Research for Your Marketing

6. Can You Do It Yourself?

Non-specialist desk research can usually be handled in house. DIY field research will only work if it is set up properly, right from the start.

6.1 You must be clear what data you require.

6.2 You will need certain technical skills.

• For example, in designing questionnaires and running focus group discussions about new products or advertising.
• An awareness of how Data Protection and other legislation impacts on research is crucial.

6.3 You must give the individuals doing the research enough time to do it properly.

6.4 There must be a realistic budget to cover the costs involved.

• You may have to pay for the printing, and perhaps mailing, of questionnaires.
• You may have to pay to hire a hall - or even a research lab, where you can video the discussion and observe people's reactions through one-way mirrors.
• You will have to pay respondents' travel expenses. Focus group participants are often paid a small incentive. This is usually £50 to £75.
• Input and analysis takes time and skill and may need to be out-sourced.