field work in marketing research

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What is Field Research: Definition, Methods, Examples and Advantages

What is Field Research?

Field research is defined as a qualitative method of data collection that aims to observe, interact and understand people while they are in a natural environment. For example, nature conservationists observe behavior of animals in their natural surroundings and the way they react to certain scenarios. In the same way, social scientists conducting field research may conduct interviews or observe people from a distance to understand how they behave in a social environment and how they react to situations around them.

Learn more about: Market Research

Field research encompasses a diverse range of social research methods including direct observation, limited participation, analysis of documents and other information, informal interviews, surveys etc. Although field research is generally characterized as qualitative research, it often involves multiple aspects of quantitative research in it.

Field research typically begins in a specific setting although the end objective of the study is to observe and analyze the specific behavior of a subject in that setting. The cause and effect of a certain behavior, though, is tough to analyze due to presence of multiple variables in a natural environment. Most of the data collection is based not entirely on cause and effect but mostly on correlation. While field research looks for correlation, the small sample size makes it difficult to establish a causal relationship between two or more variables.

Methods of Field Research

Field research is typically conducted in 5 distinctive methods. They are:

• Direct Observation

In this method, the data is collected via an observational method or subjects in a natural environment. In this method, the behavior or outcome of situation is not interfered in any way by the researcher. The advantage of direct observation is that it offers contextual data on people management , situations, interactions and the surroundings. This method of field research is widely used in a public setting or environment but not in a private environment as it raises an ethical dilemma.

• Participant Observation

In this method of field research, the researcher is deeply involved in the research process, not just purely as an observer, but also as a participant. This method too is conducted in a natural environment but the only difference is the researcher gets involved in the discussions and can mould the direction of the discussions. In this method, researchers live in a comfortable environment with the participants of the research design , to make them comfortable and open up to in-depth discussions.

• Ethnography

Ethnography is an expanded observation of social research and social perspective and the cultural values of an  entire social setting. In ethnography, entire communities are observed objectively. For example,  if a researcher would like to understand how an Amazon tribe lives their life and operates, he/she may chose to observe them or live amongst them and silently observe their day-to-day behavior.

• Qualitative Interviews

Qualitative interviews are close-ended questions that are asked directly to the research subjects. The qualitative interviews could be either informal and conversational, semi-structured, standardized and open-ended or a mix of all the above three. This provides a wealth of data to the researcher that they can sort through. This also helps collect relational data. This method of field research can use a mix of one-on-one interviews, focus groups and text analysis .

A case study research is an in-depth analysis of a person, situation or event. This method may look difficult to operate, however, it is one of the simplest ways of conducting research as it involves a deep dive and thorough understanding the data collection methods and inferring the data.

Steps in Conducting Field Research

Due to the nature of field research, the magnitude of timelines and costs involved, field research can be very tough to plan, implement and measure. Some basic steps in the management of field research are:

• Build the Right Team: To be able to conduct field research, having the right team is important. The role of the researcher and any ancillary team members is very important and defining the tasks they have to carry out with defined relevant milestones is important. It is important that the upper management too is vested in the field research for its success.
• Recruiting People for the Study: The success of the field research depends on the people that the study is being conducted on. Using sampling methods , it is important to derive the people that will be a part of the study.
• Data Collection Methodology: As spoken in length about above, data collection methods for field research are varied. They could be a mix of surveys, interviews, case studies and observation. All these methods have to be chalked out and the milestones for each method too have to be chalked out at the outset. For example, in the case of a survey, the survey design is important that it is created and tested even before the research begins.
• Site Visit: A site visit is important to the success of the field research and it is always conducted outside of traditional locations and in the actual natural environment of the respondent/s. Hence, planning a site visit alongwith the methods of data collection is important.
• Data Analysis: Analysis of the data that is collected is important to validate the premise of the field research and  decide the outcome of the field research.
• Communicating Results: Once the data is analyzed, it is important to communicate the results to the stakeholders of the research so that it could be actioned upon.

Field Research Notes

Keeping an ethnographic record is very important in conducting field research. Field notes make up one of the most important aspects of the ethnographic record. The process of field notes begins as the researcher is involved in the observational research process that is to be written down later.

