Using Market Research for the Dissemination and Utilization of Disability Research

Putting Market Research to Work for Your Project

The following six steps are recommended for successful market research activities:

1. Developing research objectives
2. Checking existing research
3. Selecting a market research team
4. selecting a research technique
5. Designing the sample
6. Implementing the results

These activities are similar to the steps in carrying out your research project activities, but with a different goal in mind.

Developing Research Objectives

Whether the market research is conducted in-house or out-of-house, it is imperative that the purpose of the research is clearly defined--in terms of the problem to be solved. In some cases, researchers recommend developing a hypothesis and designing the market research around proving it. Others suggest developing a written market research plan. Either choice requires that the objectives be clearly defined and communicated.

Checking Existing Research

Prior to conducting direct research, a search should be conducted to determine what research is available from existing secondary research sources. Many external data sources can be tapped. Although secondary data may be very useful, there are two problems with relying solely on existing research. First, most of it is out-of-date by the time you read it. Secondly, no two research objectives are ever exactly the same. Secondary research is an appropriate supplement to, not replacement of, primary research.

Selecting a Market Research Team

Research can be conducted either in-house or by an outside market research specialist or team. Organizations need to weigh the various costs, including financial and human resources, to determine which works best for them. Expertise exists in many research organizations to conduct market research, which is often cost-effective. Market research that is conducted externally can lead to more objective results and allow the organization to focus on its primary research projects. Most outside market research firms specialize in a specific type of research and industry, including social marketing issues.

A directory of marketing research firms with over 4,500 listings, Quirk's Marketing Research Review, is published annually. The New York chapter of the American Marketing Association publishes the GreenBook each year, with extensive research listings (Blankenship, Breen, & Dutka, 1998).

Selecting a Research Technique

Outside research firms can offer recommendations on the technique that will best address the research objectives. Quantitative and qualitative market research activities provide different data, as with typical research activities. Quantitative research is used to get at the "what," "where," and "when" of user attitudes and behaviors. When done correctly, the results can be extrapolated to the representative population. Quantitative market research typically involves a survey or questionnaire conducted in-person, via telephone or on paper. Such surveys are commonly implemented via "snail mail."

Qualitative research is often used to uncover the "whys" of attitudes and behaviors. While the results cannot be applied to the universe of users, qualitative research is best used to more clearly define the research project so that a quantitative method can be employed. Two common examples of qualitative research techniques are in-depth interviews and focus groups, with focus groups being the most popular.

It is imperative to select the method that is most likely to achieve the desired objective as well as the method that makes it easiest for the sample group to respond, which will ultimately increase both the quality and quantity of responses.

Designing the Sample

Sample selection is critical in order to gather useful information from the right participants. Market researchers typically use one of six standard research techniques to select their sample. Three types of probability sampling frequently used are: (a) simple random sampling of the total population; (b) area sampling, which is a random sampling of a geographic area; (c) stratified random sampling that takes a random sample of like user groups.

Three types of non-probability sampling are also utilized: (a) convenience sampling, which selects convenient participants; (b) judgment sampling, which gives the researcher the jurisdiction to identify the most representative group; (c) quota sampling that matches the overall population in some specific way.

Implementing the Results

Once the research has been conducted, it is imperative to relate the findings to the original objectives and formulate an action plan based on the results. This will be described more fully in the next issue (Volume 5, Number 3) on marketing strategies.

Secondary Market Research

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