When conducting marketing research, primary data can be obtained using the following methods of collecting information:

1. quantitative methods, which include:

Survey- this is an oral or written appeal to respondents in order to identify opinions and actions through a dialogue, the content of which follows from the research problems. A survey is a form of information gathering that is used quite often. Typically, the following types of surveys are distinguished:

· face-to-face survey when the researcher interviews respondents in person;

· correspondence survey when the researcher is not in contact with the respondents. Correspondence survey can be conducted in the following areas: postal survey, telephone or facsimile survey, computer survey;

· structured survey when respondents answer the same questions;

· unstructured survey when the interviewer asks questions depending on the responses received.

Questionnaire- consists of an introduction, main and requisite parts. The questionnaire must be identified, i.e. contain an indication of the date, time and place of origin of the survey, the name of the interviewer. This is a more “rigid” method than a survey, as it involves specific answers, from a number of proposed ones, to a specific question.

2. Qualitative Methods– involve collecting, analyzing and interpreting data by observing what people do and say. When implementing them, the following are used: the focus group method, in-depth interviews, protocol analysis, projection and physiological measurements. Qualitative methods are also divided into straight And indirect . Direct methods are methods when respondents are told about the goals of the survey or they become obvious from the survey itself. Indirect methods - methods when respondents are not informed about the objectives of the study.

TO direct methods relate:

In-Depth Interviews An unstructured, direct, face-to-face interview in which a single respondent is interviewed by a highly qualified interviewer to determine their underlying motivations, emotions, attitudes, and beliefs about a particular topic.

Protocol Analysis- a survey method, when the respondent, placed in a situation of choosing a certain product, must make a purchase decision, during which he describes the facts, gives the arguments that influenced his choice.

Observation- a method of collecting primary marketing information by observing selected groups of people, actions and situations. Distinguish - continuous observation when data are collected on all units of the population and discontinuous observation. Observation can be - included and not included, hidden and open, field and laboratory. Field - carried out in a natural setting, for example, the behavior of a buyer in a store, restaurant, etc. is observed. Laboratory- is carried out in an artificially created environment using technical means.

With the help of observation, it is possible to investigate the behavior of buyers in front of a store window or a poster, the frequency of visits to competitors by buyers. When conducting observations, it is necessary to pay attention to the objects of observation, the conditions of observation, the type of observation, the frequency of observation, the technique of observation. In a number of cases, when observing people's behavior, various kinds of mechanical devices are used, such as a galvanometer, an audiometer, etc.

The advantages of these methods are the absence of interviewer influence, greater accuracy in judging consumer behavior, regardless of willingness to provide information, and lower costs of obtaining information. The disadvantage is that only observable external manifestations can be recorded, without subjective moments, for example, desires. Observations can reveal exactly what the consumer does, but does not reveal the reason why he does it.

TO indirect methods include:

o projection method is an unstructured, indirect form of survey that encourages respondents to express their ulterior motives, beliefs, attitudes, or feelings about the issue under discussion. According to the classification adopted in marketing practice, projection methods are divided into five main groups:

o Associative Method , when using which the respondent is shown an object, and then he is asked to say about it what first comes to mind.

o Ways to end the situation where the respondent is asked to come up with an end to the invented situation.

o Expressive Methods - when a particular situation is presented to the respondent orally or visually for consideration. He is required to express the feelings and emotions that others experience in this situation.

o Ranging is a method that has more structured incentives. Respondents are given lists of characteristics of the object under study and are asked to rank these characteristics according to some criterion.

3. K causal methods used in marketing research include:

Experiment is a controlled process of changing one or more independent variables to measure their effect on one or more dependent variables, provided that the influence of extraneous factors is excluded. The experiment allows you to establish how a change in one or more independent variables affects one dependent variable with the designation of cause-and-effect relationships. An experiment is an ideal means of finding solutions to marketing problems because it provides a one-to-one correspondence between cause and effect (impact and result). Experiments allow you to simulate some types of marketing activities under strictly controlled conditions. However, the artificiality of the situation can make the participants in the experiment behave differently than in life. With the help of experiments, marketing information is obtained about the relationships between independent and dependent variables in conditions close to real, valid.

Focus group method- or a focused group interview, during which a group of about 8-12 people is recruited, in which a moderator is appointed. The group discusses a certain problem, and the moderator manages the development of the discussion process and sums up certain results.

The following methods can be distinguished as a separate group:

Expert assessments- these are judgments of highly qualified professionals expressed in the form of a meaningful, qualitative and quantitative assessment of the object of study. The main methods of conducting examinations are: the method of commissions, the method of "brainstorming", the method of "delphi", the method of "predictive graph", the method of scenarios.

Modeling is the construction of a mathematical, graphical or other model of controlled and uncontrolled factors.

Also, to collect primary information in marketing, they use internet marketing methods , including:

o direct registration of server visitors,

o analysis and consideration of the interests of visitors on the activity of interaction with built-in search engines,

o electronic surveys of visitors, interactive interaction.

Obtaining primary information is a kind of marketing aerobatics. This is especially true for the conditions in our country, where it is extremely difficult to get access to company and industry information, there is no developed marketing infrastructure, a marketing culture has not been instilled, and the vast majority of industrial and commercial enterprises have not gained experience in using marketing.

