Market Research
Market Research – What is it?
Gathering information on
(for example)…
…finding new markets
…evaluating public opinion
…gaining insight into customers’ decisions
Types of market research
1. PRIMARY RESEARCH
Research carried out in the field directly by the
surveyor.
Methods include…
… questionnaires and focus groups.
2. SECONDARY RESEARCH
Collating research data that has already been
published.
Sources include…
… Statistics NZ and government reports.
Questions: Closed vs Open
Closed questions have yes/no answers and are collated
for graphs and statistics…
This is quantitative research
Open questions ask for opinions…
This is qualitative research
Asking the right
people the right
questions
A survey is only as good as its
questions and the people it
targets.
The questions and those who
are asked them need to be
relevant to the company’s
market and aims.
Find out more with Business.govt.nz:
Business.govt.nz provides free access to a wide range of resources,
including tools and interactive content. It acts as a gateway to government
and private sector business information, news and services.
Next steps:
• Before buying a business
• Assess the health of your marketing
• Cash flow forecasting
• How much money do you need to start a business?
• Quick start business plan tool