it is necessary to sort and present information in a standard way. There are the following types of information presentation: tabular view, graphic view, matrices, information scales.

Used to collect primary information following methods:

quantitative and qualitative surveys;

panel studies (a special kind of survey);

observation;

experiments;

expert assessments.

1. A survey is an appeal to respondents with questions, the answers to which are of interest to the researcher.

Depending on the nature of the information of interest to the researcher, all surveys are divided into quantitative and qualitative. .

Quantitative surveys in most cases are structured, i.e. all respondents answer the same questions and are based on obtaining information from a large number of respondents.

Depending on the method of communication with respondents, their divided into 4 types:

Telephone surveys.

Oral or personal interviews.

Post surveys (written).

Electronic Polls.

Quantitative survey methods are not mutually exclusive. Often they are used as complementary.

Qualitative survey methods involve the collection of information according to a special loosely structured or unstructured, free method (when the interviewer asks questions depending on the answers received) and are based on a small sample size.

Qualitative methods are focused on identifying underlying motives, rational and irrational reasons for the behavior of respondents, their perception of individual events or objects. Indispensable for exploratory research, when it is necessary to understand the causes of the phenomenon, to build hypotheses Qualitative survey methods are divided into indirect and direct. depending on whether the respondent knows the true purpose of the study.

The direct approach to research is not masked by the researcher. Respondents are told about the purpose of the study, or it becomes obvious from the questions asked (focus groups, in-depth interviews).

With an indirect approach, respondents are not informed about the objectives of the study (projection methods).

There are the following types of qualitative survey methods:

• a) a focus group is an unstructured personal interview that a specially trained moderator takes from a small group of respondents, formed in accordance with specified criteria.
• b) in-depth interview - an unstructured, direct, personal interview, during which the interviewer interviews one respondent in order to determine his main motivations, emotions, attitudes, beliefs and feelings on a particular topic. In other words, this is a face-to-face interview using the probing technique - asking questions.
• c) protocol analysis - the essence of the method is to place the respondent in a certain situation in which he must make a decision. In this case, the respondent must verbally describe all the facts and arguments that influenced his choice. All arguments and proposed actions are recorded by him in chronological order in the protocol.

The use of the method is advisable when analyzing decisions, the time for making which is either long (purchase of pre-selection goods) or too short (purchase of goods of impulsive demand);

• d) projection methods are unstructured indirect survey methods based on special techniques that encourage the respondent to express their hidden motives, beliefs, attitudes, feelings regarding the problem under discussion. When using projection methods, the respondent is placed in a certain simulated situation in the hope that he will express information about himself that cannot be obtained in any other way. Moreover, the more ambiguous the situation, the brighter emotions and more accurate information are expressed).
• 2. Panel research is a repeated collection of data in the same group of people at regular intervals, and usually the subject and topic of the study are constant.

The panel itself is a group of respondents, which is a representative sample of objects in the general population, which regularly provides the researcher with information. Information from respondents can be obtained different ways: through filling out questionnaires; interview; filling diaries, a combination of all methods.

Panel classification usually occurs on the basis of :

By time of existence panels are divided on the:

short-term(no more than a year);

long-term(up to five years).

According to the composition of respondents (units of population) in allocate:

consumer products aneli ( individuals or household)

trading panels(enterprises of wholesale and retail trade);

production (Industrial enterprises, institutions);

specialist panels(doctors and other professionals).

According to the nature of the problems under study, there are:

t traditional panels, which consist of respondents who are interviewed regularly with a certain frequency (they answer the same questions).

non-traditional panels are polled irregularly for different research purposes.

Panels use to solve the following tasks:

clarification of buying habits, rules for making a purchase, the main trends in consumer preferences;

identifying ongoing changes in the behavior of consumers (respondents) under the influence of the external environment.

3. Observation is the process of third-party registration by the researcher of patterns of behavior of subjects, certain processes and events that can be detected by the senses (the method is based on visual and auditory perception).

A characteristic feature of observation is that the researcher does not question or make contact with the people he is observing.

The subject of observation can be the properties and behavior of individuals (buyers, sellers, competitors) and features of processes (purchase of goods, use of devices, etc.).

According to the degree of standardization distinguish:

structured observation - the researcher determines in advance the object of observation, as well as methods for evaluating the results of observation.

unstructured observation provides for the registration of all events related to the object of observation, without their preliminary clarification. Registers everything that, from the point of view of the researcher, can be related to the subject of research.

According to the degree of openness of the process, there are:

hidden observation - respondents do not know that they have become the object of observation. At the same time, they behave in a natural way, they are not inclined to change their behavior.

open observation - respondents know that they are being observed. Experts disagree on the question of the extent to which the presence of an observer affects the behavior of the respondent.

