Review of techniques and instruments for data collection in market research

Abstract

The data collection techniques and instruments in a market research study refer to the methods and tools used to gather relevant information about the target audience, competition, and other relevant aspects of the market. The research aimed to describe data collection techniques and instruments in market research. A qualitative, descriptive, non-experimental literature review methodology was used, analyzing 8 business plans that applied survey questionnaires in market studies and 6 plans that used interviews; the studies were obtained from scientific journals and institutional repositories. The main findings demonstrate that the survey in market research is a key tool for collecting direct data from consumers and understanding their preferences, needs, and behaviors. With the use of structured questions, it provides quantitative data that informs strategic decisions about products, services, and marketing strategies. On the other hand, the interview in market research is presented as an interactive and in-depth method for obtaining valuable qualitative information. By allowing direct dialogue with participants, it offers detailed insights into perceptions, experiences, and opinions, enriching the understanding of consumer behavior and providing fundamental data for strategic decision-making in the business field. Its flexible and dialogue-centered nature allows for exploring subjective aspects that may not always be captured by quantitative methods.