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ESA
Market Research Ltd
Ziggurat
25 Grosvenor Road
St Albans
Hertfordshire
AL1 3AW
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QRS
Market Research Ltd,
The Stable House
Priory Street,
Hertford,
Hertfordshire
SG14 1XX
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Adroit-e
Enterprise House
5 Roundwood Lane
Harpenden
Herts AL5 3BW
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ABA
Market Research Ltd.
Hart House
6 London Road
St. Albans
Hertfordshire |
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Envisage
Ltd
42 London Road
Welwyn
Hertfordshire
AL6 9JA
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Critical
Ltd
Suite F3,
Hartsbourne House,
Delta Gain,
Carpenders Park,
Watford WD19 5EF |
Magpie
Research Services Ltd.
Bridge House
30 Bridge Street
Hitchin
Hertfordshire
SG5 2DF |
Saville
Rossiter-Base
36 St Peters Street
St Albans
AL1 3NA |
Research
Works Ltd,
Regency House,
The Quadrant,
219a Hatfield Road,
St Albans,
AL1 4TB |
Action
Point
Woodview Lodge
Langley Village, Langley, Hitchin, SG4 7PN
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ESA Market Research Limited. 4 Woodland Court, Soothouse Spring,
St.Albans, Herts., AL3 6NR
With the
escalating competitiveness in markets throughout the world,
market research is now an important aspect for more and more
organisations, no matter what size.
Market Research
is about collecting and analysing data about a particular target
market. Primary research is where data is collected directly
from a respondent, whereas desk research is generally a second
phase of follow-up from primary research.
Smaller businesses may not be able to afford the fees of a professional
market research company, likewise they might not be able to
afford NOT to deploy the skills of an expert market researcher.
Larger companies
and organisations such as charities might have their own in-house
market researchers, whilst others will call upon market research
companies. No matter who conducts the survey it is important
to define the research objectives. Be very clear in what information
are you looking for.
Data can
be collected in a variety of ways, field surveys, telephone
calls, email and website questionnaires, whichever is used,
they will all collect either quantitative or qualitative information,
or a combination of both.
An example
of quantitative research would be where a store asks customers
to rate its overall service as excellent, good, poor or very
poor. The main rule being every interviewee is asked exactly
the same question with exactly the same option of answers.
Qualitative research is different in the sense that the answers
are from the interviewee directly, his or her own personal opinion.
For example a Market Researcher may stop a consumer who has
purchased a product and asked why that particular item was chosen.
There are no fixed set answers and they are personal opinions.
Once this data is collected, Market Researchers evaluate it
and make conclusions based on the research. They can make recommendations
to their employer or client based upon the findings.
This information may be used to determine design or pricing,
marketing and promotions, even packaging and distribution.
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