By way of doing observations are:

personal observation - observation, in which the researcher personally registers all the events occurring with the object as they occur.

observation with the use of technical means - observation, during which the recording of the results is carried out by technical means.

Observation use when you need information:

directly during the process, events, for example, the process of choosing a product by the buyer;

in order to make a preliminary idea about the object (nothing is known at the beginning of the study);

to confirm data obtained using other methods, for example, during the survey, the respondent says one thing, but does another.

4. Experiment - a method of collecting primary information through the active intervention of the researcher in certain processes in order to establish the relationship between events.

The object of research is most often consumers, the subject of research is their reaction to marketing tools.

During the experiment, the researcher seeks to identify causal relationships between events, in other words, to determine how the independent variable affects the dependent. The independent variable is usually the elements of the marketing mix, the dependent variables are sales, profits, consumer attitudes, etc.

Experiment conditions:

only one independent variable is subject to change, the rest are fixed;

the external conditions of the experiment must be stable;

the period of the experiment should be sufficient to obtain reliable results.

Depending on the conditions of the experiments, they are classified into:

laboratory - experiments in artificially created conditions in accordance with the specified requirements;

field - experiments conducted in natural - real market conditions.

Experiments apply when it is necessary to justify marketing decisions on bringing new products to the market, on pricing, advertising messages, etc.

5. Expert assessments

Peer review is a method of collecting information based on interviews with people who are well versed in the subject of research, who express their individual or agreed opinion on a problem. Expert assessments are classified as heuristic methods, because they are based on the experience, knowledge and intuition of experts. Experts can be scientists, business leaders, wholesalers and retailers, sales managers, other specialists - librarians, doctors, etc. This method of collecting information is subjective, therefore, in order to obtain information of the required quality, it is important to attract independent, competent enough in the studied the problem of specialists. In order to reduce the risk of subjectivity in individual assessments, groups of experts are used to discuss different opinions and come to an agreement.

So, expert opinions can be based on the methods of individual expert analysis, collective interaction and mixed discussion.

Individual expert methods suggest individual work expert without interacting with other specialists. Within this group, the following methods of collecting information are distinguished:

Method of analytical notes suggests independent work an expert on the analysis of the problem, possible ways to solve it and the presentation of their findings in the form of an expert opinion. A variation of the method is, for example, commodity expertise.

Expert Interview Method consists in conducting a conversation with an expert in accordance with the objectives of the study.

Scenario Method used in predictive studies to describe a dynamic model of the future, which describes the possible course of events with an indication of the probabilities of their implementation. The script describes key factors environment (causal) that can affect the events under study, the ways of influence of these factors and the consequences of influence are indicated.

Collective expert methods provide for the work of an expert in a team. The most well-known methods of group expert assessments are the Delphi method and the " brainstorming».

Delphi method. The essence of the method lies in the fact that anonymous answers of experts to certain questions are collected over several stages and, through the acquaintance of experts with intermediate results, they receive a group assessment of the event of interest.

Brainstorming method» is considered more efficient than the Delphi method. It is usually used when discussing controversial issues on which there is a significant spread of expert opinions. It is sometimes referred to as the "idea generation" method.

The primary information collection system provides for special marketing research. Their purpose is to obtain additional data related to the solution of specific marketing tasks. It should be noted here that the creation of a system for collecting primary information is not always available to many small enterprises. In this case, they seek help from firms specializing in this type of work. This is much cheaper than maintaining your own staff of researchers at the enterprise. More large enterprises often they themselves are engaged in the collection of primary marketing information.

The main methods for collecting primary marketing data are:

Observation;

Experiment;

Simulation modeling.

The survey allows you to identify the system of preferences that the target market of consumers is guided by when choosing certain tourism products, evaluation of various forms of service, access to the services of various companies. This is the most common data collection method in marketing. It is used in approximately 90% of studies.

The survey is based on an oral or written appeal to consumers and employees of the company with questions, the content of which represents the research problem.

According to the degree of coverage of potential buyers, surveys can be continuous and selective.

Continuous research can be carried out, for example, among visitors to the company or its stand at exhibition events.

In practice, the number of potential customers is usually large, which makes it impossible to conduct continuous surveys. In this regard, sample surveys are most acceptable, the essence of which lies in the fact that a part of the entire studied population is surveyed, selected by special scientifically based methods. If the sample set sufficiently fully reflects the properties of the general population, it is called representative (representative).

A special role in marketing when conducting sample surveys is given to the method of so-called focus groups.

In marketing practice, two main forms of survey are used: questionnaires and interviews.

