Before planning and implementing a marketing research plan, know what it is that you are seeking and how to get it.
Knowing what not to do can be just as important as knowing what to do. Below are the top “do’s and don’ts” of marketing research that will aid in the success of the research process.
When conducting primary research, there are many obstacles that need to be addressed. Some of the most common obstacles are; low response rate, lack of sample diversity, and information that gets outdated by the time of completion of research.
Here are some market research “Do’s” to help combat these issues:
1. Know exactly what you want when you start.
2. Freshen up on statistical theory.
3. Include the time required up front.
4. Explain the purpose of the research.
5. Provide an incentive for participation.
6. Use the right sample size/technique.
7. Automate where it makes sense.
Knowing what not to do in marketing research can save you valuable time and money. Consider the following points before starting your research to make sure that you are not alienating customers or generating irrelevant data. Don’t:
1. Ask biased questions.
2. Allow pride to skew analysis.
3. Use an excessive sample size.
4. Create long, time intensive surveys.
5. Ask important questions at the end.
Marketing research requires thorough planning and efficient execution. Make sure that you know what to do and what not to do up front so that you use your budget in the most effective manner. Feel free to share your “dos and don’ts” of marketing research in the comments.