Types and methods of marketing research. Types of marketing research depending on the goals

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

3.1. Principles and conceptual approaches to conducting marketing research

On fig. 3.1 shows the basic principles that should guide the conduct of marketing research - consistency, complexity, objectivity, economy, regularity, efficiency, accuracy, thoroughness. Each of these principles is important in itself, but taken together and in interaction, they allow the preparation of such marketing research that can become a reliable basis for making well-reasoned, thoughtful management decisions.

Based on the position in the market, the nature of the goals and tasks to be solved, the given strategy of action, the management of any enterprise-producer is forced to decide what marketing research and in what sequence to conduct, what human and financial resources to use, what can be done on its own, what research is more profitable to order external performers, etc. In order to save human and financial resources and at the same time get the highest results from marketing research, a conceptual vision of this problem for the future is necessary.

The development of such a concept will allow not only to clarify the whole problem of marketing research of the company in all its complexity and multidimensionality, which is important, but also, more importantly, to outline ways to solve it in the most rational way. The scheme for developing such a concept is shown in fig. 3.2.

Rice. 3.1. Basic principles of conducting marketing research

When conducting complex and large-scale marketing research, it is advisable to develop a research concept, giving it a detailed definition of the problem, ways and means of solving it in the most effective way. On the basis of such a concept, it is possible to develop a research project, a method for conducting it, formulate tasks, collect, process and analyze information, prepare proposals and recommendations. On fig. 3.3, 3.4 and 3.5 show the process of conducting marketing research in its various manifestations.

Rice. 3.2. Structure and sequence of the marketing research process (See: Golubkov E.I. "Marketing: strategies, plans, structures." - M., 1995.)

Rice. 3.3. The concept of conducting marketing research

Rice. 3.4. The process of conducting market research

Rice. 3.5. Typical scheme for a phased marketing research

3.2. Methods and procedures of marketing research

The methods of conducting marketing research are inextricably linked with the methodological foundations of marketing, which, in turn, are based on general scientific, analytical and prognostic methods, as well as methodological approaches and techniques borrowed from many fields of knowledge (Fig. 3.6).

Research methods in marketing are conditioned by the necessity and obligatory nature and complexity of the analysis of any market situation, any of its constituent components associated with the most diverse factors.

These principles of consistency and complexity in conducting marketing research are based on the fact that when studying the external environment, primarily the market and its parameters, it is necessary to take into account not only information about the state of the internal environment of the company (enterprise), but also the strategic marketing goals and intentions of the company - only then the conducted research is of a marketing nature; otherwise, it is just market research, competitors, innovation factors, etc.

According to the International Code of Practice for Marketing Research (adopted by the International Chamber of Commerce and ESO MAP in 1974), marketing research must be carried out in accordance with generally accepted principles of fair competition, as well as in accordance with standards based on generally accepted scientific principles.

Based on this provision, the researcher should:

be objective and not influence the interpretation of fixed factors;
indicate the degree of error of their data;
be a creative person, determine new directions of search, use the most modern methods;
do research systematically to take into account the ongoing changes.

As for the actual methods, rules and procedures of marketing research, taking into account the above schemes and tables (Fig. 3.6-3.13 and Table 3.1-3.4), the following should be noted.

Methods for selecting sets of research objects involve solving three main problems: the selection of the general population, the definition of the sampling method, and the determination of the sample size.

Population(GS) should be limited, since a full study is usually very expensive, and often simply impossible. In addition, sample analysis can be even more accurate (due to the reduction of systematic errors).

Sample(Figure 3.10) is done in such a way as to represent a representative illustration of the HS. This is an indispensable condition under which, based on the characteristics of the sample, it is possible to draw correct conclusions about the HS. Conducting data collection is usually accompanied by errors - random and systematic. Random errors appear only in selective research; since they do not bias the characteristics of the sample in one direction, the magnitude of such errors can be estimated. Systematic errors arise due to the influence of non-random factors (inaccurate allocation of HS, sampling flaws, errors in the development of questionnaires, counting errors, insincerity of respondents).

