Basic guideline for market research - By: Ayaz Haider

Market research is necessary to know your consumer, business, and competition. It can also help you identify your consumer groups’ buying patterns and your market’s profitability. Market research is essential when you are planning to expand into new business, to launch a new product or service, or want to know customer reactions to your products or services. Good quality market research will help you target new customers. For example, if you are introducing a new product to the market, then first find out if the demand for particular product exists or not.
There are many methods to perform market research and most organizations use one or more of five basic techniques: personal interviews, focus group, surveys, observations, and field trials. The money you are willing to spend and the type of data will decide which technique you choose. Whatever the method you choose, must follow these basic guidelines:
1. Selection of a sample
Size of the sample has to be right. Too small sample may lead to inaccurate result and too large sample is not cost effective.
2. Representation of the market
Whatever size you select, the sample needs to be relevant and make sure its truly represents the total population or geographic area.
3. Proven Results
Data should be based on sampling and statistics. Results can be broken down to percentages and tabulated using simple mathematics anyone can easily understand.
Successful market research required to follow basic guideline as well as to avoid basic mistakes. Here are some common and basic mistakes researcher make:
1. Poor source of information
2. Overspending
3. Avoiding the competitors’ methodology
4. Wrong group selection while researching
5. Low quality research instruments
6. Dependence on single set of data
7. Bias in research in order to support desired results

If you follow these guidelines, you can perform good quality market research that can contribute to the success of your enterprise.

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