Market Research Techniques - How to Gather Data for Your Business

Market research is indeed a good step if you are deciding to put up a small business or if you want to improve the performance of your business. One of the mistakes of some businesspeople is to assume that they pretty know their market well and disregards market research as a very good step in knowing what your clients need and want.

Conducting a good research on your market will also help you outwit competitors as this will be a good way to learn firsthand from your target market on what they want, what they prefer so you can conceptualize on the improvements that you want to do with your products. If you are thinking of conducting a research for your business, and you want to explore the market research techniques and methods that you can use, here are some ideas that may be of help.

\"market Research\"

1. Surveys. Surveys are among the most common and one of the best ways to gather data for your research. Of course, aside from getting answers from direct from the individual, you can also solicit a good and specific answer especially if you can ask follow up questions.

You can however do the surveys in many other ways as well. You can do surveys through questionnaire form and interview the person directly, or you can mail them, although mailing them generates lesser response than doing the interview personally. You can also do it as an online survey or through telephone. Of course, your choice of these market research techniques can be based on the cost, the turnout, as well as the reliability of the data gathered.

2. Focus group discussions. This is also another way of gathering data for your business research. This actually involves discussing a certain topic in a group and collecting their ideas about it. The discussion is then documented, either by either videotaping or by observing. This is also a fast technique to get data as well.

3. Interviewing the respondents personally. Indeed, if you want to know what your market is like and what are their thoughts, you can go and interview them personally. With personal interview, you can also ask open-ended questions that allow you to gather more data. Unlike those with questionnaires, these are usually unstructured interviews. These however may be less reliable than surveys and focus group discussions.

Aside from these data gathering methods, you can also use other market research techniques such as gathering data from free secondary sources and then do the primary data gathering if you think you need more specific data. However, going for the primary data is a good choice in your research especially if you want to outsmart your competitors, as this will often give you good and accurate data on the behavior of your market.

With accurate data, you will also be guided correctly on what to do or improve. Indeed, if you want to move ahead of the competition, do your market research. Techniques, methods and strategies in doing so are readily available and you can even do so with lesser costs as well.

Market Research Techniques - How to Gather Data for Your Business

Carolyn Anderson did a market research to improve her business. If you want an easier way to market research, check out faster, easier market research. Also check out Niche Annihilation Method, where you can find tips on how to make money online by having your niche website.

Related : Management Concept Style The Global Marketing

Restaurant Sales Upselling Techniques

Opportunities for up selling come along all the time in your restaurant or cafe and unless you and your staff take advantage of them you are leaving money on the table so to speak. Today I wanted to give you some information on how to capitalize on these opportunities to make you more sales, combined with having the right restaurant management tools will get you the results you require.

OPPORTUNITIES FOR UP SELLING

Sales

There are basically three areas we can outline to up sell to a customer.

1. Set opportunities

2. Up-sell

3. Spontaneity (monitoring customers' needs)

SET OPPORTUNITIES

A Set Opportunity means that there are set times that are suitable to suggestive selling, from when the customer enters the restaurant to when they leave.

There are three'-such Set Opportunities:

1. When the customer is initially taken to the table

2. When the order is taken

3. When dessert is ordered

OPPORTUNITY 1.

When taking the customer to the table it is a good opportunity to let them know about drinks. Saying something like "Would you like a wine, cocktail or soft drink while you think about your order?" is a good way to have them make a decision as to what drink they may like.

OPPORTUNITY 2.

When the order is taken, many waitpersons will make the mistake of asking a `closed' question like, would you like an entree? A better way is to `assume' the sale. Try something like "which entree would you like to try sir/ma'am?" If an entree is declined, proceed to the next opportunity, which is asking which main meal they would like, perhaps suggesting a favourite. Upon the customer choosing, it provides another opportunity to `upsell' to say a larger serve or a side order etc.

OPPORTUNITY 3.

Asking for the dessert order can sometimes produce and obstacle for the unwary waitperson. Many customers will say no because they have just finished eating and feel a little full. However, the astute waitperson will see an opportunity. By `seductively' describing what desserts are available or describing `their' favourite, they can sometimes entice the customer to have a dessert.