During the survey, the respondent himself answers the questions in writing in the presence of the interviewer or without him. According to the form of conducting it can be individual or group. In the latter case, a large number of people can be interviewed in a short time (for example, an enterprise team, a student group). Questioning can also be face-to-face and by correspondence. The most common form of the latter is the mail survey. In the most general view it consists in sending questionnaires and receiving answers to them by mail.

Interviewing as a form of survey involves personal communication with the interviewee, in which the interviewer himself asks questions and records the answers. According to the form of conducting, it can be direct (personal) and indirect (for example, by telephone).

Personal interviews allow you to implement flexible survey tactics, supplement the answers with the interviewer's observations. The reliability of the information received is quite high. The disadvantages include the high cost and duration, the likelihood of the interviewer influencing the opinions of the respondents, the need for special training of interviewers.

If necessary in as soon as possible get answers to the few and not difficult questions telephone interviews may be used. It is often used in the implementation of preliminary studies that provide information for subsequent personal interviews. The advantages of a telephone interview are speed and high efficiency (80-90% of respondents agree to answer the questions), as well as insignificant time and money costs. At the same time, the absence personal contact with the interviewee often complicates the work of the interviewer.

Thus, a survey as a method of obtaining primary marketing information can be carried out in various forms and varieties. Evaluation criteria for choosing one or another of them are given in Table 4.4.

A feature of the survey as a method of collecting primary marketing information is a rather high degree of refusal of respondents to participate in the study. There are two groups of reasons for failure. The first is connected with certain generalized feelings of suspicion and the desire not to allow anyone into your personal life. A certain category of people do not want to participate in any surveys. The second is determined by the specific circumstances of a particular survey. For example, some respondents are reluctant to discuss certain topics. The chosen form of the survey also affects the degree of willingness to participate in the survey. Thus, people find it more difficult to refuse to participate in a personal interview than in a mail survey. Usually, methods are used to stimulate the desire to take part in the study by providing small gifts (pens, key rings, lighters, promotional souvenirs, etc.).

The accuracy of the results of a survey conducted in any form depends to a large extent on the quality of the instrument (questionnaire or interview form).

A questionnaire (or questionnaire) is a system of questions united by a single research plan aimed at identifying the quantitative and qualitative characteristics of an object and subject of research.

There are a number of things to keep in mind when designing a questionnaire:

The effectiveness of the survey depends on what questions are asked, in what order, what possible answers are contained in them. All questions should be analyzed for their relevance and appropriateness;

The form of the question greatly influences the answer;

The questionnaire should be constructed in such a way that its clear internal logic can be seen.

There is always an introductory part on the first page of the questionnaire. It specifies who conducts the survey; What is the purpose of the survey? instructions for filling out the questionnaire are given. The introductory part should emphasize respect for the interviewees and make them willing to answer questions.

Further in the questionnaire are contact questions. Their task is to interest the interlocutor, introduce the problems under study, and conduct a “warm-up” of the respondents. These questions are relatively simple, easy to answer. They must convince the respondents that they can quite cope with the answers to the questions of the questionnaire. A contact question could be worded, for example, as follows: “Do you like to travel? ".

Each task must correspond to a block of basic questions, which can be divided into closed and open questions.

Closed questions require the choice of answers from the full set of options given in the questionnaire.

Open questions, unlike closed ones, do not contain hints, do not “impose” one or another option, but are designed to receive informal (non-standard) answers. In this case, the processing of the results seems to be more complicated. However, the formulation of open questions in a number of cases turns out to be preferable, since the possible discovery of an unexpected solution in this case is able to fully compensate for the costs.

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: “What characteristics of the services offered by the company most satisfied you? “The control question can be of the following type: “Have you used the services of the company? ". Comparing the answers to these questions gives information about the sincerity of the interviewee - It must be emphasized that Security Question should never follow a question for which he controls the answer. This is due to the fact that the respondent's answer to each subsequent question is influenced by the content and answer to the previous one.

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.

The survey ends with final questions. Their goal is to relieve the psychological stress of the respondent (for example, “Are you tired of our conversation?”). The last section of the questionnaire also includes questions to determine the 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 conducting marketing research, primary data can be obtained using the following methods of collecting information:

1. quantitative methods, which include:

Interview- this is an oral or written appeal to respondents in order to identify opinions and actions through a dialogue, the content of which follows from the research problems. A survey is a form of information gathering that is used quite often. Typically, the following types of surveys are distinguished:

· face-to-face survey when the researcher interviews respondents in person;

· correspondence survey when the researcher is not in contact with the respondents. Correspondence survey can be conducted in the following areas: postal survey, telephone or facsimile survey, computer survey;

· structured survey when respondents answer the same questions;

· unstructured survey when the interviewer asks questions depending on the responses received.