Types of Field Research Notes

The four different kinds of field notes are:

• Job Notes: This method of taking notes is while the researcher is in the study. This could be in close proximity and in open sight with the subject in study. The notes here are short, concise and in condensed form that can be built on by the researcher later. Most researchers do not prefer this method though due to the fear of feeling that the respondent may not take them seriously.
• Field Notes Proper: These notes are to be expanded on immediately after the completion of events. The notes have to be detailed and the words have to be as close to possible as the subject being studied.
• Methodological Notes: These notes contain methods on the research methods used by the researcher, any new proposed research methods and the way to monitor their progress. Methodological notes can be kept with field notes or filed separately but they find their way to the end report of a study.
• Journals and Diaries: This method of field notes is an insight into the life of the researcher. This tracks all aspects of the researchers life and helps eliminate the Halo effect or any research bias that may have cropped up during the field research.

Reasons to Conduct Field Research

Field research has been commonly used in the 20th century in the social sciences. But in general, it takes a lot of time to conduct and complete, is expensive and in a lot of cases invasive. So why then is this commonly used and is preferred by researchers to validate data? We look at 4 major reasons:

• Overcoming lack of data: Field research resolves the major issue of gaps in data. Very often, there is limited to no data about a topic in study, especially in a specific environment analysis . The research problem might be known or suspected but there is no way to validate this without primary research and data. Conducting field research helps not only plug-in gaps in data but collect supporting material and hence is a preferred research method of researchers.
• Understanding context of the study: In many cases, the data collected is adequate but field research is still conducted. This helps gain insight into the existing data. For example, if the data states that horses from a stable farm generally win races because the horses are pedigreed and the stable owner hires the best jockeys. But conducting field research can throw light into other factors that influence the success like quality of fodder and care provided and conducive weather conditions.
• Increasing the quality of data: Since this research method uses more than one tool to collect data, the data is of higher quality. Inferences can be made from the data collected and can be statistically analyzed via the triangulation of data.
• Collecting ancillary data: Field research puts the researchers in a position of localized thinking which opens them new lines of thinking. This can help collect data that the study didn’t account to collect.

Examples of Field Research

Some examples of field research are:

• Decipher social metrics in a slum Purely by using observational methods and in-depth interviews, researchers can be part of a community to understand the social metrics and social hierarchy of a slum. This study can also understand the financial independence and day-to-day operational nuances of a slum. The analysis of this data can provide an insight into how different a slum is from structured societies.
• U nderstand the impact of sports on a child’s development This method of field research takes multiple years to conduct and the sample size can be very large. The data analysis of this research provides insights into how the kids of different geographical locations and backgrounds respond to sports and the impact of sports on their all round development.
• Study animal migration patterns Field research is used extensively to study flora and fauna. A major use case is scientists monitoring and studying animal migration patterns with the change of seasons. Field research helps collect data across years and that helps draw conclusions about how to safely expedite the safe passage of animals.

Advantages of Field Research

The advantages of field research are:

• It is conducted in a real-world and natural environment where there is no tampering of variables and the environment is not doctored.
• Due to the study being conducted in a comfortable environment, data can be collected even about ancillary topics.
• The researcher gains a deep understanding into the research subjects due to the proximity to them and hence the research is extensive, thorough and accurate.

Disadvantages of Field Research

The disadvantages of field research are:

• The studies are expensive and time-consuming and can take years to complete.
• It is very difficult for the researcher to distance themselves from a bias in the research study.
• The notes have to be exactly what the researcher says but the nomenclature is very tough to follow.
• It is an interpretive method and this is subjective and entirely dependent on the ability of the researcher.
• In this method, it is impossible to control external variables and this constantly alters the nature of the research.

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Market Research Fieldwork: From Clipboards to Clicks

Market research fieldwork has long been an integral part of understanding consumers, but how it’s conducted has changed dramatically over the years. Let’s take a look at what fieldwork is, how it used to be done, and how it’s done today.

In this article, I discuss:

• What is market research fieldwork?
• How was fieldwork conducted in the past?
• Today’s fieldwork in market research
• Key areas of fieldwork
• The benefits

What is Market Research Fieldwork?

All in all, fieldwork is the practical data collection  conducted either in-person or virtually. Realistically, most fieldwork today is done online, even though that’s not the traditional definition. It involves engaging with research participants, whether that’s through in-person interviews, focus groups, phone calls, or online surveys. The goal is to gather insights directly from a target audience.

The term’s origin comes from that people used to have to go into the field to talk to consumers.

Fieldwork also can allow researchers to observe behaviors, explore attitudes, and gain perspectives from people in their natural environments. This hands-on approach provides a level of insight that can’t be replicated with secondary research alone.

