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  • Module 4 - Marketing Research

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    Bhaskar Sailesh
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    Marketing research is conducted to understand what consumers want, develop products for target markets, and maintain a competitive advantage. It involves determining the viability of new products or services through primary research with customers and secondary research. Market research can be conducted in-house or by third parties, and uses both quantitative and qualitative methods like surveys, product testing, and focus groups to gather information. The applications of market research include understanding the marketing environment, sales, products, advertising, distribution, pricing, and consumers.

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    Marketing research is conducted to understand what consumers want, develop products for target markets, and maintain a competitive advantage. It involves determining the viability of new products or services through primary research with customers and secondary research. Market research can be conducted in-house or by third parties, and uses both quantitative and qualitative methods like surveys, product testing, and focus groups to gather information. The applications of market research include understanding the marketing environment, sales, products, advertising, distribution, pricing, and consumers.

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    81 views10 pages

    Module 4 - Marketing Research

    Uploaded by

    Bhaskar Sailesh
    Marketing research is conducted to understand what consumers want, develop products for target markets, and maintain a competitive advantage. It involves determining the viability of new products or services through primary research with customers and secondary research. Market research can be conducted in-house or by third parties, and uses both quantitative and qualitative methods like surveys, product testing, and focus groups to gather information. The applications of market research include understanding the marketing environment, sales, products, advertising, distribution, pricing, and consumers.

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    of 10

    Module 4

    Marketing Research
    Marketing Research

    What Consumers want

    Market research is a Developing Products that


    critical tool in helping those consumers will use
    companies understand
    Maintain a competitive
    advantage over their
    competitors
    Marketing Research
    Meaning and Definition

    Market research is the process of determining the viability of


    a new service or product through research conducted
    directly with potential customers.

    It allows a company to

    Get opinions and feedback


    Discover the target market via
    about the product or the
    segmentation and targeting
    service offered

    Analyze their competitors offering


    similar product or service
    Marketing Research
    Meaning and Definition

    Market research can Market research can


    be conducted be done through
    In-house Surveys
    By the company itself Product testing
    By a third-party Focus groups
    company
    Marketing Research
    Types of Marketing Research

    Quantitative Research Qualitative Research

     Looks to quantify a problem Exploratory in nature

    Collects data through Usually uses data


    surveys collection methods
    Marketing Research
    Types of Marketing Research

    Market Segmentation
    Product Testing
    Advertise Testing
    Satisfaction and Loyalty Analysis
    Brand Awareness and Reach
    Pricing Research
    Marketing Research
    Gathering Market Information

    Market research consists of a combination of

    Primary information Secondary information

    Information gathered by Information already gathered in


    the company or by a person the past which is used for an
    hired by the company. ongoing research
    Marketing Research
    Gathering Market Information

    Market research consists of a combination of

    Primary information Secondary information

    Face-to-Face Interviews Journals


    Phone Research Magazines
    Online Market Research Annual Reports
    Expert Opinions Past experiences
    Focus Groups infographics
    Applications of Market Research
    Applications
    of Marketing
    Marketing Research
    Environme
    nt Research

    Sales Product
    Research Research

    Advertisin
    Market
    g
    Research
    Research

    Distributi
    Consumer
    on
    Research
    Pricing Research
    Research

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