Session 4. Market Survey

Market Research: Market Survey

The market survey uses a questionnaire to gather information. It is a primary data gathering tool that is best gathered through face – to – face interview of clients. For a bank entering the microfinance market for the first time, the market survey is a tool that will help provide it with a headcount of the items in the survey questionnaire. More importantly, through interviews, the bank can get information, backed by numbers, on what the market it targets to reach wants, needs, and prefers.

Objectives:

By the end of the session, trainees should be able to:

  • Understand the rationale for the market survey
  • Learn the basic concepts of survey research
  • Learn how to conduct an interview
Module Content:
Methodology
A. Session Guide
Microsoft Office Word 2003 or higher version
session guide
B. Presentations
Microsoft Office PowerPoint 2003 or higher version
presentation
C. Handouts
Microsoft Office Word 2003 or higher version
tool
Microsoft Office Word 2003 or higher version
tool
Microsoft Office Word 2003 or higher version
reference
Microsoft Office Word 2003 or higher version
reference
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