What is considered as the frequently used tool in research?

Surveys are a commonly used market-research tool used to
collect information, ideas and opinions from consumers. They can be distributed in
person, by mail or online. When completed in person, respondents generally do not
include their names on surveys to preserve anonymity. Surveys questions have a variety
of formats, from short answer and multiple choice to true or false. Oftentimes,
companies offer incentives like coupons, free products or gift certificates to
respondents.

One-on-one
interviews can be held over the phone or through web video conferencing software. A
company representative speaks with a customer to get honest feedback about everything
from product pricing to product design.Companies use focus groups to help determine the
most effective marketing messages to send to potential customers, select flavors for
products, develop pricing, select packaging and even to assist with naming products and
services. Focus groups are also formed after a product is released to get feedback from
a group of individuals who represent the target market. Focus groups are similar to
one-on-one interviews, except that they typically include a group of 6 to 10 people.
Participants are asked a series of questions by a facilitator who moderates the
discussion.

Blogs
and social networks give consumers an opportunity to express their opinions without a
survey or interview. Customers are more willing to share their true feelings about
brands, products and ideas through these networks, so it's important that businesses use
these sites as a tool for market research. Company blogs provide consumers with a way to
provide businesses with immediate feedback on the information they post by leaving
comments or replying to polls.Social networks like Twitter offer search features that
also allow companies to browse for customers or potential customers that mention their
products.