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1. WHAT IS MARKET
RESEARCH?

2. MARKET RESEARCH
•Is the process of systematically
gathering, recording and
evaluating data regarding a
specific marketing problem.

3. WHAT ARE THE WAYS TO
GATHER INFORMATION?

4. PRIMARY RESEARCH
(FIELD RESEARCH)
•gathers original
data

5. SURVEY

6. INTERVIEWS

7. DIRECT
OBSERVATION

8. SECONDARY
RESEARCH
(OR DESK RESEARCH)
•gathers existing
information

9. INFORMATION FROM
THE INTERNET

10. EXISTING MARKET
RESEARCH RESULTS

11. INFORMATION FROM
GOVERNMENT AGENCIES

12. INFORMATION FROM
PUBLISHED SOURCES

13. WHAT ARE THE TYPES
OF INFORMATION
GATHERED?
Qualitative Research
Quantitative Research

14. QUANTITATIVE RESEARCH
• Surveys on customer return frequency
• Sales figures
• Industry product sales numbers
• Financial trends
• Demographics of customers such as their age
and gender
• Gathers numerical data
• Produces a lot of statistics
• Useful as an overview of your market

15. QUALITATIVE RESEARCH
• Focus groups with customers and potential
customers to understand their feelings and
attitudes towards your products and services
• Formal and informal conversations with
customers about their satisfaction with your
business
• Visit and reviews of competitors to
understand their products and customer
service practices
• Gathers views and attitudes
• Use this to approach to get a better
understanding of your customers’
interests, need and habits