Market Research Methods for Mobile Manufacturing Co.

MEMORANDUM
To: Michelle Dietrich
From: Student name; Marketing consultant
Date: 10/09/2019
Subject: Market Research Methods
Ms. Michelle
It was good talking to you yesterday and knowing your concern. With regards
to our yesterday’s conversation, I have prepared this memo highlighting
information about primary and secondary research and qualitative and
quantitative research. An analysis regarding how these methods and data
collected can be used for understanding Mobile Manufacturing co. target
market is also included here as per your request.
PRIMARY V/S SECONDARY RESEARCH
Primary research is about collecting first hand data with specific objective
(Hair Jr. & Page, 2015). This research involves collecting data by directly
connecting to source which in case of MM will be prospective customers in
the target market decided. MM can collect this data through interviews,
surveys, observation or through emails.
Secondary research involves shortlisting and analyzing already existing data
that is compiled and published by others. This data can be gathered through
reports, already existing research or through information published by
government.
QUALITATIVE RESEARCH
Qualitative research is concerned with providing an in depth understanding
of problem setting. Company can gain insight into the thinking pattern of

people for particular attributes though learning about their attitude,
motivation and intention towards those attributes (McCusker & Gunaydin,
2014).
 ADVANATGES
1. This method is affordable for researcher and saves money.
2. This method is open ended which means there is no right or wrong
answer. Instead it is the data collection easier thereby increasing
authenticity of result.
3. There is a predictive element to this research method.
4. Attitude and personal thinking of respondents can be known in this
research.
5. Individual choices are converted into workable data in this research.
 DISADVANTAGES
1. The data collected cannot be statistically represented or sorted.
2. This is more subjective method of research as the data collection is
totally dependent on researcher.
3. This is a time consuming method.
4. There is difficulty in replication of result as same person may respond
differently the next day itself.
5. There can be bias on side of researcher and mistakes bound to happen
if research is not from same industry or not well experienced.
QUANTITATIVE RESEARCH
Quantitative research is a method where quantifiable data is collected during
the process that can be analyzed through statistical or computational
methods of analysis. Methods for collecting quantitative data is through
online or offline surveys or questionnaires.