Avoid These 7 Mistakes When Conducting Marketing Research
Whether you are going to start a business or want to develop a business, marketing research is an important first step to take. Marketing research is a business effort to find data or information about targets, strategies, risks and all things related to marketing. By conducting marketing research, business owners will find hidden niches to identify more business opportunities.
Through marketing research, you can also understand competitors and identify trends that affect sales and profitability. When you do marketing research correctly, you will get important data that is useful for business growth. But sometimes the implementation of marketing research is not free from mistakes, causing the data obtained is invalid. Check out the mistakes that often occur when doing marketing research below, so you can avoid them.
Costs a lot
Bob Kaden, marketing research expert and author of ” Guerrilla Marketing Research ” states that the challenge for small business owners in conducting research is that the costs are not small. Thoughts like this that finally buried deep in plans to conduct marketing research. In addition, another problem is the cost of hiring research institutions that promise to provide all the data they need.
Even if you set aside time and have an interest in studying the market, you can do your own research at a relatively affordable cost. This research can also be more effective. Because you can see for yourself how the respondent responds to all your questions. When choosing to use a research institution, set aside a little time to find an institution that is quite affordable. If you are more patient, it is possible to find a research institute with the best deals and quality results.
Does Not Have a Clear Purpose
A business should know the purpose of marketing research. By knowing these basics you will know what actions need to be taken and what questions will be asked to gather data or related information. From the destination, you can also determine who is suitable to be a respondent. If you do research on inappropriate respondents, then your entire analysis can be wrong. Therefore, you should be sure to define your goals from the start.
Rely on Little Data
The data that you should get from research consists of two forms, namely primary and secondary. Primary data is data obtained directly from the field. Data collection is usually done by observation, focus group discussions or surveys. While secondary data is data obtained from published studies, for example, books, articles, journals and so on.
Combine the two types of data earlier to get maximum information. Because if one type of data is usually not enough to get a general picture of the problem being faced. Secondary data will help you to formulate the problem, make the research goals clearer, as a reference for questions and so forth. Use this secondary data to get as much information as possible about your potential customers, markets, and competitors.
Focus on Numbers and Graphics
Numbers and graphs can be a reference to how the dynamics of consumer needs today. But don’t focus too much on numbers and graphics. Also, use qualitative data obtained through interviews or stories from your respondents. By listening to the explanation from the respondent, you will find many facts about what they really need.
Focus on the Closest People
The closest people like family or friends are the ones who are most ready when asked for help, including being a marketing research respondent. But choosing the closest person to be a respondent is a mistake in marketing research. Because the closest person usually wants to protect your feelings.
So they tend to answer research questions with statements from the good side. You need to find and talk to your real customers about the advantages and disadvantages of your offer. Ask your family and friends as support providers, not as marketing research respondents.
To get data that is really needed, don’t make personal assumptions an absolute result. This is often done so that the business can run in accordance with the wishes or convince yourself that the business will run smoothly. However, reality does not always match what we want. Be careful when making questions and analyzing. Look for more alternatives in interpreting and understanding the purpose of the respondent’s explanation. Try not to emphasize your own assumptions in collecting and processing primary and secondary data.
No Respect for Respondent’s Time
You might consider your research very important and ask people to give up their time without realizing that their time is just as valuable. In research, the most important thing to consider is a balance. This does not only apply to data taken but also attitudes towards respondents.
One of the main reasons research receives a low response rate is because it evaluates respondents’ time unfairly. The respondent gives you time and you must compensate for that time. Give compensation fairly and you will receive quality data and a higher response rate.