There are three methods of obtaining primary information: observation, experiment and survey.

• 1. Method of observation. One of the simplest and cheapest research methods carried out in real conditions. This method is used when the observer wants to minimize his influence on the respondent. Observation is a descriptive study in which the actions of the respondent are monitored without direct contact with him. In such a study, mechanical or electronic means such as a scanner and sensors may be involved. Removal of information takes place in natural conditions, and there is no subjective distortion of it (this applies to the consumer). For example, it can be used to assess the age and sex composition of visitors to shops, cultural institutions, the frequency and range of purchased goods.
• 2. Method of experiment. It is a research method used to quantify causal relationships. When conducting an experiment, the researcher changes one or more variable parameters and at the same time observes how this change affects another dependent parameter. Allows you to identify the real reaction of potential consumers or other groups of people to certain factors or their changes. There are two types of experiments:
  • · Artificial simulation of the situation of a laboratory experiment;
  • · Experiment in real market conditions as part of a field study.

The topics of laboratory experiments can be very diverse. This includes comparative testing of product quality, and studies of the influence of a brand and brand names on consumer choice, price tests, advertising testing, etc. A laboratory experiment is usually carried out in special laboratories that are equipped with the necessary equipment. For example, video equipment is used to determine consumer reaction. Known are examples of creating special devices connected to computer systems and providing tracking of the direction of the buyer's gaze when viewing an object (packaging, shop window, etc.).

Field experiments are carried out directly in market conditions. Such studies include:

• · Trial sales of goods to various target groups of consumers in order to identify the degree of perception of quality, price, packaging;
• · Evaluation of advertising effectiveness in different regions;
• · Evaluation of the effectiveness of the presentation of goods to the market (placement on retail space, presentations, etc.).

The undoubted advantage of this method is the possibility of minimizing errors during large-scale actions in the market. The disadvantages include the high cost of research and the designation of the direction of their actions in front of competitors.

3. Poll. The most universal, effective and widespread research method. When conducting a survey, the interviewer turns to the respondents in order to find out facts, opinions and sentiments through direct or telephone communication, or through questionnaires. Distinguish:

Questionnaire. This is not just a list of questions, but a very subtle and flexible tool that requires careful study.

Interview. Typically, interviews are conducted at the exploratory research stage. The fact is that the researcher does not always fully understand the features of the problem he is investigating. Therefore, before proceeding to the collection of statistical data on the market, it is necessary to outline the range of the most significant issues.

An individual interview is a survey of experts in a particular field, which is mostly unstructured (in the form of open-ended questions). If the problem is sufficiently formalized, then the survey can be held on closed questions for expert evaluation of problems.

Simple interviews are a survey of respondents according to a pre-compiled scenario. Such interviews do not provide for any analytical conclusions directly during the conversation and adjustment of the interview plan. The main task of the interviewer is to establish and maintain communicative contact with the respondent.

In-Depth Interviews- a more complex method of conducting an interview, which provides for a more active participation of the interviewer in the conversation. In-depth interview scenarios should be based on branched marketing models, and a qualified specialist should act as an interviewer.

A focus group is a group consisting of 6 to 15 people with certain characteristics that ensure representativeness, carrying out a qualitative analysis of the subject of discussion under the guidance of a specially trained facilitator.

telephone survey. The simplest means of collecting information as soon as possible. It is cheap and convenient, during a telephone interview the interviewer has the opportunity to clarify incomprehensible questions.

Post survey. A simple means of reaching out to individuals who either do not agree to a face-to-face meeting or do not want their answers to be unwittingly affected by the influence of the interviewer. The questionnaire sent by mail may contain a large number of questions. The disadvantages include the unreliability of mail, the violation of anonymity and the low percentage of receipt of completed questionnaires.

The information obtained during the study (it includes a significant number of completed questionnaires, notes with observations and expert opinions) is subjected to a comprehensive analysis. For such an analysis, statistical methods and mathematical models based on modern computer technology are used.

Analysis- a set of procedures that allow drawing conclusions about the structure, properties of the object of analysis and the laws of its functioning. Marketing analysis methods can be combined into the following groups:

• · Heuristic methods - techniques and methods for solving problems and deducing evidence, based on the experience of solving similar problems in the past, the accumulation of experience, accounting for errors, expert knowledge, and intuition.
• · Formal methods - techniques and methods of analysis associated with the use of deterministic algorithms, procedures, etc. Depending on the degree of "rigidity" and the predetermination of the steps of analysis, weakly formalized and strongly formalized methods are distinguished. Weakly formalized methods are flexible, iterative algorithms and procedures that, at certain stages, may even include human intervention. Formalized (strongly, rigidly, completely formalized) are rigid algorithms, economic-mathematical, statistical and similar methods.
• · Combined methods - methods that use both heuristics and formalized procedures.
• · A bank of methods is a set of modern information processing techniques that allow performing arithmetic operations, graphic processing, statistical processing within the framework of a data collection and establishing the degree of their statistical reliability. Compilation and publication of the final report. Upon completion of the stage of processing and analysis of information, it is necessary to reflect the results obtained in the final report. A standard study report consists of the following sections:
  • 1) An introductory part containing a description of the situation, the essence of the problem and working hypotheses, the objectives of the study;
  • 2) Description of methods for obtaining information, formation of a target sample, as well as the timing of the study;
  • 3) Description of the results obtained using visual methods for presenting information;
  • 4) Conclusions and recommendations on the problem under study, which, as a rule, either confirm or refute the working hypothesis;
  • 5) Questionnaires, scenarios of experiments and focus groups, a form for conducting market observation, etc. can be presented in the annex to the report.

