Republic of the Philippines

MARIKINA POLYTECHNIC COLLEGE

#2 Mayor Chanyungco St., Sta.Elena, Marikina City - 1800
Trunk line: 8682-0672 loc. 102 Information www.mpc.edu.ph

Name: Kristel Anne R. Romero

Year & Section: 2-8
Activity #02
MARKET RESEARCH

1. Market Research Design – is a systematic process that helps businesses gather,

analyze, and interpret information about their target market, competitors, and overall
industry landscape. This design is crucial for making informed decisions that can
enhance product development, marketing strategies, and costumer engagement.
Market research is the process of gathering, recording, and analyzing qualitative and
quantitative data. This data usually relates to a specific market’s characteristics.
Market researchers use techniques like feasibility studies, advertising evaluation,
customer satisfaction surveys, mystery evaluations, tracking studies, and so forth.

2. Uses of Market Research.

 Understanding Consumer Needs: Market Research help the companies to identify
what consumer want, enabling them to tailor products and services to meet those
needs effectively.
 Identify Competitors: Of course, competition is always a concern in any market.
Market research helps businesses identity other players in the game (as well as
those who might be waiting on the sidelines). Knowing who you’re playing against is
vital to planning a strategy for defeat in any situation. In a business one, it helps
companies position themselves; they can copy the practices that work for others
and disregard the one’s that don’t.
 Competitive Analysis: By understanding competitor’s strengths and weaknesses,
businesses can position themselves strategically and identify areas for
improvement.
 Product Development: Market Research informs product design and features,
ensuring offerings are appealing before launch. This includes testing concepts and
gathering feedback through surveys and focus groups.
 Marketing Strategy: Insights from Market Research guide advertising efforts,
helping businesses choose the right messaging and channels to reach their target
audience effectively.
 Risk Reduction: By grounding decisions in data, Market Research minimizes risks
associated with new ventures and helps avoid costly mistakes.
 Save Time and Money: Market Research can help you streamline your business
operations and avoid waste.
 Republic of the Philippines
MARIKINA POLYTECHNIC COLLEGE
#2 Mayor Chanyungco St., Sta.Elena, Marikina City - 1800
Trunk line: 8682-0672 loc. 102 Information www.mpc.edu.ph

3. Qualitative Research.
Qualitative research is defined as a market research method that focuses on
obtaining data through open-ended and conversational communication.
This method is about “what” people think and “why” they think so.
There are different types of qualitative research methods, such as in-depth
interviews, focus groups, ethnographic research, content analysis, and case study
research that are usually used.

Types of Qualitative Research Method;

 One-on-One Interview - Conducting in-depth interviews is one of the most
common qualitative research methods. It is a personal interview that is carried
out with one respondent at a time. This is purely a conversational method and
invites opportunities to get details in depth from the respondent.
 Focus Groups - A focus group is also a commonly used qualitative research
method used in data collection. A focus group usually includes a limited
number of respondents (6-10) from within your target market.
The main aim of the focus group is to find answers to the “why,” “what,” and
“how” questions. One advantage of focus groups is you don’t necessarily need
to interact with the group in person. Nowadays, focus groups can be sent an
online survey on various devices, and responses can be collected at the click
of a button.
 Ethnographic Research - This method requires the researchers to adapt to the
target audiences’ environments, which could be anywhere from an
organization to a city or any remote location. Here, geographical constraints
can be an issue while collecting data.
 Case Study Research - This type of research method is used within a number
of areas like education, social sciences, and similar. This method may look
difficult to operate; however, it is one of the simplest ways of conducting
research as it involves a deep dive and thorough understanding of the data
collection methods and inferring the data.
 Record Keeping - This method makes use of the already existing reliable
documents and similar sources of information as the data source. This data
can be used in new research. This is similar to going to a library. There, one
can go over books and other reference material to collect relevant data that
can likely be used in the research.
 Process Observation - Qualitative Observation is a process of research that
uses subjective methodologies to gather systematic information or data. Since
the focus on qualitative observation is the research process of using subjective
methodologies to gather information or data. Qualitative observation is
primarily used to equate quality differences.
 Republic of the Philippines
MARIKINA POLYTECHNIC COLLEGE
#2 Mayor Chanyungco St., Sta.Elena, Marikina City - 1800
Trunk line: 8682-0672 loc. 102 Information www.mpc.edu.ph

4. Desk Research.
- Desk research, also known as secondary research or complementary research,
involves gathering information and data from existing sources, such as books,
journals, articles, websites, reports, and other published materials. Users
analyze and synthesize information from already available information.

Companies use desk research at the onset of a project to gain a better

understanding of a topic, identify knowledge gaps, and inform the next stages
of research. It can also supplement original findings and provide context and
background information.

There are two main desk methodologies: Qualitative research and Quantitative
research.
 Qualitative research: refers to analyzing existing data (e.g., interviews, surveys,
observations) to gain insights into people's behaviors, motivations, and opinions. This
method delves deeper into the context and meaning behind the data.

 Quantitative research: refers to analyzing and interpreting numerical data to draw

conclusions and make predictions. This involves quantifying patterns and trends to find
relationships between variables.
Both desk research methodologies use a variety of methods to find and analyze data and
make decisions.

5. Focus Groups.
- Focus groups are a type of Qualitative research. Observations of the group’s
dynamic, their answers to focus group questions, and even their body language
can guide future research on consumer decisions, products and services, or
controversial topics.