Methods for obtaining data. The methods of obtaining data in marketing include survey, observation, automatic data recording (Table 3.2). The choice of method depends on the purpose, the trait being studied, and the bearer of this trait (person, object).

Polling is finding out the positions of people or obtaining information from them on a certain issue. In marketing, a survey is the most common and most important form of data collection, either verbally or in writing. Oral and telephone surveys are called "interviews". In a written survey, participants receive questionnaires, which they fill out and send to the destination.

Observation is a way of obtaining information that:

corresponds to the specific purpose of the study;
characterized by planning and systematic;
is the basis for generalizing judgments;
subject to constant monitoring for reliability and accuracy.

Advantages of observation over survey:

independence from the desire of the object to cooperate, from its ability to verbally express the essence of the matter;
greater objectivity;
perception of the unconscious behavior of the object (for example, when choosing a product on the shelves in a store);
the ability to take into account the surrounding situation, including when observing with the help of instruments.

Possible disadvantages of observation:

the difficulty of ensuring representativeness;
subjectivity of perception, selectivity of observation;
the effect of observation (the behavior of the object may be unnatural during open observation).

An experiment is a study that establishes the effect of changing one (or more) independent variable on one (or more) dependent variable. Significant features of the experiment:

isolated changes (individual values vary by the researcher, others are constant);
active intervention of the researcher in the process of data change;
verification of causal relationships (for example, the impact of a brand name on the implementation of a product).

Experiments are divided into laboratory (conducted in an artificial environment) and field (conducted in real conditions). When conducting an experiment, at least two problems usually arise: to what extent changes in the dependent variable can be attributed to independent ones; how suitable are the results of the experiment for other environmental conditions (representativeness of the experiment).

The dynamics of market trends, its conjuncture is constantly changing and developing. This fully applies to individual parameters and elements of the market. Because of this, a single study of the market, for example, when selling a product, is clearly not enough. The necessary information can be obtained by repeatedly polling the interested group of buyers at specified intervals or by monitoring sales in a specific group of stores.

This method of studying the market is called "panels" (Fig. 3.12).

Data analysis. Statistical methods of data analysis are used to compact them, identify relationships, dependencies and structures. Their classification is carried out according to the following criteria:

the number of simultaneously analyzed variables — simple and multivariate methods;
the purpose of the analysis is descriptive and inductive methods;
scaling level of variables;
division of variables into dependent and independent methods of dependency analysis and methods of analysis of relationships.

Descriptive one-factor methods are:

frequency distribution (representation on a graph or in a table);
graphical representation of the distribution of a variable (for example, using a histogram);
statistical indicators - arithmetic mean, median, variation, variance.

Inductive one-factor methods are designed to check the conformity of the characteristics of the sample with the characteristics of the HS. They are divided into parametric tests, designed to test hypotheses about unknown characteristics of the HS, and non-parametric tests, designed to test hypotheses about the distribution of the HS. This method is used to formulate hypotheses, select a test, establish the level of significance, determine the critical level of the tested characteristic from the table, calculate the actual value of the test, compare and interpret.

Two- and multi-factor methods of dependency analysis help to determine what relationship exists between price reduction and product sales, whether there is a relationship between a person's nationality and the choice of shoe style, etc.

Regression analysis- a statistical method of data analysis in determining the dependence of one variable on one (simple regression) or several (multivariate regression) independent variables.

Variational analysis is designed to test the degree of influence of a change in independent variables on dependent ones.

Discriminant Analysis allows you to separate predefined groups of objects using a combination of independent variables and thereby explain the differences between groups. The method also makes it possible to assign a new object to a specific group based on its characteristics.

Factor analysis is designed to study the relationships between variables in order to reduce the number of influencing factors to the most significant ones.

cluster analysis allows you to divide the set of objects into separate relatively homogeneous groups.

Multidimensional scaling makes it possible to obtain a spatial display of the relationships that exist between objects.