Questionnaire- consists of an introduction, main and requisite parts. The questionnaire must be identified, i.e. contain an indication of the date, time and place of origin of the survey, the name of the interviewer. This is a more “rigid” method than a survey, as it involves specific answers, from a number of proposed ones, to a specific question.

2. Qualitative Methods– involve collecting, analyzing and interpreting data by observing what people do and say. When implementing them, the following are used: the focus group method, in-depth interviews, protocol analysis, projection and physiological measurements. Qualitative methods are also divided into straight and indirect . Direct methods are methods when respondents are told about the goals of the survey or they become obvious from the survey itself. Indirect methods - methods when respondents are not informed about the objectives of the study.

To direct methods relate:

In-Depth Interviews An unstructured, direct, face-to-face interview in which a single respondent is interviewed by a highly qualified interviewer to determine their underlying motivations, emotions, attitudes, and beliefs about a particular topic.

Protocol analysis- a survey method when the respondent, placed in a situation of choosing a certain product, must make a purchase decision, during which he describes the facts, gives the arguments that influenced his choice.

Observation- a method of collecting primary marketing information by observing selected groups of people, actions and situations. Distinguish - continuous observation when data are collected on all units of the population and discontinuous observation. Observation can be - included and not included, hidden and open, field and laboratory. Field - carried out in a natural setting, for example, the behavior of a buyer in a store, restaurant, etc. is observed. Laboratory- is carried out in an artificially created environment using technical means.

With the help of observation, it is possible to investigate the behavior of buyers in front of a store window or a poster, the frequency of visits to competitors by buyers. When conducting observations, it is necessary to pay attention to the objects of observation, the conditions of observation, the type of observation, the frequency of observation, the technique of observation. In some cases, when observing people's behavior, various kinds of mechanical devices are used, such as a galvanometer, an audiometer, etc.

The advantages of these methods are the absence of interviewer influence, greater accuracy in judging consumer behavior, regardless of willingness to provide information, and lower costs of obtaining information. The disadvantage is that only observable external manifestations can be recorded, without subjective moments, for example, desires. Observations can reveal exactly what the consumer does, but does not reveal the reason why he does it.

To indirect methods include:

o projection method is an unstructured, indirect form of survey that encourages respondents to express their ulterior motives, beliefs, attitudes, or feelings about the issue under discussion. According to the classification adopted in marketing practice, projection methods are divided into five main groups:

o Associative Method , when using which the respondent is shown an object, and then he is asked to say about it what first comes to mind.

o Ways to end the situation where the respondent is asked to come up with an end to the invented situation.

o Expressive Methods - when a particular situation is presented to the respondent orally or visually for consideration. He is required to express the feelings and emotions that others experience in this situation.

o Ranging is a method that has more structured incentives. Respondents are given lists of characteristics of the object under study and are asked to rank these characteristics according to some criterion.

3. K causal methods used in marketing research include:

Experiment is a controlled process of changing one or more independent variables to measure their effect on one or more dependent variables, provided that the influence of extraneous factors is excluded. The experiment allows you to establish how a change in one or more independent variables affects one dependent variable with the designation of cause-and-effect relationships. Experiment is the ideal means of finding solutions marketing problems, because it allows you to get a one-to-one correspondence between cause and effect (impact and result). Experiments allow you to simulate some types marketing activities under strictly controlled conditions. However, the artificiality of the situation can make the participants in the experiment behave differently than in life. With the help of experiments, marketing information is obtained about the relationships between independent and dependent variables in conditions close to real, valid.

Focus group method- or a focused group interview, during which a group of about 8-12 people is recruited, in which a moderator is appointed. The group discusses a certain problem, and the moderator manages the development of the discussion process and sums up certain results.

The following methods can be distinguished as a separate group:

Expert assessments- these are judgments of highly qualified professionals expressed in the form of a meaningful, qualitative and quantitative assessment of the object of study. The main methods of conducting examinations are: the method of commissions, the method of "brainstorming", the method of "delphi", the method of "predictive graph", the method of scenarios.

Modeling is the construction of a mathematical, graphical or other model of controlled and uncontrolled factors.

Also, to collect primary information in marketing, they use internet marketing methods , including:

o direct registration of server visitors,

o analysis and consideration of the interests of visitors according to the activity of interaction with built-in search engines,

o electronic surveys of visitors, interactive interaction.

After the subject of marketing research is clearly defined, the researcher needs to focus his efforts on collecting information. Under marketing research methods understand the approaches used to obtain data on the solution of all or part of the problem being investigated. Data - these are facts and figures relating to the problem under study.

The choice of one or another research method is determined by the following factors:

1) resources with which the researcher (material, financial, personnel)

2) the requirements of the research customer;

3) time restrictions on the conduct of the study (schedule);

4) features of the object of study;

5) by the nature of the information to be obtained;

6) the qualifications and experience of people I am! Perform research.

