Marketing and Research Techniques: A Comprehensive Guide

Marketing and Research Techniques

1. Brainstorming

Characterized by bringing together a group of people to discuss a topic. It aims to generate ideas among all participants and select the best ones from the brainstorming session.

2. Delphi Method

The Delphi method presents the following characteristics:

• Anonymity: Participants are unknown to each other, and even personal data remains confidential. Anonymity allows individuals to express their opinions freely without fear of judgment.
• Moderator: A moderator guides the discussion and ensures the group stays focused on the topic.
• Free Response Interviews: Respondents answer interview questions openly. While there's a possibility of insincere answers, it's often balanced by the diverse perspectives of other participants.

Types of Interviews:

• Structured: Follows a predetermined script.
• Semi-structured: Allows the interviewer flexibility to introduce new questions.
• In-depth: Focuses on significant issues.
• Free: The interviewer can ask any relevant questions.

Advantages of Interviews:

• High response rate
• Minimizes the influence of others on the interviewee
• Reduces evasion and hesitation as the interviewer clarifies questions

Disadvantages of Interviews:

• Expensive technique
• Potential for interviewer bias
• Time-consuming

3. Quantitative Techniques (Surveys)

Surveys work with representative samples, and the results are applicable to the entire population.

• Surveys can be conducted in person, by mail, telephone, computer, or other methods.
• Surveys are the most common tool in market research.
• Telephone surveys are currently the most prevalent type.

4. Marketing Classification

a. Objectives:

• Private Marketing: Used by individuals or companies seeking to promote their products or services.
• Social Marketing: Conducted by NGOs or governments to inform and assist citizens.

b. Users of Marketing:

• Businesses: The primary users of marketing, encompassing consumer products, industrial products, and services.
• Political Parties: Utilize marketing to promote their ideas, programs, and candidates.
• Governments: Increasingly use marketing to inform and persuade citizens on societal issues.
• Non-profit Institutions: Employ marketing to raise awareness and support for their causes.

Other Marketing Concepts:

• Relationship Marketing: Focuses on building long-term relationships with customers to foster loyalty and repeat business.
• Demarketing: Aims to discourage the consumption of undesirable products or services, such as campaigns against tobacco, alcohol, or drugs.