Write a paper regarding data-gathering and market research.
Assignment Description: You may choose quantitative, qualitative methods, or both. Feel free to pick a
service or product that you feel could be marketable and profitable for your organization. In this paper you
are to fully discuss the process for gathering your data, how to interpret the data that you have gathered,
and how you will analyze and apply the data is appropriate to a proposed marketing plan.
Data Gathering and Market Research
DATA GATHERING AND MARKET RESEARCH 2
Data Gathering and Market Research
In the past century, the debate of quality detergent products has been wagging on the
lips of many individuals. The information entailed herein provides vivid background details of
the research process conducted, and an interpretation of the information gathered. It also
provides an analysis of the research data for the manufacture of highly sustainable and better
quality detergents in the market.
For starters, the company has been searching for ways to make a market statement
through the sale of washing detergent. This has been met by numerous obstacles ranging from a
very competitive environment by similar pre-existing companies manufacturing the same
product to the presence of counterfeit washing detergents. The company resolved to conduct a
market research study to capitalize on the market demand and profit realization (Creswell, J.
W., 2013). The research was conducted by ethical means and provides an in-depth look at the
nature of the product and its influence on the ever-changing market.
In conducting the research, various research methodologies were put into an account
in the collection of viable information. It was conducted in a metropolitan region and the
nearby suburban areas with over two thousand participants to be credited. This location was an
ideal area and provided the right type of information that would be very useful once the
analysis process of the study was reached. Some of the methods used to collect the data
included oral interviews from respondents, provision of questionnaires, surveys, newspaper
articles and journals just to mention a few.
DATA GATHERING AND MARKET RESEARCH 3
The research process was conducted in a two week period. This necessitated the use
of numerous resources for the provision of efficient and reliable information that would be used
by the company in its motive of realizing the customers’ needs and satisfaction.
During the research, individuals from the area of study were provided with
questionnaires that they were required to fill both accurately and candidly. It should be noted
that a one major highlight from the research study was that the subjects who participated did it
voluntarily. The few who declined purported due to personal restraints that could not be
overcome. The institutional review board approval was in fact obtained from the research
agency in which the study was conducted to conform to the regulations of the research. The
questionnaire contained information concerning the company’s product about other similar
products from other companies.
This was used to gauge the product’s sustainability in the market as well as the
level of demand among its users. The results were then collected and analyzed for credible
results. Secondly, the other method used in collecting data was through individual interviews.
This not only provided firsthand information but also offered an in-depth perspective of the
buyer’s thoughts about the product (Wedel, M., & Kamakura, W. A., 2012). These interviews
were conducted by ethical procedures and were carried out on over seven hundred participants.
The views were either recorded through audio and video or by note taking. It should be
clarified that the views received were neither biased nor mitigated for credibility purposes.
The other method used to conduct the research was through newspaper articles and
journals. Some of the data collected from the articles dated over ten years ago. Information on
the articles collected included details of the shortcomings of former pre-existing products or
companies, the challenges faced by some of these companies and pricing details about these
DATA GATHERING AND MARKET RESEARCH 4
products. One major highlight on the information from the articles and journals was stiff
competition from foreign detergents in comparison to the locally produced. This was evident
from the many advertisements that were present in the local dailies.
Moreover, government records disclosed the high importation of foreign detergents
that are flooding the market scene. It was discovered that close to thirty-six percent of the
available detergents in local stalls and shops were imports of the product. Thus, locally
manufactured detergents face stiff competition that necessitates the need for adequate
The company also conducted a survey on its products on the market. This was time-
consuming since required a lot of information from the users’ perspective of the product. The
outcome was of mixed reactions since many individuals had contrasting views upon the survey.
The methodology for conducting the survey was through T.V advertisements, posters and their
general views about the detergents
For data consistency and clarity purposes the company also had to implement
observation as a means of collecting information about the detergent. The company resolved to
use individuals within its ranks to have a reflection of the product’s demand in the market
(Easterby-Smith, M., et al, 2012). This involved sending selected individuals to a variety of
stalls and shops to oversee the level of purchase and the availability of the product among its
esteemed customers. They also had the added role of talking to the customers on their
knowledge of the product and their personal views about the changes that perhaps need to be
effected on it.
DATA GATHERING AND MARKET RESEARCH 5
This, of course, was met with some challenges that might have inhibited
information that would have been very essential to the company’s chief goal. One of the
obstacles encountered was the reluctance of some individuals to express their views due to
personal constraints. Moreover, some the stalls that were part of the research were not
welcoming claiming it was part of their security protocol to bar strangers from collecting data
relating to their stock and pricing
The findings showed a relation between the demographics of the regions and the
customer demands for the product (Bryman, A., & Bell, E. 2015). It was noted that close to 48
percent of the locals in the sub -urban areas were not fond of using washing detergents while
doing their laundry. This means close to half of the population preferably used ordinary soap
only or nothing at all.
Therefore, mass sensitization needs to be effected on the benefits of using washing
detergents. The interviews carried out proved quite evidently that the product was familiar with
the locals and received several accolades from all corners. Despite the fact it is new in the
market, most of the respondents preferred it in contrast to the rival products.
In contrast, some of the respondents questioned the supply of the products since it
was inaccessible in most of the local stalls. This was also met with the user’s preference of
local pre-existent products that are firmly becoming a monopoly. The respondents showed an
interest in older local detergents that have shown success over their period of existence. The
survey conducted also showed that the locals have an interest and approval in new products that
was quite commendable by all manner.
DATA GATHERING AND MARKET RESEARCH 6
For the success of any product in the market, user needs have to be met by all
standards. Therefore, the products need to be in reach of the customer for the company to
realize the profits (Miles, M.B., et al. 2013). One approach in providing sufficient service to the
customers is by satisfying the users’ needs. It involves the provision of sufficient information
about the product in this case and giving an indication of why your product is of better quality.
With respect to the results from the data collected is an analysis of the research
process. It provides a summary of the research findings and an in-depth look. First and
foremost, for the company to establish a profitable approach in its quest for delivering its
products, some structures need to be in place. One of them is proper advertising, as is in the
case of suburban areas.
It was realized that close to 22% of the respondents had little or no knowledge of
the detergent. This could be attributed to poor advertising methods since there were no posters
or any form of advertising media available in this area. Therefore, this necessitates the creation
of avenues for advertising the company’s products.
Despite the increasing number of imported detergents, locally produced detergents
are very much popular and appreciated by the users. The survey conducted indicated about
57% of detergent users preferred using locally manufactured detergents in comparison to those
imported. It was also discovered that many people opted for washing detergents rather than
ordinary soap due to the added advantages such as the removal of stains and the scent effect
after a thorough cleaning.
In summary, the research was conducted provided a significant amount of
information. The information submitted by the study was acquired through ethical means and
DATA GATHERING AND MARKET RESEARCH 7
considerations were put into the research methodologies of the study. Once the information is
obtained company will use the information to meet its prosperity goals.
DATA GATHERING AND MARKET RESEARCH 8
Bryman, A., & Bell, E. (2015). Business research methods. Oxford university press.
Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Easterby-Smith, M., Thorpe, R., & Jackson, P. R. (2012). Management research. Sage.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2013). Qualitative data analysis: A methods
sourcebook. SAGE Publications, Incorporated
Srinivasan, S., & Hanssens, D. M. (2009). Marketing and firm value: Metrics, methods,
findings, and future directions. Journal of Marketing research, 46(3), 293-312.
Wedel, M., & Kamakura, W. A. (2012). Market segmentation: Conceptual and methodological
foundations (Vol. 8). Springer Science & Business Media.