Research methods are divided into quantitative and qualitative. quantitative research is aimed at obtaining answers to the question "how much?" (sold, produced, imported, etc.). With their help, the tasks of determining the volume of markets, the capacity of individual segments, and the distribution of market shares between individual companies are solved. Guilt will require a certain degree of precision to substantiate the conclusions. The quantitative methods of marketing research include:

Questionnaire survey (postal, telephone, Internet);

Store checks

Desk research, clipping

Testing (at home, in the Auditor, laboratories.

Questionnaire survey (questionnaire) - is a table with a list of questions to be answered by the respondent (the person from whom information is to be obtained). Questionnaires can be conducted orally (forwarding means) or writing(self-registration). The questionnaire can be distributed by personal contact or by mail. (Internet).

A survey using a questionnaire allows the interviewer not to forget about individual questions, ask them in the required sequence, involve new, temporary workers, students in research, draw the attention of respondents to the joint solution of problems in society and business. An important advantage of the survey is the ability to automate the processing and analysis of the collected information using computer programs and economic and mathematical methods. Also, questioning, like other survey methods, allows you to create databases of potential customers, business partners, and make adjustments to target markets. The disadvantage of this research method is a large percentage of errors when filling out questionnaires. The questionnaire method is also used in conducting panel studies.

The classic questionnaire consists of 3 parts.

1. Introduction(the organization conducting the research, the purpose and the communication bridge are indicated; you can give brief instructions by completing the questionnaire).

2. The main part.

When developing it, it is necessary to determine the order in which questions are placed and their number. Determining the correct logic for following questions is the most difficult step in developing a questionnaire. Since the researcher seeks the help of the respondents, the questionnaire should begin with questions that affect the interests of the respondents. Such questions are not subject, as a rule, to statistical processing and do not directly provide the researcher with the information for which he conducts research. marketing research. their purpose is to establish contact with the respondent, facilitate his entry into the problem and help focus on it. In general, questions should follow from the general to the particular, from the simpler to the more complex.

3. Information about the respondent.

When studying the end-user market, information about the respondent most often includes such personal issues as age, income level, social status, etc. In the industrial market, there may still be issues reflecting financial condition enterprises, number of employees, volume of production, etc. The general rule should be this - if you can avoid most personal questions, then this should be done, especially if they are not necessary.

The rear disadvantage, typical for the practice of marketing research in Ukraine, is the presence in the questionnaire of questions that do not directly correspond to the goals of marketing research and the search question. So, for example, if a marketing research is aimed at determining the short-term demand for mini-mills, it is not at all worthwhile to include in the questionnaire the question from which media the consumer receives information about this kind of technology. This question does not help determine the level of demand, it refers to the study of the most effective channels for promoting a product.

Types of questions in the questionnaire

The questionnaires (questionnaire letters) use two types of questions: closed (when the respondent chooses one of the proposed answers) and open questions, to which the respondent answers in his own words.

Depending on what information should be obtained after processing the survey data, various types of questions are used, from questions like "yes" - "no" (the answer "I don't know" can also be provided) and up to multiple questions when you need to choose two or more answers to questions that are used in projection research methods.

Open questions do not require a list of answers (see Figure 4.8).

Rice. 4.8. Open questions in questionnaires

The number of open questions depends on the degree of involvement in the problem. As a rule, this type of questions is used in questionnaires for experts precisely for the purpose of a deeper study of the problem. In questionnaires for end users, it is typical to use open-ended questions to continue closed ones (the first half is a closed alternative question, the second half is an open question).

Closed questions (have a given structure and provide a limited list of answers.

Examples of closed questions

Alternative question - This is a question that allows you to choose an answer from two options.

Does your firm offer bulk discounts to customers?

Multiple Choice Question (from three or more statements). Please indicate what are the main problems hindering the work of your bank?

1. shortcomings of the legislative framework;

2. loan default;

3. personnel problems;

4. difficulties in finding clients;

5. others (please specify).

"You ran out of toothpaste and came to buy a new tube, but it turned out that this paste was not on sale. Mark in each pair

"Rank toothpastes according to their effectiveness ("1" - the most effective)":

interval nag has a distance characteristic and allows you to compare objects based on the difference between individual scale gradations. The type of questions that are used in this case are the Likert scale and the semantic differential.

Naked Likert allows you to study the degree of agreement or disagreement of the respondent with certain statements.

For example, to explore the opinion of consumers regarding a particular brand of toothpaste, a series of statements are proposed:

semantic differential - a scale that has a series of bipolar (opposite) definitions that characterize the properties of an object (product, service, distribution channel).

