Marketing Research

Examples of Marketing Research in the following topics:

• Defining Objectives and Formulating Problems

  • Defining the problem and research objectives is the first step involved in the marketing research process.
  • Systematic planning is required at all the stages of the marketing research process.
  • There are three types of objectives that can be deployed in marketing research:
  • The first stage of the marketing research process involves defining the problem.
  • Outline objectives and problems as part of the marketing research process

• Goals of Consumer Market Research

  • Consumer market research is the systematic collection of data regrading customers' preferences for actual and potential products / services.
  • For instance, a consumer goods company that wants to develop a new cheese product for the growing Hispanic demographic can use market research.
  • In the field of marketing, consumer market research can be generally defined as the systematic collection and evaluation of data regrading customers' preferences for actual and potential products and services.
  • It is also important to note that consumer market research is not directly synonymous with marketing research.
  • Marketing research is actually comprised of both consumer and business-to-business research and examines all aspects of a business environment.

• Researching Consumer Markets

  • Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
  • An example of the government researching consumer markets is the US Census.
  • Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
  • The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.
  • Advertising research is a specialized form of marketing research conducted to improve the efficacy of advertising.

• Marketing Environment Research

  • Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services.
  • The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.
  • "Marketing research is often partitioned into two sets of categorical pairs, either by target market: Consumer marketing research, and Business-to-business (B2B) marketing research Or, alternatively, by methodological approach: Qualitative marketing research, and Quantitative marketing research Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
  • Marketing research helps the marketing manager link the marketing variables with the environment and the consumers.
  • However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research.

• Plan the Research Design

  • The research design is a framework or blueprint for conducting the marketing research project.
  • Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are a part of the research design.
  • A research design is a framework or blueprint for conducting the marketing research project.
  • The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gather data.
  • Describe the formulation of research design within the context of the marketing research process

• Primary Market Research

  • It can be accomplished through various methods, including questionnaires and telephone interviews in market research, or experiments and direct observations in the physical sciences, amongst others.
  • The term primary research is widely used in academic research, market research and competitive intelligence.
  • Addresses specific research issues as the researcher controls the search design to fit their needs
  • Great control; not only does primary research enable the marketer to focus on specific subjects, it also enables the researcher to have a higher control over how the information is collected.
  • All research, whether primary or secondary, depends eventually on the collection of primary research data.

• Primary and Secondary Research

• Researching Using Digital Media

  • The field of Internet research is relatively new and evolving.
  • Online research methods enable researchers to use increasingly sophisticated digital tools to collect data via the Internet.
  • Specific types of research methods that incorporate digital media include:
  • Market research is increasingly making use of developments in Web 2.0 technologies and online communities.
  • Social bookmarking sites such as Digg are used to gather research on different target markets.

• The Marketing Concept

  • A firm focused on the marketing concept would employ market research to gauge consumer desires, use R&D (research and development) to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure persons know the product exists.
  • The marketing concept centers on market orientation.
  • The marketing orientation is perhaps the most common orientation used in contemporary marketing.
  • Market orientation can be achieved with market research, contacting surveys, or interviews with the help of customers to identify their needs and preferences.
  • Successful marketing strategies include the consideration of a variety of factors, such as market research and product branding.

• Service Marketing Management and Metrics

  • Service marketing management oversees the implementation of marketing programs, while metrics measure their effectiveness and performance.
  • Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities.
  • Tasks for marketing management may include conducting a competitor and value chain analysis, putting together a brand audit, and assembling qualitative and quantitative research.
  • This research, along with an assessment of the business' own strengths and weaknesses, go into a marketing plan used to launch future marketing programs and initiatives.
  • Overseeing the successful development and execution of the marketing plan falls under service marketing management roles.