Presentation of the received information. This is a written summary of the results. Its volume directly depends on the scope of the study, the number and complexity of the problems under consideration and can range from several to one hundred pages. To process and analyze information, it is necessary to sort and present information in a standard way. There are the following types of information presentation: tabular view, graphical view, matrices, information scales.

The most common methods for collecting primary information include surveys, questionnaires, expert methods, panels, focus groups, observations and experiments.

1. Poll- the main and most common method of obtaining primary marketing information (Table 3.2).

In the practice of tourist activity, questioning on the beach is of interest, where an almost complete return of questionnaires is achieved.

Advantage interview in comparison with other methods in tourism is that it is possible to reveal the socio-psychological mechanisms of the studied phenomena - the motivation and predisposition of tourists to tourist products and their prices, the reasons for dissatisfaction with the structure and quality of the services offered.

Table 3.2

Survey classification

2. Development of the questionnaire continues to be, according to a number of experts, more of an art than a science, but a number of circumstances should be taken into account:

the effectiveness of the survey depends on what questions are asked, in what sequence;

the form in which the question is posed greatly influences the answer;

the nature of the answers largely depends on the correct and unambiguous wording of the questions;

the questionnaire should be built in such a way that its clear internal logic is visible.

The main questions in the questionnaire are divided into closed, open and semi-closed.

There are two types of closed questions: alternative (dichotomous); with a selective answer (multiple choice).

Alternative question involves a choice of two response options such as “yes” or “no”.

Multiple Choice Question involves a choice of three or more answers. To ask these questions, we use measurement scales: nominal, ordinal, interval, ratio scale.

Nominal scale represents a simple enumeration of answer options, without any ordering or matching. For example: lack of interest; high price; limited choice; lack of awareness.

ordinal scale(rank) consists of categories that differ from each other by conditional concepts or qualitative features.

For example, answer the question, will you use the services of this firm next time:

Yes......................................

probably yes....................

probably not............

No....................................

Interval scale consists of numerical values ​​that can be physically measured.

In this case, indicate how much money you spent on the purchase of sports services during your stay at the resort:

less than $50 ..............

from 50 to 100 dollars.............

from 100 to 150 dollars..........

more than 150 dollars...........

Relationship scale implies the presence of a natural, or absolute, zero. On this scale, you can make a quantitative comparison of the results obtained. Most often, the following are used to formulate closed questions: Likert scale; semantic differential; Stapel scale; mnemonic scale.

A 5-digit scale is often used as a Likert scale, for example: “strongly agree”; "agree"; "ns can say"; "disagree"; "completely disagree."

The question: “Indicate whether you are satisfied with the state of service in the hotel according to the following indicators” can be answered on a Likert scale (Table 3.3). Circle the number corresponding to your level of agreement.

Table 3.3

Likert scale example

Based on the database obtained as a result of processing the answers to such questions, it is possible to analyze the profile of two or more travel companies, presented in Table. 3.4.

Table 3.4

The results of a comparative assessment of the work of two hotels

semantic differential represents a series of polar characteristics, and the scale consists of a large number of antonyms (“bad” - “good”, “convenient” - “uncomfortable”, “useful” - “useless”, “like” - “dislike”, etc. .). Circle the number of points that corresponds to your opinion.

Table 3.5

An example of a semantic differential for rating restaurants in points

The Stapel scale is a modification of the semantic differential.

Example. Based on the table. 3.6 indicate how accurately each statement describes the travel agency. It is necessary to choose numbers with a plus for statements that characterize the travel agency, and numbers with a minus sign for indicators that do not correspond to this company.

An example of the Stapel scale

Table 3.6

Mnemonic drawn scales are used both to facilitate the formulation of answers to questions, and to simplify the choice of an answer by respondents (Fig. 3.1).

The pictures clearly show the respondents' reactions to a particular question.

Open questions do not impose one or another answer option, do not contain hints and are designed to receive an unformalized opinion. In this case, the processing of the results is more complicated (Table 3.7).

semi-closed questions in addition to a certain number of answer options, contain the position "other - specify which one". This will enable the respondent to complete the answer that was not previously provided in the questionnaire. Semi-closed questions are useful in conducting marketing research on the effectiveness of destination advertising, helping to generate ideas for the most successful definitions, keywords and characteristics that can be used in the formation of the image of travel agencies.

Table 3.7

Types of open questions

Control questions designed to verify the accuracy of the data obtained.

For example, let the main question be: “What characteristics of the services offered by the firm most satisfied you?” The security question might be: “Have you used the services of the firm?”

3. Expert assessments. A special place among expert methods is occupied by expert assessments based on the foresight and intuition of qualified specialists (experts).