Silca toothpaste

Has an unpleasant taste		Has a pleasant taste

The use of a semantic differential in questionnaires allows you to determine the image of a company, brand, store, etc.

Relationship scale (relative nag and starting point) - a scale that has a zero point and allows for a quantitative comparison of the results obtained.

"How often do you eat at a fast food restaurant?"

1) once a week or more often;

2) twice or thrice a month;

3) once a month or less.

Exist rules for formulating questions in the questionnaire.

1. It is necessary to use simple words. Depending on the level of education of the respondents, it is necessary to strive to ensure that the questionnaire matches their vocabulary.

2. When compiling questions, you need to use unambiguous words and terms. In many cases, the same words: often, rarely, expensive, cheap, many, few, affordable prices, sometimes - have different meaning for different respondents. Therefore, it is always necessary to take specific indicators that clearly indicate the frequency, degree, prices, etc. Instead of "often", "rarely" you need to take acceptable performance"once a week", "once a month", etc. If we are talking about prices, they must be specified specifically or some price limits "from - to" should be given.

3. When composing questions, it is necessary to avoid that they have a hint. This typical mistake leads to the fact that the researcher receives the information he wants, and not the one that corresponds to the real views of the respondents.

4. When compiling the questionnaire, questions should be avoided that include references to reputable persons or well-known firms. For example: "Do you agree with the position of the Ukrainian Marketing Association that...?" There is a group of respondents on whom questions of this type exert positive pressure, and in some groups, on the contrary, such references cause a protest against the imposition of an assessment.

5. It is also not recommended to use alternative answers specially selected by the researcher and also provide for obtaining the desired answers. Moreover, this may also apply to the order of the questions. If the list of alternatives is too long and they are quite complex, then those given at the end are more likely to be chosen by the respondents.

6. Problems associated with memory errors arise when the respondent is asked to calculate a specific figure over a sufficiently long period of time. For example: "How many packs of washing powder

Do you buy during the year? ". The researcher should use simpler questions or a series of questions that will help him make his own calculations.

7. The questionnaire should avoid combining several questions at once in one. For example: "Are you satisfied with the quality and price of services?". It is clear that the answer to the first half of the question may not coincide with the answer to the other.

Storcheki (str-check, store-check) - this is a type of marketing research, the essence of which is to register the assortment, prices, facing and advertising activity of sellers for each commodity item in outlets. In fact, this is a system of measures aimed at checking the efficiency of the places of sale of goods, assessing the competitiveness of a business and searching for new factors for creating competitive advantage in the field of trade.

Facing - is a unit of product that a customer can see in self-service stores.

Clipping ) is a selection of media materials about the enterprise, trade marks, individual persons (information is usually provided in the form of copies of printed materials or sent in electronic resources.

Marketing testing is a research method innovative products or decisions in the implementation of the marketing mix. In fact, it can combine surveys, observations and experiments. Consider its individual varieties.

Hall test (survey with dental location) is one of the most common methods for collecting quantitative data. During the Hall test, respondents in a special room test a certain product and / or its individual elements (packaging, commercial, etc.), and then answer questions (usually in the form of a questionnaire).

Hall testing is carried out in two stages. At the first stage, each respondent belonging to the target group, in the absence of unauthorized persons, is given the opportunity to use this product (several products) or watch several versions of commercials and choose the option that they liked the most. At the second stage, respondents answer survey questions that allow you to determine the selection criteria, frequency and volume of consumption certain types goods and the reasons for choosing one or another variant of advertising appeal. A characteristic feature of the Hall tests is the direct contact of the respondent with the object of testing (for example, a taste test).

Benefits of the Hall test:

1) the possibility of conducting lengthy interviews (up to 40 minutes);

2) the ability to study the impact on consumers of various groups of various types of information (visual, tactile, auditory) and get a reaction to different tastes, smells, shapes and colors;

3) ease of interviewers' work;

4) the possibility of observing the behavior of the buyer in the situation of making a purchase;

5) explore the reasoning of the reasons for this or that choice of the respondent.

Disadvantages of the Hall test:

1) high cost;

2) the difficulty of selecting the necessary "quality" of respondents, to ensure the "purity of the experiment."

Noshe-test (home-test) or home testing is a research method in which a group of consumers use a product at home, use it for its intended purpose and respond to the proposed answers (fill out a questionnaire). Of course, respondents are offered goods for personal use (perfumes, cosmetics, etc.) or home use ( detergents, household chemicals, appliances, etc.). Methods for collecting and processing home-testing information are similar to hall-testing.

