Marketing research. Marketing research methods. Encyclopedia of Marketing Marketing Research Data

Why is marketing research important for business? We believe you can answer this question yourself. Here you can study the methods of conducting market research, get acquainted with each one individually and choose the one that suits you best. Naturally, for each company, separate methods are suitable. After all, initially focused on the "smart" promotion of goods or services.

TOP-3 reasons to organize marketing research

1. If the company is just founded or is in the process of creation.
2. When a company introduces a new product or service to the market. Market research is also important in setting the price of products.
3. When rebranding, expanding the company.

Marketing research methods involve more than just consumer surveys, as is often assumed. This range of activities is somewhat wider. Carrying out marketing research is an extremely responsible event that should be trusted exclusively to professionals. .

Marketing research can be based on two types of information:

• Secondary. This is data obtained earlier, as a result of research on another topic. But some developments can be applied in the current case. Such information attracts at an affordable price. In addition, you can get it quickly and easily. However, these data are not adapted to the current situation. They may no longer be relevant. This reduces reliability and performance. Some marketers advise starting marketing research from secondary information. Having exhausted it, resort to the next type.
• Primary. Such data is more efficient. After all, they are assembled for a specific situation or product. It is primary information that is more popular among marketers. It includes 3 main methods of conducting marketing research.

Primary information
Method "Quality"	At the heart of this method is the answer to the question “how?”. It is client oriented. His needs, interests, views. No statistics are important here. The main thing is to study the behavior of the consumer, as well as the main factors influencing the purchase of a product or service. In the course of such market research, it is important to study each client more carefully. After all, the priority is not quantity, but quality. Each such study is unique. The company studies not only the current consumer, but also the potential one. Often, with the help of a qualitative method, a company wants to get customer feedback. Any information received can be systematized and divided into categories. Therefore, there is often a transformation of qualitative data into quantitative data. This method is relevant when launching a new product on the market. Also, you can’t do without it at the stage of creating a company. The "Quality" method studies not only the consumer, but also competitors.
Quantity method	"How?" - main question this method marketing research. The needs of the client and the relevance of the goods are clarified on the basis of statistical data. They are formed as a result of various opinion polls and audits. Thus, the company can identify the need of buyers, as well as test advertising. Accordingly, the "Quantity" method is relevant in the development of an advertising campaign, the emergence of a new product, its promotion to the market, and the definition of a pricing policy.
Method "MIX"	This is a combination of the two previous methods. This method is the most laborious and effective. These are tests that are carried out among a large group of consumers. At the same time, carefully studying the data of each individually.

These basic methods include several subspecies.

Below are methods for obtaining quantitative data that you can use if you decide to conduct market research.

Focus groups

During this method, a group of people gathers: existing customers and potential ones. They all discuss the same topic related to the service or product. Group members share common social or consumer characteristics. They are called "typical representatives". Conducting marketing research using this method involves the preliminary development of a scenario. It focuses on the free behavior of participants, the expression of feelings and emotions, communication among themselves, discussions.

Carrying out scheme:

1. A group of people is gathering. These are specially selected representatives of the same social level, with the characteristics necessary for the researcher. They share common interests and needs.
2. The leader (moderator) conducts the conversation in a relaxed manner. At the same time, adhering to a specific scenario. The task of the moderator is to provoke the participants to a free conversation on the necessary topic.
3. The entire process is recorded on a video or audio device. Sometimes representatives of the customer company are watching what is happening, being behind a one-way mirror. Participants should not be aware of their presence.
4. After the study, all materials are analyzed, systematized, and conclusions are drawn.

Relevance of application

• To develop new consumer-oriented ideas.
• When a new product is released.
• To create an advertising campaign and work on product promotion.
• Study the current consumer.

The only drawback of this method of conducting market research may be bias. After all, the number of participants is not so large. Even if you collect 4-5 groups, they will still be selected according to general characteristics and social indicators. Hence the subjectivity.

Expert interview

Conducting market research using expert interviews involves a personal survey of participants with the help of an expert, who is the interviewer. The latter asks pre-prepared questions. Represents a free conversation.

Conducting marketing research using this method allows you to better study and understand the point of view of a potential consumer. Since, in oral form, the respondent expresses feelings, emotions, and also answers the question more extensively.

A specially trained professional should act as an expert here. He is required to possess at least basic skills from the field of psychology or marketing. Indeed, during the interview, it is necessary to navigate the topic in order to ask the necessary question at the right time, as well as correctly fix the response of the respondent. This will improve the quality of research.

Carrying out scheme:

1. Development of questions by a specialist. He thinks over the scheme of the conversation. Prepares leading questions, as well as possible additional
2. Interview. Before conducting, respondents are selected. The conversation takes place with each separately. To do this, they often use a special room, devoid of extraneous sounds and objects that can distract. The interview is recorded on audio or video. In addition, the expert can fix individual moments himself. For example, the reaction of the respondent, his emotions. What can be useful when summing up.
3. Conversation transcript. As a result, the research company receives a finished text with important notes. What follows is an analysis and a summary.

Relevance of application:

• Study of the current consumer or potential.
• When expanding the company.
• When developing a new product.
• At the stage of company formation.
• To increase sales.

An expert interview helps to thoroughly study the consumer and increase the number of sales. And also, think over a PR campaign, starting from the needs of the client and his interests.

This method of conducting marketing research can be implemented anywhere: both at a public address and at a private address. In addition, expert interviews are also conducted online or by phone.

In-Depth Interview

Conducting market research using in-depth interviews is more individual than the previous method. It allows the expert to skip some questions, swap them, add their own. In this case, there will be fewer participants, but the answer to qualitative questions “how?” and why?" will be more complete. This allows you to better reveal the topic.

An in-depth interview is used in the same cases as an expert interview. Perhaps the difficulty is not so much the search for the respondent as the interviewer. After all, the result depends, for the most part, on the professionalism of the latter.

consumer diary

The essence of this method of conducting marketing research is keeping a diary by the consumer. Often used when a new company product appears. A potential buyer should test this product for himself. In a special diary with developed questions, he captures the sensations, analyzes the product. This method is also very good for developing an advertising campaign that takes into account the interests of consumers. Indeed, often the company does not know exactly what the true interest of the client is. The consumer diary helps to fully open the secret curtain. In addition, the consumer himself can advertise the product among his acquaintances by talking about the study. And also, the client, as a rule, develops a habit of using the product. And in the future, he himself will acquire it.

Carrying out scheme:

1. Specialists develop a consumer diary. It includes well thought out questions. At the same time, answer options may not be offered to all.
2. Search for the target audience. Finding someone who would agree to keep a diary is not so difficult. As a rule, goods are provided to the consumer free of charge for this. This compensates for the inconvenience of keeping a diary. Sometimes the respondent is given other similar items to compare and record in the diary.
3. Each diary is subject to careful study. Based on the information received, it turns out to develop effective advertising. Diaries also contribute to the promotion of a product or service on the market.

