Types of market research: mystery shopping and others

Researches can be divided into two groups: qualitative and quantitative research.

Let us stop first at qualitative.

There are external and internal types.

Among external we have the following researches: focus groups and in depth interviews.

  • Focus group is a small, but demographically diverse group of people and whose reactions are studied especially in market research or political analysis in guided or open discussions about a new product or something else to determine the reactions that can be expected from a larger population.
  • In-depth interviewing is a qualitative research technique that involves conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program, or situation.

Among internal there could be Staff meetings, Brainstorming and Exit interview.

  • A staff meeting is a meeting attended by the members of staff of an organization, to discuss issues related to the running of the organization).
  • Brainstorming is a group creativity technique by which efforts are made to find a conclusion for a specific problem by gathering a list of ideas spontaneously contributed by its members.)
  • Exit interview it is a survey conducted with an individual who is separating from an organization or relationship.

And now we are approaching to the Quantitative researches.

External analysis includes: Mystery shopping, Customer surveys and Customer satisfaction research.

  • Mystery Shopping is a process in which a person visits a retail store, restaurant, bank branch or any such location with the objective of measuring the quality of customer experience.)
  • Customer surveys at the exit, on the fact of transaction or online surveys are invaluable tools in helping businesses retain customers, build on existing relationships and start new ones.
  • Customer satisfaction research is that area of marketing research which focuses on customers’ perceptions with their shopping or purchase experience. It helps to understand what customers think about a brand and why they’ve formed those opinions.)

As to the Internal analysis, here we have Employee surveys and Evaluation of staff satisfaction.

  • Employee surveys are tools used by organizational leadership to gain feedback on and measure employee engagement, employee morale, and performance.
  • Evaluation of staff satisfaction it’s a tool to measure employee satisfaction and obtaining a valuable information to improve staff performance and motivation.


Exept the before mentioned researches combined audits are also available as a tool of market research. Among them there are Collecting and analysis of feedback (spontaneous and structured), Processing of complaints and Research of open sources, Internet portals, etc.

And now we finally come to Our General recommendations for your business with regard to the market researches.

So, Use a mystery shopper program. This is the best way to control performance standards. Include all locations in the program and do it regularly.

Make survey of real customers, such as NPS, Customer service representatives, Customer Effort Score, and others.

Know the opinions of real customers, listen to them, do not wait until they go to competitors or start to complain.

Conduct employee surveys regularly, evaluate their satisfaction, conduct ENPS (Employee Net Promoter Score) and collect ideas for good service.

Do internal audits by staff and location managers. Control the quality of products, employee skills, cleanliness, merchandising and others.


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