While fieldwork is often associated with qualitative techniques like in-depth interviews, it’s also used extensively for quantitative research through methods like telephone surveys or online polls. Essentially, any primary research where data is collected first-hand can fall under the umbrella of fieldwork.

How Was Fieldwork Done in the Past?

In decades past, fieldwork meant teams of researchers fanning out with clipboards and question guides to gather data wherever their audience could be found. Shopping malls, street corners, conferences, people’s homes – if insights were needed, researchers went out to find them – one step at a time – literally.

Generally, traditional fieldwork techniques include:

Door-to-Door Interviews : Researchers literally go door-to-door in neighborhoods to speak with residents and gather their opinions.

Mall Intercepts : Teams station themselves near entrances or busy areas of malls to intercept shoppers and conduct quick interviews.

Focus Groups : Participants gather in a central facility, like a hotel conference room, and guided through an in-depth group discussion.

In-Home Visits : For a more contextual understanding, researchers would visit people’s homes to interview them.

Telephone Surveys : Before online surveys, phone surveys were a key way to reach a distributed sample. Researchers call respondents randomly from a list.

Paper Surveys : Respondents would fill out long paper questionnaires and mailed them back in. Researchers would hand out surveys at college campuses as well.

As you can imagine, fieldwork used to be extremely labor and time-intensive. Researchers had to travel to gather data, and then transcription and analysis were manual. But the benefit was rich, experiential insights from observing behaviors and discussions first-hand.

How is Fieldwork Conducted Today?

The digital age has enabled fieldwork to become much more efficient, automated, and data-driven. While traditional tactics like in-person focus groups are still used, technology now allows most field research to be conducted remotely. The three main developments are:

1. Online Survey Panels

One of the biggest shifts has been the rise of online survey panels and research communities . These are platforms where people willingly sign up to participate in all sorts of surveys and studies. Millions of panelists across every demographic means researchers can easily deploy a study to a targeted audience within days.

Online surveys allow data to be gathered remotely and cost-effectively from people all over. With survey programming, complex questionnaires can be created to branch and filter based on responses. Analytics provide instant insights once the data is in.

Read next:  How to Conduct Your Own Research While Outsourcing Quality Data Collection

2. Virtual Qualitative Research

Focus groups and interviews have also gone digital. Rather than gather in person, participants can join online via video software. This allows for broader geographical participation without anyone having to travel.

Researchers can still observe reactions and behaviors – sometimes better than in person. People may even feel more comfortable opening up in their own environment. Transcription and sharing of recordings are also much easier.

3. Mobile Data Collection

One of the latest shifts has been towards mobile research apps and techniques. Researchers can design mobile surveys and ethnographies where participants submit data from their smartphones as they go about their daily tasks.

This allows for research in motion and real-time reactions versus post-experience surveys. Photos, videos, app usage, social media, and geolocation are incorporated for a rich mobile-first experience. Ensure that everything is mobile-first to ensure consumers on their smartphones can participate just like people on computers can.

The Benefits of Traditional vs. Online Fieldwork

At last, from crowded malls to smartphone apps, fieldwork continues to evolve. But what are the relative benefits of those old-school, face-to-face approaches compared to efficient digital techniques?

Benefits of traditional in-person fieldwork:

• Direct engagement and observation of behaviors, reactions, body language
• Ability to validate participants (e.g. screening criteria, ID checks)
• Appeals to certain demographics and topics (e.g. elderly may prefer in-person)
• Controlled environments (e.g. shopping simulations, mock stores)
• Intercept-style recruitment ensures participation from people not on research panels, reducing bias
• Creative exercises and materials can be incorporated
• Rapid Clarification: Researchers can ask for immediate clarification

Benefits of online fieldwork:

• Cost and time savings (no travel or facility expenses)
• Access to a wider geography and sample diversity
• Larger sample sizes
• More representative groups
• Ability to reach niche, hard-to-find audiences
• Ease of use drives higher response rates in some cases
• Participants may feel more comfortable in their own setting
• Automated analysis and reporting for fast insights
• Environmental friendliness with no travel

Furthermore, the future of fieldwork focuses on blending digital efficiency with experiential relevance. For example, new techniques look to incorporate more interactive elements like gamification, AI, and virtual simulations to drive engagement. Rather than a wholesale shift to digital, brands should incorporate new tools while preserving a human-centered approach.

The Definition of Fieldwork Remains the Same

While techniques and technologies will continue advancing, the foundational goal of fieldwork remains constant – gaining on-the-ground insights from real people in their real environments . Whether it’s sending moderators out with clipboards or deploying an online community survey, the destination is the same: converting observations into actionable insights.

