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Market research is often needed to ensure that we produce what customers really want and not what we think they want. Secondary Methods.A  For more information about secondary market research tools and issues, please see my handout. Personal interviews involve in-depth questioning of an individual about his or her interest in or experiences with a product.A  The benefit here is that we can get really into depth (when the respondent says something interesting, we can ask him or her to elaborate), but this method of research is costly and can be extremely vulnerable to interviewer bias. Interestingly, it has been found that consumers tend to be more influenced by commercials that they a€?zapa€? through while channel surfing even if they only see part of the commercial.A  This most likely results from the reality that one must pay greater attention while channel surfing than when watching a commercial in order to determine which program is worth watching. BBC navigation News News Sport Weather Shop Earth Travel Capital iPlayer Culture Autos Future TV Radio CBBC CBeebies Food iWonder Bitesize Travel Music Earth Arts Make It Digital Taster Nature Local Menu Search the BBC Bitesize Levels Primary KS1 Early and 1st level KS2 2nd level Secondary 3rd level 4th level CA3 KS3 GCSE National 4 National 5 NA iseanta 4 NA iseanta 5 TGAU Higher A€rd A?re All subjects Home GCSE Business Marketing Market research It is important to establish consumers' needs before launching a new product. Primary research (field research) involves gathering new data that has not been collected before. Secondary research (desk research) involves gathering existing data that has already been produced.
Some businesses opt out of field research and rely instead on the know-how and instincts of the entrepreneur to a€?guessa€™ customer requirements.
Roles of Moms and Dads Converge as They Balance Work and FamilyBy Kim Parker and Wendy WangThe way mothers and fathers spend their time has changed dramatically in the past half century.
At the same time, roughly equal shares of working mothers and fathers report in a new Pew Research Center survey feeling stressed about juggling work and family life: 56% of working moms and 50% of working dads say they find it very or somewhat difficult to balance these responsibilities. These findings are based on a new Pew Research survey of 2,511 adults nationwide conducted Nov.
The Pew Research survey finds that about half (53%) of all working parents with children under age 18 say it is difficult for them to balance the responsibilities of their job with the responsibilities of their family.
With so many demands on their time, many parents wonder whether they are spending the right amount of time with their children. A lot has changed for women and men in the 50 years since Betty Friedan wrote “The Feminine Mystique.” Women have made major strides in education and employment, and the American workplace has been transformed. For their part, fathers now spend more time engaged in housework and child care than they did half a century ago. In spite of challenges they face, today’s parents give themselves good grades overall for the job they are doing raising their children. Mothers give themselves somewhat higher ratings than do fathers: 73% of mothers say they are doing an excellent or very good job as a parent, compared with 64% of fathers.
Working mothers give themselves slightly higher ratings than non-working mothers for the job they are doing as parents.
The rise in the share of mothers saying they would prefer to work full time since 2007 has been more pronounced among working mothers themselves than among those who do not work outside of the home. The new Pew Research survey finds a strong correlation between financial well-being and views about the ideal work situation. Marital status is also strongly linked to views about the ideal work situation, and the gap in views between married and unmarried mothers has widened significantly in recent years.
A plurality of mothers (45%) and about four-in-ten fathers (41%) say the best thing for a young child is to have a mother who works part time.
When asked how difficult it is for them to balance the responsibilities of work and family life, 16% of working mothers and 15% of working fathers say it is very difficult.
Whether parents feel they spend enough time with their children has a big impact on how they evaluate their parenting. Among mothers with children under age 18, married moms are happier overall than unmarried moms. Married parents spend more time at work than unmarried parents, counting housework, child care and paid work together, and have less leisure time than other parents. When paid work, child care and housework are combined, parents in dual-income households have a more equal division of labor than parents in single-earner households.
Men spend more time than women in leisure activities (such as watching TV, playing games, socializing and exercising). Section II of the report, Time Use Findings (Chapters 4-6), primarily draws from time use surveys and includes public opinion questions related to time use when available. Paul Taylor, executive vice president of the Pew Research Center and director of Social & Demographic Trends, provided the editorial guidance and also edited the report. The Pew Research Center thanks Margaret Usdansky of Syracuse University for her contribution in the initial planning of the project and her exploration of the American Time Use Survey data and Suzanne Bianchi of University of California, Los Angeles for her insights in historical time use surveys and her expertise in time use research.
Unless otherwise noted, references to “parents” and “mothers” or “fathers” throughout this report refer to those with at least one child under the age of 18 and references to “young children” refer to children younger than 18.
About Pew Research Center Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. Supply and demand is one of the oldest business principles in the world, and even still, it is also one of the most frequently misunderstood and miscalculated. Those who toy with the idea of starting a new business find using our supply and demand service is the wisest decision they make.


