In the marketing field there are many ways of finding more information out about your target market and the consumers that would be buying your products. Two of these ways are:
• Surveys
• Focus Groups
Both of these types of research studies are used jointly with communication. The marketer needs to talk to the people face to face, or over the phone. Either way the marketer needs to be professional and needs to know how to handle a situation without being inappropriate with his/her mannerisms and communication skills.
The first study is a survey, this is a research procedure used for collecting, analyzing and presenting large amounts of raw data during an interview. By going this route the marketer can get all the information he needs from asking in depths questions with more detail. The marketer needs to be straightforward when speaking and make sure he/she covers all the topics and main points of the product. Surveys help the company gain statistics from the consumer population and see where the product would sell best.
The second form of study are focus groups, these are groups of eight to twelve people involved in a discussion led by a moderator skilled in persuading consumers to discuss thoroughly a topic of interest to the researcher. Compared to a survey this form of study can probe very specific aspects of how consumers prepare to buy, decide to purchase, and use the product. By doing this the marketer can find exactly what the consumer is looking for when they are in the store deciding what they want and which product is best for there needs. The marketer in this instance needs to speak very clearly and listen more to the consumer to determine what they are really thinking of when shopping.
Both of these forms help the company greatly before letting a product go out to the stores. The company knows prior to the release whether the product is going to sell or not. After these studies they can go back and alter the product to what the consumers exactly are looking for.
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