Method of observation or "Mystery shopper"

The "Observation" method in conducting marketing research is effective due to its "naturalness". That is, the consumer's behavioral patterns are studied in the natural environment. At the same time, the buyer does not even suspect that he is a participant in the study. That allows you to get a real objective opinion.

An expert plays the role of a consumer and is placed at the point of sale of a product or service. He monitors other buyers, fixing the peculiarities of their behavior. In addition, he communicates with clients.

This is a great opportunity to get an opinion about the product, selection criteria. Using such a method, the company can learn about the quality of service, if the research concerns it. And also to study the behavior of the target audience and determine the influencing factors.

To study the client's response, a special situation can be simulated. Some points may be subject to change. For example, change the location of the product, advertising, track the reaction of the client at different times of the day. Conducting market research in this way is very effective.

Carrying out scheme:

1. Placement of a mystery shopper (expert) in a natural environment.
2. Modeling a situation that influences the consumer's decision.
3. Communication of the mystery shopper with other customers.
4. Studying the reaction and behavior of the audience.

For example, a company decided to study consumer behavior when buying bread. In this case, attention is drawn to what type of this flour product is chosen most often, at what time of the day. Who, in the majority, is the buyer of bread: a man or a woman, what age category. What factors influence the choice: bread in a bright package or in a transparent bag, sliced ​​or not. How other external factors influence the client's decision. For research, the location of bread can be changed, the emphasis on price can be added or removed, advertising can be moved / removed / added. The percentage of all indicators is compiled.

Relevance of application:

• Choosing the location of the company, advertising, product
• When developing an advertising campaign
• To adjust promotional actions

This method of conducting marketing research allows the company to get to know the consumer better: percentage by gender, by age, by interests. Observation determines qualitative indicators that can be converted into quantitative ones.

Among the disadvantages of this method is the subjective opinion of the mystery shopper himself. Therefore, it is better that "observation" be used as an adjunct to other methods. In addition, this process is quite laborious and time consuming.

Expert opinion

A very important method of conducting market research. Especially in case of expansion of the company, important changes in the structure or products. In addition, expert opinion is important when developing a marketing plan, and also as a forecast. This allows the company to solve some complex problems.

Experts are professionals in the relevant field. These people must be good specialists in the industry that interests the company. It is often difficult for a company to find an expert on its own. In this, he is helped by marketers who already have an established base of specialists.

The advantage of using expert opinion is that it allows you to study a topic well in a short time. It is very rare that marketing research is carried out without the use of this method.

Methods for conducting marketing research to obtain quantitative data

If you need to conduct market research to obtain quantitative data, then you can resort to the following methods.

Survey

One of the most popular marketing research methods. Marketers develop special questionnaires. They should be adapted to the company itself and focus on a potential or current buyer. Therefore, the process of compiling the questionnaire is considered the most important and time-consuming.

Carrying out scheme:

1. Creating a questionnaire. Development is carried out by professionals. Questions should be correctly formulated, and answers should be well thought out. After all, the main thing is to get reliable and objective data. At the same time, it is necessary to build on existing information and statistical data.
2. Placement of questionnaires in the required places. Questionnaires can be left in crowded places: supermarkets, shopping centers, etc. Also, some companies send questionnaires by mail. Online surveys are gaining more and more popularity. This allows you to significantly speed up the process and increase the number of responses. Thus, the survey provides for its main task - to collect as many respondents as possible.
3. Analysis and synthesis of the received information. As a result, the answers are then systematized, counted, and the corresponding conclusions are drawn up. And the application of information in practice.

The aim of the survey is to involve as many respondents as possible. This will provide objective information.

Audit

This method of conducting marketing research focuses on market research. It includes an analysis of the pricing policy in different places where the goods are provided. Geographic analysis: where the consumer pays the most attention to a given product or service. The market for similar products, their geography and price are also being studied.

This marketing method uses questionnaires. The survey of consumers takes place on all these aspects.

Carrying out scheme:

1. Creation of questionnaires. They include questions, the answers to which will allow you to analyze the market as a whole, and its individual segments.
2. Choice of research and survey sites.
3. Recruitment of respondents and the study itself.
4. The study of the received data. Systematization of them and analysis of information.

An audit allows you to get complete information about the market, the position of the product on it, and study the target audience. It is very important that this method of conducting marketing research allows you to explore the position of competing companies in the market. And improve competitiveness. The method of obtaining information is very simple and fast.

Network research

The method of conducting marketing research based on network analysis is relevant when developing a site or filling content. And also to create effective advertising on the Internet. The company can check what the potential buyer pays attention to most often. To do this, it is necessary to monitor the statistics of the requested words related to the product in search engines. Based on the received data, content is created. The text is optimized for search engines. This increases website traffic and sales. This method also helps the company to set the right accents.

Other methods of conducting marketing research:

• Cabinet - research is done on site. The company collects all the necessary information on the Internet. It allows you to study a potential buyer. To do this, information is collected in social networks, on forums, sites that are related to the topic. A lot of important data, for example statistical data, are in the public domain and can be used in the study. The desk method helps to study competitors by monitoring and analyzing their sites.
• Document analysis. Books of complaints and suggestions, checks left by the buyer in the market, advertisements - all these are valuable information carriers that are useful in marketing research.
• Benchmarking allows you to improve the image of the company and the level of sales, by borrowing experience. The reference point, at the same time, falls on the leading companies of the market. The researcher selects the most popular representative. He studies his product, ways to promote the product and the company itself. The task of the researcher is to analyze the marketing steps of the leading companies in this industry and determine the secret of their success. As a result, steps are developed to promote the research company and increase sales.
• Competitive intelligence. In the case of applying this method of marketing research, the steps of competing companies are carefully studied. Prices, promotions, places and ways of promoting the product are monitored. The main goal is to become better, get ahead.

How to improve the effectiveness of marketing research methods?

1. Figure out the problem and define the goal.

To choose the appropriate method for conducting marketing research, you must initially decide on the goal. Any goal is formed from a problem. Low sales push for the goal of increasing sales, ineffective advertising for adjusting the advertising campaign. This is the first and main step in the research plan. At this stage, possible causes of the problem are identified.

1. Consider a research plan.

Drafting step by step plan activities, including marketing research methods, to be applied. It is worth determining what data will be important to you in the course of work: secondary or primary. Then the methods are selected. The choice should be individual, taking into account the specifics of the company, its products, and the target audience. In this case, it is better to consult with experienced marketers.

1. From theory to practice.

The accumulated information must be studied, systematized and analyzed. As a result, a report is drawn up and the results are summarized. But the main thing is to put all this data into practice, starting from the original goal. Properly chosen marketing research methods will help to achieve the most effective results.

Specificity international studies lies mainly in the vastness of the research field and in the technical difficulties of collecting information.

Entering a foreign market, as a rule, puts the enterprise in a situation completely different from that which he may be familiar with from his national experience. In order to be able to assess with a high degree of accuracy the consequences of its activities, an enterprise must have extensive and varied information about those areas in which it is not sufficiently competent.

