It is something you may not often think about or consider but almost everything you see around you is not where it is by chance. It is there as a result of market research surveys. These are often conducted by product manufacturers, service providers, marketers, governments and other stake holders.
These are done by investors like product manufacturers, marketing firms, service suppliers as well as governments and others who have a stake in the market. They undertake to have market research surveys done with the aim of getting the highest possible returns in their outlay.
These evaluative surveys can be divided into two broad categories. One is quantitative researching which is done to evaluate peoples thinking in regards to how they perceive products and services in terms of how much they purchase in terms of quantity, how much they spend on these purchases and how often they will spend. The other is qualitative investigation which is concerned with the whys of consumer behavior. In most cases, the two are done hand in hand so that a complete report is done.
Quantitative researching is often done through questions that are answered in questionnaires which can be administered face to face, by written or electronic mail or on phone. This is because all the participants are required to answer the same questions. A lot of care is taken to prepare easy to understand and precisely worded questionnaires.
The other side it, qualitative researching is all about drawing peoples opinion so it is done with pre-set questions. It depends on the skills of interviewers to get people talking and sharing their views on a certain service, product, place, person or other subject. It can be done one-on-one or the researching can be done through a selected focus group.
It is important that the sample or participants of a market research survey be drawn from far and wide and that they are randomly selected. Interviewers should also be impartial and not persuade people towards one opinion or the other.