1. Desk Research
This research is done by marketing experts with the help of published and other written information. They do no take any initiative in going to a field and conducting a research they do collect the information which are easily available. they focuses on secondary method of data collection such as published material. This is called desk research as as it involves table work. Hence the analysis of data is done on the basis of available resources such as journals, magazines, directories and they collect internal data from record of the firm such as financial statements, sales reports, purchases reports etc.
Advantages
- Easy availability of data
- Least expensive
- Field work not required
- Not based on respondent
Disadvantages
- Published information cannot be used as it requires modifications.
- Based on secondary data which has many limitations in itself.
- Information may be outdated.
2. Observation
This method involved collecting information by observing things. This research can be conducted by trained observers. In this method of market survey the observer does not ask any question to the person, but silently observe the action without letting them know that he is observing their activities. Generally observation is done at the point of purchase to determine the brand preference, like and dislike of the person.
Advantages
- Information collected is more accurate.
- Ability of respondent to answer the question is not important.
- Not biased as the person does not know that he is being observed.
Disadvantages
- Success of this method depend upon the observer.
- Observer need to be present at the place.
- Respondent can be aware that he is being observed.
3. Experimentation
This method consist an experiment. Under this method the experimenters manipulates or make changes in such a way that it effect upon one or more other variables can be measured. The experimenter may change any one factor of the product to see the changes in the sales. He may change the price, color, size, quantity of the product. a market segment is selected and the product is introduced with changes and they check the current sales after making such changes and compare the current sale with the previous year sales.
Advantages
- More realistic and give better results.
- It is possible to measure relative efficiency.
- Based on real life situations.
Disadvantages
- It is expensive.
- Involves huge risk
- Time consuming
- Difficult to select market
4. Projective techniques
In this technique of market survey the respondent are encourages to speak more in a particular topic. The researcher here ask many question to the respondents an encourage them to speak more about their likes, dislikes and opinion so that it will be easy for them to make decision regarding the market segmentation, market positioning and targeting. Here the inner self of the respondents are revealed truly.
Advantages
- Inner self of respondent is known
- The respondent feel free to speak
- Decision making becomes more easier
Disadvantages
- It requires skilled and competent researcher
- It is time consuming
- It involves huge cost
5. Survey techniques
A survey involved collecting data by interviewing a limited number of people selected from a large group of people as their representative. The researcher obtains data by interviewing them asking the prepared questions. The most common method of getting data which is used by many organisation. This is the most effective method than any other method as it involved selecting the right sample, sample size and sampling techniques .
Following are the methods of survey technique
- Personal interview
- Telephone Interview
- Mailing questionnaires
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