Technoprenuership1 23
Primary Data Most small firms shy away from collecting primary research data, but it is sometimes not expensive to collect.
Surveys and questionnaires A market survey asks questions of a number of respondents selected to correspond to the target market under investigation. Its main instrument is the questionnaire.
Contact methods There are basically three contact methods for surveys using questionnaires. These are
a) Personal The best form of research is often on existing customers or visitors to business premises e.g. finding out about customer dissatisfaction is a major problem most unhappy customers say nothing at the time – they just don’t comeback and complain to their friends, thereby amplifying the damage without giving the owner an opportunity to put the damage right. A simple questionnaire allowing customers to remain anonymous can be quite revealing.
b) Telephone Surveys by telephone can be quick and give high response rates. A firm can survey their competitor’s prices by phoning around for quotations on a standard item or piece of work. They have however problems in that the respondent can cut the conversation midway through.
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