The possibility of applying one or another type of analysis depends on the level of scaling of the independent and dependent variables. The choice of a certain method is determined not only by the nature and direction of relationships between variables, the level of scaling, but mainly by the problem being solved. In table. 3.4 shows what methods can be used to solve typical marketing research problems.

Rice. 3.6. System of research methods in marketing See: Solovyov B.A. "Marketing". - M., 1993.

Rice. 3.7. Types of marketing research corresponding to the main activities of the company

Rice. 3.8. Collection of primary information for marketing research

Table 3.1. Types of marketing research conducted by American firms (1983; %)

Type of research	Percentage of consumer goods manufacturers conducting this type of research (143 surveyed)	Share of manufacturers of industrial products conducting this type of research (124 surveyed)
Short-term (up to 1 year) forecasting	96	94
Long-term (more than 1 year) forecasting	96	94
Measuring Market Potential	99	99
Sales analysis	98	99
Perception of new products and their potential	89	73
Packaging study: design or physical characteristics	91	61
Study of distribution channels	89	83
Examining Sales Costs	83	73
Using discounts, coupons, samples, special offers when promoting	86	60
Pricing Analysis	91	90
Environmental impact analysis	37	35
Advertising effectiveness analysis	86	67

Table 3.2. Ways to collect information in marketing

Method	Definition	Forms	Economic example	Benefits and problems
1. Primary research	Collection of data as it occurs
Observation	Systematic coverage of circumstances perceived by the senses without affecting the object of observation	Field and laboratory, personal, with the participation of the observer and without his participation	Observation of consumer behavior in the store or in front of the windows	Often more objective and accurate than a survey. Many facts are unobservable. Costs are high
Interview	Survey of market participants and experts	Written, verbal, telephone	Collecting data on consumer habits, researching the image of brands and firms, researching motivation	Exploration of imperceptible circumstances (e.g. motives), interview reliability. Influence of the interviewer, representativeness of the sample
Panel	Repetitive collection of data from the same group at regular intervals	Trade, consumer	Constant monitoring of sales stock in a group of stores	Revealing development over time
Experiment	Study of the influence of one factor on another while controlling extraneous factors	Field, laboratory	Market Test, Product Research, Advertising Research	Possibility of separate observation of the influence of variables. Control of the situation, realism of conditions. Spending time and money
2. Secondary research	Processing existing data		Market share analysis using accounting data and external statistics	Low cost, fast. Incomplete and outdated data

Rice. 3.9. Advantages and disadvantages of collected primary data Table 3.3. Advantages and disadvantages of questioning by phone, mail and in person with the interviewee

Criterion	Telephone	mail	A personal meeting
Information Accuracy
Time factor
Organizational Complexity

Possible length of the questionnaire
Flexibility
Adaptability to the personality of the respondent
Other requirements	When scheduling interviews, take into account the time it takes to dial a phone number. Consider using interviewers' home phones.	A simple form of a question. Detailed printed instructions. No open questions. Encouragement of the respondent, some kind of souvenir enclosed in the letter.	As a rule, it requires the interviewer to have detailed knowledge of the issues under discussion/industry specifics. Convenient ability to use various visual aids.

- a clear disadvantage

- clear advantage

- advantage and disadvantage are balanced

Rice. 3.10. Sample types

Explanation for fig. 3.10.

Non-random sampling methods include:

random sample - respondents are not selected on the basis of a plan, but randomly; the method is simple and cheap, but inaccurate and has low representativeness;

typical sample - survey of a few typical elements of the general population (GS); for this, it is necessary to have data on the features that determine the typicality of elements;

concentration method - only the most significant and important elements of the HS are subjected to research;

quota method - distribution of certain features (gender, age) in the HS.

The following types of sampling are random:

simple sample - lottery type, using random numbers, etc.;

group sampling - division of the HS into separate groups, within each of which a random sample is then carried out;

method "flower beds" - selection units consist of groups of elements; a prerequisite for the application of the method is the possibility of such a separation of the HS; from the set of "flower beds" several are selected, which are then fully investigated;

multistage sampling - is carried out several times in a row, and the sample unit of the previous stage is a set of units of the subsequent stage.