In view of the fact that the behavior of all active agents in the market and the dynamics of the market itself can change, slowing down or even blocking the commercial activity of the enterprise, it is necessary to carry out research work on a very significant scale.

Obstacles for enterprises conducting foreign market research can arise for the most unexpected reasons, often related to culture and behavioral habits, which are sharply covered by classical masses of information.

Marketing research of the foreign market has the only goal - to reduce the market due to the indicated reasons.

Enterprises studying the consumer markets of foreign countries face, first of all, the technical difficulties of collecting information.

Marketing research skills acquired in the domestic market are often difficult to use in a foreign market due to its special characteristics.

The field of marketing research can be schematically depicted in fig. one.

Rice. one.

In a particular country or geographic region, information may be completely missing in the first place: sometimes industrial equipment it is impossible to get even a rough list of potential customers; it happens that competition is not reflected in any of the published documents. The lack of reliable statistical information blocks the possibilities of research through surveys, because it does not allow creating representative samples for the population being surveyed.

When collecting information on the spot, researchers face serious difficulties. First of all, there is the problem of legal restrictions on this kind of research. In countries with a large sector of the state economy, which, incidentally, includes Ukraine, market research can only be carried out upon obtaining, very problematic, special permission from local authorities. Further, it is necessary to point out the problems of a linguistic nature that arise when collecting information through questionnaires and conversations.

Another obstacle to collecting information is the behavior of the interviewees towards those who conduct the survey. Those engaged in the study of the industrial, and often the consumer market, often encounter a cult of secrecy, which, in their scope and forms, differs significantly from the countries of Western Europe.

In surveys involving interviewing individuals, behaviors that are alien to our culture and our habits create unforeseen obstacles. These include the reluctance to make contact under the influence of an unfavorable political or social environment, or, on the contrary, to demonstrate goodwill and please the questioner.

The breadth of research and technical difficulties are a major concern for firms intending to conduct international market research. Since the alternative option - resorting to the services of external organizations - due to the above circumstances inevitably turns into high costs, there is a risk of a complete stoppage of the business. However, it is necessary to understand that spending on market research is an investment in the future. The key to success lies in the precise definition of the objectives of the study, the systematic collection of secondary information and the correct organization of work.

The dissatisfaction of enterprises with the results of many market research conducted on their order, both national and international, is often explained by the fact that the goals and conditions for conducting marketing research have not been clearly defined.

The objectives of the study determine the choice of information, performers, methods and technology. It is possible to propose a typology of international marketing research, consisting of 4 groups.

1. General and preliminary studies

The purpose of such studies is to determine the commercial interest that a party or geographic area represents. The information obtained in this way is used to process the international strategy of the enterprises for which these studies are carried out.

The key issues of such a strategic approach are the country's potential for activity and profitability, its accessibility, risk, and the conditions under which foreign economic activity takes place. The list of necessary information can be seen in the scheme of preliminary assessment of trade turnover and possible profits in a given country (Fig. 2).

Necessary actions:

Rice. 2.

2. Research to identify the features of the functioning of the foreign market

In order to work effectively in a foreign market, considered as a potential place for export or creation of branches, it is necessary to have the most accurate description of this market and determine its dynamic principles. This is the object of marketing research of the second type, which involves:

• 1. Analysis of the environment - this type of research has already been mentioned in connection with the extremely wide field of its application. And the first difficulty here is to identify the most specific, sensitive points of the environment in order to set priority guidelines for collecting information. These points may be in the legal and administrative realm; the prohibition or control of the movement of certain goods or the provision of certain services, the prohibition of certain types of commercial activities; possible price controls; mandatory standards that goods must comply with, etc. The scientific and technical environment can also become a source of special risks associated, for example, with more or less rapid obsolescence of goods. Finally, the broadest area of ​​research is undoubtedly the socio-cultural environment in the country in which the product is to be sold. Any product released to a foreign market is vulnerable because its consumption can interfere with existing habits or because one of the design elements can block the entire sale for reasons related to local traditions.
• 2. demand analysis - deserves the closest attention in international marketing. The list of decision makers and the role of each of them can vary significantly depending on the country.

The predominant religion, the social organization, the idea that a person has about himself, causes very different types of behavior. Those conducting research may be tempted to see treachery or lack of logic where there is logic, as well as other mores. Knowledge of this "silent language" is so important in business relations, inevitably goes slowly.

3. Competition analysis - assessing the strengths and weaknesses of competition - the most important goal of any marketing research - is even more complicated when it is based on the perceptions of the clientele with all the distortions that follow.

For example, a local competitor in one country may have an a priori advantage generated by the spirit of nationalism among buyers. In another country, especially among developing countries, the local competitor, on the contrary, will be at a disadvantage due to the distrust of buyers or become a victim of snobbery, expressed in the desire to imitate some foreign countries. When analyzing competitive positions, it is necessary to identify the impact of the "Made in..." stigma, both based on reality and calculated, given that stereotypes live for a long time.

4. analysis of intermediaries - those who sell (distributors) or develop norms and regulations are also factors in inter-industry differentiation, and naturally fall into the field of foreign market analysis. The number of intermediaries in the distribution network of different countries is not the same. In Japan, there are between 3 and 4, while in France this number tends to 1. In the US, the role of wholesalers is still decisive.

Financing of stocks in circulation is carried out both from the supplier to the buyer, and in the opposite direction.

The development of commercial policy and its constant refinement consists of decisions made on the basis of forecasts of the likely reaction of the market. In order to limit uncertainty and reduce risk, an enterprise should conduct tests (tests) on items that they consider key in their commercial policy: the release of a new product for the country, whether it is the determination of the selling price, the choice of brand, packaging and quantity sold at a time , selection of distributors or sellers, development of an advertising message, etc.

This has to be done by any firm that implements marketing. The specificity of international marketing research lies in the variety of observed reactions and the difficulty of its implementation.

3. Special studies prior to the establishment of branches

Today it is generally recognized that the way to profitable and long-term international development of the company is the creation of foreign branches. In addition, it is also an indispensable condition for mastering the technology of marketing research.

Like other types of foreign economic activity, the creation of branches requires the collection of preliminary information - in this case in such areas as: legislation on the activities of companies, taxation, social law; nature of relations with local authorities; possible restrictions on the establishment of foreign subsidiaries and the proposed means of protection against them (especially through the formation of associations with local firms); labor market and specifics of personnel management; local and international financial institutions and resources that can be used to create affiliates; the possibility of creating industrial or trade associations.

The objects of marketing research can be various objects, problems, situations, which, based on the classification criteria, can be divided into such broad categories as objects of the macro- and micro-level of the external environment and objects of study of the internal environment of the commodity producer (in other words, controlled by the manufacturer or not controlled by it). ).

