Market research
Introduced| English | Meaning |
|---|---|
| market research/ˈmɑːkɪt rɪˈsɜːtʃ/ | Collecting and analysing information about customers, competitors and market conditions. |
| secondary research/ˈsekəndəri rɪˈsɜːtʃ/ | Research using information that has already been collected for another purpose. |
| primary research/ˈpraɪməri rɪˈsɜːtʃ/ | Research that collects new data directly for the question being investigated. |
| questionnaires/ˌkwestʃəˈneəz/ | Sets of questions used to collect information from respondents in a structured way. |
| quantitative/ˈkwɒntɪteɪtɪv/ | Based on numerical values, measurements or counts. |
| qualitative/ˈkwɒlɪteɪtɪv/ | Describing qualities or categories rather than numerical measurements. |
| sample/ˈsæmpl/ | A subset of a population selected for observation, measurement or analysis. |
| representative/ˌreprɪˈzentətɪv/ | Reflecting the relevant characteristics of the larger group or population. |
| biased/ˈbaɪəst/ | biased |
Asking before you act
- Launching a product on a guess is risky. Smart businesses find out what customers want first.
- That is market research 市场调研.
Market research cycle
Follow how a business turns customer data into a marketing decision.
Carrying out a new customer questionnaire is:
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Primary research collects new first-hand data.
Using existing data from the internet is:
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Secondary research uses data that already exists.
Primary vs secondary research 二手调研
- Primary research 一手调研: new data collected first-hand (surveys, interviews, questionnaires 问卷). Specific but costly.
- Secondary research: existing data (reports, internet, sales records). Cheap and fast, but not tailored.
Market research: primary (first-hand) versus secondary (already exists)
Research that explores WHY customers feel as they do is:
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Qualitative research captures opinions and reasons.
Quantitative 定量 vs qualitative 定性
- Quantitative: numbers — how many, how much.
- Qualitative: opinions and reasons — why customers behave as they do.
Primary research collects new data; secondary uses existing data
A small or biased sample can give misleading research results.
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Sample quality affects reliability.
A small group chosen to represent the whole market is a ______.
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Sampling avoids asking everyone.
Sampling 样本 and reliability
- A sample is a small group chosen to represent the whole market.
- A larger, more representative 有代表性的 sample gives more reliable results — but costs more.
Bad research misleads. If a sample is too small or not representative, or questions are biased 有偏的, the results can point a business the wrong way. Quality of research matters, not just quantity.
You've got it
- primary research = new first-hand data; secondary = existing data
- quantitative = numbers; qualitative = opinions and reasons
- a representative sample gives reliable results — design matters