Peer review is called the average characteristic of the opinions expressed by a group of competent specialists about a phenomenon, provided that their views are close.

Expert assessments are practically the only source of marketing information when forecasting the market situation (when there is not enough statistical data), when substantiating (together with other methods) the adoption of optimal marketing decisions under conditions of market uncertainty. The main requirements for experts are competence, interest in participation, efficiency and objectivity

There are several methods for obtaining information from experts.

Delphi method. The essence of this method is to develop agreed opinions by repeating the survey of the same experts (usually 3-4 times). After each round of surveys, the results are summarized and reported to the experts. As a result of such a procedure, a consistent estimate is developed.

Brain attack. This method is based on the collective generation of ideas. On the basis of uncontrolled generation and spontaneous interweaving of the ideas expressed, chains of associations arise that can lead to an unexpected solution to the problem.

Gordon method is that the participants are not set a specific task, but only need to outline the general side of the problem.

group discussion method. This method involves the participation of people who have little or no knowledge of the problem at all. This sometimes makes it possible to obtain a large amount of new interesting information, non-standard and original ideas.

Synectics method. It consists in attracting specialists from different fields of activity; as a result of the discussion, a selection and screening out of ideas that have not withstood criticism takes place, and a real idea is accepted that has received the support of the majority.

4. Panels. They are a collection of interviewees who are subjected to repeated surveys. According to American practice, a panel means a list of jurors and has the following main features:

a permanent subject of research;

systematic or periodic data collection;

a constant set of objects of study (individuals, families, households, enterprises).

The most common is the consumer panel. With the help of a survey on this panel, demographic, socio-economic data are obtained, which are necessary for evaluating the consumer basket. In traditional panel forms, respondents are asked to repeatedly answer the same questions in the questionnaire to ensure comparability of information in the analysis of dynamics. Panel studies are also used in the marketing activities of tour operators, when they form a sample of regular customers, who are surveyed, as a rule, on the eve of the summer and winter seasons.

5. Focus group method- one of the most interesting and creative methods of collecting primary information (mainly qualitative). It is a carefully planned discussion on a specific topic in a relaxed atmosphere and is used to solve the following tasks:

generating ideas (for example, to develop and improve tourism products);

study of requests, perception and attitude to the tourist product;

clarifying the colloquial vocabulary of the "consumer", which may be useful in promotions when compiling questionnaires.

Usually, the work of focus groups (the optimal composition is from 8 to 12 people) is recorded using audio-video equipment. The choice of specific focus group participants is determined by the purpose of the research. The main requirements for a focus group leader are:

professionalism and ability to learn quickly;

sociability;

awareness of the subject of research; having a good memory to link all statements; the ability to quickly respond to the course of the discussion; tolerance for uncomfortable and harsh statements; ability to think big, i.e. the ability to separate the important from the secondary.

Disadvantages of the focus group method include: possible unrepresentativeness (unrepresentativeness) of the results;

a rather subjective interpretation of the events and facts under consideration;

high cost per participant.

6. Surveillance commonly used in marketing research of an exploratory nature and is a method of collecting primary information about the object under study by observing selected groups of people, actions and situations. The advantages of surveillance include: simplicity and low implementation costs; independence from the object of observation; ensuring higher objectivity; the ability to perceive unconscious behavior; naturalness of the research environment.

Observation disadvantages include: difficulty in ensuring representativeness; the subjectivity of the observer himself; the impossibility of taking into account the motives of consumer behavior.

For successful observation, certain conditions must be met.

• 1. Activities should be carried out in a fairly short period of time.
• 2. Monitored processes must be accessible.
• 3. Observations should be made on those consumers whose behavior is not based on a frequently repeated systematic activity.

The observation of the behavior of customers when buying tourist services has become widely used in tourism, for which hidden video cameras are used that record the actions of visitors in the office of a travel agency.

In a restaurant, specially trained waiters can play the role of observers. The same is true during tourist trips.

7. Experiment- this is the manipulation of independent variables (price, advertising costs, etc.) in order to determine their influence on dependent variables (sales volume, change in market share) while maintaining control over the influence of other parameters that are not currently studied. Experiments are divided into two groups: laboratory, conducted in an artificial environment (for example, various tests for products, prices, advertising);

field, conducted in real conditions (for example, a test of the market), sometimes they are called test marketing.

After the subject of marketing research is clearly defined, the researcher needs to focus his efforts on collecting information. Under marketing research methods understand the approaches used to obtain data on the solution of all or part of the problem being investigated. Data - these are facts and figures relating to the problem under study.

The choice of one or another research method is determined by the following factors:

1) resources with which the researcher (material, financial, personnel)

2) the requirements of the research customer;

3) time restrictions on the conduct of the study (schedule);

4) features of the object of study;

5) by the nature of the information to be obtained;

6) the qualifications and experience of people I am! Perform research.

Research methods are divided into quantitative and qualitative. quantitative research is aimed at obtaining answers to the question "how much?" (sold, produced, imported, etc.). With their help, the tasks of determining the volume of markets, the capacity of individual segments, and the distribution of market shares between individual companies are solved. Guilt will require a certain degree of precision to substantiate the conclusions. The quantitative methods of marketing research include:

Questionnaire survey (postal, telephone, Internet);

Store checks

Desk research, clipping

Testing (at home, in the Auditor, laboratories.