Another criterion may be the degree of importance of the objects of study, which may be different in different firms. The third criterion may be the priority of the order of the studied objects, which also differs significantly, but exists as an objective need, "corrected" by a subjective factor - the views of the management. With all the variety of objects of marketing research, the central place among them is occupied by market objects - the commodity market as a whole, its individual components and parameters (customers, competitors, suppliers, intermediaries, prices, capacity, development dynamics, structure, geographical location, etc.). Objects of market research - conjuncture, trends and prospects for the development of the market; market capacity, its dynamics, structure, market geography, level of competition, barriers to entry and exit, opportunities and risks are studied. The main results of market research are forecasts of its development, identification of key success factors in the future. The most effective ways of implementing a competitive policy in the developed market and the possibility of entering new markets are established.

Consumer research makes it possible to determine all aspects of their behavior and preferences. The object of the study is individual consumers, families, households, consumer organizations; the subject of the study is the motivations of consumer behavior and the factors that determine them; the structure, the size of consumption, the degree of satisfaction of demand, and the trends in its behavior are studied. The purpose of the study is consumer segmentation and selection of target market segments.

When researching competitors, the main task is to obtain data that provides a competitive advantage in the market and find opportunities for cooperation with potential competitors. The main aspects of the activities of competitors, their advantages and disadvantages, production, scientific, technical, marketing potential, financial, organizational capabilities are investigated. The result is the choice of the most advantageous position in the market compared to a competitor (competitors), the determination of optimal strategies for action in a competitive market.

The study of intermediary structures allows for a well-founded policy of physical distribution, and marketing, and, consequently, sustainable activities in selected markets.

We study not only commercial intermediaries and their capabilities, but also advertising, insurance, legal, financial, freight forwarding, consulting and other companies (organizations), i.e. the entire marketing infrastructure of the marketplace to take full advantage of its capabilities.

We study not only commercial intermediaries and their capabilities, but also advertising, insurance, legal, financial, freight forwarding, consulting and other companies (organizations), i.e. the entire marketing infrastructure of the market, to the full extent of desires, preferences, their degree of satisfaction with the qualities of the product.

Consumer properties of analogue products that are competitors, the nature of consumer reaction to new products, assortment, packaging, level of service, prospective consumer requirements - all these are objects of research, the results of which allow the company to refine its assortment taking into account customer requirements, solve the problem of competitiveness of goods, develop new products and calculate their life cycle, modify existing products, improve packaging, carry out patent protection.

Price research makes it possible to determine the level and ratio of prices that will maximize the benefits of the firm. Possible main objects of research are the costs of creation, production and marketing (their calculation), the reaction of consumers to product prices (demand elasticity), the impact of competition from other firms and their products (comparative analysis). All this allows you to choose the most favorable ratios of "cost / price" and "price / profit".

The study of the distribution and marketing system has the task of determining the most effective ways and means of promoting goods from the producer to the consumer. The objects of study are distribution channels, intermediaries, sellers, forms and methods of distribution, distribution costs, their structure and dynamics. Also analyzed are the function and characteristics of the activities of wholesalers and retailers, its strengths and weaknesses, the nature of relationships with suppliers and consumers. The result of the research is to obtain the possibility of increasing the company's sales, optimizing stocks, rationalizing distribution channels, more efficient use of sales forms and methods.

The study of the sales promotion system aims to identify the most effective means of stimulating the sale of goods, improving the company's image on the market, and increasing the effectiveness of advertising. The objects of research are the motivation of the behavior of suppliers, intermediaries, buyers; reaction of the consumer public; advertising effectiveness; relationships with buyers. The result of the research is the possibility of developing relationships with the public, buyers, intermediaries; formation of a positive attitude towards the company, its products; improvement of methods for generating consumer demand, influencing suppliers and intermediaries, making fuller use of the possibilities of the communication system, including advertising. Of course, the study of objects of the market environment should be closely linked with the study of the internal environment of the company in order to determine the real potential of its competitiveness by comparing the relevant factors (objects of study) of the external and internal environment. Only in this way it is possible to determine what needs to be done to more fully adapt the enterprise to changing environmental conditions.

Every resident of Russia can be called a consumer. And the one who does not speak Russian is also a consumer, only then he is called spozhivach (Ukrainian), consumer (“consumer”, English), or verbraucher (Austrian German), or konsument (German), or something else. Every time we consume something, we make an impact on the socio-economic environment that is imperceptible to us.

By consuming, we influence sellers. Sellers, having made an act of sale, thereby influence distributors, who, in turn, influence producers, and those - on suppliers of raw materials. Each time such an imperceptible act of consumption leads to growing waves of influence that involve an increasing number of economic entities in a continuous process...

Under conditions of totalitarian socialism or a monarchy, this process is strictly regulated from above. In a liberal (or, in our case, rather “slightly more liberal”) economy, this process is “driven by the market.”

Each participant in the process has an alternative - what to consume. When choosing from at least two proposals, we must be guided by some criteria. Often these are quite specific criteria, for example, price. Sometimes they are more difficult to grasp (eg brand preference), other times it may be the need to satisfy some deep-seated needs (eg, the unmet need to feel power over other people may result in the purchase of a sports car).

Just in order to feel good in the market, rules of conduct were invented, which were named in the American manner marketing. Such rules (which, upon closer examination, turn out to be not so simple) allow any Russian company to compete with global giants such as Procter & Gamble. Yes, they brought together leading specialists in the marketing department. Yes they pay good wages. But not everything is so sad, because there is such a word as "marketing".

Marketing is your guide to the market game. Anyone who has mastered marketing can, if not defeat the international monsters, then at least grab a piece of his pie.

Nevertheless, our goal is not to teach you marketing techniques, but to help you in such an important matter as market research, the results of which are the information base for marketing activities. You can learn more about this service by going now to the services section of our call center -.

Market Research

For any company striving for success, marketing research acts as the beginning and logical conclusion of any cycle of its marketing activities. Market research significantly reduces the uncertainty in making important marketing decisions, which allows you to effectively allocate economic potential to achieve new business heights!

Marketing research, the study of the external and internal environment and its regular monitoring for any enterprise is an important element of the strategy successful development in conditions market economy. The role of research increases many times in the conditions of the unformed market segment or with the uncertainty of a new business.

Whether you decide to introduce a completely new product to the market or enter a new market with an existing one, you will face the problem of a lack of information about market conditions and other necessary ingredients for a successful market entry. Does the market need your product, and if so, in what volume?

Most likely, you have a certain vision of the market. But perhaps this is not enough to choose the right strategy. It is in this situation that our specialists will help you to study the market in detail and develop a competitive marketing concept.

As a first step, it is necessary, which will allow you to solve, both in combination and separately, the following tasks:

1. Determine the real and potential market capacity. Studying the market capacity will help you correctly assess your chances and prospects in this market and avoid unjustified risks and losses;
2. Calculate or predict your market share. The share is already a reality, and it is quite possible to build on it, forming future plans, and then increase it in the future. Market share is an important indicator of your company's success;
3. Analyze the behavior of your customers (demand analysis). This analysis will assess the degree of consumer loyalty to the product and the company, answer the question: “Who buys and why?” And, therefore, it will help to set competitive prices for products, make changes to the product itself, optimize promotion channels and advertising strategy, organize effective sales, that is, adjust all components of the marketing mix;
4. Conduct an analysis of the main competitors (offer analysis). Knowledge of competitors' products and marketing policies is necessary to better target the market and adjust your individual pricing and promotion policies to ensure your competitive success;
5. Analyze distribution channels. That will allow you to determine the most effective of them and form a ready-made chain of optimal movement of the product to the end consumer.

