Questionnaire Design. Set Goals for Market Research. What are the goals / purpose of your market research process? What information are you trying to find out about your market? Include any “ deal-breakers ” for the organization Be selective, rather than comprehensive. Preliminary work.
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Goal: To determine whether an organization should launch a for micro-credit program
Research Question 1: Is there a need for micro-credit services in XX area?
Research Question 2: How big is the micro-credit market?
Research Question 3: Will the organization support a micro-credit program?
Interviews are the most common primary research technique. Interviews can be conducted over the phone, in-person, or electronically.
Focus groups allow an organization to gather primary information from multiple individuals during a one-period session. Focus groups are most appropriate for eliciting a reacting to a new service, or concept.
Surveys allow an organization to reach a large number of primary source contacts with minimal effort.