After all, humanity is at the heart of fieldwork . That’s why even with machine learning, artificial intelligence, and augmented reality gaining ground, the field researcher will remain an essential role. It’s a skillset and mindset that drives curiosity, empathy, and understanding – something no algorithm can replace.

For one thing, fieldwork will continue progressing with the times and technologies. But by valuing both rigorous data collection and human-centric observation, researchers can build understandings that resonate with audiences and inform smarter decisions. The tools will change, but quality insights that combine art and science will keep market research rooted in real-world relevance.

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Home • Knowledge hub • A Day in the Life of a Fieldwork Market Researcher.

A Day in the Life of a Fieldwork Market Researcher.

Data-driven decisions can sometimes create a seemingly impersonal terrain. However, at the heart of every data point, every trend, and every market insight lies the human experience. In market research, the heroes capturing this experience are the Fieldwork Market Researchers. They stand at the nexus of technology and tradition, where the rubber meets the road.

A field researcher’s role involves immersing themselves in specific areas to observe and study individuals closely. They must document their findings, facilitating the broader research process meticulously. As they traverse diverse localities, they understand various subjects and discern the triggers behind specific behaviours. Ensuring data integrity, they validate its comprehensiveness and accuracy. They also design surveys to refine the accuracy of the research conclusions when responded to by selected participants.

Unveiling the On-Ground Heroes

Most corporations value quantitative data —the vast numbers that quantify market trends. However, understanding the qualitative nuances behind these numbers is where the real magic happens. Fieldwork Market Researchers weave through communities, understanding people, cultures, and behaviours, serving as the bedrock of authentic insights.

What Does a Fieldwork Market Researcher Do?

• Primary Data Collection: In the town of Ooty, India, a market researcher discovered that despite digital advancements, most of the local population preferred buying FMCG products from local markets due to the trust factor. This insight isn’t something an online survey would reveal. Being on the ground means uncovering hidden behaviours, often overlooked in datasets.
• Engaging with Respondents: On the streets of New York, direct interactions allowed researchers to uncover that millennials favoured experiences over physical products. Such intricate details emerge from casual chats, keen observations, and spontaneous interactions.
• Ensuring Data Authenticity: Data’s credibility is its currency. With the surge in misinformation, the fieldwork researcher’s role in verifying on-ground realities has never been more crucial. Their validation processes ensure the data’s integrity and relevance.
• Collaborating with the Central Team: This is a real-time relay race. As the field researcher collects data, they’re in constant touch with their central team —it’s a symbiotic relationship ensuring timely, accurate, and effective data dissemination.

Skills Essential for a Fieldwork Market Researcher

Interpersonal Skills: By engaging in casual conversations about weather and local festivals, fieldwork researchers can make respondents comfortable, leading to more genuine responses.

Observational Skills: Skilled fieldwork researchers have great observational skills. In Tokyo, for instance, while researching local retail behaviours, a fieldwork researcher noticed how the elderly often shopped in the late mornings to avoid crowds, offering valuable insights into retail strategies for aged consumers.

Data Recording Accuracy: A slight misrepresentation can skew results. Fieldwork researchers ensure they capture every response and emotion, raw and unfiltered.

Cultural Sensitivity: While working in the Middle East, fieldwork researchers must adapt to local customs, ensuring their questions are framed respectfully, leading to a more cooperative and insightful interaction.

Problem-solving: Fieldwork often throws curveballs. From navigating through sudden political rallies in Brazil to understanding the effects of monsoons on shopping behaviours in Thailand, a researcher’s agility is constantly tested.

Adaptability: Whether switching from a formal questionnaire in a corporate setting in London to a casual chat over tea in Vietnam, fieldwork researchers should be able to shift gears quickly. 

A Typical Day for a Fieldwork Market Researcher

Field research, often called primary research, is a direct method of collecting data straight from the source. This methodology contrasts desk-based research, where the researcher relies on previously gathered data. So, let’s look at a typical day in the life of field researcher Maria.

Morning: Pre-fieldwork Prep: Maria begins her day sifting through her notes from yesterday, ensuring her recorder has ample charge, and mentally preparing for the day’s interactions.

Mid-Morning to Afternoon: On the Ground

• Engaging with shop owners in the Netherlands, understanding the effects of global tourism on local businesses.
• Observing pedestrian behaviours in pedestrian-only zones in Amsterdam and gauging their shopping patterns.
• Syncing with her central team in real-time, ensuring the data’s seamless flow.

