The process of the investigation of markets

9 November 2009 - 19:26

The investigation of markets consists of obtaining certain data coming from the market, soon to be analyzed and, on the basis of this analysis, to make decisions or to design strategies.

We can realize an investigation of markets, for example, to find the reason or solution to a problem, to know the feasibility to initiate a new business or of sending a new product to the market, of analyzing the consumers, of analyzing to the competition, of verifying a hypothesis of market, etc.

We see next each one of the stages that conform the process of the investigation of markets, along with a simple example, that will help us to obtain one better understanding:

1. To determine the investigation necessity

The first stage of the process of the investigation of markets consists of determining the necessity of the investigation, that is to say, to determine the reason for which it becomes necessary to realize an investigation.

Labels: Study of market, Marketing, Step by step

Published in Marketing | 2 Commentaries”

Techniques of investigation of markets

28 October 2009 - 16:32

The techniques of investigation of markets, are technical, methods or forms to collect data or information necessary to realize an investigation of markets.

Between the main techniques of investigation of markets they are the survey, the interview, the technique of observation, the test of market, focus group and the sounding.

We see each of them:

The survey

The survey consists of a verbal or written interrogation that is realized the people to him from who it is desired to obtain the necessary data for the investigation.

When the survey is verbal becomes use of the method of the interview; and when it is written becomes use of the instrument of the questionnaire, which consists of a document with a listing of questions, which are made the people them survey.

Personal surveys can be realized (for example, in a corner or a commercial center), by telephone, via postal mail, or Internet (for example, through a page Web or via electronic mail).

Labels: Concepts, Study of market, Marketing

Published in Marketing | No commentary”

Test of market

27 October 2009 - 14:48

An also well-known test of market like experimentation technique, is a technique of investigation that consists of trying to directly know the answer the people before a product, service, idea, publicity, etc., with the purpose of to obtain certain necessary data for an investigation.

Generally, a test of market is realized before the launching of a new product, with the purpose of to evaluate its acceptance or welcome, and thus to reduce the risk of introducing the new product to the market and that this one does not have sufficient demand.

When realizing the test of market, knows the acceptance, welcome, impression, reaction or behavior of the public before the new product and, on the basis of the results, power to determine if the launching of the new product is feasible, if it is necessary to make some changes before his launching, or if definitively the launching is not feasible.

Labels: Concepts, Study of market, Marketing

Published in Marketing | No commentary”

Concept of survey

19 October 2009 - 16:52

The survey is an investigation technique that consists of a verbal or written interrogation that is realized the people to him with the purpose of to obtain certain necessary data for an investigation.

When the survey is verbal usually becomes use of the method of the interview; and when the survey is written usually becomes use of the instrument of the questionnaire, which consists of a document with a listing of questions, which are made the people them survey.

A survey can be structured, when she is compound of formal lists of questions that are formulated to him the same to all; or not structured, when they allow the poll to be modifying the questions on the basis of the answers that are giving the survey one.

The surveys are realized to them to groups of people with similar characteristics from which it is desired to obtain data, for example, surveys to the objective public, the clients of the company, the personnel of the company, etc. are realized; this group of people knows like population or universe them.

Labels: Concepts, Study of market, Marketing

Published in Marketing | No commentary”

Focus group

16 October 2009 - 15:57

Focus group (or focal group) is a method or forms to collect necessary information for an investigation, that it consists of reuniting to a small group of people (generally of 6 to 12 people) with the purpose of to interview them and to generate a discussion around a product, service, idea, publicity, etc.

Focus group usually is directed by a moderator who makes questions and generates the discussion about or product who investigates themselves (with the hope of which the participants express genuine ideas and feelings), at the same time as he guides the interview or discussion, and avoids that this one turns aside of the subject or product to investigate.

This technique usually is realized in an ample room and comfortable, so that the participants feel relaxed and their answers are authentic; and usually it is realized in a calm atmosphere, but something informal, so that the participants feel stimulated to participate.

Other characteristics of focus group is that this one usually lasts between 1 to 2 hours, usually is pleased a small sum of money to the participants by its attendance, usually records the session to be able to analyze it later and, generally, the session is observed by the investigators through a unidirectional glass.

Labels: Concepts, Study of market, Marketing

Published in Marketing | No commentary”

The observation technique

15 October 2009 - 17:45

The observation technique is a technique of investigation that consists of observing people, phenomena, facts, cases, objects, action, situations, etc., with the purpose of to obtain certain necessary data for an investigation.

The observation technique usually is used mainly to observe the behavior of the consumers; and, generally, when using this technique, the observer stays concealed, that is to say, the study subjects are not conscious of their presence.

We can use this technique of natural way, for example, observing conducts as they happen in his natural means; or on the basis of a structured plan, for example, creating situations where we pruned to observe the behavior of the participants.

In order to be able to use this technique, in the first place we must determine our objective or reason of investigation and, secondly, to determine the information that we are going to successfully obtain, which allows us to fulfill our objective.

Labels: Concepts, Study of market, Marketing

Published in Marketing | No commentary”

Sources of intelligence

14 October 2009 - 18:28

Sources of intelligence are those elements from which necessary information for the decision making in the company can be obtained.

In each level of the company, usually one requires different types from information, for example:

• In the level superior (conformed by managers, managers, etc.) necessary information for the design of strategies could be required that find the course of the company, or which they allow its expansion (usually it requires specific and precise information).
• In the mean level (conformed by heads, administrators, etc.) necessary information for the design of commercial strategies could be required (usually it requires information more detailed than in the previous level).
• In the operative level (conformed by workers, salesmen, etc.) necessary information for the execution of tasks could be required (usually it requires information more detailed than in the previous level).

Labels: Concepts, Study of market, Management of businesses

Published in Management of businesses | No commentary”

Model of survey

3 August 2009 - 19:43

If you are in the situation to want to elaborate a survey, or to evaluate a business project, to evaluate the launching of a new product, to find the solution to a problem, to find a business opportunity, to analyze the consumers, etc.; the following example of survey could serve you as guide.

First we will see the model of the survey, soon how to find the sample size, and later an example of the supposed results as well as the conclusions of these.

For guiarte in the elaboration of the survey, you can visit the article: how to design a survey.

We suppose that the survey must like objectives analyze the objective public, evaluate the feasibility to send a new mark from jeans to the market, and help to realize the prognosis of sales.

The model of the survey is the following one:

Good morning/afternoons, we are realizing a survey to evaluate the launching of a new mark of jeans for ladies. We will be thankful to offer us a minute to him of its time and to respond the following questions:

Labels: Study of market, Marketing

Published in Marketing | 30 Commentaries”