Carrying out marketing research

- this is the collection, processing and analysis of data on the market, competitors, consumers, prices, the internal potential of the enterprise in order to reduce the uncertainty associated with making marketing decisions. The result of marketing research are specific developments that are used in the selection and implementation of the strategy, as well as the marketing activities of the enterprise.

As practice shows, without market research it is impossible to systematically collect, analyze, and compare all the information necessary for making important decisions related to market activity, market selection, determining sales volumes, forecasting and planning market activities.

The objects of market research are the trend and process of market development, including an analysis of changes in economic, scientific, technical, legislative and other factors, as well as the structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current situation, opportunities and risks. .

The main results of the market research are:

• Forecasts of its development, assessment of market trends, identification of key success factors;
• Definition of the most effective ways conducting a competitive policy in the market and the possibility of entering new markets;
• Implementation of market segmentation.

Marketing research can be directed to various objects and pursue different goals. Let's look into this in more detail.

Tasks of marketing research

Qualitative research is carried out to solve the following problems:

• Market analysis;
• Consumer analysis;
• Analysis of competitors;
• Promotion analysis;
• Testing advertising concepts;
• Testing advertising materials (layouts);
• Testing the marketing complex of the brand (packaging, name, price, quality).

Marketing research of consumers

Consumer research allows you to identify and explore the whole range of motivating factors that guide consumers when choosing goods (income, education, social status, etc.). The subject of the study is the motivation of consumer behavior and the factors that determine it, the structure of consumption, the provision of goods, consumer demand trends are studied.

The purpose of consumer research is consumer segmentation, selection of target segments.

Competitor Research

The main task of competitor research is to obtain the necessary data to provide a specific advantage in the market, as well as to find ways of cooperation and cooperation with possible competitors.

For this purpose, the strengths and weaknesses of competitors are analyzed, the market share they occupy, the reaction of consumers to competitors' marketing tools, and the organization of business management are studied.

Exploring Potential Intermediaries

In order to obtain information about possible intermediaries through which the company will be able to be present in the selected markets, a study of the company's market structure is carried out.

In addition to intermediaries, the enterprise must have an idea about transport, forwarding, advertising, insurance, financial and other organizations, creating a set of marketing infrastructure for the market.

Research of the product and its values

The main purpose of product research is to determine the compliance of technical and economic indicators and the quality of goods with the needs and requirements of consumers, as well as an analysis of their competitiveness.

Product research allows you to get the most complete and valuable information from the point of view of consumers about the consumer parameters of the product, as well as data for the formation of the most successful arguments for an advertising campaign, the choice of the most suitable intermediaries.

Objects of product research: properties of analogue products and competitor products, consumer reaction to new products, product range, service level, prospective consumer requirements

The results of the research enable the company to develop its own range of products in accordance with the requirements of customers, increase their competitiveness, develop new products, develop a corporate identity, and determine the ability of patent protection.

Marketing price analysis

Price research is aimed at determining such a level and price ratio that allows you to get the most profit at the lowest cost.

The objects of study are the costs of development, production and marketing of goods, the degree of influence of competition, the behavior and reaction of consumers to prices. As a result of the conducted studies of the goods on prices, the most effective ratios of "cost-price" and "price-profit" are selected.

Merchandising and sales research

The study of product distribution and sales aims to determine the most effective ways, methods and means of quickly bringing the product to the consumer and its implementation. The objects of study are trading channels, intermediaries, sellers, forms and methods of sale, distribution costs.

It also analyzes the forms and features of the activities of various types of wholesale and retail enterprises, identifies strengths and weaknesses. This allows you to determine the possibility of increasing the turnover of the enterprise, optimize inventory, develop criteria for choosing effective channels of product distribution.

Study of sales promotion systems

The study of the sales promotion system is one of the important areas of marketing research. The objects of research are: the behavior of suppliers, intermediaries, buyers, the effectiveness of advertising, the attitude of the consumer community, contacts with buyers. The result of the study makes it possible to develop a policy of "public relations", to determine the methods of forming the demand of the population, to increase the efficiency of commutative communications, including advertising.

Research of advertising activity

Stimulating the promotion of goods on the market concerns not only advertising, but also other aspects of the company's sales policy, in particular, research on the effectiveness of competitions, discounts, bonuses and other benefits that can be applied by the company in their interaction with buyers, suppliers, intermediaries.

Research of the internal environment of enterprises

Studies of the internal environment of the enterprise aim to determine the real level of competitiveness of the enterprise as a result of comparing the relevant factors of the external and internal environment.

Marketing research can also be defined as the systematic collection, recording and analysis of data on marketing and marketing issues in order to improve the quality of decision-making and control procedures in the marketing environment.

Goals of marketing research

The objectives of marketing research can be divided as follows

1. Search targets- collection of information for a preliminary assessment of the problem and its structuring;
2. Descriptive purposes- description of the selected phenomena, objects of study and factors influencing their state;
3. Causal goals- testing the hypothesis about the presence of some causal relationship;
4. Test Goals- selection of promising options or assessment of the correctness of the decisions made;
5. Forecast goals- predicting the state of the object in the future.

The principal feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or a set of marketing problems.

Each company independently determines the subject and scope of marketing research based on its capabilities and needs in marketing information, so the types of marketing research conducted various firms, may be different.

Basic concepts and directions, experience in conducting marketing research

Previously, it was emphasized that marketing research is a scientific analysis of all factors influencing the marketing of goods and services. It follows that the scope of this function is practically unlimited, and therefore we will consider only those types of research that are most often encountered in practice.

Essentially, the goal of marketing research is to answer five basic questions: who? what? when? where? And as? Related question: why?- expands exploration to contact area social psychology and sometimes stands out in an independent area, known as motivational analysis (motivation research), i.e., the study of the motives of buyers' behavior.

Ways to organize marketing research

Marketing research can be organized and conducted either through a specialized research agency or through the firm's own research department.

Organization of research with the help of our own research department

Own research department is engaged in marketing research in accordance with the information needs of the company.

Organization of research with the help of a specialized research agency

Specialized research agencies carry out a variety of studies, the results of which can help the company solve existing problems.

Advantages

disadvantages

The quality of research is high, as research firms have rich experience and highly qualified specialists in the field of research. The results of the study are highly objective, as the researchers are independent of the customer. Specialized firms provide great opportunities in choosing research methods due to the availability of special equipment for conducting research and processing their results.

The cost of research is quite high, research is more expensive than that performed by an internal research team. Knowledge of product features is limited to general ideas. There is a higher chance of information being leaked as there are many people involved in the research.