Late Afternoon: Data Organisation: Maria organises her findings back at her temporary workstation, meticulously labelling them for easy access and interpretation.

Evening: Reflection and Planning: Maria reflects on her day over a local brew. She plans her next day, identifying areas she might have missed or respondents she might need to revisit.

Let’s delve deeper into the diverse methods of field research:

Participant Observation: Here, researchers immerse themselves into a particular setting or group, often incognito, to observe and understand the dynamics, behaviours, and interactions without intervening. Anthropologists studying tribal cultures often use this method.

Direct Observation: Unlike participant observation, researchers don’t become a part of the group or setting but observe from a distance. This method is particularly useful when intervention might alter the natural behaviour of subjects.

Surveys and Questionnaires: These are structured tools that capture specific data from respondents. They can be conducted face-to-face, over the phone, or even online. The advantage lies in the ability to collect data from many participants quickly.

Interviews: This involves a face-to-face or telephonic conversation where researchers ask respondents open-ended questions. Interviews can be structured (with predefined questions) or unstructured (like a conversation).

Case Studies: Focused on an individual case or scenario, researchers study it in depth to glean insights. This method is commonly used in clinical psychology or when examining specific phenomena.

Ethnographic Studies: An extension of participant observation, ethnography involves studying an entire culture or subculture. Researchers typically live with the community for extended periods, aiming to understand their customs, behaviors, and social norms.

Experiments: Field experiments are conducted in natural settings that test hypotheses in real-world scenarios. Researchers might introduce a change to a specific variable and observe its effects.

Focus Groups: Small, diverse groups discuss a specific topic under the guidance of a moderator. The interactive nature allows researchers to dive deep into perceptions, opinions, and attitudes.

Steps in Field Research

Conducting field research requires meticulous planning and execution. Let’s outline the steps involved:

Identify the Research Problem: Clearly define what you aim to study. This forms the foundation upon which your research is built.

Review Existing Literature: Before venturing out, understand what’s already known. This step helps refine your research question and ensures you’re not replicating work.

Choose a Methodology: Select the most appropriate field research method based on the nature of your research problem and objectives.

Develop a Research Plan: Outline how to conduct your research, considering aspects like location, participants, time frame, and equipment needed.

Select a Sample: Decide on the participants for your research. They could be randomly selected or chosen based on specific criteria.

Collect Data: Using your chosen method, gather data. Ensure that you remain unbiased and consistent in your approach.

Validate Data: Check the data for accuracy and completeness. If using surveys, check for any inconsistencies or contradictory responses.

Analyze Data: Interpret the gathered data, draw connections, identify patterns, and derive insights.

Report Findings: Synthesise the analysed data into a cohesive report, highlighting key insights, challenges, and potential implications.

Review and Feedback: Share your findings with peers or experts in the field for review. Their feedback can offer new perspectives or identify areas of improvement.

Draw Conclusions: Based on your findings and feedback, draw definitive conclusions. This might also lead to further questions, paving the way for future research.

Challenges Faced by Fieldwork Researchers and Strategies to Overcome Them

Embarking on fieldwork research is akin to setting sail in uncharted waters. The thrill of discovery often comes hand-in-hand with myriad challenges. Understanding these challenges and devising strategies to surmount them is pivotal for effective research.

1. Cultural Barriers:

Challenge: Fieldwork researchers, especially in ethnographic studies, might grapple with understanding local customs, languages, and norms, which can lead to misinterpretations or even inadvertently offend people.

Strategy: Adequate preparatory training in the local language and customs can be invaluable. Engaging local assistants or interpreters who understand the community can also bridge the cultural gap.

2. Logistical Hurdles:

Challenge: Field researchers often encounter logistical issues, be it accessing remote locations, finding suitable accommodation, or procuring necessary equipment.

Strategy: Comprehensive pre-fieldwork planning, backed by thorough observation, can help anticipate and mitigate such challenges. Having a flexible itinerary is also useful, allowing for adjustments as needed.

3. Data Authenticity and Accuracy:

Challenge: Ensuring the data collected is genuine and error-free can be daunting, especially in unfamiliar environments.

Strategy: Using multiple data collection methods (triangulation) can validate findings. Regular audits and peer reviews also bolster data credibility.

4. Resistance from Participants:

Challenge: Many communities or individuals might hesitate to share information, fearing misuse or misunderstanding.

