Functional Research Techniques for Informed Decision-Making

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Functional Research Techniques for Informed Decision-Making
The techniques used for data collection determine the quality of information obtained. In market
research, quality information is critical as it affects the strategy adopted. A research should be
conducted with the business objectives in mind, so as determine the best methods to use.
Learning Consumer Needs through Quantitative and Qualitative Methods
Qualitative market research methods seek to establish what consumers are doing, what they think, what
they feel about a product and the motivation behind these actions. It seeks to acquire the non-
quantifiable information and isolate a particular trend from the data collected.
An in-depth understanding and knowledge is required on the part of the data collector due to the non-
numerical approach to fact finding. It therefore gives the business a deeper insight into consumer
behavior and from this information, the business can address or conform to the customer expectations.
Quantitative methods collect data as figures and can address issues such as;
How many people like the current look of a product;
How many support the new shape or quantity of a product.
How strongly consumers agree to product performance.
The data is analyzed and the business can make better decisions.
Challenges of Data Collection in Research
Complications arising during data collection can be many and varied. Qualified and experienced
researchers should be involved to ensure these obstacles do not interfere with the results of the
research. They may include geographical coverage, poor response, rates, time and even the cost.
Research organizations are usually better equipped to handle these challenges due to the specialized
nature of the business.

Gathering Data through Social Media
One of the biggest advantages of social media is their ability to gather data in real time. Subscription to
premium rates can give accurate information on consumer perception of your products, views on
certain changes, and even the geographical locations of the respondents. With this data, focused
advertisements can be made targeting this audience.
Technology Aided Market Research
The internet has opened up avenues for research and data collection. Computer aided personal
interviews allow interviewer gather information without having to go to the respondents. It is applicable
in marketing through email and online questionnaires. The main requirement is access to a computer,
and internet connection. It can reach a vast audience since there are no geographical coverage barriers.
Assessing Market Response to Advertising
This is done to determine the ability of the advert to cause increased sales of a product. It is important
for the business to know whether the advert was understood and whether it drives consumers to know
more about the product. Message research can also be qualitative or quantitative. Some of the
parameters that are tested include;
Recognition and recall of the message,
Measure of psychological responsiveness
Level of persuasion
Level of sales response
Techniques of Gathering Data from the Public
In qualitative research, data can be gathered through techniques such as focus groups, interviews,
observations and even use of secondary sources. Quantitative research largely uses questionnaires to
draw information from the public. Organizations such as Canada Research, have perfected marketing
research and data collection and are equipped to handle your research needs.
Research is important in any business venture as it provides useful information to managers for making
better decisions. Data can be collected through various techniques and the technique chosen depends
on the type of data required.