Marketing Research Department

Judging by how often one hears the statement that competition in business is becoming more and more intense, one would assume that most firms probably have marketing research departments. In fact, very few firms have such departments. The most recent data is hard to come by, but it is known that in a survey conducted by the British Institute of Management, only 40% of the responses were received from 265 companies surveyed (in all likelihood, because most firms did not have research departments).

However, it would be a mistake to assume that this fact means the same low level of use of the research results, since a significant part of the work on marketing research is carried out by specialized organizations. Also, in many companies, marketing research departments often go by other names, such as “Economic Information Department,” etc.

The decision to create your own marketing research department depends on an assessment of the role that it can play further in the activities of the company as a whole. Such an assessment is mainly qualitative and varies from firm to firm, which makes it difficult to establish precise criteria. For our purposes, it suffices to assume that the decision to create such structural unit accepted and attention is focused on those issues that should be taken into account in this case.

They can be grouped as follows:

• The role and functions of the marketing research department;
• Position in the organizational structure of the company;
• The role and functions of the department manager.

Role and Functions of the Marketing Research Department

Considering the above list of types of research related to marketing, it is obvious that a very large department would be required to cover all the areas mentioned.

When a firm undertakes this kind of work for the first time, it is strongly advised to create a list of tasks, ranking them in order of importance, and limit yourself to trying to achieve the most important ones first. This does not mean that other studies should not be carried out at all, since setting too rigid demarcation lines between tasks can only lead to an inflexible approach and to the fact that auxiliary studies that complement the main ones are abandoned.

Too often, firms make the mistake of making a newly created marketing research department responsible for maintaining the company's accounting records. Transferring this function to him inevitably generates friction and reduces the efficiency of the company, since, on the one hand, this slows down the work of departments that need reporting data for their current activities, for example, the sales department, and on the other hand, it distracts the marketing research department from its main function - research.

In cases where the creation of a specialized research department is preceded by extensive data collection and reporting, it is better if other departments retain this function, providing information they have as needed. To avoid both duplication and dissipation of effort, the responsibilities of each department should be clearly defined, and only those reports that are essential to in-house research activities should be required from the marketing research department.

Place for marketing research in the organizational structure of the firm

The location of the marketing research department within a firm depends to a large extent on its organizational structure. As a rule, he should have a direct relationship with the managing director, since this department performs an advisory function and in many cases provides the chief administrator with the initial data on which the general policy of the company is based (as opposed to operational decisions).

In large organizations where executive directors lead function-based divisions, the marketing director may be given the responsibility of setting the direction of the research department and deciding what reports should be presented to the head of the firm.

Even in this case, it is advisable to provide a direct link between the managing director and the research department, in order, on the one hand, to ensure that reports that criticize this or that aspect of the company's activities will be heard by the head of the company in order to avoid deterioration of relations between the director of marketing and directors responsible for other divisions.

In addition, it is the managing director who deals with the effectiveness of the company as a whole and. therefore, it is better than other managers to assess the significance of research results for a particular department.

Some authors believe that the manager of the marketing research department should have the same status as the heads of the main operational structural units, but this is not true in view of the usually existing differences in the size of departments and the level of responsibility. Provided that the manager has access to the board of directors, his status should be directly determined by the importance that the department has within the organization as a whole.

Role and Functions of the Marketing Research Manager

The nature of the job of the manager of the marketing research department depends on the size and function of the department, as well as on the degree of control and leadership from above. At the same time, in any case, the manager must be a person competent in his field and have personal integrity and honesty.

Competence implies not only the presence of experience and knowledge in the field of marketing and methods of its analysis, but also the ability to turn management problems into real research projects, carried out taking into account time and financial constraints.

The requirement of personal integrity and honesty means that the manager of the marketing research department must interpret the results of the analyzes carried out objectively, in accordance with generally accepted principles of scientific research. “Statistics in the service of lies” - such a situation can only exist when unscrupulous people use facts fabricated through subjective selection, manipulation and deliberate presentation to prove unfounded conclusions, i.e., as the researchers say, “looking for data” .

The manager must meet not only the basic requirements mentioned above, but, in addition, possess the qualities that are necessary for all leadership positions, namely: have the ability to administrative work, be able to understand the behavior of people and be able to effectively influence them.

Planning and conducting marketing research

Marketing Research Process

Marketing research can be divided into two main categories: permanent And episodic. Marketing is a continuous process taking place in constantly changing conditions. Therefore, systematic research is essential if a firm is to remain aware of changes in the underlying determinants of demand and be able to modify its policies accordingly. This type of information is collected specialized organizations and government departments, however, this information is often too generalized and may not meet the specific requirements of an individual firm. As a result, it has to be supplemented by research conducted by the firm itself.

In addition, many marketing situations are so peculiar (for example, launching a new product on the market) that they require special studies.

Such studies are carried out according to a certain scheme, consisting of the following stages:

1. Justification of the need for the study;
2. Analysis of the factors that determine this need, i.e. the formulation of the problem;
3. Exact formulation of the purpose of the study;
4. Drawing up a plan for an experiment or survey based on the analysis provided for in paragraph 2;
5. Data collection;
6. Systematization and analysis of data;
7. Interpretation of results, formulation of conclusions, recommendations;
8. Preparation and submission of a report containing the results of the study;
9. Evaluation of the results of actions taken based on the findings of the researchers, i.e.
10. Establishing feedback.

It is obvious that constant research is built according to the same scheme as at the beginning, however, in the future, the first four stages disappear.

Marketing research methods

The first task of choosing methods for conducting marketing research is to familiarize yourself with the individual methods that can be used in the collection and analysis of marketing information.

Then, taking into account the resource capabilities of the organization, the most appropriate set of these methods is selected. The most widely used methods of conducting marketing research are methods of document analysis, sociological, expert, experimental and economic-mathematical methods.

The goals of marketing research can be exploratory in nature, i.e. be aimed at collecting preliminary information designed to more accurately identify problems and test hypotheses, descriptive, i.e. consist in a simple description of certain aspects of a real marketing situation and casual, i.e. be aimed at substantiating hypotheses that determine the content of the identified cause-and-effect relationships.

Each such direction includes certain methods of collecting and analyzing marketing information.

Exploratory study is carried out in order to collect preliminary information necessary to better identify the problems and assumptions (hypotheses) put forward within which marketing activities are expected to be implemented, as well as to clarify terminology and set priorities among research objectives.

For example, it has been suggested that low sales are due to poor advertising, but exploratory research has shown that the main cause of undersales is poor distribution system, which should be studied in more detail in the subsequent stages of the marketing research process.

Among the methods of conducting exploratory research, the following can be distinguished: analysis of secondary data, study of previous experience, analysis of specific situations, work of focus groups, projection method.

Descriptive research aimed at describing marketing problems, situations, markets, for example, demographics, consumer attitudes towards the organization's products.

When conducting this type of research, answers are usually sought for answers to questions that begin with the words: who, what, where, when and how. As a rule, such information is contained in secondary data or collected through observations and surveys, and experiments.