Supply and demand analysis is not just about the actual supply and demand aspects in and of themselves. A business conducts market research to help identify gaps in the market and business opportunities. For example, surveys using questionnaires or interviews with groups of people in a focus group. While a nearly equal share of mothers and fathers say they wish they could be at home raising their children rather than working, dads are much more likely than moms to say they want to work full time. Among mothers with children under age 18, the share saying they would prefer to work full time has increased from 20% in 2007 to 32% in 2012.
Among all adults, only 16% say the ideal situation for a young child is to have a mother who works full time. There is no significant gap in attitudes between mothers and fathers: 56% of mothers and 50% of fathers say juggling work and family life is difficult for them.
Among those with children under age 18, 40% of working mothers and 34% of working fathers say they always feel rushed. Overall, 33% of parents with children under age 18 say they are not spending enough time with their children. But with these changes have come the added pressures of balancing work and family life, for mothers and fathers alike. In those households, on average, fathers spend more time than mothers in paid work, while mothers spend more time on child care and household chores. Among all parents with children under age 18, 24% say they have done an excellent job, and an additional 45% say they have done a very good job. Among mothers with children under age 18 who work full or part time, 78% say they are doing an excellent or very good job as parents. Fully 37% of today’s working mothers say their ideal situation would be to work full time, up from 21% of working mothers in 2007. Among women who say they “don’t even have enough to meet basic expenses,” about half (47%) say the ideal situation for them is to work full time.
Overall, 56% of working mothers and 50% of working fathers say it’s either very or somewhat difficult for them to balance work and family. Parents who think they spend the right amount of time with their children are about three times as likely as parents who say they spend too little time with their children to say they are doing an excellent job parenting (30% vs. Fully 43% of married mothers say they are very happy with their life these days; only 23% of unmarried mothers say the same. Fathers’ time spent doing household chores has more than doubled since 1965 (from an average of about four hours per week to about 10 hours).
In dual-income households, fathers put in, on average, 58 hours of total work time a week, compared with 59 hours for mothers.
The gender gap in leisure time is bigger among men and women who do not have children in the house (37 hours per week for men vs.
Section I, Public Opinion Survey Findings (Chapters 1-3), is based mainly on the new Pew Research survey. Chapter 4 provides an overview of how mothers and fathers spend their time in the workplace and at home and how they feel about their time. Eileen Patten, Research Assistant, assisted in drafting several chapters of the report and also helped with charts, formatting and number checking. Gretchen Livingston and Rick Fry, both senior researchers at Pew Research’s Hispanic Center, contributed economic and demographic research for the report. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research.
Finding the happy medium between the two is a significant factor in the future of a business. On one hand, it may show real opportunity exists, or, on the other, keep would-be business owners from pursuing something that is not statistically feasible. It is also about determining proper pricing in the beginning phases of business development, as well as into the future.
Nielsen will actually recognize the face of each family member when he or she sits down to watch). Existing business can make use of direct customer contact to help them identify changing fashion and market trends.
Neither has overtaken the other in their “traditional” realms, but their roles are converging, according to a new Pew Research Center analysis of long-term data on time use. Tough economic times may have ushered in a new mindset, as women in the most difficult financial circumstances are among the most likely to say working full time is the ideal situation for them.
A plurality of adults (42%) say mothers working part time is ideal, and one-third say it’s best for young children if their mothers do not work at all outside of the home. Trends in time use going back to 1965 clearly show how the increased participation of women in the workforce has affected the amount of time mothers devote to paid work.


Fathers have by no means caught up to mothers in terms of time spent caring for children and doing household chores, but there has been some gender convergence in the way they divide their time between work and home. However, when their paid work is combined with the work they do at home, fathers and mothers are carrying an almost equal workload. Some 24% say they have done a good job, and only 6% rate their job as parents as fair or poor.
By contrast, only 31% of women who say they “live comfortably” say working full time is their ideal situation. Mothers’ views about this have remained relatively consistent over the past few years, while fathers’ attitudes have changed significantly. There is also a significant gap in happiness between working and non-working mothers: 45% of non-working mothers say they are very happy, compared with 31% of mothers who work either full or part time. Mothers’ time with children has also increased, and today’s mothers spend more time with their children than mothers did in the 1960s. Mothers’ time doing housework has gone down significantly over the same period (from 32 hours per week to 18). In households where the father is the sole breadwinner, his total workload exceeds that of his spouse or partner by roughly 11 hours (57 vs. Chapter 1 looks at women’s growing presence in the labor market and explores changing attitudes about work. Chapter 5 goes into detail about the long-term trend in time use among men and women—and fathers and mothers—over the past five decades.
Ana Gonzalez-Barrera, Research Associate with Pew Research’s Hispanic Center, assisted with number checking.
Cary Funk, Senior Researcher at Pew Research’s Forum on Religion and Public Life, helped with data analysis. While having a surplus of either is generally advantageous, it also represents areas of missed opportunity.
The ATUS, which began in 2003, is a nationally representative telephone survey that measures the amount of time people spend doing various activities throughout the day.
Some 46% of fathers say they are not spending enough time with their children, compared with 23% of mothers. In 2011, mothers spent, on average, 21 hours per week on paid work, up from eight hours in 1965. Only 23% of married mothers today say their ideal situation would be to work full time, basically unchanged from 2007.
In 2009, 54% of fathers with children under age 17 said the ideal situation for young children was to have a mother who did not work at all outside the home; today only 37% of fathers say that—a drop of 17 percentage points. When other factors (race, ethnicity, income and education) are taken into account, marriage is a significant predictor of a mother’s happiness while employment status is not.
Yet the total work hours for cohabiting fathers are almost three hours less than that of cohabiting mothers.
Among parents with children under age 18, fathers spend, on average, 28 hours per week on leisure activities, while mothers spend 25 hours on leisure. Chapter 2 looks at the challenges mothers and fathers face in attempting to balance work and family life.
Chapter 6 looks at current time use patterns among parents of different family types and living arrangements. Every day those surpluses are not being used is another opportunity lost—and still, they might never know they were in such a position in the first place.
Analysis of time use data shows that fathers devote significantly less time than mothers to child care (an average of seven hours per week for fathers, compared with 14 hours per week for mothers).
Over the same period, the total amount of time mothers spend in non-paid work has gone down somewhat. In households where the mother is the sole breadwinner, her total workload exceeds that of her spouse or partner by about 25 hours (58 vs. Chapter 3 explores how these challenges are affecting parents—both in terms of their overall happiness and in how they evaluate the job they are doing raising their children. Data collected from 2003 through 2011 include interviews with more than 124,000 respondents.
Relatively few mothers (8%) or fathers (3%) say they spend too much time with their children.



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