Mastering Market Research: Surveys and Data Collection
Selection of Information Sources
In general, we can say that investigations can be:
- Exploratory: Generally performed after or secondary to qualitative information.
- Descriptive: Sources usually require data to observe behaviors, beliefs, habits, and attitudes.
- Grounded: Require the use of random testing techniques, laboratory work, or statistics.
Primary data is information not available, internally or externally. It requires some time to develop, and its cost is high. Secondary data is information already obtained for other purposes.
The Survey
When deciding to conduct a survey, it is because there is a problem and information is needed to solve it. Once you are aware of the problem and have acknowledged it, it is usual to identify a decision to solve it, and in every decision, there is a risk of error. From this, information can be defined as an element of uncertainty reduction.
Before deciding to make a poll, it is necessary to answer some questions:
- Is the survey useful, and what is its purpose?
The usefulness of the survey is determined by the interest in the information and its relevance. It serves to reduce uncertainty. - Is the survey indispensable?
There may be existing information, but one must take into account changes that may occur and undoubtedly affect results. - What type of survey is this?
The general criterion for choosing the type of survey is the aim it pursues. - Do you have the means to conduct the survey?
This question refers to determining the cost of the survey, i.e., is the information worth the expenditure to achieve the objective?
Concept and Types
The survey is a technique of collecting information that involves the formulation of questions to those who must answer based on a questionnaire.
Types:
a) Surveys can differ between static and dynamic, depending on whether the information collected relates to a particular moment in time or spans over a period.
b) Given the way information is collected, surveys may include:
- Personal: Conducted based on a questionnaire.
- Postal: A questionnaire is sent by mail to the selected person, who then fills it out and returns it.
The Purpose of Surveys
- Discovery: This is the first stage of the other two. Used to define the explanatory variables of the problem.
- Descriptive: Aim to describe the characteristics of the research problem. Relevant variables are analyzed through statistical analysis.
- Explanatory: Characterized by allowing one to explain certain studied phenomena, making it possible to specify and control the effects before a known cause.
General Process of a Survey
The process of collecting information through a survey arises in:
- Design phase: Discover the problem to study and design the survey to determine the manner and method of data relocation.
- Data collection stage: Includes fieldwork and the completion of the survey.
- Information analysis phase: The step prior to the completion of the final report, including data cleansing and structuring for understanding.
- Information utilization phase: Allows for good decision-making.
- In the general concept, the company raises the need for the survey and its key features: costs, budget, calendar, etc. The budget estimate must be made according to fixed and variable costs, including staff costs, travel and accommodation costs, administration costs, etc.
- For the selection of the sample, the sampling method appropriate to the study should be noted. This phase includes determining the sample size depending on the tolerance level. Both the size of the sample itself and the size of it depend on the parameter you want to estimate. The most common are the mean, the proportion, and the total.
- Preparation of the questionnaire: Understood as a material means to estimate magnitudes, absorbing collective test hypotheses.
- Completing the fieldwork: Involves the practical conduct of interviews, pre-selection of enumerators, training them, etc.
- Analysis of information: Includes operations to produce the results. The survey should include an inspection process, coding, and data analysis.