Marketing Research Tools

Marketing Research Tools



Marketing Research Tools

When using focus groups one has to ensure that he has selected a representative sample. This tool involves in depth research and the researcher has to work with few participants. This contrasts to other tools that require one to have a larger sample. Use of surveys and telephone interviews takes a shorter time. On the other hand, the researcher has to dedicate more time when using face-to-face interviews or focus groups. When using surveys, the researcher limits the questions to ask the participants and he has to be brief. This encourages more people to participate in the research. There tends to be much influence among the respondents when one uses focus groups. It is possible for one of the participants to be domineering and intimidate others. Researchers who choose to use interviews and surveys are able to avoid this problem. Using focus groups gives the researcher more information. It provides an opportunity for the researchers to probe the participants for more information.

The most appropriate tool for the selected scenario would be focus groups. This is because they would provide more information to the company. Wal-Mart wants to find out more regarding how their consumers view their products and services. Using focus groups will enable the company to find out the information they need. In some cases, researchers are not able to get the information they need when they use surveys and they may have more questions for the participants. By using focus groups, the company will be able to gain more understanding on the data received. In addition, the focus groups will enable the company to get the consumers opinion on other issues concerning customer service. The company can use such an opportunity to get the consumers suggestions on the way forward (Zikmund & Babin, 2006)


Zikmund, W., & Babin, B. (2006). Exploring marketing research. New York, NY: Cengage Learning.

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