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Research Methods
HSC Outcome H5.2: selects and uses appropriate research methods and communication techniques
Market Research
Questionnaires
Interviews
Observation Techniques
Market Research
Market research is carried out by business, industry and government to find out the needs, tastes and opinions of people. When designing it is important to know whether people will want your product/service or not. Large car manufacturers spend millions of dollars on market research before they commence design on a new model. Market research is also an ongoing part in the design process. Even after the prototype for a new car has been completed, the market is again tested with people's opinions sought on the final design. Any modifications are then made before production commences. The car industry is not the only industry where large amounts of money are expended on market research.
Activity
- List a range of products and services where extensive market research would be carried out before the release of a new or modified product or service.
There are a variety of different methods used in carrying out market research. Some of these are mentioned below.
Questionnaires
These are the most popular method of market research. Consumers are asked questions which usually have limited choices. Analysis of data then becomes a relatively simple task. Computers have taken a vital role in efficiently sorting and analysing data from questionnaires.
Interviews
These are carried out with individuals or small groups of consumers. Interviews may be structured, where specific information is required by the interviewer or unstructured, where more wide ranging views or opinions are sought from the consumer.
Observation Techniques
Usually observation is carried out in combination with one or more of the other methods. A good example is the widening of the M4 Motorway in Sydney, from two to three lanes. This would have been greatly influenced by observing the major traffic congestion on the motorway during peak periods.
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