Neglecting traditional options for performing market research could be as costly as ignoring the basic objectives of the practice, according to a recent article from Entrepreneur magazine.
Methodology is a critically important consideration, and the differences between a phone survey, direct mail campaign or online effort can be significant, though all have their advantages and disadvantages. Telephone campaigns tend to be inexpensive and useful for specific research issues, but are less good at answering more general exploratory questions.
Although Entrepreneur says the response rate for direct mail campaigns tends to be low, the format can still have its advantages among particular demographics.
The difference between those two objectives is also highly important, the magazine adds. Exploratory questions are better answered by small groups of well-chosen subjects answering lengthier, more open-ended sets of questions, while the aforementioned techniques are better for discovering exact information about facts gleaned from exploratory efforts.
Making sure a company's marketing budget – which could be limited, given the turbulent state of the economy – is being well-spent is a laudable goal for any small business, experts say.
Methodology is a critically important consideration, and the differences between a phone survey, direct mail campaign or online effort can be significant, though all have their advantages and disadvantages. Telephone campaigns tend to be inexpensive and useful for specific research issues, but are less good at answering more general exploratory questions.
Although Entrepreneur says the response rate for direct mail campaigns tends to be low, the format can still have its advantages among particular demographics.
The difference between those two objectives is also highly important, the magazine adds. Exploratory questions are better answered by small groups of well-chosen subjects answering lengthier, more open-ended sets of questions, while the aforementioned techniques are better for discovering exact information about facts gleaned from exploratory efforts.
Making sure a company's marketing budget – which could be limited, given the turbulent state of the economy – is being well-spent is a laudable goal for any small business, experts say.
No comments:
Post a Comment