Strategy: Building trust is paramount. This involves being transparent about research intentions, ensuring participants’ anonymity, and sometimes seeking the endorsement of local leaders or influencers.

5. Physical and Mental Fatigue:

Challenge: Extended periods in the field, especially in challenging environments, can lead to exhaustion, affecting the quality of research.

Strategy: Regular breaks, adequate rest, and self-care routines can help researchers stay refreshed. Having a support system, be it colleagues or locals, can also alleviate feelings of isolation.

6. Ethical Dilemmas:

Challenge: Researchers might encounter practices or beliefs that conflict with their personal or societal norms.

Strategy: Adhering to a strict ethical code is vital. This means respecting local customs without imposing personal beliefs and ensuring that research doesn’t harm the community.

7. Rapidly Changing Scenarios:

Challenge: In dynamic environments, situations can evolve rapidly. Political upheavals, natural calamities, or social disruptions can derail research plans.

Strategy: Staying informed, having contingency plans, and being adaptable are crucial. In volatile situations, prioritising safety over research is essential.

8. Financial Constraints:

Challenge: Fieldwork can be financially taxing, especially in remote or prolonged scenarios.

Strategy: Securing grants, collaborating with local institutions, or crowd-funding can be explored. Efficient budget management and prioritising key research aspects also alleviate financial strain.

9. Data Overload:

Challenge: In their zeal, researchers sometimes gather excessive data, leading to analysis paralysis.

Strategy: Clearly defined research objectives act as a compass, guiding data collection. Regular interim analyses can also help identify data gaps or redundancies.

10. Technology Failures:

Challenge: Equipment malfunction, data loss, or lack of proper tools can hinder research.

Strategy: Regular equipment checks, data backups, and redundancy plans (like spare devices) can counteract such challenges.

Final Thoughts 

While the journey of a fieldwork researcher is fraught with challenges, the combination of preparation, adaptability, and resilience transforms these hurdles into stepping stones, leading to insightful discoveries.

Yet, so often, fieldwork researchers provide the information brands already have, and even if some findings are new, they are not what the client was looking for. 

Let’s take the example of a gaming company that wants to use market research to uncover consumer insights. 

An executive at a top gaming company felt his understanding of player segments was surface-level. While he had basic strategies in place—catering certain games to teens, some to adults, others to families, and a few to solo players—he wanted a more layered approach. He hired a research agency to delve into the gaming market to gain this.

The outcome, though detailed, didn’t impress him. The gaming landscape was well-researched, with over 200 similar studies. These studies repeatedly highlighted that most gamers were male, had disposable income, were tech-savvy, lived in urban areas, and fell within the young to middle-aged bracket.

The fresh insights from his study weren’t actionable either. He knew women played their games less than men, but the reasons remained elusive. Was it the appeal of the game? Or other external deterrents? And regarding the age disparity, were middle-aged players feeling neglected, or were they simply too preoccupied with life responsibilities like family? The data told him who wasn’t playing but not how to engage them.

The researcher’s approach further confounded the issue. To gauge player loyalty, the focus was on the frequency with which players shifted between games. But he was more interested in predicting future gaming behaviours. Which new releases would they gravitate toward next?

Both the executive and the researcher were at fault for the unsatisfactory outcome. Collaboration is the key to effective research, a principle underscored by countless studies on research outcomes.

Traditionally, the process begins with problem definition, followed by methodology design, tool development, and actual research. The executive would then act on the findings. However, this sequence often results in ambiguous post-research action steps, leading to misaligned results.

A more pragmatic method involves inverting this approach. This procedure underscores close collaboration between the researcher and decision-makers, ensuring relevant and actionable findings.

Usually, research is expected to have two non-immediate action scenarios. First, when it’s foundational, it serves as a precursor for future exploration. Second, when it’s focused on refining the way questions are framed, research should ideally have clear action implications outside these.

Here are the steps to ensure the same:

• 1. Begin by understanding how findings will be utilised.
• 2. Design the final report’s content and appearance.
• 3. Pinpoint the necessary analyses.
• 4. Identify the kind of data these analyses would require.
• 5. Examine existing data sources for any readily available data.
• 6. If unavailable, then craft the tools and sampling strategy to acquire the necessary data.
• 7. Conduct fieldwork, ensuring alignment of data with the predefined needs.
• 8. Analyze the data, draft the report, and let it guide subsequent actions.

