Methods of marketing research
Any company that produces certain goods or services needs to promote its product to the consumer. To achieve the goal, methods of marketing research, or marketing departments of the company, or hiredspecialized agencies. These studies are designed to study and analyze consumer preferences, the effect of advertising texts and videos on the potential consumer, various advertisements and other media awareness of the population about the product or the company as a whole.
The essence of marketing research is to explore the market forproviding the company with accurate and well-grounded analysis results, conducted for a specific purpose. In the run-up to the launch of a new product, this may be the identification of a consumer segment, the study of the reaction of a potential buyer to a product, the study of competitive goods, the discovery of the advantages of a new product over existing products on the market, testing the product and ascertaining the packaging preferences.
Methods of marketing research there are different: expert analysis, questioning, focus groups, the method of experiments, content analysis. There are methods of armchair, methods of observation and in-depth interviews. Usually, in marketing research, several methods are used in combination, which is determined by the goals and tasks set for marketers.
Marketing, by and large, is the positioning of goods or services in terms of prospects. Before methods of marketing research were reduced, basically, to the search for new channelssales and methods of increasing sales. Now marketers understand that the most basic value in their work is the study of consumer needs and preferences. F, Kotler explains this very precisely, using the example of an ancient Spanish saying that in order for a person to become a good toreador, he must first study the bull.
Many methods of marketing research in order to determine the needs of consumers, to evaluate the market and its market efficiency. Some of them:
- Supervision in stores. Here we study the behavior of customers, their movement through the store, is tracked, what attracts their attention, first of all, what is the distribution of attention by sex, age and social groups, the impact of services, and so on.
- Observation at home - the researchers are sent to houses of buyers to find out how they and their families belong to this product and how to use it at home, what wishes and suggestions for improving the product.
- Observations in other places.
- Focus groups. They are very popular due to the fact that a certain group of people is chosen and discussions, surveys, testing are held with them for some time. All this is recorded on video or audio media, then analyzed, and conclusions and suggestions are made on the further conduct of the events.
The system of marketing information analysis It is designed to reduce all data obtained from differentchannels and draw the appropriate conclusions. The analysis must initially begin at the stage of setting goals, otherwise there will be no clear understanding of what should be obtained in the final result and lead to the vagueness and inconsistency of the conclusions.
When analyzing the information collected, it is notThe personal opinion, sensation, and preferences of the researcher must be taken into account. Only facts that emanate from respondents matter, they can be contradictory, they can include prejudices and so on, but it will help the manufacturer understand how to take the most correct decision for him. After all, it was for this, in the final light, that the research was carried out.