Appearing' to accept the customer's `no' decision can create another opportunity. By suggesting that they bring the dessert menu back `later' will give the customer a chance to have the main meal settle and perhaps when they are approached later, they may be able to be enticed.

UP-SELLING

Probably the most famous up selling phrase is "would you like fries with that?" Many people nowadays actually refer to up selling by that phrase. So use it to your advantage - because it works!

As a general rule, when a customer orders one thing, ask if they would like another `thing'. It is a good idea to have set `up sell' items. Again, the most famous is fries with a hamburger.

After the meal for example, referring back to the dessert opportunity, if the `follow up' dessert offer is still declined, then offer after-dinner drinks.

DOWN SELLING

A different (indeed opposite) approach to up selling is down selling. As the name suggests, it's a matter of suggesting a higher priced and/or quality product in the beginning and if the suggestion is not heeded they can then suggest a `down market' or less expensive item. This can be particularly effective when the customer is a little indecisive.

CROSS SELLING

Similar to up selling and down selling, cross selling is about suggesting something of similar value but of a different range but perhaps with a better margin. For example, if your client managed to buy a quantity of say Budwieser for a special price, then they might have their team begin to `Cross Sell' it in place of the Molsen Dry that they had bought at regular price.

SPONTANEITY

A spontaneous suggestion, as the name suggests, is when the suggestion is made from an impromptu situation.

There are many, many opportunities that may exist, far too many to list, however, an example of a spontaneous suggestive sell, might be a `top up' on a half full wine glass. Good bar persons are particularly adept at this. They assume the sale! Suffice to say, that Spontaneous Suggestive Selling will improve as product knowledge, confidence and team motivation improves.

There are a number of practical things that can be done when used alongside the various techniques covered in the previous sections.

Restaurant Sales Upselling Techniques

The Restaurant Management Center has a large selection of sales and marketing tools available designed specifically for restaurants and cafes. Restaurant Management Tools.

Related : Advertising Techniques Motivational Techniques Management Concept Style

Timeshare Sales Techniques - Warm Up

Warm up is all about making friends with your clients. Nobody will buy off you if they don't like and trust you. That means you have to spend some time getting to know your clients on a personal level and let them get to know you personally before you can get into the all important part of fact finding. Your fact finding is the foundation on which your sale is built, but you have to earn the right to move into fact finding. That is done during the warm up period when you become your client's new best friend.

I'm often asked "how long should the warm up period last" And the answer I give is "As long as it takes" There is no set time for warming up a client. Each client will be different. Some will be very open and easy to talk to. This type of client can be warmed up in minutes and before you know you're laughing and joking like you've known each other for years. Other clients are very reserved and take what seems forever to start to relax with you and open up. What ever happens you should never move into fact finding until your client is ready, other wise you're just wasting your time and you would have been better off staying in warm up, enjoying the coffee and not even showing them your product.

Sales

A good gauge is your clients' body language. When you first meet you will see that your clients are normally seated stiffly with their arms and legs crossed, the lady will probably have her handbag held tightly on her lap and they could be slightly turned in towards each other and away from you. These are all defensive/protective body language positions. When you start to see that the arms become unfolded, the shoulders start to drop slightly and the lady puts her handbag on the floor or on another chair. Then you know your clients are starting to relax and feel comfortable in your company.

Take control right from the beginning with alternative choice closes like: "Would you like to sit in the sun or the shade?" "Would you prefer to be by the window or over in the corner where it's quieter?" People feel more comfortable when they're given a choice but not too much choice. For example, don't ask them what they want to drink you will get all sorts of answers. Ask them if they would like a hot drink or a cold drink, "Tea or Coffee?" They will not realise that you're controlling the answers and getting them used to making choices right from the word go. They will see it as you being very polite and well organised and that will make them feel more comfortable.