Fieldwork Market Researchers are more than just data collectors. They are storytellers, cultural bridges, and the very embodiment of the voice of the market. Their dedication ensures companies remain grounded, relevant, and attuned to their audience’s heartbeat.

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Module 3: Market Research

The market research process.

Marketing research identifies opportunities, generates informed marketing actions, monitors marketing performance, and improves understanding of the marketing process.

There are three types of objectives that can be deployed in marketing research: exploratory research, descriptive research, and causal research.

1. Exploratory research

• Used to better define a problem or scout opportunities.
• In-depth interviews and discussions groups are commonly used.

2. Descriptive research

• Used to assess a situation in the marketplace (i.e., potential for a specific product or consumer attitudes).
• Methods include personal interviews and surveys.

3. Causal research

• Used for testing cause and effect relationships, typically through estimation.

The Marketing Research Process

The marketing research process involves six steps:

• Problem definition
• Development of an approach to the problem
• Research design formulation
• Data collection
• Data preparation and analysis
• Report preparation and presentation

Step 1: Problem Definition

The first step in any marketing research study is to define the problem, while taking into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. This stage involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. There are three types of objectives that can be deployed in marketing research:

Step 2: Development of an Approach to the Problem

Step two includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts , case studies and simulations, analysis of secondary data, qualitative research, and pragmatic considerations.

Step 3: Research Design Formulation

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Decisions are also made regarding what data should be obtained from the respondents (e,g,, by conducting a survey or an experiment). A questionnaire and sampling plan also are designed in order to select the most appropriate respondents for the study. The following steps are involved in formulating a research design:

• Secondary data analysis (based on secondary research)
• Qualitative research
• Methods of collecting quantitative data (survey, observation, and experimentation)
• Definition of the information needed
• Measurement and scaling procedures
• Questionnaire design
• Sampling process and sample size
• Plan of data analysis

The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gather data. This plan includes a written proposal that outlines the management problem, research objectives, information required, how the results will help management decisions, and the budget allocated for the research.

Step 4: Data Collection

Data collection is a crucial step in the research process because it enables the generation of insights that will influence the marketing strategy.

Field work, or data collection, involves a field force or staff that operates either in the field, as in the case of personal interviewing (focus group, in-home, mall intercept, or computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing/CATI), or through mail (traditional mail and mail panel surveys with pre-recruited households). Proper selection, training, supervision, and evaluation of the field force helps minimize data-collection errors. I

An example of data collection is when a consumer goods company hires a market research company to conduct in-home ethnographies and in-store shop-alongs in an effort to collect primary research data.

Systematic planning is required at all stages of the marketing research process, especially in the data collection step. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses.

Marketing research aims to provide accurate information that reflects a true state of affairs and thus, should be conducted impartially. While research is always influenced by the researcher’s philosophy, it should be free from the personal or political biases of the researcher or the management. This is especially important in the data collection phase. The data collected will be analysed and used to make marketing decisions. Hence, it is vital that the data collection process be free of as much bias as possible.

Primary Versus Secondary Research

There are many sources of information a marketer can use when collecting data. The Nielson Ratings is an audience measurement system that provides data on audience size and the composition of television markets in the United States. The Gallup Polls conduct public opinion polls with its results published daily in the form of data driven news. The U.S Census Bureau, directed by the U.S. Government is the principal agency that is responsible for producing data about American people and the economy. Population, housing and demographic characteristics are gathered to help plan and define transportation systems, police and fire precinct, election districts and schools.

Step 5: Data Preparation and Analysis

Data Analysis is an important step in the Marketing Research process where data is organized, reviewed, verified, and interpreted.

During this phase of the research process, data is carefully edited, coded, transcribed, and verified in order for it to be properly analyzed. Statistical market research tools are used. The validity of the results is also assessed to confirm how well the data measures what it is supposed to measure. Oftentimes, the research team will arrange a debriefing session with the client to review highlights from the data and brainstorm potential ideas on how the findings can be implemented . This typically happens when a client hires a market research company and they want to remain thoroughly involved in the research process.

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of highlighting useful information, suggesting conclusions, and supporting decision making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a variety of names in different business, science, and social science domains. Data mining is a particular data analysis technique that focuses on modeling and knowledge discovery for predictive rather than purely descriptive purposes. Marketers use databases to extract applicable information that identifies customer patterns, characteristics and behaviors.

