Traditionally, marketing research is divided into two main categories: data collection method and information type. This allows you to select the method that best suits your specific goals – from idea generation to accurate sales forecasting. Experts at an ecommerce website development company provide more detailed information on marketing research methods.
Classification by Data Collection Method
Primary research involves collecting new data directly from sources (consumers, experts). This makes the information relevant but expensive to obtain. Secondary research uses existing data, saving time and resources.
Classification by Type of Information
This criterion focuses on the nature of the data: qualitative (answering the question “why?”) or quantitative (“how much?”). The former helps understand motives and emotions, while the latter helps confirm hypotheses with figures.
Desk Marketing Research
Desk research is based on the analysis of secondary information without direct interaction with the target audience.
Primary data sources:
● Internal company analytics;
● Research agency reports;
● Government statistics;
● Open industry reviews and publications.
The main advantage of this type of research is its low cost and speed. It provides a general overview of the market and is suitable for preliminary analysis. The disadvantages of this method include the lack of up-to-date and real-time information on consumer motivations.
Field Marketing Research
Field research involves collecting primary data directly from consumers or market participants.
Methods include:
● Questionnaires and surveys;
● Personal and online interviews;
● Observation;
● Product and service testing.
This type of research is characterized by high relevance and timeliness of information. Furthermore, the marketer has the opportunity to modify the methodology and draw more accurate conclusions. The disadvantages of this method include high costs, time-consuming preparation, and implementation.
Qualitative Marketing Research
Qualitative analysis aims to deeply understand the opinions, needs, and motives of the target audience.
Key tools:
● In-depth interviews;
● Focus groups;
● Expert surveys.
These methods have proven themselves effective in developing new products and services, testing concepts and advertising messages, and during the hypothesis generation stage. Disadvantages include a small sample size, as focus groups have a limited number of participants.
Quantitative Marketing Research
Quantitative analysis allows for the generation of measurable data and statistically significant indicators. Marketers use:
● Mass online surveys and telephone interviews;
● Structured questionnaires.
These methods help extrapolate results to the entire audience and obtain clear numerical indicators. They are highly objective, but depend on the quality of the questionnaire itself.
What to choose?
The optimal choice depends on your business goals and stage of development. Our experts recommend:
● For initial market analysis, desk research is the best option;
● To understand customer behavior and motivations, use qualitative methods;
● To develop strategic decisions and assess the scale of demand, use quantitative research.
Desk and field, qualitative and quantitative marketing research solve different problems and complement each other. Regardless of your choice, in practice, a combination of several research types yields the best results.