What are the methods of product research?
Following are the methods of product research:
1. Staggered Comparison Test
Under this method a product is given to a consumer under study and taking opinion on that product, which should be recorded. Then another product is given to the same consumer under study and taking opinion on that product also. These two observations are studied. This test is useful for knowing the views of respondents accurately. While testing the product, 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.
2. Paired Comparison Test
Under this method two identical products are given to the same consumers at a time. The two products are too identical that consumer can not differentiate between two without testing it. By doing proper test of the product consumer will give opinion on the same. This method is useful judging the attitude of the consumers. This test is quite common in test marketing and experimental type of research. This method is useful to find out brand awareness, brand loyalty and brand preference.
3. Non Directive method
Under this method, direct interviews of consumers are conducted without giving them any idea about the observation. A group of respondents is given free samples of the product to test with reference to price, quality or any other aspect of the product. The respondent are not given any instruction about the purpose of test, hence it is called as Non-Directive Method.
4. Monadic Use Test
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. This is simple method to execute.
5. Conjoint Analysis Use Test
In this technique different formulations of the new product or an existing product are tested using comparative design. The difference in the formulation is purposefully made to judge the attitude of consumers.