Use face-to-face interviews when launching a new product or marketing campaign. Focus groups provide another dynamic for gathering market research information. To form a focus group, gather between six and nine people in a room with a moderator or researcher who has two or three prepared questions. Participants should be homogenous in that they have the same interests, are from like industries or share other defining characteristics.
The technique is designed to create dialogue among the participants about your topic. You should record the group discussion to dissect it afterwards. Focus groups are best used to define and discern trends. In-depth interviews -- typically used when your target participants are likely to provide untruthful or misleading answers -- require skill in getting people to open up and reveal sensitive or emotional information.
Questions must be tailored so as not to upset or attack participants during the interviews. Indirect questions that require longer explanatory answers are best for such interviews. You might utilize this technique to learn about alcohol or drug abuse or to gauge consumer reactions to a new depression medication.
Telephone interviews are the most expedient and cost-saving. You can reach many more respondents in the time it might take to arrange for a face-to-face appointment or stop someone at a convention.
Live interviewers can ask probing questions and tailor the interview to the respondent as the conversation progresses, or they can utilize a prearranged set of questions designed to elicit a yes or no answer. Computerized phone surveys can take the place of live interviewers and immediately provide you with results from each call. Telephone interviews are best when you have a deadline or have a limited research budget.
Key reasons why it is important to conduct market research are so companies can better understand the market they operate in, important research can range from quantitative research like the size of the market and how the market is broken down, to more qualitative research like how consumers perceive a product.
Most candidates will have to bring up an example from their academic past. Try and describe both quantitative and qualitative methods to show that you have a wide range of skills. Some candidates may have an example from some work experience they have conducted.
Try and use a recent example and explain how you conducted research particularly effectively. Write a report or give a presentation, be sure to include the raw data so they can make their own analysis.
You need to show an appreciation of how you need to present different data in different ways. If you have collected a large data set then it will be a good idea to use diagrams to present the data whereas if you have conducted an in-depth focus group then you will need to transcribe a report.
It is crucial that you show an awareness of effective methods of communication and presentation. Market research is a vast industry, with many ways to conduct research. Generally, the key distinction is between quantitative and numerical research versus qualitative research. Some market research roles will include a combination of both, whereas others will be largely quantitative or qualitative.
You can also use the distinction of primary and secondary research. Primary research is new research that you have conducted or carried out in order to find answers to specific questions, and which may include surveys, questionnaires of focus groups. Secondary research however is research that has previously been conducted and may be publicly available information. Many types of modules at university will offer you excellent examples of where you have conducted research.
Modules such as statistics or research methods would be excellent examples of quantitative research modules. Alternatively, any examples of where you have had to conduct an interview or focus group would offer a great example of qualitative research.
Questionnaire design is also a fantastic skill to have when looking for a job in market research. Experience with the statistical package SPSS is also highly desirable.
According to market research consultants PCP, the face-to-face interview is the most widely used technique in the industry. It allows you to get complete attention .
Market Research Analyst interview questions This Market Research Analyst interview profile brings together a snapshot of what to look for in candidates with a .
Market Research Interview Questions "Clients depend on market researchers to utilize their excellent analysis and communication skills to provide insight on how their product will fare on the market. During an interview, employers will want to know if you have a good understanding of what their company is about, how you can contribute to their team, and what your skill set includes. Market research interviewers spend their days interviewing dozens of potential customers about their views on a product or brand. They identify target populations who would most likely buy a product, and gain an understanding of what it is they like about that product.
Market research analysts specialize in studying market conditions to assess potential sales of a product or service. They collect data on consumer needs, preferences and buying habits using various methods including interviews, opinion polls, and surveys. Market Street Research conducts in-depth or one-on-one marketing research interviews in situations where expert opinions are needed, or to gather detailed information from customers or users of competing products or services.