Once you have them seated and have ordered the drinks get back into relaxing your clients. People love to talk about themselves and their achievements. Remember your warm up should be 20% talking and 80% listening. Find a common interest but men don't be tempted to talk about football and leave the wife completely out of the conversation or you will have lost the sale before you even start.

There are two types of warm up, I call them, the bus stop warm up and the pub warm up. The bus stop warm up is like two people at a bus stop who make light conversation to pass the time but don't really get to know each other and most of the conversation goes over their heads. The pub warm up is where you start chatting to someone in a pub and before you know it you're buying each other drinks, chatting about things you would never discuss with a stranger and arranging to meet again next week for a game of darts. If you make all your warm up's pub warm up's I guarantee you will write more deals and you'll have a lot more fun while you're doing it!

Now go out tonight and practise just talking to people and finding out as much as you can about there hobbies, interests and favourite pastimes. Who knows, you might even make some new friends.

Timeshare Sales Techniques - Warm Up

Alan offers you a deeper look into some of the most effective Timeshare Sales Techniques and shares his simple but powerful selling skills gained from over 18 years personal experience of Selling Timeshare on the Costa del Sol. For more Timeshare sales and marketing techniques, visit Alan at:http://simplesalesandmarketing.blogspot.com A refreshing look at timeshare sales and marketing for today's Sales Professionals who have already learned you can never stop learning.

Thanks To : Motivational Techniques The Global Marketing

Overview on Qualitative Data Collection Techniques in International Marketing Research

This article is meant to be a brief review and reminder of some valuable yet often bypassed techniques to collect data on international markets and consumers.

When thinking of market research, surveys are most likely the first technique that comes to ones mind. However, surveys are a quantitative research and, in order to understand customer behavior and the social and cultural context in which our business will operate, we will need to perform some qualitative research as well.

\"market Research\"

Qualitative methods are most certainly a more appropriate option when in need of researching patterns and attitudes in customer behavior, understand the depth of the environment around the customer, and understand the cultural characteristics then influence a customer - especially when the marketer is not familiar with the country of culture.

There are certain situations where qualitative research alone can provide the marketer with all insights needed to make decisions and take actions; while in some other cases quantitative research might be needed as well.

We will stop by the main qualitative techniques and see how and where they can be employed in international marketing.
Craig and Douglas (2000), mention three major types of qualitative data collection techniques:

- observational and quasi-observational techniques;

- projective techniques and depth interviews;

- creative group sessions (synectics).

1. Observational and quasi-observational techniques

Observational techniques involve direct observation of phenomena (in our case, consumers' behavior) in their natural settings. Observational research might be somehow less reliable than quantitative research yet it is more valid and flexible since the marketer is able to change his approach whenever needed.

Disadvantages are given by the limited behavioral variables and the fact that such data might not be generalizable - we can observe a customer's behavior at a given moment and situation but we cannot assume all further customers will act the same.

Quasi-observational techniques are reported to have increased in usage over the past decades, due to the large scale employ of surveillance cameras within stores. Such techniques cost less than pure observational ones since costs associated with video surveillance and taping are far lower than a researcher's wage; the tape can be viewed and analyzed at a later time, at the marketer's convenience. When performing videotaping of consumers' behaviors, they can be asked to give comments and insights upon their thoughts and actions while the conversation itself can be recorded and be further analyzed.

Pure observation: the marketer watches behavior of customers in real-life situation, either in situ or by videotaping the consumers (less intrusive). Videotaping can be specifically recommended when studying patterns of different cultures, since we can easily compare behaviors taped and highlight similarities and / or differences.

Trace measures: consist in collecting and recording traces of consumers' behavior. Such traces can be fingerprints or tear of packages, empty packages, garbage cans analysis and any other ways a marketer can imagine (it's all about creativity here!). In eMarketing, trace measures come under the form of recorded visits and hits - there are numerous professional applications that can help an emarketer analyze the behavior of visitors on his company's website.

Archival measures: can be any type of historical records, public records, archives, libraries, collections of personal documents etc. Such data can prove to be of great use in analyzing behavioral trends and changes in time. Marketers can also identify cultural values and attitudes of a population at a given moment by studying mass media content and advertisement of the timeframe questioned.

