Market Research and its Challenges
Market Research
Considering the fields that we have all chosen I assume that we all view research as highly important to the welfare of the entities we are a part of. However, I think that we have probably all encountered times, or can imagine times, when our superiors did not see the value in research. I think this article does an excellent job of walking us through the basics of market research methods, but I think it needs more. Another section entitled How to Persuade Your Boss Market Research is Important should be included. Often times I feel as if the boss see market research as simply the bottom line and that’s all he or she needs to know. How do we help them understand that market research can not only help the profit margin, but also make life a little easier for everyone involved? We see and understand the importance of understanding our target audience, why can’t they?
Challenges of Survey Research
Cost is always going to be a challenge of survey research, but nonresponse problems seem to be the ones that are the most challenging of them all. The first question I think that we should ask, before ever even conducting the survey, is why wouldn’t someone respond to this survey? Answers could be: don’t care, not enough time, too long, survey didn’t work with my operating system, etc. The next question is then, how do we combat these issues? I think the answer is a pilot study and one maybe two focus groups. In a pilot study or focus groups you could find out what might make someone care enough to fill out a survey, what survey length is too, how long is too long, etc. Once you’ve modified the survey to the point where people are more willing to participate, then you can launch it on a larger scale and hopefully get a better, more positive response. I say more positive response because sometimes if people actually care enough to take the survey and it’s too long they either end up stopping all together or every answer is C, which is no help to you.
posted by Brittney Mills @ 4:17 PM
1 Comments:
At 9:19 PM, March 17, 2008,
Tanesha said…
I definitely agree with the issue of some bosses not viewing market research as important when it comes to the organization. However, I think this occurs in smaller NPOs who don't necessarily have a Communication Department or have one but it consists of one person. I think that when you have an actual group of people dedicated to the development of and communication of an organization you are more likely to get the boss to consider doing the research necessary for the organization to grow and become a leader in the field.
I am currently working for a national NPO that, while small still has several staffers of a Communication (PR & Fundraising) and Development (Marketing) department. This group of people has been able to accomplish a lot (currently having raised over $1 million for a new building and going strong) with the benefit of marketing research that was okayed by the executive director because she realizes that we are a large organization and need the edge that market research can give us in the field.
As to the comment regarding surveys, I agree that there needs to be some feedback on what makes a good-want-to-do-it-and-turn-it-in survey. Unfortunately, if the NPOs don't have the funds to do the survey they might not have time to host a focus group. And if there potential audience are those people that they send surveys to in the first place then they might not get a good turn out for the focus group itself.
I think those organizations who have a website and have a quick survey pop-up randomly is more likely to see a response than those who send out bulk mail surveys requesting someone to find a pen, answer the questions, and then walk to their mail box and stick the survey in. If its something quick (no more than 10 questions - which can be broken up into two separate surveys) the NPO is probably more likely to get feedback.
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