Techniques of investigation of markets

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).

Advantages: through this technique of the survey, following the depth of the same, very precise data can be obtained.

Disadvantages: possibility that the survey ones can offer false answers, or that the polls can resort to short cuts.

The interview

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

In an interview the interviewer usually does abiertas questions, and directs the interview according to the answers that is giving the interviewed person, for example, explains the difficult questions, obvious some that were programmed, abounds in others, he modifies or them.

Advantages: this technique offers the possibility of deepening in any subject.

Disadvantages: high cost by person interviewed. The possibility that the people are not had to grant the interview. The answers of the interviewed person, the obtained data and the interpretation of this one, depend on the ability of the interviewer.

The observation technique

The observation technique consists of observing people, phenomena, facts, cases, objects, action, situations, etc., from which it is desired to obtain the necessary data for the investigation.

The observation technique usually is used mainly to observe the behavior of the consumers in its natural means.

An example of the use of the observation technique could consist of visiting the places that our objective public and usually observe their behavior, for example, how they examine the products, the questions that do, the products that decide to buy, etc.

Advantages: it allows to obtain precise data that otherwise it would not be possible to be obtained, or information that the people could not or did not want to offer by diverse reasons. It is a technique easy to apply and of low cost.

Disadvantages: the fact of not being able to determine emotions, attitudes or the motivations that take to a consumer to realize an act.

The test of market

The also well-known test of market like experimentation technique, consists of trying to directly know the answer the people before a product, service, idea, publicity, etc., and thus to obtain the necessary data for the 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.

An example of the use of the test of market could consist of establishing a small position of sale where we offer the new product, and we thus pruned to know the welcome, impression and reaction of the public before this one, before its introduction to the market.

Advantages: it allows to obtain precise data on the reactions or the behavior of the people before a certain product, service, idea or publicity.

Disadvantages: this technique uses an aliquot, reason why the results could not become general.

Focus group

Focus group or focal group 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., and thus to obtain the necessary data for the investigation.

An example of the use of focus group could consist of summoning a small group of consumers, and making try or to give them them so that they examine a new product, to observe its behaviors and reactions before the new product and, later, to request its impressions, opinions and suggestions to them.

Advantages: it allows to obtain an ample variety of information on ideas, opinions, emotions, attitudes and motivations of the participants.

Disadvantages: it uses an aliquot, reason why the results could not be generalized. The answers of the participants could be influenced by the general opinion of the group.

Sounding

The sounding consists of a simple interrogation that is realized the people to him from who it is desired to obtain the necessary data for the investigation.

The sounding is characterized to make simple and objective oral questions to a small sample, from which also simple and objective answers are obtained.

Like the survey, can personally be realized, by telephone, via postal mail, or Internet.

An example of the use of the sounding could consist of making small surveys in the street where simple questions become such as “which is its mark of favorite car”.

Advantages: it allows to obtain data quickly. It is a technique simple, easy to apply and of low cost.

Disadvantages: she is technical only allows to obtain simple, objective and little deep data.