Data Gathering Techniques pertaining to Product research

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Useful data relating to product attributes preferences can be obtained by using various methods of product research. Product research can be conducted on existing products or new products before or after its entry in the market. It can be done by various ways and the important commonly used methods of product research are;

Paired comparison tests, rank order test, rating scales, or statements concerned with likes and dislikes. The latter usually involves using a semantic differential test. Regardless of method employed, the objective is to obtain consumer preference measure and opinion for each salient product characteristic features, product attributes as well as for the overall product.

The following data gathering techniques pertaining to Product research are discussed below.

1 Staggered Comparison Test

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This test is used to test several products in sequence form i.e., one after another. The respondent is given one product at a time for examination and use purpose. Later on he is asked to give his opinion about the product along with intentions to purchase and preference value. After some time, respondent is given second product and is expected to give his opinion. While testing the products, it is ensured that the consumer does not receive two identical products at one time and the identities of the two products are kept secret. This process is continued until all products have been tested by the respondent.

This method is based on actual testing of the product under real life situation, its supplies fairly accurate data on consumer response and opinion. However, this is a costly method and there is a possibility of the influence of the first product falling on the next product.

Monadic Use Tests/ Ranking method

The respondent or member from the selected group is given a sample of the product for examination and use purpose. Then the respondent is expected to rank or rate the product on intention to buy, preference and attitudinal scale. The respondent is also given different varieties or versions of the same products or leading competitive brands for testing purpose.

This is a simple method to execute. It allows comparative evaluation of the different versions of the same product in a short time.

Paired Comparison Test

This method is also called as "Comparative Use test." This method offers two products of the same variety but having some difference in taste or color at the same time to respondent for use purpose. Afterwards, the respondents are asked to give their views, opinions, preferences towards both the products.

Paired comparison test is quite common in test marketing or experimental type of research. The purpose of this method is useful to find out brand awareness, brand loyalty and brand preferences.

4 Conjoint Analysis Use Test

In this technique different formulations of the new product or an existing product having some difference in formulations are tested using comparative design. The differences in the formulation are purposely made to judge the attitude of consumers.

For example, the respondent maybe offered various types of Pepsi soft drink (i.e. with sugar, without sugar etc).

5 Non Directive Method

In this method a group of selected respondents is give free samples of the product to be tested with reference to price, quality or any other aspect of the product. The respondents are not given any instruction about the purpose of test; hence it is called as Non Directive Method. After some time the respondents are interviewed individually on various aspects of the product.

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