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The Contents of Business > Marketing Research > Marketing
Research Methods |
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Definition |
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Gang survey is to gather respondents together in a
meeting room called Gang Room, provide the product experiences such
as observation and operation and run a survey with structured questionnaire. |
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Objectives |
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To test product concepts
To gather consumer opinions on test products
To develop promotion strategy before new product launching ? taste
test, design test, usage evaluation, etc. |
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KSF |
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Selecting the interviewees suitable for the research
object
Structured questionnaire and managing survey effectively
Statistic analysis techniques (demand forecast, price sensitivity,
feasibility, etc.) |
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Definition |
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Clinic test is to let consumers test the products and
submit product review and suggestions about the strong/weak points
along with problems of the products using formatted evaluation checklist. |
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Objectives |
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For more in-depth approach than Gang Survey
For detailed evaluation of the characteristics of the product (design,
features, image) |
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KSF |
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Selecting suitable interviewees for the research object
Structured questionnaire and survey scenario
Analysis framework and insight (Checklist Taking, Video Analysis) |
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