Here are a few points to consider that will determine the scope & methodology of the research and result in a successful outcome.
1. Objectives:
Be clear on your reasons for the research, exactly what you want to find out, how it fits into your overall brand strategy, and your priorities regarding data collection.

2. Results-Oriented:
Are you making a go/no go decision on a new product or an ad campaign? Are you looking for the optimal target for your product or service? Determining how you want to use the results will affect the research requirements.

3. Target Specifics:
Be as specific as you can about whom you want to interview. Some people are harder to find, and some groups are more expensive to research than others.

4. Target diversity:
Is your target audience homogeneous or diverse? Often, the size of the research sample is contingent on the diversity of the target population, and should include a minimum number of subjects for each segment, e.g., genders, age groups, usage groups.

5. Show and Tell:
Do you need to show samples, storyboards, advertising slogans, or prototypes? This will impact the specific approach used and the associated costs, including material distribution, i.e., mail, online, etc., focus groups or a central location intercept.

6. Understanding deliverables:
Most of the time, you can expect a detailed written report at the conclusion of a research study which can include an executive summary, charts and tables or quotes from respondents. The more detail you seek, the more it will cost.

7.Small teams:
Try to keep your team small. The more people having input into your research, the more likely you are to have a study that is unfocused and ultimately, unsatisfying. The marketing director, product manager, and ad agency (if appropriate) are usually the optimal team.

8.Timing:
How will the research affect other planned company initiatives? Don’t wait until the last minute. Plan on 2-6 months (depending on the scope of the effort) from initial planning to deliverables.

9. Be Research-savvy:
Make sure your research sample is comprehensive enough to be useful and to uncover trends. Unearthing patterns over individual opinions are what matters.

10. Budget:
Primary research can cost anywhere from $5,000 to over $100,000. Fortunately, there are a number of ways to accomplish nearly any objective, so you have choices

Direct Marketing is actually straight to the heart of the consumer. It does not use television or radio as is normal practice.

There are two specific characteristics that define direct marketing. The first is that it does not use any media to contact its consumer. This advertising is much less expensive, and if done properly, the business will see an excellent return for their efforts.

The second characteristic is requiring some type of a response from the consumer. They may want the consumer to call a phone number or to visit a web site for a special discount. This is the way in which you draw in business. You may recognize this as some sales that you have had the privilege of participating in, or contests in order to win prizes from local businesses; even a free car wash with oil change. This can really promote a business.

Marketing of this type is usually done by small and medium size businesses. Larger scale businesses usually have the funds to advertise using media and prefer to do so. They can gain clients if they advertise properly, but they do not have the same type of overhead as if they were using the media.

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