Contents
- What is field research
- Why field research is needed
- Methods of field research
- Stages of field research
What is field research
Field research is an important method in marketing, where the subjects being studied are analyzed in real market conditions. The main source of information in such research is people directly related to the topic being studied, such as customers, employees, and experts. The results of field research provide valuable information that can be used to solve various business tasks, such as increasing profits, reducing costs, improving service quality, and implementing other positive changes within the company.
Why field research is needed
Companies regularly engage in field research for several key reasons:
- Reducing risks in decision-making;
- Developing growth and promotion strategies;
- Evaluating the effectiveness of marketing campaigns;
- Studying consumer behavior, needs, and motivations;
- Assessing the perception of advertising and brand by the target audience;
- Identifying the causes of problems and developing measures to address them;
- Evaluating employee performance and service quality;
- Analyzing competitors and suppliers.
Despite the fact that field research requires greater expenses compared to desk research, it has become an integral part of business processes, especially when the risks associated with making incorrect decisions significantly outweigh the costs of collecting and analyzing information. Large companies often create their own research departments, while smaller firms more frequently turn to professional marketing agencies.
Methods of field research
There are several methods of field research that can be classified as follows:
- Surveys;
- Observations;
- Experiments;
- Combined methods.
Surveys
Surveys are the most popular and versatile method for collecting data about consumer preferences and motivations, assessing satisfaction with service, and obtaining opinions on brands and products. Respondents can include consumers, experts, and employees related to the issue being researched.
Surveys can be conducted in various ways:
- Questionnaires: Respondents are offered questionnaires after a purchase or during store visits with the possibility of receiving a reward.
- Online surveys: Conducted on websites or apps, allowing for time and cost savings.
- Phone surveys: Allow for quick information gathering, but may have a high refusal rate.
- In-depth interviews: These are more detailed conversations that help uncover the hidden motives of respondents.
- Focus groups: Discussions about a product or advertisement with a group representing the target audience.
Observations
The observation method involves recording the actions and behaviors of consumers in a natural setting without the researcher’s intervention. This method allows for data collection on how buyers interact with products, but may complicate the interpretation of true motives.
Experiments
Experiments are aimed at studying the impact of various factors on outcomes, such as how music or packaging design can influence consumer choices. Home tests and hall tests are popular subcategories of experiments.
Combined methods
Combined methods incorporate several techniques simultaneously, allowing for a more comprehensive picture. For example, the "mystery shopper" method helps evaluate employee performance and study competitors.
Stages of field research
The process of conducting field marketing research includes several key stages:
- Defining the objective: Clearly defining the research goals allows for understanding what information needs to be collected.
- Defining the audience: The group of respondents should reflect the target audience of the product.
- Selecting the research method: The method depends on the research objective and the characteristics of the audience.
- Developing tools: Preparing questionnaires and interview scripts.
- Data collection: Conducting surveys, observations, or experiments.
- Data cleaning: Checking the collected data for distortions.
- Analyzing results: Using statistical methods for data processing.
- Presenting results: Preparing reports and conclusions for the client.
Thus, field research is an important tool for companies aiming to improve their business processes and adapt to market needs.