Questionnaire survey (questionnaire) - is a table with a list of questions to be answered by the respondent (the person from whom information is to be obtained). Questionnaires can be conducted orally (forwarding means) or in writing (self-registration). The questionnaire can be distributed by personal contact or by mail. (Internet).

A survey using a questionnaire allows the interviewer not to forget about individual questions, ask them in the required sequence, involve new, temporary workers, students in research, draw the attention of respondents to the joint solution of problems in society and business. An important advantage of questioning is the ability to automate the process of processing and analyzing the collected information using computer programs and economic and mathematical methods. Also, questioning, like other survey methods, allows you to create databases of potential customers, business partners, and make adjustments to target markets. The disadvantage of this research method is a large percentage of errors when filling out questionnaires. The questionnaire method is also used in conducting panel studies.

The classic questionnaire consists of 3 parts.

1. Introduction(indicate the organization conducting the research, the purpose and the communication bridge; you can give brief instructions for filling out the questionnaire).

2. The main part.

When developing it, it is necessary to determine the order in which questions are placed and their number. Determining the correct logic for following questions is the most difficult step in developing a questionnaire. Since the researcher seeks the help of the respondents, the questionnaire should begin with questions that affect the interests of the respondents. Such questions are not subject, as a rule, to statistical processing and do not directly give the researcher the information for which he conducts marketing research. their purpose is to establish contact with the respondent, facilitate his entry into the problem and help focus on it. In general, questions should follow from the general to the particular, from the simpler to the more complex.

3. Information about the respondent.

When studying the end-user market, information about the respondent most often includes such personal issues as age, income level, social status, etc. In the industrial market, there may still be questions reflecting the financial condition of the enterprise, the number of employees, the volume of production, etc. The general rule should be this - if most personal questions can be avoided, then this should be done, especially if they are not necessary.

The rear disadvantage, typical for the practice of marketing research in Ukraine, is the presence in the questionnaire of questions that do not directly correspond to the goals of marketing research and the search question. So, for example, if a market research is aimed at determining the short-term demand for mini-mills, it is not at all worthwhile to include in the questionnaire the question from which media the consumer receives information about this kind of technology. This question does not help determine the level of demand, it refers to the study of the most effective channels for promoting a product.

Types of questions in the questionnaire

The questionnaires (questionnaire letters) use two types of questions: closed (when the respondent chooses one of the proposed answers) and open questions, to which the respondent answers in his own words.

Depending on what kind of information should be obtained after processing the survey data, various types of questions are used, from questions like "yes" - "no" (the answer "I don't know" can also be provided) and up to multiple questions when you need to choose two or more answers to questions that are used in projection research methods.

Open questions do not require a list of answers (see Figure 4.8).

Rice. 4.8. Open questions in questionnaires

The number of open questions depends on the degree of involvement in the problem. As a rule, this type of questions is used in questionnaires for experts precisely for the purpose of a deeper study of the problem. In questionnaires for end users, it is typical to use open questions to continue closed ones (the first half is a closed alternative question, the second half is an open question).

Closed questions (have a given structure and provide a limited list of answers.

Examples of closed questions

Alternative question - This is a question that allows you to choose an answer from two options.

Does your firm offer bulk discounts to customers?

Multiple Choice Question (from three or more statements). Please indicate what are the main problems hindering the work of your bank?

1. shortcomings of the legislative framework;

2. loan default;

3. personnel problems;

4. difficulties in finding clients;

5. others (please specify).

"You ran out of toothpaste and came to buy a new tube, but it turned out that this paste was not on sale. Mark in each pair

"Rank toothpastes according to their effectiveness ("1" - the most effective)":

interval nag has a distance characteristic and allows you to compare objects based on the difference between individual scale gradations. The type of questions that are used in this case are the Likert scale and the semantic differential.

Naked Likert allows you to study the degree of agreement or disagreement of the respondent with certain statements.

For example, to explore the opinion of consumers regarding a particular brand of toothpaste, a series of statements are proposed:

semantic differential - a scale that has a series of bipolar (opposite) definitions that characterize the properties of an object (product, service, distribution channel).

Silca toothpaste

The use of a semantic differential in questionnaires allows you to determine the image of a company, brand, store, etc.

Relationship scale (relative nag and starting point) - a scale that has a zero point and allows for a quantitative comparison of the results obtained.

"How often do you eat at a fast food restaurant?"

1) once a week or more often;

2) twice or thrice a month;

3) once a month or less.

Exist rules for formulating questions in the questionnaire.

1. It is necessary to use simple words. Depending on the level of education of the respondents, it is necessary to strive to ensure that the questionnaire matches their vocabulary.

2. When compiling questions, you need to use unambiguous words and terms. In many cases, the same words: often, rarely, expensive, cheap, many, few, affordable prices, sometimes have different meanings for different respondents. Therefore, it is necessary to always take specific indicators that clearly indicate the frequency, degree, prices, etc. Instead of "often", "rarely" you need to accept acceptable indicators "once a week", "once a month", etc. If we are talking about prices, they must be specified specifically or some price limits "from - to" should be given.

