Research methods

Research methods

Secondary research

·         This would be the first stage to analysis the market in any research process. Resources like reports and journals are the most effective for this type of study because they go into good qualitative and qualitative data. When available the use of websites like nastonal statistics have large data on the subject areas. Other resources like TGI are good for large amounts of information, with analysis of primary research the link between habits can be established.


      Criticism - Secondary

•        The research may have been done for other resoans so the research may not be full relvent.
•        We did not carry out the reseach so we dont know, where, how and when it was done, maybe the time of year effects results for a perticular product.
•       Can be costly (but more likly to be cheaper then carrying out outselfs)

 Primary research    This field research can use a wide used a number of techniques such as Questionnaires, focus groups, observation.. and more depending on the type of study.

Questionnaire/survays can be in depth for finding out general information on habits. a good example if how would a customer buy a product for. Finding out information on more in detail habits and why makes this research methods not so suitable for the type of study for a questionnaire.

After carrying out a Questionnaire, Focus groups can take those results further in a more in-depth personal level. With Focus group, the question or task is given then its up to the group to decide on the results this makes it more of group dission so more results are given. This helps to build up a better idea to marketers what goes through customers/consumers minds when buying or using the products or services. (relation) relating this to Generation marketing, marketers will want to know what a brand means to their target audience (maybe gen x) what where the values still in this generations minds, does this still influence this mind set because past events. Generation marketing is interesting because its the way each generation reaches to values and symbols in life.

Observation, This experimental kind of research really need planning, because events can effect results. For example if i wanted to know about if Gen x would go on a cruise Holiday next summer, they may say no because of the recent events within this industry. An example of use of observation would be analysing how much passing trade could be in a area, to see if a cafe would be a viable start up.

Criticism - Primary

•  May be easy to Obscurer statistics, the wording may be in current so interpretation from the subjects may be wrong.
• Within the fouse group one or two people may dominate the group to give just their opinion.
• Mis-interpretation of the data and numbers. Giving false conclusions.

Platforms

What platforms does Genaration x use? 
On my other post (here) I found table that decriebed the genarartion and some of the platforms they use. i wanted to take this further then just in the work place and see if this generation is really takieng us new emeerging comms like the internert. Can I (as a marketer) find ways of research this genration directley fromt them. 


My first reaction to this was, time to check facebook. (have a quick brake) but that was the first step how many people are on facebook and is there any information ont he ages in facebook.

 

 These pies are the brake down of Globle users. the information i am looking for is age.
[35-44] (14.9%) + (8.0%)/2  [45-54]   = 18.9%  
This still a big posentage for a genaration that wasnt brought up with this technolodgy.

some statisics on facebook that shows its a usable platform for research.

• Average user has 130 friends on the site
• Average user sends 8 friend requests per month
• Average user spends an average 15 hours and 33 minutes on Facebook per month
• Average user visits the site 40 times per month
• Average user spends an 23 minutes (23:20 to be precise) on each visit
• Average user is connected to 80 community pages, groups and events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content are shared each day   (This will inclide polls)
• Facebook generates a staggering 770 billion page views per month.

 As being a student i have seen facebok being a central hub for people filling out survays. or shareing polls inside facebook to get acquire information.

 Social media has blown up recently with new and intresting fectures that build on basic technoldgy. But as i was researching in a new platform called Google plus, that has had some press recently becuase it is trying compete to facebook and twitter on diffrent levels. Google has one of the most used email survices gmail that many of the Gen x will use (no data found) for business or personal. but this service can link to 'Google Plus' 

When scrolling down looking at all the +1's i  could give all these brands i came across i live confrance. this was people all over the world professionals in their own industry an exmaple a director for a magazine in new york a Comms excitive in californa for a internet start up all asking questions in the lastest Sony production of The Pirates! movie (link) anyone could watch and get involved by adding comments. This got my thinking from a research stand point, what if i could utilise this feacture to have a fouce gorup online without the hassel of location time travel issues.. even be specfiic with the age and type of people wanted int he group. just make sure they have a microphone and computer at a time of day and they can all interact, and if any other people of the age range wanted to state their opion they could add comments.