Data, data, data; we all want to learn, research and acquire as much data and information as we can about our industry, our market, our competitors and our target audience. In my critical thinking in creative media class of week 6; data was the head topic and in this blog I will go over how one can collect data and how must it be used.
As said in one of my previous blogs; data can be collected via primary or secondary research. Secondary research is using research already previously conducted by someone else. Primary research requires one to go out and conduct the research via surveys, sampling (random and quota), asking to focus groups, conducting interviews and many more. One of the most effective ways to collect data is through a questionnaire/survey, as they all firstly, extremely cost efficient and often online questionnaires cost nothing. Second of all, they are easy to calculate results from thus making them a speedy process and lastly, you can get high number of responses, “Questionnaires and surveys allow you to gather information from a large audience,” (Debios, 2016).
Another great cost effective way of collecting data is throughout conducting focus groups and another than being quick and cheap, focus groups enable you to alter questions as per the situation. “Instead of focusing on a scripted response, focus groups are able to ad-lib questions within the moment to create more detailed information,” (Gaille, 2015). On the other hand, focus groups have a few disadvantages as the most outspoken of the group will dominate and control the discussion thus losing track. Furthermore, “participants are self-selected and study results are therefore harder to generalize to the larger population,” (Savithiri, & Leung, 2009), due to these few drawbacks; focus grouse even though beneficial, but are not the best data collection methods.
After the data is collected, it is used to find new and innovative ways to better your product and to attract new consumers in and out of your target audience. “Use Data and Market Research to Get Closer to Your Customer,” (Landrigan, 2005).
Debois, S. (2016). 9 Advantages and Disadvantages of Questionnaires – Survey Anyplace. Survey Anyplace. Retrieved 6 April 2017, from https://surveyanyplace.com/questionnaire-pros-and-cons/
Gaille, B. (2015). 12 Pros and Cons of Focus Groups – BrandonGaille.com. BrandonGaille.com. Retrieved 4 April 2017, from http://brandongaille.com/12-pros-and-cons-of-focus-groups/
Landrigan,. (2005). Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer: Journal of Consumer Marketing: Vol 22, No 6. Emeraldinsight.com. Retrieved 7 April 2017, from http://www.emeraldinsight.com/doi/abs/10.1108/07363760510623948
Savithiri, R., & Leung, F. (2009). Spotlight on focus groups. PubMed Central (PMC). Retrieved 4 April 2017, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2642503/#