The Home-test method helps to solve the following tasks:

1) improve procedures for positioning a new product;

2) check the perception of its consumer properties;

3) identify the disadvantages and advantages of goods in comparison with the products of competitors;

4) determine the optimal price of the goods.

quality types of research are looking for information to clarify the other side of the problem - "why?" (the consumer chooses a particular product, what consumer properties of the product for different groups buyers the most important, etc.). Most of these studies are related to the study of consumers, their behavior, motivation, expectations and attitudes.

The most common qualitative research methods include:

1) interview (expert, personal, telephone, mail)

2) method of business contacts;

3) observation;

4) focus groups.

Expert interview.

The collection of primary information most often begins with expert interviews. This method has a number of advantages. Interviews with experts require little time, money and labor costs. A survey of experts allows you to determine the essence of the problem, find as many options for its solution as possible, and find out the feasibility of conducting more extensive research. An important step in working with experts is their selection. The reliability of the results obtained depends on this. The general criteria for selecting experts are the level of education, position, work experience in the field under study. Experts can be leaders of various levels who influence the solution of the problem under study, representatives of the scientific community, etc.

The problem of working with experts is their workload, frequent business trips, etc. Interviews with experts should be planned in advance to avoid possible rejections.

Personal interview.

Face-to-face interviews involve obtaining information from respondents in the course of a face-to-face conversation. This method of communication with the respondent is the most flexible and manageable. Practice shows that when conducting personal interviews, the lowest percentage of refusals is observed, since the interviewer has the opportunity to convince the respondent.

Telephone interview.

The telephone interview is less flexible than the face-to-face interview. It is not suitable for cases where the answers to the questions require a significant amount of time to write down. Most people give brief answers over the phone, so it is difficult to keep them interested in the survey while the interviewer pauses to record the response. Therefore, they ask a question on the phone that does not require long answers.

Postal interview.

Mail interview provides for the distribution of questionnaires by mail, fax or their publication in the media. The main difference of this survey method! from the previous ones lies in the fact that the interviewer does not have the opportunity to personally communicate with the respondents, and, accordingly, to explain to them the objectives of the study, to ask and clarify the recording of answers, to establish trusting relationships. This form of survey is less flexible and manageable than the previous ones.

A more difficult problem in conducting a mail survey is related to the return of questionnaires. The average percentage of return of questionnaires in countries with developed market economies is 40-60%, and sometimes even higher. The practice of conducting a mail survey in Ukraine shows that this figure is much lower in our country and amounts to only 10-20%.

Errors that occur in the course of "field work" are divided into sampling errors and errors associated with interviewing. Errors associated with the conduct of selective observation often arise as a result of the fact that interviewers do not interview those respondents who were selected for this, but those who are more convenient to interview. The result of this is that interviewers explore the views of people, which is not the target market for the company.

There may also be sampling errors associated with the problem of the inability to interview the planned respondents due to their absence from the place or refusal to participate in the interview. Errors can also be related to the interview process itself: the inability of the interviewer to establish contact with the respondent in such a way that a sense of trust and sympathy arises; inability to accurately ask a question; Interviewer errors in recording responses.

Business contact method represents meetings, conferences, seminars with representatives of other companies or consumers at fairs, exhibitions, open days, friendly meetings.

"Mystery shopper" (mystery shopper, from English. Mystery Shopper / Secret Shopper) - a research method that is used both as part of a marketing research aimed at assessing the consumer experience received by a client in the process of purchasing a product or service, and in order to solve organizational problems, for example, determining the level of compliance with standards. He stood out as independent direction research in the 1940s in the United States. The use of the "mystery shopper" methodology is primarily associated with checking the honesty of employees. Within the framework of the program, leadership retail chains figured out:

Sellers issue a check upon purchase;

Corresponds to the price of the goods officially established;

Sellers do not overweight buyers and the like.

The second wave took place in the seventies in Europe and the USA. Appearance a large number difficult electronic goods(TVs, music centers, etc.) caused problems in the ability of retail sales assistants to adequately present the product and advise customers.

Development of Mystery Shopping in its modern form coincided with the development of the Internet in Western countries, especially in the United States. In large network companies, such as Wal-mart, Citibank, Macdonald's, Shell, it is finally possible at an affordable price and every day using the Internet to receive operational information about the level of customer service in each of its thousands of branches, stores, restaurants or gas stations.

According to the international association of providers MSPA, the total market volume of Mystery Shopping services in Europe amounted to about 400 million dollars, in the USA - 800 million dollars, in Russia about 10 million dollars, and this figure is growing every year. Mystery shoppers rate:

Implementation of service quality standards;

Compliance with sales techniques;

Competence of personnel;

Visual design and cleanliness of the location;

Placement of pos-materials;

Checkout work;

Promotion of special promotions by staff.

