How do you decide on the research method? The following mental model helps you decide.
There are four different scenarios to decide which sort of research is the best.
- Surveys
- Great for when the researcher and the participant knows the answer and question.
- Is very versatile in that it can capture quantitative, behavioral, attitudinal,and opinions
- Low entry cost
- Also can be used for most marketing problems (segmentation and positioning)
- Inappropriate when answer from respondent is not useful
- Exploratory Research (Focus Groups and In-depth interviews)
- Used when customer knows the answer but interviewer doesn't know the question
- Self explanatory, is versatile, low entry cost
- Can be used for many marketing problems
- Can be costly and not receive information they want
- Observational Research
- Bringing cameras into stores
- Keeping a tracking sheet to know what's going on
- Experimentation
- Respondent doesn't know the answer
- Needs a control group!
- Can be costly
No comments:
Post a Comment