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What is Market Research?


Market research is a process of testing the interest in a product or service among various demographics. Its goal is to help companies determine what portion of the population is most likely to buy a product or service based on age, gender, location, and other factors. In addition, market research helps businesses understand what type of products and services would appeal to their customers.

Qualitative data

Qualitative data is often exploratory, and its use in market research can help create a more profound impression of a situation. It also allows for the rapid analysis of large sample sizes. Both data types offer different inputs, and many modern researchers use a combination. However, there are some essential differences between the two types of data.

Qualitative data can be captured through various methods, including interviews and video recordings. For example, the projective technique of sentence completion helps respondents express their feelings and opinions about a product. Then, researchers can use the information to group patterns, sort customer characteristics, and provide recommendations.


Market research is essential for small businesses, and surveys are an excellent tool for this task. Surveys help you discover what your customers think about a product or company, and they’re relatively inexpensive, too. Surveys can be designed to measure any number of different things, from the opinions of current customers to the attitudes of competitors.

Surveys are a part of market research because they give your company information that can help your business remain competitive. Typically, market research surveys are conducted by talking directly with your target audience. This allows you to learn about their purchasing habits and experiences with similar products. In addition, market research surveys can help you determine what marketing materials and brand interactions are most appealing to your target audience.


One of the most common qualitative research methods, interviews involve an open-ended conversation with a subject matter expert. These interviews differ from surveys and focus groups, which are generally limited to small groups of six to ten participants. They can provide new insights into a specific topic by allowing respondents to speak freely.

There are three types of interviews: structured, semi-structured, and free-form. Structured interviews focus on ensuring accuracy and precision and can be used to contact a large population quickly. Semi-structured and guided conversations offer more leeway to researchers while still adhering to a basic structure.

Whether you’re conducting a survey for an industry publication or conducting a survey for a consumer company, you can use interviews to gather qualitative data. Interviews are also great for introducing new visual stimuli and capturing public reactions. But they require a bit of preparation. It’s essential to figure out what questions you’ll ask in advance.

Secondary data

Secondary data is an essential tool in market research. This data is extracted from an existing source and is typically free of charge. It offers valuable insights on a wide range of subjects. In addition, it can be easily accessed through the internet. While conducting surveys can be time-consuming, secondary data can provide quick insights into a particular topic.

Secondary data can be obtained from various sources, including academic articles, journals, and student dissertations. Secondary data sources are also available from the internet and library databases. However, the data sources used must be reliable and accurate.