Session 2

Market Research Techniques

The Significance of Market Research

Why Market Research Matters

Market research is a fundamental tool for shaping your marketing strategy. It enables you to:

  • Make informed decisions based on valuable insights.
  • Minimize risks associated with marketing initiatives.

Main Market Research Techniques

There are various market research techniques to obtain consumer insights. Let’s take a closer look:

  1. Qualitative Research:
  • Allows you to delve into the consumer’s opinions and attitudes regarding a specific product, service, or topic.
  1. Quantitative Research:
  • Involves the systematic collection of data through surveys.
  • Data is processed using statistical techniques, providing quantifiable results.
  1. Mixed Research:
  • Combines both qualitative and quantitative research approaches to gain a comprehensive understanding of consumer behavior.

Qualitative vs. Quantitative Research

Key Differences

Let’s compare qualitative and quantitative research methods:
  • Sample Size: Qualitative research typically involves smaller sample sizes, making it less representative of the entire population. In contrast, quantitative research utilizes larger samples, ensuring greater representativeness.
  • Data Representativeness: Qualitative research provides in-depth insights but may not represent the broader population. Quantitative research, with its larger samples, offers data that better reflects the population.
  • Methodology: Qualitative research focuses on exploring opinions and attitudes in a non-structured manner. Quantitative research follows a structured approach with statistical analysis.

These differences highlight the unique strengths and applications of each research method.


Thank you for joining us in Episode 2 of the Zinklar Academy! We’ve covered the main market research techniques and their differences. 

In our next session, we’ll explore the characteristics of qualitative methodology. Stay tuned for more valuable insights!

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