Factors Affecting The Selection Of Suitable Method For Marketing Research:
The factors to be considered while selecting the method for marketing research (data collection) are as explained below:
(1) Nature and objectives of research project: The research project may be local or national in character It may be related to product, package or consumer behaviour A local survey covers a small area like one town or one district while a national survey covers wide area and population Similarly/ the objective of the study and the degree of accuracy required need special consideration while selecting one or the other method For example, mail survey is convenient for collecting information from large number of people while personal interview will be convenient when information is to be collected from limited number of respondents
(2) Type of primary data required: One important factor influencing the selection of method is the type of primary data required for example, qualitative interview is very convenient method for collecting information on personal motives while telephone survey is convenient for collecting facts about radio or TV listening by people. Published data can be used if population data at the national level are required for research purpose.
(3) Cost consideration of research project: MR is always subject to financial support available to the project. The method which is suitable to the funds available needs to be selected. For example, desk research is least expensive, but field investigation is expensive. Similarly, observation methods are more expensive then the experimental methods. In short, the budget provision need special consideration while selecting the method of research work.
(4) Time consideration of the project: Some methods of MR or data collection are quick while others are time-consuming. This factor needs attention while selecting a research method. Field investigation is time-consuming and should be used when sufficient time is available for the completion of research project. Thus time available for research work is one major factor which needs careful consideration while selecting the method for data collection.
(5) Physical resources available: Such resources include personnel and administrative machinery available with the researcher. For example, if there is shortage of skilled interviewers, the postal survey method is preferable. Similarly, field investigation method should be used when a researcher with knowledge of statistics is available. Observation and experimental methods can be used only when skilled and technically qualified persons are available.
(6) Approach of the company: The approach of the company behind conducting research work is one important factor which needs consideration while selecting the research method. For example, a company conducting consumer-oriented marketing research should try to go as near to the consumers as possible. For this, personal interviews are suitable. For collecting general information from the consumers, mail order survey is adequate.
(7) Availability of machinery for processing information: The data collected need to be processed properly. An organisation with suitable facilities for processing the information collected should use field investigation methods. In the absence of such facilities, desk research is convenient.
(8) Type of sponsoring organisation: A big organisation with independent marketing research department and well-trained staff can select any direct method for research work. In the absence of such department, the research work should be given to an outside expert agency like advertising agency.
(9) Coverage of research project: Some research projects have wide coverage. In other cases/ the samples to be examined may be less but detailed information is required to be collected. The method needs to be selected accordingly. For example^ if the sample is large and the information to be obtained is simple/ a postal questionnaire is convenient. Personal interview is suitable when detailed information is required to be collected from limited respondents.
(10) Research facilities available: The marketing research department can conduct research work independently only when it has a competent machinery to analyse and interpret the data for drawing conclusions. In the absence of such machinery, the research project should be handed over to a competent professional agency.
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