For example, it is investigated, "who" is the consumer of the organization's products? "What" is considered as the products supplied by the organization to the market? "Where" is considered as the places where consumers purchase these products? "When" characterizes the time when consumers are most actively buying these products. "How" characterizes the way the purchased product is used.

Note that these studies do not answer questions that begin with the word “why”. "Why" increased sales after the advertising campaign? Answers to such questions are obtained by conducting casual research.

casual research conducted to test hypotheses regarding causal relationships. At the heart of this study is the desire to understand some phenomenon based on the use of logic such as: "If X, then Y."

For example, the hypothesis being tested is: Will a 10% reduction in the fee for a given organization's service result in an increase in the number of customers sufficient to compensate for the loss from the fee reduction?

If we consider the methods of marketing research in terms of the nature of the information received, then they can be divided into two groups: quantitative and qualitative.

Quantitative Marketing Research aimed at studying consumer behavior, purchase motivation, consumer preferences, attractiveness and consumer qualities of the product, price / consumer qualities ratio, assessment of the capacity and characteristics of the real and potential markets (various segments) of the product or service.

Quantitative methods make it possible to obtain a characteristic of the socio-demographic, economic, psychological portrait of the target group.

The characteristic features of such studies are: clearly defined format of the collected data and sources of their receipt, processing of the collected data is carried out using ordered procedures, mostly quantitative in nature.

Data collection in marketing research

Methods for collecting primary data in quantitative research include polls, questioning, personal and telephone interviews based on the use of structured closed-ended questions that are answered by a large number of respondents.

The survey is conducted at points of sale or by address/route sampling at the place of residence (place of work) of the respondent. The reliability of the results is ensured by the use of a representative sample of respondents (respondents), the use of qualified interviewers, control at all stages of the study, professionally compiled questionnaires and questionnaires, the use of professional psychologists, sociologists, marketing specialists in the analysis, the use of modern computer tools for statistical analysis of the results, constant contact with the customer at all stages of work.

Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and conclusions are of a qualitative nature and are carried out in a standardized form. Qualitative data can be quantified, but this is preceded by special procedures.

The basis of qualitative research is observational methods, which involve observation rather than communication with respondents. Most of these methods are based on approaches developed by psychologists.

Qualitative analysis methods make it possible to describe the psychographic characteristics of the studied audience, behavior patterns and reasons for preferring certain brands when buying, as well as to receive from consumers the most in-depth information that gives an idea of ​​the hidden motives and basic needs of consumers.

Qualitative methods are indispensable at the stages of developing and evaluating the effectiveness of advertising campaigns, studying the image of brands. The results are not numeric, i.e. presented solely in the form of opinions, judgments, assessments, statements.

Types of marketing research

An enterprise in the modern world can only succeed if it does not ignore the needs of consumers. To increase efficiency, research and satisfaction of the maximum number of customer requirements is required. Marketing research contributes to the solution of such problems.

Marketing deals with the study of consumer behavior, which includes its needs and requirements.

The principal feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or a set of marketing problems. This purposefulness turns the collection and analysis of information into marketing research. Thus, marketing research should be understood as a targeted solution to the marketing problem (set of problems) facing the company, the process of setting goals, obtaining marketing information, planning and organizing its collection, analysis and reporting on the results.

The main principles of conducting marketing research include objectivity, accuracy and thoroughness. The principle of objectivity means the need to take into account all factors and the inadmissibility of accepting a certain point of view until the analysis of all the information collected is completed.

The principle of accuracy means the clarity of setting research objectives, the unambiguity of their understanding and interpretation, as well as the choice of research tools that provide the necessary reliability of the research results.

The principle of thoroughness means detailed planning of each stage of the study, high quality of all research operations, achieved through high level professionalism and responsibility of the research team, as well as an affective system for monitoring its work.

Summary

In a competitive environment and constantly changing market conditions, very great attention given to marketing research. The results of these studies in the future are the basis for the formation of sales estimates, and based on this, the planned levels of revenue and profit from product sales.

The most frequent problems arise in the process of selling goods. Therefore, the main tasks of marketing research are the study of:

• market;
• buyers;
• competitors;
• suggestions;
• goods;
• prices;
• effectiveness of the product promotion policy, etc.

Marketing research helps the company to solve the following tasks:

• Determine the possibility of mass production of goods or services;
• Establish a hierarchy of characteristics of goods or services that can ensure their success in the market;
• Conduct an analysis of the typologies and motivations of existing and potential clients;
• Determine prices and optimal conditions for the sale of goods and services.

The purpose of marketing research is to resolve the following problems of the enterprise:

• Studying and establishing the potential of the market or product on the possible volume of its sales, terms of sale, price levels, the ability of potential clients;
• Study of the behavior of competitors, the direction of their actions, potential opportunities, pricing strategies;
• Sales research to determine the best territory in terms of sales, sales volume in the market, which is the most effective.

Companies develop a general marketing research plan, which is drawn up in the context of marketing of individual goods or services, by type of buyer, by region.

Thus, we can say that marketing research is a comprehensive system for studying the organization of production and marketing of goods and services, which is focused on meeting the needs of specific consumers and making a profit based on market research and forecasting.

The most difficult tasks of marketing research are the analysis and decision-making on pricing and sales promotion.

The result of marketing research is the development of the company's marketing strategy, the purpose of which is to select the target market and marketing mix, the compliance of which will help ensure the maximum effect of product and service sales.

When choosing a target market, it is necessary to justify the answer to the question: what product does the consumer need? To do this, it is necessary to establish rational segments of a concentrated, differentiated or undifferentiated market that the organization will serve.

The choice of a marketing complex is associated with the establishment of the optimal combination of its elements: the name of the product, its price, place of distribution and sales promotion. On the basis of the adopted marketing strategy, the main management decisions are developed that orient the company's activities towards resolving problems that arise or may arise for a potential consumer of goods, works and services.

This principle may be feasible if the basis for making decisions on organizational, technological, social and production issues is the result of an analysis of the needs and requests of potential buyers.

Marketing research is exceptionally powerful application tool. Proper conduct of such a study can radically improve the current situation of any business by providing a full information and analytical base necessary for making effective management decisions.

The key value of marketing research lies in reducing the level of uncertainty in the process of making important strategic decisions. Below is a detailed discussion of the essence, classification and main objectives of marketing research.

What is marketing research? Definition

According to the generally accepted definition of the American Marketing Association, this term implies the following definition:

Marketing research is a systematic systematic search, collection, processing and subsequent interpretation of data related to all the problems of the organization's marketing activities.

In fact, any marketing research is a process of extracting information. Information relevant to the research topic that is extracted, collected, and then analyzed. What kind of information this will be, how it will be collected, how it will be analyzed and interpreted - the answers to all these questions must be clearly formulated before the allocation of the budget and its direct development. Obviously, the economic effect of such a study should exceed the costs associated with its implementation. Otherwise, marketing research will be economically unprofitable for its initiator.

Marketing Research- this a kind of function, the parameters of which are consumers, competitors, the market as a whole . These parameters determine the behavior of our function (company activity). The more precisely the dependence on the parameters under consideration is established, the clearer the management will be able to get to implement an effective marketing strategy and development in general.

