ENGLISH
1.1 MARKET RESEARCH METHODS
Market research: the process of gathering, analysing, and interpreting information
about a market, including data on potential customers, competitors, and industry
trends, to help businesses make informed decisions.
Market research is done to:
Identify the target audience: by knowing the target audience, businesses
can tailor their products or services.
Understand customer satisfaction: understanding customer satisfaction
helps improve offerings
Analyse competitors allow companies to stay competitive in the market.
There are different ways to do marketing research:
o Online surveys
= Digital questionnaires distributed via the internet to collect data from a wide
audience quickly.
o Streets surveys
= Quick interviews conducted in public places to gather opinions from a broad
audience
o Focus groups
= An investigation of specific and carefully selected persons to find out specific
information about the way they’re using the product, …
o Observation trial
= people using products without any instructions.
o Personal/ group interview
= In-depth discussions, either one-on-one or in groups, to explore detailed insights
on a topic.
Very popular because they encourage honesty and allow researchers to ask
follow-up questions, helping to uncover very specific information. It provides
deeper insights into customer opinions, motivations, and behaviours.
There are two main types of marketing research:
1) Primary research
o A type of research where new information is collected
o EX: surveys, focus groups and interviews
2) Secondary research
o A type of research that uses data that already exists and available to
the public
o Websites, government reports, …
o Also called “desk research”
o ‘Cheap’ way to do marketing research > very popular within companies
Collocations = specific combinations of words used by native speakers
Online surveys
1
ENGLISH
, Focus groups
Customer satisfaction
In depth interviews
Desk research
To launch a product
The target audience
Sample size
To provide opportunity
2
ENGLISH
, 1.2 WORKING WITH A FOCUS GROUP
Focus group: a small diverse group of participants chosen using criteria to represent
target customers for a new product or service. A company brings them together with
a moderator who asks questions to find out what they think to gather qualitative data.
Focus groups may be used to gather information before a product is put on the
market.
The moderator helps to keep the conversation focused.
Participants of focus groups are encouraged to speak out about their opinions.
The participants of focus groups are all very diverse from each other.
It can be helpful for a moderator in a. focus group to record group discussions.
Traineeship Internship
After your studies During your studies
Question tags: Question tags are grammatical constructions attached at the end of
a statement to turn it into a question. A comma is used just before the question tag.
= turns a statement into a question
Question tags are more common in speaking than writing
Question tags are used when we want to check whether our conversation partner
agrees with information that we think is true.
The intonation of a question tag is very important!
o Intonation rises > you are not sure, and you want to know the answer
o Intonation lowers > you are checking or confirming information we’re
already sure of.
Formation:
o Positive statement + negative tag
EX: You like working as a paralegal, don't you?
o Negative statement + positive tag
EX: You don't like working as a paralegal, do you?
Negative adverbs: not, never, rarely, hardly, barely, neither etc.
EX: He isn’t doing well, is he?
He barely studies, does he?
Negative pronouns: no one, nobody, nothing, neither
EX: Neither of them came, did they?
Nothing was decided, was it?
Referring to the subject:
o Indefinite pronouns:
- something, anything, nothing, everything ‘it’
- someone, anyone, no one, everyone ‘they’
- somebody, anybody, nobody, everybody ‘they’
o Demonstrative pronouns:
3
ENGLISH
1.1 MARKET RESEARCH METHODS
Market research: the process of gathering, analysing, and interpreting information
about a market, including data on potential customers, competitors, and industry
trends, to help businesses make informed decisions.
Market research is done to:
Identify the target audience: by knowing the target audience, businesses
can tailor their products or services.
Understand customer satisfaction: understanding customer satisfaction
helps improve offerings
Analyse competitors allow companies to stay competitive in the market.
There are different ways to do marketing research:
o Online surveys
= Digital questionnaires distributed via the internet to collect data from a wide
audience quickly.
o Streets surveys
= Quick interviews conducted in public places to gather opinions from a broad
audience
o Focus groups
= An investigation of specific and carefully selected persons to find out specific
information about the way they’re using the product, …
o Observation trial
= people using products without any instructions.
o Personal/ group interview
= In-depth discussions, either one-on-one or in groups, to explore detailed insights
on a topic.
Very popular because they encourage honesty and allow researchers to ask
follow-up questions, helping to uncover very specific information. It provides
deeper insights into customer opinions, motivations, and behaviours.
There are two main types of marketing research:
1) Primary research
o A type of research where new information is collected
o EX: surveys, focus groups and interviews
2) Secondary research
o A type of research that uses data that already exists and available to
the public
o Websites, government reports, …
o Also called “desk research”
o ‘Cheap’ way to do marketing research > very popular within companies
Collocations = specific combinations of words used by native speakers
Online surveys
1
ENGLISH
, Focus groups
Customer satisfaction
In depth interviews
Desk research
To launch a product
The target audience
Sample size
To provide opportunity
2
ENGLISH
, 1.2 WORKING WITH A FOCUS GROUP
Focus group: a small diverse group of participants chosen using criteria to represent
target customers for a new product or service. A company brings them together with
a moderator who asks questions to find out what they think to gather qualitative data.
Focus groups may be used to gather information before a product is put on the
market.
The moderator helps to keep the conversation focused.
Participants of focus groups are encouraged to speak out about their opinions.
The participants of focus groups are all very diverse from each other.
It can be helpful for a moderator in a. focus group to record group discussions.
Traineeship Internship
After your studies During your studies
Question tags: Question tags are grammatical constructions attached at the end of
a statement to turn it into a question. A comma is used just before the question tag.
= turns a statement into a question
Question tags are more common in speaking than writing
Question tags are used when we want to check whether our conversation partner
agrees with information that we think is true.
The intonation of a question tag is very important!
o Intonation rises > you are not sure, and you want to know the answer
o Intonation lowers > you are checking or confirming information we’re
already sure of.
Formation:
o Positive statement + negative tag
EX: You like working as a paralegal, don't you?
o Negative statement + positive tag
EX: You don't like working as a paralegal, do you?
Negative adverbs: not, never, rarely, hardly, barely, neither etc.
EX: He isn’t doing well, is he?
He barely studies, does he?
Negative pronouns: no one, nobody, nothing, neither
EX: Neither of them came, did they?
Nothing was decided, was it?
Referring to the subject:
o Indefinite pronouns:
- something, anything, nothing, everything ‘it’
- someone, anyone, no one, everyone ‘they’
- somebody, anybody, nobody, everybody ‘they’
o Demonstrative pronouns:
3
ENGLISH
