Marketing & Non-Statistical Methods for Products
Most businesses rely heavily on data forecasting, statistical compilations, mathematical equations and other forms of quantitative research. However, number-crunching is only one way to gain critical insight into the market. Non-statistical methods for marketing research are labor-intensive undertakings by which analysts attempt to get into the minds of consumers. Business analysts who understand the guiding forces behind purchasing decisions can use this information to modify or enforce buying behavior.
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Identification
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Non-statistical methods of marketing research include using non-numerical studies. For instance, if a business representative records a consumer's initial impressions of a new soft drink by asking for her opinion, this is non-statistical, qualitative research. However, a thin bright line exists between qualitative and quantitative methods. If, for example, the same soft drink study asked consumers to rank their preference of the beverage with respect to another, the research is quantitative. Michael John Baker and Susan Hart, authors of "The Marketing Book" state how the marketing field expanded in the early 1940s and drew many tenets from sociology, psychology and other soft sciences as a way to understand consumer behavior.
Consumer Feedback
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Consumer feedback is a primary way of gathering information. Recorded statements, telephonic or in-person interviews and focus groups are a few examples. To receive the most candid replies, companies often collect feedback anonymously. Doing so allows the consumer to feel no pressure regarding the statements he makes about the product. Marketing analysts use this consumer feedback to amend products or enhance existing strengths. Sometimes, companies use the positive feedback to expand a well-received product line. David Kurtz, author the book "Contemporary Marketing" states how companies should solicit feedback to avoid receiving just complaints.
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Fieldwork and Surveillance
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Fieldwork and surveillance are other methods of non-statistical marketing research. Some firms engage in this type of research by hiring secret shoppers to gather information regarding customer service expediency, degree of friendliness, the amount of assistance received and other qualitative information. Paco Underhill, author of the book, "Why We Buy: The Science of Shopping," dissects hours of surveillance footage to better understand consumer behavior. For instance, he deduces that customers formulate strong impressions about a company based on their waiting time. From this assessment, he determines the ways companies can alter how long customers think they are standing in line with the use of signs and other distracting items.
Imagery
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Businesses attract or repel customers based on how well they use images to formulate an impression in the minds of consumers. Because people have a strong reaction to photographs, icons, paintings and color combinations, companies spend considerable resources assessing these reactions and how to use them to the business's advantage. One method of research to address the role of images is to expose people to them and gauge their feedback within a short time span. Jenny Phillimore and Lisa Goodson, authors of "Qualitative Research in Tourism," explain how focus groups in which people discuss their initial reactions to photos of vacation destinations assist tourism marketers with designing better promotional material.
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