Primary Research Development
Primary Research Development
1. Objectives: Be clear on your reasons for the research, exactly what you want to find out, how it fits into your overall brand strategy, and your priorities regarding data collection.
2. Results-Oriented: Are you making a go/no go decision on a new product or an ad campaign? Are you looking for the optimal target for your product or service? Determining how you want to use the results will affect the research requirements.
3. Target Specifics: Be as specific as you can about whom you want to interview. Some people are harder to find, and some groups are more expensive to research than others.
4. Target diversity: Is your target audience homogeneous or diverse? Often, the size of the research sample is contingent on the diversity of the target population, and should include a minimum number of subjects for each segment, e.g., genders, age groups, usage groups.
5. Show and Tell: Do you need to show samples, storyboards, advertising slogans, or prototypes? This will impact the specific approach used and the associated costs, including material distribution, i.e., mail, online, etc., focus groups or a central location intercept.
6. Understanding deliverables: Most of the time, you can expect a detailed written report at the conclusion of a research study which can include an executive summary, charts and tables or quotes from respondents. The more detail you seek, the more it will cost.
7. Small teams: Try to keep your team small. The more people having input into your research, the more likely you are to have a study that is unfocused and ultimately, unsatisfying. The marketing director, product manager, and ad agency (if appropriate) are usually the optimal team.
8. Timing: How will the research affect other planned company initiatives? Don't wait until the last minute. Plan on 2-6 months (depending on the scope of the effort) from initial planning to deliverables.
9. Be Research-savvy: Make sure your research sample is comprehensive enough to be useful and to uncover trends. Unearthing patterns over individual opinions are what matters.
10. Budget: Primary research can cost anywhere from $5,000 to over $100,000. Fortunately, there are a number of ways to accomplish nearly any objective, so you have choices.
Primary Research Development - To learn more about this author, visit Michele Harris's Website.
Like this article? Share it with your friends
The decision to conduct primary market research generally derives from a major marketing challenge or question regarding a product or service. Here are a few points to consider that will determine the scope & methodology of the research and result in a successful outcome.
1. Objectives: Be clear on your reasons for the research, exactly what you want to find out, how it fits into your overall brand strategy, and your priorities regarding data collection.
2. Results-Oriented: Are you making a go/no go decision on a new product or an ad campaign? Are you looking for the optimal target for your product or service? Determining how you want to use the results will affect the research requirements.
3. Target Specifics: Be as specific as you can about whom you want to interview. Some people are harder to find, and some groups are more expensive to research than others.
4. Target diversity: Is your target audience homogeneous or diverse? Often, the size of the research sample is contingent on the diversity of the target population, and should include a minimum number of subjects for each segment, e.g., genders, age groups, usage groups.
5. Show and Tell: Do you need to show samples, storyboards, advertising slogans, or prototypes? This will impact the specific approach used and the associated costs, including material distribution, i.e., mail, online, etc., focus groups or a central location intercept.
6. Understanding deliverables: Most of the time, you can expect a detailed written report at the conclusion of a research study which can include an executive summary, charts and tables or quotes from respondents. The more detail you seek, the more it will cost.
7. Small teams: Try to keep your team small. The more people having input into your research, the more likely you are to have a study that is unfocused and ultimately, unsatisfying. The marketing director, product manager, and ad agency (if appropriate) are usually the optimal team.
8. Timing: How will the research affect other planned company initiatives? Don't wait until the last minute. Plan on 2-6 months (depending on the scope of the effort) from initial planning to deliverables.
9. Be Research-savvy: Make sure your research sample is comprehensive enough to be useful and to uncover trends. Unearthing patterns over individual opinions are what matters.
10. Budget: Primary research can cost anywhere from $5,000 to over $100,000. Fortunately, there are a number of ways to accomplish nearly any objective, so you have choices.
Primary Research Development - To learn more about this author, visit Michele Harris's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
|||
John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
|||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Michele's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
|
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Business Building Check List Making Networking Work Green Realestate CSS Template Why Banks Say No eguide Non Disclosure Agreement |
|
 | ||
 |
Fortune Hunters
CBC Entrepreneur TV | |
 |
Top 50 Marketing Blogs
Top Blogs To Watch In 2008 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||