Survey Data Collection for Marketing Research Departments in India: A Practical Guide
Marketing research plays a critical role in helping organizations understand consumers, markets, and competitive dynamics. Whether the focus is on consumer behaviour, brand perception, pricing strategy, or digital adoption, the quality of insights depends heavily on the quality of primary data collected.
For marketing research departments in Indian universities and business schools, survey-based data collection is often one of the most challenging and time-intensive stages of the research process. This guide outlines how marketing researchers can approach data collection effectively, common data collection challenges they face, and how online survey methods can support rigorous academic research.
Importance of Primary Data Collection in Marketing Research
In marketing research, primary data refers to information collected directly from respondents such as – consumers, professionals, decision-makers, or channel partners, using structured instruments such as surveys and questionnaires.
Primary data allows marketing researchers to:
- Capture real consumer attitudes and preferences
- Test hypotheses related to brand, price, promotion, and product attributes
- Segment markets based on behavioural and demographic variables
- Generate insights tailored to specific research objectives
Most empirical marketing studies, especially those conducted at the doctoral level, require original survey data to validate models and contribute to academic literature. Read more on A Step-by-Step Guide to Effective Primary Data Collection for Academic Research in India.
Common Challenges Faced by Marketing Research Departments
Despite its importance, data collection remains one of the most difficult phases of marketing research. Some frequently observed challenges include:
1. Difficulty Reaching Relevant Respondents
Marketing studies often require respondents who meet specific criteria, such as:
- Consumers of a particular product category
- Online shoppers or digital platform users
- Working professionals or business decision-makers
- Urban vs rural consumers
Reaching these audiences through offline or convenience sampling methods can be slow and unreliable.
2. Low Response Rates
Email surveys, classroom distribution, or social media sharing often result in low response and completion rates, impacting sample adequacy and data reliability.
To address this challenge, this research team from Amity University collected data from online participants via online survey tools. The platform enabled them to spread their study across more than 500 participants and successfully collected 350+ responses from 27 major cities of India, ensuring demographic diversity and relevance.
3. Time Constraints
Marketing research scholars frequently work under tight academic timelines linked to coursework, thesis submissions, or journal deadlines. Delays in data collection can affect the entire research schedule.
4. Data Quality and Bias
Marketing surveys are particularly vulnerable to:
- Straight-lining
- Social desirability bias
- Random or inattentive responses
Poor-quality data can distort findings and weaken the credibility of the research.
To address this, the research team at IIM Kozhikode enhanced their data collection process via online data collection method, and recruited more than 500 participants across 39 major cities of India for their successfully published paper on political fake news.
5. Questionnaire Complexity
Marketing questionnaires often involve:
- Multiple constructs (attitude, intention, satisfaction, loyalty)
- Scales adapted from prior literature
- Scenario-based or stimulus-driven questions
Managing this complexity while maintaining respondent engagement is a constant challenge.
This research team took up the task to study millets-based food consumption in India. The objective was to cover major millets producing/consuming states of India. Looking at the complexity of the research, the team started with pre-test survey following qualitative research methods. This enabled them to design a more comprehensive survey to study more than 500 participants across India using quantitative research methods.
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Traditional vs Online Survey Data Collection in Marketing Research
Traditional vs Online Survey Data Collection in Marketing Research
Traditional (Offline) Methods
- Paper-based questionnaires
- In-person interviews
- Institutional surveys
Limitations:
- Limited geographic reach
- High logistical effort
- Manual data entry
- Longer turnaround times
Online Data Collection Methods
- Online questionnaires
- Digital consumer panels
- Remote respondent recruitment
Advantages:
- Faster data collection
- Access to diverse respondent profiles
- Custom demographic and behavioral targeting
- Automated data capture and cleaning
For many marketing research departments, online surveys have become the preferred method for collecting scalable and timely primary data.
Sample Size Considerations in Marketing Research
Sample size in marketing research depends on:
- Research objectives
- Statistical techniques used (SEM, regression, factor analysis, etc.)
- Number of constructs and indicators
- Target population heterogeneity
Online data collection services enable researchers to meet custom sample requirements efficiently. For instance, some studies may work with 150–200 respondents for exploratory analysis, while others require 400+ responses for complex structural models across diverse regions.
Demographics Diversity in Marketing Data Collection
Survey-based marketing research data collection typically involves collecting large scale data, thus diversified approach remains essential. Researchers must ensure:
- Access to large pool of participants
- Must be equally distributed among tier 1, 2, 3 cities of India
- Anonymity of respondents
- Represent all age groups and income groups
This research team conducted an investigation of travel consumers and recruited diversified participants using modern online survey platform – ThinkSurvey.
Use Cases of Survey-Based Marketing Research
Survey data collection is widely used across marketing sub-disciplines, including:
- Consumer behaviour and decision-making
- Brand perception and brand equity studies
- Digital marketing and social media research
- Pricing and value perception analysis
- Retail and e-commerce research
Each area benefits from structured questionnaires and access to relevant respondent segments.
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How ThinkSurvey Supports Marketing Research Departments
ThinkSurvey works with academic researchers to simplify and strengthen marketing data collection. Typical support includes:
- Access to verified consumer and professional panels across India
- Custom targeting based on demographic and behavioural criteria
- Built-in quality checks to ensure usable responses
- Faster turnaround compared to manual methods
- Support aligned with academic research standards
By outsourcing respondent recruitment and survey execution, marketing researchers can focus more on theory, analysis, and publication.
Read our special coverage on 5 must-haves before starting data collection for research.
When Should Marketing Researchers Consider Professional Data Collection Support?
Professional survey data collection becomes particularly useful when:
- Target respondents are difficult to reach
- Studies require large or diverse samples
- Timelines are tight
- Data quality is critical for publication
For marketing research departments managing multiple projects simultaneously, external support can significantly reduce operational effort.
Final Thoughts
Survey-based research continues to be a cornerstone of marketing scholarship. While data collection presents logistical and methodological challenges, structured online approaches help researchers collect reliable, relevant, and timely data.
For marketing research departments in India, combining sound research design with modern data collection support can improve both research outcomes and academic impact.
