1 / 12

Primary Market Research

Primary Market Research. Primary Market Research The Market Position Product Analysis Using a Questionnaire Asking the Questions Preparing a Presentation. Why Market Research?. Can you forecast demand for your product? Can you convince a sceptical person of the reality of this demand?

kenaz
Download Presentation

Primary Market Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Primary Market Research Primary Market Research The Market Position Product Analysis Using a Questionnaire Asking the Questions Preparing a Presentation

  2. Why Market Research? • Can you forecast demand for your product? • Can you convince a sceptical person of the reality of this demand? Primary Market Research Secondary Market Research

  3. The Market Position • Product Life Cycle • Analysis of Products • Competitors • Partners • Your Unique Selling Point (USP) • Customer Profile • All leading to – Forecast of Demand

  4. Analysing Products Market Growth Market Share

  5. Designing a Questionnaire Before using a questionnaire you should be able to answer three questions: • Who will you be asking? • What do you need to find out? • Why are you asking these questions?

  6. Things You Could Ask About • How often do they buy the product? • What price are they prepared to pay? • What is the most important factor when deciding? • Which of these do you like the best? • …

  7. The Time Trade-Off • If you ask all the questions you are interested in it will make the questionnaire too long • Only include the questions you really need

  8. Targeting? • If you are sure of your market segment you could target who to ask to answer your questionnaire • Then demographic questions don’t have to be asked (is there another way?) • But it might be too early to decide on your market segment …

  9. Clarity • It is CRUCIAL that all questions (and introductory patter) are perfectly clear • Questions often need to be broken down into stages so that they are simple and clearly asking ONE THING

  10. Questions • Mix of ‘Closed’ and ‘Open’ questions • Multiple-choice questions • Include ‘Other’ to capture data • Make sure categories don’t overlap • Make sure they are logically watertight • Try to minimise writing time and maximise ‘time with target’

  11. Asking the Questions • Approach people actively • Smile and be polite • Bounce back if rejected • Don’t rush - not too much energy • Make sure they understand you • Leave space for answers • Chat to them, make them relax • Thank them lots of times

  12. Preparing a Presentation • Prepare for your audience • Gather appropriate data and information to present • Prepare and structure the material into a logical order • Develop and prepare any visual aids • Summarise the key points • Don’t try to walk on water …

More Related