3. When composing questions, it is necessary to avoid that they have a hint. This typical mistake leads to the fact that the researcher receives the information he wants, and not the one that corresponds to the real views of the respondents.

4. When compiling the questionnaire, questions should be avoided that include references to reputable persons or well-known firms. For example: "Do you agree with the position of the Ukrainian Marketing Association that...?" There is a group of respondents on whom questions of this type exert positive pressure, and in some groups, on the contrary, such references cause a protest against the imposition of an assessment.

5. It is also not recommended to use alternative answers specially selected by the researcher and also provide for obtaining the desired answers. Moreover, this may also apply to the order of the questions. If the list of alternatives is too long and they are quite complex, then those given at the end are more likely to be chosen by the respondents.

6. Problems associated with memory errors arise when the respondent is asked to calculate a specific figure over a sufficiently long period of time. For example: "How many packs of washing powder

Do you buy during the year? ". The researcher should use simpler questions or a series of questions that will help him make his own calculations.

7. The questionnaire should avoid combining several questions at once in one. For example: "Are you satisfied with the quality and price of services?". It is clear that the answer to the first half of the question may not coincide with the answer to the other.

Storcheki (str-check, store-check) - This is a type of marketing research, the essence of which is to register the assortment, prices, facing and advertising activity of sellers for each item in retail outlets. In fact, this is a system of measures aimed at checking the efficiency of the places of sale of goods, assessing the competitiveness of a business and searching for new factors for creating competitive advantages in the field of trade.

Facing - is a unit of product that a customer can see in self-service stores.

Clipping ) is a selection of media materials about an enterprise, trademarks, individuals (information is usually provided in the form of copies of printed materials or sent in electronic resources.

Marketing testing is a method of researching innovative products or solutions in the implementation of the marketing mix. In fact, it can combine surveys, observations and experiments. Consider its individual varieties.

Hall test (survey with dental location) is one of the most common methods for collecting quantitative data. During the Hall test, respondents in a special room test a certain product and / or its individual elements (packaging, commercial, etc.), and then answer questions (usually in the form of a questionnaire).

Hall testing is carried out in two stages. At the first stage, each respondent belonging to the target group, in the absence of unauthorized persons, is given the opportunity to use this product (several products) or watch several versions of commercials and choose the option that they liked the most. At the second stage, respondents answer survey questions that allow them to determine the selection criteria, the frequency and volume of consumption of certain types of goods and the reasons for choosing one or another version of the advertising message. A characteristic feature of the Hall tests is the direct contact of the respondent with the object of testing (for example, a taste test).

Benefits of the Hall test:

1) the possibility of conducting lengthy interviews (up to 40 minutes);

2) the ability to study the impact on consumers of various groups of various types of information (visual, tactile, auditory) and get a reaction to different tastes, smells, shapes and colors;

3) ease of interviewers' work;

4) the possibility of observing the behavior of the buyer in the situation of making a purchase;

5) explore the reasoning of the reasons for this or that choice of the respondent.

Disadvantages of the Hall test:

1) high cost;

2) the difficulty of selecting the necessary "quality" of respondents, to ensure the "purity of the experiment."

Noshe-test (home-test) or home testing is a research method in which a group of consumers use a product at home, use it for its intended purpose and respond to the proposed answers (fill out a questionnaire). Of course, respondents are offered goods for personal use (perfumes, cosmetics, etc.) or home use (detergents, household chemicals, appliances, etc.). Methods for collecting and processing home-testing information are similar to hall-testing.

The Home-test method helps to solve the following tasks:

1) improve procedures for positioning a new product;

2) check the perception of its consumer properties;

3) identify the disadvantages and advantages of goods in comparison with the products of competitors;

4) determine the optimal price of the goods.

quality types of research are looking for information to clarify the other side of the problem - "why?" (the consumer chooses a particular product, what consumer properties of the product are most important for different groups of buyers, etc.). Most of these studies are related to the study of consumers, their behavior, motivation, expectations and attitudes.

The most common qualitative research methods include:

1) interview (expert, personal, telephone, mail)

2) method of business contacts;

3) observation;

4) focus groups.

Expert interview.

The collection of primary information most often begins with expert interviews. This method has a number of advantages. Interviews with experts require little time, money and labor costs. A survey of experts allows you to determine the essence of the problem, find as many options for its solution as possible, and find out the feasibility of conducting more extensive research. An important step in working with experts is their selection. The reliability of the results obtained depends on this. The general criteria for selecting experts are the level of education, position, work experience in the field under study. Experts can be leaders of various levels who influence the solution of the problem under study, representatives of the scientific community, etc.

The problem of working with experts is their workload, frequent business trips, etc. Interviews with experts should be planned in advance to avoid possible rejections.

Personal interview.

Face-to-face interviews involve obtaining information from respondents in the course of a face-to-face conversation. This method of communication with the respondent is the most flexible and manageable. Practice shows that when conducting personal interviews, the lowest percentage of refusals is observed, since the interviewer has the opportunity to convince the respondent.

Telephone interview.

