Do you know the techniques you can use for doing market research? What differences are involved in doing qualitative research as opposed to collecting quantitative data?

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Companies carry out Market Research to gather and analyse data to understand and explain what people think about products or adverts, to find out about customer satisfaction and to predict how customers might respond to a new product on the market.


Market Research can be categorised under two subheadings – Quantitative Research and Qualitative Research. The questions asked with Quantitative Research are structured whereas Qualitative Research questions are much more open and can often reveal consumption habits which the researchers hadn’t previously considered. You carry out Quantitative Research when you need to know how many people have certain habits and the Qualitative Research when you need to know why and how people do what they do.


Companies involved in Market Research include the Research Buyer and the Research Agency. The research agency carries out the market research in ways previously discussed with their clients – the research buyer. Sometimes companies only need their own data analysed, or are simply looking for advice on how to carry out their own research. Points that are discussed between the two parties can include:

  • The time duration of the research
  • The budget available
  • Who the target groups are
  • Predictions of results
  • How the results will be helpful


  • Street Surveys - stopping people in the street
  • Phone or postal - people fill in questionnaires and send them back
  • Internet surveys - a relatively new technique which functions in a similar way to other surveys except that a large number of people are interviewed at the same time


  • Am I asking the right groups of people?
  • How many people should I speak to in order to get representative answers to my questions?
  • Are my questions easy to understand?
  • How am I going to analyse the data?


  • Focus groups - discussion between a small number of people about a product, or advert etc. to find out their views or habits
  • Personal interviews - in-depth discussions on a one-to-one basis
  • CAPI - computer assisted personal interviewing where questions are ‘asked’ by the computer and the answers are typed by the interviewee directly into the database for analysis
  • Observation - this can be used as a complement to asking questions to see how people do what they do


  • Are my questions open enough to get personalised answers?
  • Have I restricted my target group?
  • Do I only need to find out ‘why’ people do what they do or should I also do some quantitative research?

Language level

Intermediate: B1
Upper intermediate: B2


I think market research is an important instrument in business doing of each company to earn data about customer satisfaction and new products on the market and consists of systematically gathering data and then analysing it to better understand the market. Basically they apply quantitative and qualitative research for data obtaining, using primary and secondary methods. The ways are very different. On market research depends directly the competitiveness of each company.

market research is a powerful tools for growing of the company int the market. You can understand what the customers need, yet change enviroment and the behavior is necessary surprising the clients with products easy to manipulated respecting the enviroment - sustainabe products.

I have read this topic. It give me knowledge from Market Research. On the other hand I can read easily these sentences. I would like to thank you all from Learn English Group.

The first time it isn't easy to me. I read the article, then I was looking for the new words, after that I read again in order to understand the text, and finally I made tasks only to know that I have to practice the correct way to write questions. I'm learning about business topics and profesional English....Thank you a lot.

Hello Sir ;
can you explain me this sentence :
which the researchers hadn’t previously considered
and other sentence : why and how people do what they do?
What is the research agency and ther research buyer?

Hello medmomo,

Our primary purpose is to help our users get the most out of LearnEnglish and answer their questions about what's one our site. We're happy to help out with other short, specific questions from time to time, but I'm afraid we just have too much work to explain sentences in the way you're asking. If you can provide the context and tell us what you understand and don't understand, then we can try to help you a bit.

All the best,
The LearnEnglish Team

It have good points to analyze market research.

Thanks but i cannt download this lesson.

Hello sashli,

The interactive exercises on LearnEnglish are designed to be completed online only, for technical and legal reasons. I'm afraid it is not possible to download them.

Best wishes,



The LearnEnglish Team

Great stuff to read, the information included was excellent, and the tasks make you read the paragraphs again with more attention.