1. Types of Market Research
Chapter 28
Section 2

2. Types of Market Research
Quantitative research – answers questions that start with “how many” or “how much.”
Surveys and questionnaires
Qualitative research – focuses on smaller numbers of people (less than 100) and tries to answer questions about “why” or “how.”
interviews

3. Attitude Research
Attitude research – designed to obtain info on how people feel about certain products, services, companies, or ideas
Satisfaction surveys, opinion polls

4. Market Intelligence
Market intelligence – concerned with the size and location of a market, the competition, and the segmentation within the market for a particular product/service
Often done before new product launch

5. Media Research
Media research – focuses on issues of media effectiveness, selection frequency, and ratings

6. Product Research
Product research – centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products