The long-term Mystery Shopping program leads to measurable results in the work of retail chains:

Growth in the ratio of buyers to visitors (conversion rate)

Growth of the average check;

Growth in sales of additional goods / services;

Growth in sales per unit of sales force;

Growth of repeat sales (behavioral customer loyalty);

Improvement in financial performance, profit growth.

Observation - this is a method of collecting primary information by passively registering by the researcher certain processes, actions, actions of people, events.

According to the nature of the environment, observation can be "field", carried out in a real life situation; laboratory, in artificially created conditions. According to the form of observation can be open and hidden. By regularity, observations are divided into systematic, continuous, episodic and random. According to the use of information processing technologies, "observations can be formalized or non-formalized.

Observation is not used as often as a survey. They, as a rule, serve to determine the research goal or generalize judgments. Compared with the survey, the advantages of observations are their independence from the desire or unwillingness of the object to cooperate, the possibility of perceiving unconscious behavior, as well as taking into account the impact of factors environment. The disadvantages of observations are that it is quite often difficult to ensure the representativeness of the sample, the subjectivity of the observer, the unnatural behavior of the object of observation (if he knows that he is being observed). Observations take the following forms:

1) by the nature of the environment - field (in the store, at the window) and laboratory (in specially created conditions);

2) at the place of the observer - with the direct participation of the researcher or without his participation (observation from the outside)

3) according to the form of perception of information - direct or non-personal (through devices or registrars)

4) according to the degree of standardization - standardized or free;

5) in terms of completeness of coverage - continuous or whole (selective)

6) by frequency: one-time, periodic, current.

Focus group, how usually includes 6-12 experts or consumers, gather in one place to discuss the problem under study. Some consulting firms have specially equipped rooms with the appropriate audio and video equipment, as well as a room from which you can watch the discussion progress, for conducting FCA groups.

The purpose of the work of focus groups is not a quantitative measurement, but a qualitative assessment of the attitude of experts towards the subject being studied. This can be observation of the reaction to a product or advertising, emotional perception, analysis of subconscious motives. When the focus group is formed, then the researcher explains the subject and goals of the discussion. Usually the discussion begins with an analysis of the general product category and those brands of goods used to present and gradually moves to the product that is the subject of research. At the same time, the researcher (moderator) should organize the discussion in such a way as to minimize his participation in it and allow the focus group participants to express their thoughts by themselves. Focus group discussion provides an opportunity to feel the position of the respondent. But it must be kept in mind that the main purpose of focus group discussions is to generate ideas for developing or testing hypotheses, and not to accurately measure views, segment sizes, and the like. The effect of the focus group depends, on the one hand, on the correct selection of experts or participants, and on the other hand, on the level of training of the instructor. The latter should be well informed in the field of psychology, sociology, marketing, have discussion management skills, know the product that is the object of study. This is the problem of implementing this method of collecting primary marketing information.

In-Depth Interviews - this is a variation of the above method of collecting primary information of a qualitative nature, which leads to the presence of almost similar disadvantages and advantages. This method differs from focus groups in that in the process of its use, an unstructured interview of a specially trained psychologist is carried out directly with one respondent. The topic of in-depth interviews is also in the plane of questions of emotions, beliefs, attitudes of respondents, as well as their hidden problems. It is obvious that, like the previous method, in-depth interviews are used in search-based marketing research. they are used much less than focus groups, but in-depth interviews are especially useful for such specific research tasks that are closely related to certain psychological aspects:

Detailed psychological probing of the respondent, as well as an in-depth study of complex behavioral situations;

Discussing confidential issues or situations, as well as situations where the responses of the respondent can be significantly influenced by the opinions of others;

Expert surveys among a limited circle of professionals (including among competitors)

The study of sensory experience associated with the consumption of a certain banking product or services.

Projection Methods - these are indirect forms of survey, during which respondents are asked to explain the behavior of other people, thus revealing their own hidden or subconscious motives, attitudes and beliefs regarding the problem under study, using special psychological techniques. They provide an opportunity to reveal the inner feelings of people on the topic under study.

Such methods are generally divided into several groups:

Associative methods, the purpose of which is to identify a person's associations with respect to a particular object or word;

Methods for completing a situation, during the application of which respondents are asked to come up with an ending to a certain sentence or situation;

Methods of constructing a situation - when respondents give answers in the form of a specific story or description of the situation, for example, according to the figures presented or special animation tests;

Expressive methods that require the respondent to determine how other people feel or act in a particular situation proposed for consideration (for example, role-playing).

The following types of marketing research are also used.

Trial sales method - pilot studies - are used when information is insufficient or it is impossible to collect or generalize it, combining specific marketing activities and trial and error studies. There is a big risk of loss.

Panel studies - regular communication with the same group of consumers (customers).