Entrapment measures: those are indirect techniques (by comparison to the previously mentioned ones) and consist in asking the respondent to react to a specific stimulus or situation, when the actual subject of investigation is totally different. The marketer plants the real stimulus among many fake ones and studies reactions. The method is quite unobtrusive and the marketer can gather valuable, non-reactive facts. When the respondent becomes aware of the true subject under investigation (s)he might change the behavior and compromise the study.

Protocols: are yet another observational marketing research technique which asks respondents to think out loud and verbally express all their thoughts during the decision-making process. Protocols are of great value for determining the factors of importance for a sale and they can be collected in either real shopping trips or simulated ones.

2. Projective techniques

Such techniques are based on the respondent's performance of certain tasks given by the marketer. The purpose is to have the consumers (respondents) express their unconscious beliefs through the projective stimuli; to express associations towards various symbols, images, signs.

Cooper (1996) suggested that projective techniques can be successfully employed to:
- indicate emotional and rational reactions;

- provide verbal and non-verbal communication;

- give permission to express novel ideas;

- encourage fantasy, idiosyncrasy and originality;

- reduce social constraints and censorship;

- encourage group members to share and "open up".

Projective market research techniques can take the following forms, presented below.

Collages - used to understand lifestyles and brand perceptions, respondents are asked to assemble a collage using images and symbols from selected sets of stimuli or from magazines and newspapers of their choice.

Picture completion - certain pictures can be designed to express and visualize the issue under study and respondents have to make associations and / or attribute words to the given pictures.

Analogies and metaphors are used when a larger range of projection is needed, with more complexity and depth of ideas and thoughts on a given brand, product, service, organization. The respondents are asked to freely express their association and analogies towards the object being studied; or they can be asked to select from a set of stimuli (e.g. photos) those that fit the examined subject.

Psycho-drawing is a technique that allows study participants to express a wide range of perceptions by making drawings of what they perceive the brand is (or product, service).

Personalization consists in asking the respondents to treat the brand or product as if it is a person and start making associations or finding images of this person. This technique is especially recommended in order to understand what kind of personality consumers assign to a brand / product / service.

3. In-depth interviews

These techniques of marketing research put an accent on verbal communication and they are efficient especially when trying to discover underlying attitudes and motivations towards a product or a specific market / consumption situation.

Individual in-depth interviews are performed on a person-to-person environment and the interviewer can obtain very specific and precise answers. Such interviews are common in B2B practices of market research, for example when a company conducts a research about a product among their existing corporate customers.

Interviews can be conducted by phone or via internet-based media, from a centralized location: this can greatly reduce costs associated with market research and the results are pretty much as accurate as the face-to-face ones. The only disadvantage would be the lack of non-verbal, visual communication.

Focus groups are basically discussions conducted by a researcher with a group of respondents who are considered to be representative for the target market.

Such meetings are usually held in an informal setting and are moderated by the researcher. Videotaping the sessions is common these days, and it can add more sources of analysis at a later time.

Focus groups are perhaps the ideal technique, if available in terms of costs and time, to test new ideas and concepts towards brands and products; to study customers' response to creative media such as ads and packaging design or to detect trends in consumers' attribute and perception. One of the important advantages of focus groups is the presence of several respondents in the same time, providing a certain synergy. Disadvantages refer mainly to the costs involved and the scarcity of good professionals to conduct the interviews and discussions.

To conclude, we have to keep in mind just how important non-survey data collection techniques are in today's market research. Not only they provide more depth of analysis but they can be performed in significantly less time than surveys and they're more suitable to be employed during the exploratory phases of international marketing research.

Overview on Qualitative Data Collection Techniques in International Marketing Research

Otilia Otlacan is a young professional specialized in eMarketing and eBusiness. She is currently working as independent Marketing Consultant and she is also teaching her own online course in Principles of eMarketing.

You can contact Otilia via her Marketing resources portal at Tea With an Edge of Marketing

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