Online Directory Services

Observational techniques involve direct observation of phenomena (in our case, consumers' behavior) in their natural settings. Observational research might be somehow less reliable than quantitative research yet it is more valid and flexible since the marketer is able to change his approach whenever needed.

Disadvantages are given by the limited behavioral variables and the fact that such data might not be generalizable – we can observe a customer's behavior at a given moment and situation but we cannot assume all further customers will act the same.

Quasi-observational techniques are reported to have increased in usage over the past decades, due to the large scale employ of surveillance cameras within stores. Such techniques cost less than pure observational ones since costs associated with video surveillance and taping are far lower than a researcher's wage; the tape can be viewed and analyzed at a later time, at the marketer's convenience. When performing videotaping of consumers' behaviors, they can be asked to give comments and insights upon their thoughts and actions while the conversation itself can be recorded and be further analyzed.

What is a directory? A Directory is a source of company information, it is the collection of data all stored in one easily accessible place, it is data that is split into categories and searchable to the public. It is essentially a database of information containing company names, phone numbers, email address, fax numbers and addresses. They come in a few different forms. Have you ever picked up the Yellow Pages at home? That is a paper directory, on online one is essentially the exact same thing but stored on a server and accessible via the internet.

They vary greatly in size, some may contain a few hundred businesses but the larger ones can contain detailed information on millions of businesses. The address, website and phone numbers are not the only information you may find on an online one, if the company has requested it you may even find an advert detailing their company, what it does where it is located and how it can help you.

Some directories focus specifically on an industry sector (and example of this is the 'Promotional' market), there are some directories out there that only allow promotional company to advertise wit them, another specific industry you may come across is 'Manufacturers'.

There are 2 main types you will find, these are Business to Business and Business to Consumer, the later focuses on companies supplying products and services to the general public whilst the former focuses on business that offer their products and services only to other businesses.

If you are looking for a Business to Business directory, check out our site Business magnet the leading UK Business Directory. Wesley Clarke writes about Online Directories. Visit Business magnet, the Business Directory

When thinking of market research, surveys are most likely the first technique that comes to ones mind. However, surveys are a quantitative research and, in order to understand customer behavior and the social and cultural context in which our business will operate, we will need to perform some qualitative research as well.

Qualitative methods are most certainly a more appropriate option when in need of researching patterns and attitudes in customer behavior, understand the depth of the environment around the customer, and understand the cultural characteristics then influence a customer – especially when the marketer is not familiar with the country of culture.

There are certain situations where qualitative research alone can provide the marketer with all insights needed to make decisions and take actions; while in some other cases quantitative research might be needed as well.