Marketing

Research
MARKETING RESEARCH
is the process of determining the
viability of a new service or product
through research conducted directly
with potential customers. Market
research allows a company to discover
the target market and get opinions and
other feedback from consumers about
their interest in the product or service.
 THE PURPOSE AND
IMPORTANCE OF MARKETING
RESEARCH
 Companies have complete information about
their products from production to distribution.
However, it is a challenge for the companies to
know what happens to the product after it was
purchased. Who uses the product, how it is used,
how much or how little of it used, and the
general attitudes of the consumer toward the
product are not known explicitly.
Thus, for new products or new markets,
the company may not be completely
certain whether the product will be
accepted by the market. The value of the
product to the consumer is difficult to
measure because perceptions of the value
are subjective
ISSUES THAT CAN BE ADDRESSED BY
MARKETING RESEARCH:
➢ Identify viable new products and services
➢ Enable risk reduction
➢ Identify market opportunities and threats
➢ Determine the level of customer
satisfaction
➢ Pinpoint and anticipate market trends or
changes
➢ Decide on the best advertising medium
➢ Pre-test and post-test advertising and
promotional campaigns
➢ Evaluate the results of test marketing
➢ Evaluate the results of packaging, brand
name, and label testing
➢ Determine consumer price awareness and
sensitivity
➢ Undertake location studies
STEPS IN THE MARKETING RESEARCH
PROCESS
 1. Establishing the need for marketing research This
could seem basic but is in fact fundamental to conducting
marketing research. Research takes time and money.
Marketing research is not needed when information is
readily available (this could be through secondary data),
when there is not enough time to conduct a proper
research study and answers are needed immediately, when
you can afford the What Is It research or when the costs
outweigh the value. It could also simply be that the
answer is obvious.
2. Defining the problem According to
the authors, this is by far the most
important step. If the problem is
incorrectly defined, all is wasted effort.
Marketing research should only be
conducted to answer a problem. There
are also needs to be alternatives. If there
are no alternatives, no decision is
necessary.
3. Establishing research objectives
- Objectives tell a researcher exactly
what he or she should be looking for
and what he or she must do to obtain
the information necessary to allow
the manager to choose between the
decision and the alternatives.
4. Determining research design
 Exploratory research: informal search to
learn more about the research problem, learn
terms and definitions or identify opportunities
Descriptive research: most basic; used to
describe the marketing phenomena
Causal research: uncover factors that cause
on event
5. Identifying information types
and sources
o Primary: information collected
specifically for the problem at hand
o Secondary: information already
collected
6. Determining methods of accessing
data
This can be done through observing
consumers, surveys, online etc.
7. Designing data collection forms
Designing the form in which data will be
collected. It can be a questionnaire or an
observation
form.
8. Determining sample plan and size
Sample plan: describes how each sample
element is to be drawn from the total
population Sample size: how many elements
of the population should be used to make up
the sample
9. Collecting data
Non-sampling errors in data are likely to
occur and researchers need to know the
sources of these errors to implement controls
to minimize them.
10. Analyzing data
Data analysis involves entering data into
computer files, inspecting data for errors, and
running tabulations and various statistical
tests.
11. Preparing and presenting the final
report
It is important that it is not overstated as it is
the report that properly communicates the
results
to the client.