Business intelligence covers data analysis that relies heavily on aggregation and focusing on business information. In statistical applications, some people divide data analysis into descriptive statistics, exploratory data analysis (EDA), and confirmatory data analysis (CDA). EDA focuses on discovering new features in the data and CDA focuses on confirming or falsifying existing hypotheses. Predictive analytics focuses on application of statistical or structural models for predictive forecasting or classification. Text analytics applies statistical, linguistic, and structural techniques to extract and classify information from textual sources, a species of unstructured data. All are varieties of data analysis.

Step 6: Report Preparation & Presentation

During the Report Preparation & Presentation step, the entire project should be documented in a written report that addresses the specific research questions identified; describes the approach, the research design, data collection, and data analysis procedures adopted; and presents the results and the major findings. This permanent document is also helpful because it can be easily referenced by others who may not have been part of the research.

The findings should be presented in a comprehensible format so that they can be readily used in the decision making process. In addition, an oral presentation should be made to management using tables, figures, and graphs to enhance clarity and impact.

A successful presentation may include the following elements:

• Charts, graphs, and visual elements that help showcase important facts and make the presentation easily digestible and memorable
• Recommendations about how to apply the research
• Final conclusions (based on the insights gathered from data collected) that effectively meet the initial objectives of the research

A formal research report presentation typically includes the following:

• Table of Contents
• Executive Summary
• Research Objectives
• Research Methodology
• Highlights of  Data Collected
• Findings/Insights
• Recommendations/Implications and Action Plan
• Appendix (including Respondent Screening Instrument and Questionnaire)

business intelligence

Any information that pertains to the history, current status or future projections of a business organization

Values of qualitative or quantitative variables belonging to a set of items; typically the results of measurements and can be visualised using graphs or images

A technique for searching large-scale databases for patterns; used mainly to find previously unknown correlations between variables that may be commercially useful.

Information regarding cultural phenomena

executive summary

A short document or section of a document that summarizes a longer report or proposal  in such a way that readers can rapidly become acquainted with a large body of material without having to read it all.

A survey whereby respondents are intercepted in shopping in malls. The process involves stopping the shoppers, screening them for appropriateness, and either administering the survey on the spot or inviting them to a research facility located in the mall to complete the interview.

marketing research

The function that links the consumers, customers, and public to the marketer through information. This information is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

Not influenced by irrational emotions or prejudices

qualitative research

A method of inquiry employed in many different academic disciplines, traditionally in the social sciences but also in market research and further contexts.

scientific method

A body of techniques for acquiring new knowledge or correcting and integrating previous knowledge. To be termed scientific, a method of inquiry must be based on empirical and measurable evidence subject to specific principles of reasoning.

secondary data

Information collected by someone other than the user of the data

secondary research

This process involves the summary, collation, and synthesis of existing research rather than primary research, where data is collected from subjects or experiments

Information from a predetermined set of questions that is given to a sample and is used to assess thoughts, opinions, and feeling

Carried out using a planned, ordered procedure

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Please note you do not have access to teaching notes, fieldwork and data collection in qualitative marketing research.

Qualitative Market Research

ISSN : 1352-2752

Article publication date: 1 March 2005

The purpose of this paper is to propose a systematic and rigorous process of data collection and fieldwork in qualitative research using four empirical studies of customer interactions in new product development (NPD) as examples. The intention is to dispel a misconception that the qualitative research lacks objectivity and methodological robustness.

Design/methodology/approach

To collect data for all the four studies a preliminary process of conducting fieldwork was first developed from the extant literature. This preliminary framework was applied in the first study and subsequently revised twice in the second and third study by incorporating necessary changes and additions. Finally, the framework was tested and further refined in the fourth study.

The findings from these four empirical qualitative studies have demonstrated that a theory generating idiographic research such as field interviews could be carried out systematically. These findings also provide a basis for proposing a structured framework for data collection.

Research limitations/implications

The paper is based only on business‐to‐business NPD. Therefore, to increase the applicability of the results more studies are needed in other business and marketing fields.

Practical implications

The results offer an in‐depth look at specific research activities that can be carried out for efficient idea generation work and the overall NPD efforts.

Originality/value

The framework reported in this paper allows for an iterative data collection process from multiple respondents and from multiple sources. This method of data collection is a key issue because product managers tend to interact with the customers and other partners repeatedly and throughout the NPD process. Thus the product managers would find this framework useful for research involving NPD and customer interactions.

• Product development
• Data handling

Alam, I. (2005), "Fieldwork and data collection in qualitative marketing research", Qualitative Market Research , Vol. 8 No. 1, pp. 97-112. https://doi.org/10.1108/13522750510575462

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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