Market Research: The Essential Instrument for the Global Startup
To prevail in the global economy, marketing information is the currency of the 21st century. Knowing what type of market research instrument to use is quite important.
As a product strategy consultant to a wireless startup, I prefer the mixed use of questioning and observation.
In terms of questioning, I use qualitative marketing research techniques where I focused on a small number of respondents.
When using an observation instrument, I prefer to focus on observing the social phenomena in a certain marketing niche where I use product-use analysis to get my answers.
To the newbie, one book that I recommend is “Marketing Research: An Applied Orientation 2006 (5th Edition) by Naresh Malhotra. (ISBN 0132221179). This book is essential read for marketing researchers.
