1- How many types do we have for MS?

: 8 Types
a)PRIMARY RESEARCH :
Primary research is research that you collect yourself but going directly to the target market
through a range of methods. Because it is data you create, you own the data set.
Two types of results — exploratory information (determines the nature of a problem that hasn’t
yet been clearly defined) and conclusive information (carried out to solve a problem that
exploratory research identified) — from participants are collected as raw data and then
analysed to gather insights from trends and comparisons.

This method is good for getting the views of a lot of people at one time, especially when time is
short, but it comes with its own management issues. The interviewer must prepare a way to
gather answers and record these, while engaging in conversation with many people.
Participants may be affected by the group setting, either from acquiescence bias (the desire to
say yes to please the interviewer), dominance bias (stronger participants can alter the results
from less dominant participants) or researcher bias (where the research leads or impacts the
participant responses indirectly).
This creates an organized environment where the interviewer can attentively listen and delve
deeper into responses. Additionally, the interviewer can observe non-verbal cues from body
language, which aids in identifying areas for further exploration and gaining a more
comprehensive understanding.
However, this approach still suffers from certain biases, such as acquiescence and researcher
bias. Moreover, conducting the interviews and processing the data afterward is quite time-
consuming.
b) SECONDARY RESEARCH
Secondary Research: A Quick Overview
Secondary research involves utilizing existing data that has been collected by someone else. This
data can be found in various sources, both internal and external to your organization.
Most information is freely available, so there are less costs associated with this kind of
secondary research over primary research methods.
Secondary research can often be the preparation for primary research activities, providing a
knowledge base. The information gathered may not provide the specific information to explain
the results, which is where primary market research would be used to enhance understanding.
There is also a logistics planning need for a recording solution that can handle large datasets,
since manual management of the volumes of information can be tricky.
Why Use Secondary Research?
* Cost-Effective: Often less expensive than primary research as it leverages existing data.
* Time-Efficient: Can be quicker to gather information, especially for large-scale projects.
* Broader Perspective: Provides a wider context and insights from various sources.
* Foundation for Primary Research: Can help identify gaps in knowledge and guide the direction
of primary research.
Common Sources of Secondary Data
* Internal Sources:
* Company records (sales data, customer databases, market reports)
* Previous research reports
 * Employee surveys and feedback
C) QUALITATIVE RESEARCH : Qualitative Research is a research method in marketing that
focuses on collecting and analyzing non-quantitative data, providing deep insights into
consumer emotions, behaviors, and thoughts. Instead of presenting numbers or statistics,
qualitative research helps businesses better understand customer motivations, reasons, and
perspectives.
+ Characteristics of Qualitative Research:
• In-depth Analysis: Qualitative research aims to understand the thoughts and
perspectives of the research subjects, helping to uncover hidden issues or needs that
quantitative research may not reveal.
• Non-quantitative Data: The information collected is often descriptions, stories, or
opinions from customers, rather than numerical data.
• Small Sample Size: Qualitative research is usually conducted with a small group
to gather detailed and deep insights.
• Advantages: Provides deep insights into customer motivations and thoughts, helping to
identify issues that may not have been recognized before.
• Disadvantages: Difficult to generalize results for the entire market due to the
small sample size, and results may be subjective as they depend on participants’ perceptions.
+Qualitative research is often used to:
• Explore new ideas for products or services.
• Gain a deeper understanding of customer feedback on a product or brand.
• Identify unmet needs and customer perceptions.

In summary, qualitative research is an important method in marketing that helps businesses

gain a better understanding of customer psychology and behavior, enabling them to create
more appropriate marketing strategies.
D) Bran

2- How many ways to set for different types of MR ? – 10

a.DOING SURVEY: Surveys involve companies contacting participants to answer questions. These
can be conducted through various methods, such as:
 Phone: Representatives make unsolicited calls to ask scripted questions.
 Mail: Questions are sent in written form to participants’ mailing addresses.
 Online: Participants are contacted via email or provided with a link to an online form.
 In-person: Companies engage with people in busy areas, allowing them to sample
products or services.
Surveys are a cost-effective way to collect large amounts of data for analysis. Written surveys, in
particular, can encourage honest responses as participants feel they are sharing their opinions
privately.

b.OBSERVATION: In market research, observation involves examining how consumers behave

while shopping. This often includes recording shoppers in a store and analyzing their habits or
patterns. When shoppers are unaware of being observed, their natural behaviors are revealed,
rather than how they perceive themselves. For instance, observation can help researchers
identify which store stimuli influence purchases, which products attract the most attention, and
how packaging or displays impact buying decisions.

c.FIELD TRIAL: In a field trial, a company lets users try a product under typical conditions and
then gathers feedback from them. For instance, a company creating a new toaster might have
people use it for a set time and then share their thoughts, which the company would use to
refine the product. Alternatively, the company might introduce the product in a store to observe
shopper reactions. The goal could be to assess responses to advertising, gauge the product’s
appeal to casual shoppers, or offer samples before collecting opinions.

D.COMPETITIVE ANALYSIS: Competitive analysis is a crucial market research technique where a

company gathers and examines data about its competitors. This process includes identifying
both main and secondary competitors, and understanding their products, profits, marketing
tactics, and more. This analysis helps you understand your competitors’ strengths and
weaknesses, and your own position in the market. Additionally, it offers insights into effective
business models and consumer preferences, enabling you to adopt strategies that are more
likely to succeed.

e.