Market Research Business & Marketing Research Paper (Research Paper Sample)

REAL LIFE RESEARCH
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Institution affiliation
Introduction
Market research is a new and innovative way that researchers can learn the thoughts of consumers by using several different approaches such as internet surveys, mobile surveys, in person questionnaires and several other methods of data collection are available. Some consumers find these methods of research to be safe while others see it to be unsafe due to the breaches in internet security and identity theft. Market research is a helpful tool that allows the researcher to gather information cost-effectively so that businesses can use the collected data as means to test if products and services are useful in the market as well as for a variety of reasons. In this essay, I will discuss market research and its effects. Many Americans view privacy and surveillance over the world wide web as a way of tracking their thoughts and opinions to determine the desirability and probability of products.
Market Researcher
According to Madden (2005), for the last years, there has been a dramatic increase in the number of surveys conducted online. Low cost of conducting online surveys as compared to other methods of surveys, the advantageous nature of the online survey and lastly the increased internet penetration among people are the driving factors for the increased online surveys. Web-based interviews mean that a person is not physically available which will allow the researcher to use a variety of methods and techniques such as multimedia elements. However, due to lack of number phones or a list of the national address on the internet, this method is not categorized as one of data collection methods. Normally surveys over the internet are for one-time use by way of invitation in which the results are heavily relied upon by the respondents who choose to respond to the survey which is subject to the same limitations that a normal survey is expected to adhere to such as the use of nonprobability samples. According to Madden, “The main feature that takes Google to major disrupter status in the market research industry is Google Surveys dynamic, real-time, stratified sampling distribution methodology which uses Government data to ensure survey results are representative of the General Internet Population." (Madden, Mary. (May 2015) “http://www.people.0press.org”
When looking at the structure of Google surveys, one will see that Google makes use of demographic information that is inferred by location to sample the surveys based on the target audience. The demographics are inferred though browsing histories and the IP addresses of the respondents which use post-stratification weighting to compensate for the shortages that get rid of all biases. To remove any biases. According to Martin, “Google Surveys performs equal probability and non-probability tasks as compared to the based Internet survey panels while deploying a variety of ways to recruit and intercept potential respondents, through partnerships with content owners and publishers in addition to its own Google Opinion Rewards app in which participating publishers and consumer respondents get paid for their participation”. (Martin, Tim. (November 2016) “Google Surveys - disruptive new market research platform or glorified consumer polling service” https://www.linkedin.comCITE)