Focus groups are often used in marketing, library science, social science, and
user research disciplines. They can provide more nuanced and natural
feedback than individual interviews and are easier to organize than
experiments or large-scale surveys.
 Republic of the Philippines
MARIKINA POLYTECHNIC COLLEGE
#2 Mayor Chanyungco St., Sta.Elena, Marikina City - 1800
Trunk line: 8682-0672 loc. 102 Information www.mpc.edu.ph

Types of Focus Group.

 Two-Way Focus Group

It involves two groups; each group with its own moderator. One group
discusses the topic while the other group listens and observes them. Then,
the second group discusses the subject by observing the thoughts of the first
group. This arrangement aims to facilitate more discussion and additional
insights about the particular topic.

 Dual-Moderator Focus Group

In this type of opinion group, two moderators are used. One moderator
ensures smooth execution of the session, the other guarantees that each
question is covered in the discussion.

 Dueling Moderator Focus Group

Just like the Dual-Moderator focus group, it also involves two moderators. The
difference is that both moderators purposefully take opposite sides of the topic
to explore both sides of an issue and generate new insights regarding the
subject.
 Republic of the Philippines
MARIKINA POLYTECHNIC COLLEGE
#2 Mayor Chanyungco St., Sta.Elena, Marikina City - 1800
Trunk line: 8682-0672 loc. 102 Information www.mpc.edu.ph

 Client-Participant Focus Group

In this type of arrangement, a client who asked to conduct the focus group is
also sitting as a participant with the group. It gives the client more control over
the discussion, and he can lead the qualitative discussion wherever he wants
to.

 Respondent Moderator Focus Group

In this type of focus group, the researcher asks some participants to act as
moderators for a temporary period to avoid unintentional bias. This type of
arrangement changes the groups’ dynamics and makes people more open
and honest with their answers.

 Mini Focus Group

In contrast to a regular research focus group with 6-10 people, a mini focus
group has only 4-5 people. This type of event is suitable when a more intimate
approach is needed as ordered by the client and subject matter.

 Online Focus Group

Using a teleconference or the internet, the remote or online focus group brings
together people from different places who might not meet in person. Here,
participants interact through a video call, and the moderator asks the
questions and leads the conversation.

6. Depth Interviewing.
- Depth Interviewing, also known as In-depth interviews are a qualitative data
collection method that allows for the collection of a large amount of information
about the behavior, attitude and perception of the interviewees.

During in-depth interviews, researchers and participants have the freedom to

explore additional points and change the direction of the process when
necessary. It is an independent research method that can adopt multiple
strategies according to the needs of the research.

Characteristics of Depth Interviewing;

There are many types of interviews, each with its particularities, in this case the
most important characteristics of in-depth interviews are:
 Republic of the Philippines
MARIKINA POLYTECHNIC COLLEGE
#2 Mayor Chanyungco St., Sta.Elena, Marikina City - 1800
Trunk line: 8682-0672 loc. 102 Information www.mpc.edu.ph

 Flexible structure: Although it is not very structured, it covers a few topics

based on a guide, which allows the interviewer to cover areas appropriate for
the interviewee.

 Interactive: The interviewer processes the material that is produced during the
interview. During the interaction the interviewer poses initial questions in a
positive manner, so that the respondent is encouraged to answer. The
complete process is very human, and so less mundane and dull.

 Deep: Many probing techniques are used in in-depth interviews, so that

results are understood through exploration and explanation. The interviewer
asks follow-up questions to gain a deeper perspective and understand the
participant’s viewpoint.

 Generative: Often interacting with your target audience creates new

knowledge. For instance, if you are talking to your customers, you learn more
about the purchase behavior. Researchers and participants present ideas for
a specific topic and solutions to the problems posed.

7. Observation and Ethnography

- Observational research is a broad term for various non-experimental studies in
which behavior is carefully watched and recorded.

The goal of this research is to describe a variable or a set of variables. More

broadly, the goal is to capture specific individual, group, or setting
characteristics.

Since it is non-experimental and uncontrolled, we cannot draw causal research

conclusions from it. The observational data collected in research studies is
frequently qualitative observation, but it can also be quantitative or both (mixed
methods).

Strengths and Limitations of Observation

1. Strengths:
 Provides first-hand experience of the culture and context
 Allows observing behaviors as they naturally occur
 Helps identify discrepancies between what people say and do

2. Limitations:
 Potential for observer bias and the Hawthorne effect
 Researcher may miss important aspects by being too immersed
 Republic of the Philippines
MARIKINA POLYTECHNIC COLLEGE
#2 Mayor Chanyungco St., Sta.Elena, Marikina City - 1800
Trunk line: 8682-0672 loc. 102 Information www.mpc.edu.ph

 Ethical concerns around privacy and informed consent

- Ethnographers use observation to understand the cultural phenomena and

meanings that guide the life of cultural groups in their natural environments.

Ethnographers use multiple methods including observation, interviews and

document analysis to arrive at a comprehensive understanding of the group.

REFERENCES:

https://qlarityaccess.com/qlarity/what-is-the-purpose-of-market-research

https://www.thehartford.com/business-insurance/strategy/market-research/business-market-
research

https://www.investopedia.com/terms/m/market-research.asp

https://blog.marketresearch.com/top-10-reasons-why-you-need-market-research

https://www.questionpro.com/blog/qualitative-research-methods/
#What_is_qualitative_research

https://www.meltwater.com/en/blog/desk-research

https://www.scribbr.com/methodology/focus-group/

https://www.proprofssurvey.com/blog/focus-group/

https://www.questionpro.com/blog/in-depth-interviews/

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8278555/
 Republic of the Philippines
MARIKINA POLYTECHNIC COLLEGE
#2 Mayor Chanyungco St., Sta.Elena, Marikina City - 1800
Trunk line: 8682-0672 loc. 102 Information www.mpc.edu.ph