The telephone interview is less flexible than the face-to-face interview. It is not suitable for cases where the answers to the questions require a significant amount of time to write down. Most people give brief answers over the phone, so it is difficult to keep them interested in the survey while the interviewer pauses to record the response. Therefore, they ask a question on the phone that does not require long answers.

Postal interview.

Mail interview provides for the distribution of questionnaires by mail, fax or their publication in the media. The main difference of this survey method! from the previous ones lies in the fact that the interviewer does not have the opportunity to personally communicate with the respondents, and, accordingly, to explain to them the objectives of the study, to ask and clarify the recording of answers, to establish trusting relationships. This form of survey is less flexible and manageable than the previous ones.

A more difficult problem in conducting a mail survey is related to the return of questionnaires. The average percentage of return of questionnaires in countries with developed market economies is 40-60%, and sometimes even higher. The practice of conducting a mail survey in Ukraine shows that this figure is much lower in our country and amounts to only 10-20%.

Errors that occur in the course of "field work" are divided into sampling errors and errors associated with interviewing. Errors associated with the conduct of selective observation often arise as a result of the fact that interviewers do not interview those respondents who were selected for this, but those who are more convenient to interview. The result of this is that interviewers explore the views of people, which is not the target market for the company.

There may also be sampling errors associated with the problem of the inability to interview the planned respondents due to their absence from the place or refusal to participate in the interview. Errors can also be related to the interview process itself: the inability of the interviewer to establish contact with the respondent in such a way that a sense of trust and sympathy arises; inability to accurately ask a question; Interviewer errors in recording responses.

Business contact method represents meetings, conferences, seminars with representatives of other companies or consumers at fairs, exhibitions, open days, friendly meetings.

"Mystery shopper" (mystery shopper, from English. Mystery Shopper / Secret Shopper) - a research method that is used both as part of a marketing research aimed at assessing the consumer experience received by a client in the process of purchasing a product or service, and in order to solve organizational problems, for example, determining the level of compliance with standards. It emerged as an independent line of research in the 1940s in the United States. The use of the "mystery shopper" methodology is primarily associated with checking the honesty of employees. As part of the program, the management of retail chains found out:

Sellers issue a check upon purchase;

Corresponds to the price of the goods officially established;

Sellers do not overweight buyers and the like.

The second wave took place in the seventies in Europe and the USA. The emergence of a large number of complex electronic goods (TVs, music centers, etc.) has caused problems in the ability of retail sales assistants to adequately present the product and advise customers.

The development of Mystery Shopping in its modern form coincided with the development of the Internet in Western countries, especially in the USA. In large network companies such as Wal-mart, Citibank, Macdonald's, Shell, it finally appeared possible at an affordable price and every day using the Internet to receive operational information about the level of customer service in each of its thousands of branches, stores, restaurants or filling stations.

According to the international association of providers MSPA, the total market volume of Mystery Shopping services in Europe amounted to about 400 million dollars, in the USA - 800 million dollars, in Russia about 10 million dollars, and this figure is growing every year. Mystery shoppers rate:

Implementation of service quality standards;

Compliance with sales techniques;

Competence of personnel;

Visual design and cleanliness of the location;

Placement of pos-materials;

Checkout work;

Promotion of special promotions by staff.

The long-term Mystery Shopping program leads to measurable results in the work of retail chains:

Growth in the ratio of buyers to visitors (conversion rate)

Growth of the average check;

Growth in sales of additional goods / services;

Growth in sales per unit of sales force;

Growth of repeat sales (behavioral customer loyalty);

Improvement in financial performance, profit growth.

Observation - this is a method of collecting primary information by passively registering by the researcher certain processes, actions, actions of people, events.

According to the nature of the environment, observation can be "field", carried out in a real life situation; laboratory, in artificially created conditions. According to the form of observation can be open and hidden. By regularity, observations are divided into systematic, continuous, episodic and random. According to the use of information processing technologies, "observations can be formalized or non-formalized.

Observation is not used as often as a survey. They, as a rule, serve to determine the research goal or generalize judgments. Compared with the survey, the advantages of observations are their independence from the desire or unwillingness of the object to cooperate, the ability to perceive unconscious behavior, and also take into account the impact of environmental factors. The disadvantages of observations are that it is quite often difficult to ensure the representativeness of the sample, the subjectivity of the observer, the unnatural behavior of the object of observation (if he knows that he is being observed). Observations take the following forms:

1) by the nature of the environment - field (in the store, at the window) and laboratory (in specially created conditions);

2) at the place of the observer - with the direct participation of the researcher or without his participation (observation from the outside)

3) according to the form of perception of information - direct or non-personal (through devices or registrars)

4) according to the degree of standardization - standardized or free;

5) in terms of completeness of coverage - continuous or whole (selective)

6) by frequency: one-time, periodic, current.

Focus group, How usually includes 6-12 experts or consumers, gather in one place to discuss the problem under study. Some consulting firms have specially equipped rooms with the appropriate audio and video equipment, as well as a room from which you can watch the discussion progress, for conducting FCA groups.