In order to organize a competent marketing research, one should find, collect and analyze huge amounts of information . Achieving the unity of many disparate processes is achieved through the interdisciplinary nature of marketing research. When implementing marketing research, apparatuses and tools of many scientific disciplines are involved:

• statistics,
• psychology,
• mathematics,
• economy, etc.

The use of the above disciplines is aimed at a comprehensive and objective analysis of the issues under study. Accordingly, the main requirement for competent marketing research is the complex and systematic application of the technologies and tools used.

In the process of conducting marketing research of any type, after defining the problem, it is necessary to designate object and subject of research . For a simple understanding of the two basic concepts, it is enough to understand that the subject of any study is determined by the properties of the object. For example, a company may initiate market research to analyze the causes of a drop in demand for a product. Consumers can be considered as the object of research, and their behavior as the subject. The subject, thus, acts as a refinement of the object under study, providing a more detailed description of the data relevant to the previously defined research problem.

Why do you need to conduct marketing research?

Various hypotheses, ideas and intentions generated by managers, as well as problematic aspects of the organization's activities can act as reasons that encourage companies to conduct market research. The most powerful motivator is the emergence of a problem that requires an immediate solution.. For example, a sharp decline in sales, the emergence of a major competitor, a decrease in interest in the brand's products - all this can cause funds to be allocated for marketing research. In this case, marketing research is seen as a life-saving pill that can eliminate the problem and allow the business to develop further in a turbulent-free space.

Classification of marketing research

In general, all ongoing research can be divided into 3 large groups:

• reconnaissance,
• descriptive,
• casual.

Intelligence research . The main purpose of this kind of research is to find the information necessary for a more specific formulation of the problem in the presence of a high level of uncertainty. The data collected from this intelligence is then used by managers to make better management decisions.

Descriptive studies aimed at describing the marketing situation in the studied niche, segment, market. The information obtained in this study can serve as a guide for further development or to identify problematic aspects of the marketing strategy being implemented.

Casual research reflect the substantiation of hypotheses and assumptions formulated before the start of the study. Simply put, casual research is a kind of practical test of theoretical assumptions.

• research method,
• purpose of the study,
• the nature of the information being collected.

According to the method of conducting marketing research, they are divided into field and office. Logic dictates this division: desk research analyzes secondary information. That is, it is kind of "desk studies" when information already collected by someone in advance is studied. In this case, work is performed with documents with a full range of methods of work used in this case (informative-targeted analysis, content analysis, etc.).

In the event that the information available to the researchers is not enough, it becomes necessary to collect new information and the researchers are sent "in field" looking for relevant information. The primary information obtained in this way is characterized by a high degree of compliance with the tasks originally set.

The objectives of the study are closely intertwined with the general objectives of the use of marketing information. If earlier it was about exploratory, descriptive and casual studies, then in the case of categorization by the purpose of the study, they are all divided into:

• search,
• descriptive,
• analytical.

The essence and logic of the concepts remain the same as in the case of a more global categorization.

The nature of the information collected is the last sign by which it is customary to characterize all marketing research. With this approach, the key feature of separation is the description of the collected data. When it comes to research that should answer questions “how much?”, “to what extent?”, “to what extent?”, it is about quantitative indicators and, as a result, about quantitative research . If questions are at the forefront how?”, “why?”, “what?”, appropriate to talk about qualitative research.

Whatever method of collecting information for the implementation of the study is chosen, the main conditions necessary for the high quality of the results obtained are the following:

• the complexity of working with information,
• application of interdisciplinary tools and various technologies,
• objectivity of information
• the relevance of the analyzed information to the problems under consideration,
• professionalism of specialists carrying out research.

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We live in a market economy. Whether we like it or not, the strategy of any enterprise is based on a correct understanding and application in practice of the laws of the market. Whether you are just starting your business or have been in business for many years, market research is an essential part of your job. After all, products produced but not sold on the market, no matter how good they are, do not bring benefits (profits), neither to you nor to society.

The study, analysis and processing of information about the state of the market, in a certain area, is called marketing research. Such studies are carried out by specialized companies, marketing services of large organizations and holdings, or they are done by “amateur specialists”. Both the fate of a small boutique in a shopping center and the effectiveness of multibillion-dollar investments depend on the correctness, completeness and objectivity of such works. No serious company in the world makes even tactical (not to mention strategic) decisions without analyzing the market, marketing prospects for a new product or improving technology.

Goals of marketing research

Market research, depending on the tasks, can have a different focus. This includes the search for new areas of activity, expanding the range of goods and services, tracking competitors, and so on. If we talk about the global goal, then it is one - to expand sales and increase profits. But there are a lot of directions aimed at achieving this ultimate goal. There are several main areas:

• search and analysis of problems in a specific market segment;
• description of the situation on the market, which has the character of current information;
• forecast of market development trends in the future;
• testing the market in order to choose between different strategies of action;
• analysis of new scientific and technological trends that can significantly affect the market;
• analysis of related areas of activity in order to identify the possibility of new products (services) that affect the market.

Significant differences have studies of internal and external nature.

A huge role is played by marketing research in determining the directions of investment in the scientific and technical sphere. These investments are very expensive, long-term, and, if successful, can lead to a revolutionary breakthrough. As an example understandable today to everyone, we can cite the situation in the mid-80s of the last century in the image fixation market. In other words, photographs.

In the mid-80s, there were opportunities for a significant improvement in the quality of images in traditional (film) photography, while digital technologies were still “in diapers” and could not compete in the market in terms of any technical and economic indicators. As you know, the forecast errors of a number of companies in this area led to their collapse over the next 20-25 years.

What Marketers Research (Objects)

Consumers of products / services have different requirements for the proposed product. These are not only quantitative and qualitative technical and economic indicators that can be expressed in numbers. A huge role is played by tastes, traditions (religious and cultural), climate or age categories of consumers. Identification of the motives that guide buyers when choosing a product is also the most important subject of study.

So, for example, one of the well-known European manufacturers of wall tiles managed to significantly expand sales in Iran and Pakistan, focusing on a range of colors that gravitate towards green. The reason is simple - green is one of the favorite colors of Islam.

We should not forget that the producers themselves can directly influence and shape the tastes and preferences of the target audience. This goal is served by direct and indirect advertising, PR actions, the formation of new needs. The word "imposition" has a negative connotation, but, nevertheless, it is the most important element of the struggle for the consumer, stimulating consumption.

The object of marketing research can be, for example, the logistics system of competitors, which helps to reduce costs in the supply of goods and services. And to what truly tectonic shifts in the beverage market the creation of new types of packaging has led, there is no need to speak.

The most important, if not the main, object of research are end users, that is, you and me. This is the most "difficult" object. For its study, the entire arsenal of sociology and consumer psychology is involved. Most often, the most important element of such a study is a survey of target (focus) consumer groups. Here, a correctly compiled questionnaire and the conscientiousness of the persons conducting the surveys play a very important role.