The purpose of the work of focus groups is not a quantitative measurement, but a qualitative assessment of the attitude of experts towards the subject being studied. This can be observation of the reaction to a product or advertising, emotional perception, analysis of subconscious motives. When the focus group is formed, then the researcher explains the subject and goals of the discussion. Usually the discussion begins with an analysis of the general product category and those brands of goods used to present and gradually moves to the product that is the subject of research. At the same time, the researcher (moderator) should organize the discussion in such a way as to minimize his participation in it and allow the focus group participants to express their thoughts by themselves. Focus group discussion provides an opportunity to feel the position of the respondent. But it must be kept in mind that the main purpose of focus group discussions is to generate ideas for developing or testing hypotheses, and not to accurately measure views, segment sizes, and the like. The effect of the focus group depends, on the one hand, on the correct selection of experts or participants, and on the other hand, on the level of training of the instructor. The latter should be well informed in the field of psychology, sociology, marketing, have discussion management skills, know the product that is the object of study. This is the problem of implementing this method of collecting primary marketing information.

In-Depth Interviews - this is a variation of the above method of collecting primary information of a qualitative nature, which leads to the presence of almost similar disadvantages and advantages. This method differs from focus groups in that in the process of its use, an unstructured interview of a specially trained psychologist is carried out directly with one respondent. The topic of in-depth interviews is also in the plane of questions of emotions, beliefs, attitudes of respondents, as well as their hidden problems. It is obvious that, like the previous method, in-depth interviews are used in search-based marketing research. they are used much less than focus groups, but in-depth interviews are especially useful for such specific research tasks that are closely related to certain psychological aspects:

Detailed psychological probing of the respondent, as well as an in-depth study of complex behavioral situations;

Discussing confidential issues or situations, as well as situations where the responses of the respondent can be significantly influenced by the opinions of others;

Expert surveys among a limited circle of professionals (including among competitors)

The study of the sensory experience associated with the consumption of a particular banking product or service.

Projection Methods - these are indirect forms of survey, during which respondents are asked to explain the behavior of other people, thus revealing their own hidden or subconscious motives, attitudes and beliefs regarding the problem under study, using special psychological techniques. They provide an opportunity to reveal the inner feelings of people on the topic under study.

Such methods are generally divided into several groups:

Associative methods, the purpose of which is to identify a person's associations with respect to a particular object or word;

Methods for completing a situation, during the application of which respondents are asked to come up with an ending to a certain sentence or situation;

Methods of constructing a situation - when respondents give answers in the form of a specific story or description of the situation, for example, according to the figures presented or special animation tests;

Expressive methods that require the respondent to determine how other people feel or act in a particular situation proposed for consideration (for example, role-playing).

The following types of marketing research are also used.

Trial sales method - pilot studies - are used when information is insufficient or it is impossible to collect or generalize it, combining specific marketing activities and trial and error studies. There is a big risk of loss.

Panel studies - regular communication with the same group of consumers (customers).

For the collection of primary data, it is better to develop a special plan regarding research methods, research tools, sampling plan, methods of communication with the audience.

Research methods. There are three ways to collect primary data, namely observation, experiment, survey.

Observation - one of the possible ways of collecting primary data, when the researcher conducts direct observation of people and the situation.

Another way to collect data― experiment. Experimental studies require the selection of comparable groups of subjects, creating different environments for these groups, controlling variable components, and establishing the degree of significance of the observed differences. The purpose of such a study is to uncover causal relationships by sifting out conflicting explanations of observational results.

With proper control, this method gives the most convincing data. Marketing managers can rely on the conclusions of an experiment to the extent that its design and execution rule out alternative assumptions that could also explain the results.

Survey stands somewhere halfway between observation and experiment.

Observation is best for exploratory research, experiment for causation, while survey is best for descriptive research. Firms conduct surveys to obtain information about people's knowledge, beliefs and preferences, their degree of satisfaction, etc., as well as to measure the strength of their position in the eyes of the audience.

Research tools. When collecting primary data, marketing researchers have a choice of two main research tools, which are questionnaires and mechanical devices.

The questionnaire is the most common research tool for collecting primary data. In a broad sense questionnaire - This is a series of questions that the interviewee must answer. The questionnaire is a very flexible tool, questions can be asked in many different ways. The questionnaire requires careful design, testing and elimination of identified shortcomings before its widespread use. In a carelessly prepared questionnaire, you can always find a number of methodological errors.

During the development of the questionnaire, the marketing researcher selects the questions to be asked, chooses the form of these questions, their wording and sequence.

The form of the question may affect the answer. Researchers distinguish two types of questions: closed and open questions. Closed the question contains all possible answers, and the respondent simply chooses one of them. Open The question gives the interviewee the opportunity to answer in their own words.

Although the questionnaire is the most common tool, marketing research also uses technical means. To measure the intensity of interest or feelings of the interviewee when studying a particular advertisement or image, encephalographs and more primitive means - galvanometers are used. The galvanometer captures the slightest sweat that accompanies emotional arousal. A device called a tachistoscope exposes an advertisement to the respondent in the exposure interval from less than one hundredth of a second to several seconds. After each show, the interviewed person tells about everything that he managed to see and remember. A special apparatus is used to fix eye movements, with the help of which it is determined where the eye falls in the first place, how long it lingers there.