Rice. 3.11. Main Types of Sampling Procedures in Marketing Research

Rice. 3.12. Panel Views

Explanation for fig. 3.12.

Under the panel, as already mentioned, we mean a survey of a group of buyers at regular intervals using a certain set of questions. The main features of the panel:

constancy of the subject and topic of research;
repetition of data collection at regular intervals;
a constant (with certain exceptions) set of objects of study - households, trade enterprises, industrial consumers, etc.

The consumer panel is based on a survey. Panel participants receive questionnaires from the organization conducting the study, which they must periodically fill out, indicating, as a rule, the type, packaging, manufacturer, date, cost, quantity and place of purchase of the goods. Using the consumer panel, you can get the following information:

Rice. 3.13. Determination of areas of market research, including the study of facts and opinions

the amount of goods bought by the family;
the amount of cash costs;
market share controlled by major manufacturers;
preferred prices, types of goods, types of packaging, types of retailers;
Differences in the behavior of consumers belonging to different social strata, living in regions and cities of different sizes;
social analysis of "loyalty to the brand", changing brands, the effectiveness of various marketing measures.

Table 3.4. Application areas of analysis methods

Method	A typical question
Regression analysis	1. How will sales volume change if advertising costs are reduced by ...%? 2. What will be the price of the product next year? 3. How does the volume of investment in the automotive industry affect the demand for steel (non-ferrous metals, etc.)?
Variational analysis	1. Does the type of packaging affect the sales volume? 3. Does the choice of marketing form affect the amount of sales?
Discriminant Analysis	1. By what signs can smokers and non-smokers be identified? 2. What are the most significant features that can be used to identify successful sales employees and unsuccessful ones?
Factor analysis	1. Can the many factors that car buyers think are important be reduced to a small number? 2. How can you characterize the various brands of cars given these factors?
cluster analysis	1. Can customers be divided into groups according to their needs? 2. Are there different categories of newspaper readers? 3. Can voters be classified in terms of their interest in politics?
Multidimensional scaling	1. To what extent does the product match the consumer's idea of an ideal product? 2. What is the consumer image? 3. Has the attitude of consumers towards the product changed over a certain period?

3.3. Objects of marketing research

As follows from Fig. 3.14-3.17 and tab. 3.5, 3.6, 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 firm-commodity producer or beyond its control). 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 objects under study, which also differs significantly, but exists as an objective need, "corrected" by a subjective factor - the views of the leadership.

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.).

Market research as such - the most common direction of marketing research. Without information about the market, it is almost impossible to make the right policy decisions on issues such as target market selection, sales volume determination, forecasting and programming of market activities.

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 research 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.

At competitor research 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.

Study of intermediary structures allows for a well-founded policy of physical distribution and marketing, and therefore 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.

the main goal product research- determination of the compliance of the technical, economic and qualitative characteristics of goods on the market with the requirements and demands of consumers, the degree of competitiveness of these goods. Product research is at the same time the study of consumers, their 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 company. Possible main objects of research are the costs of creation, production and marketing (their calculation), the reaction of consumers to the prices of goods (elasticity of demand), the impact of competition from other firms and their products (comparative analysis). All this allows you to choose the most advantageous cost/price and price/profit ratios.

Research 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.

Sales promotion research 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 motivations 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.

Rice. 3.14. Objects of marketing research at macro and micro levels

Rice. 3.15. The structure of conjuncture-forming market factors as an object of analysis

Rice. 3.16. Studied parameters of the main market objects

Table 3.5. Objects of analysis of marketing research conducted by US companies (according to a survey of 798 companies)

Research type	In % of the total number of respondents

Research on the motivation of actions
Sample studies


Economics and General Studies
Study of business operations
Exploring the Acquisition Process
Study of the location of factories and warehouses
Study of export and international activities
Study of the company's personnel
Management Information System
Pricing Study
Long-term forecasting (over 1 year)
Short-term forecasting (up to 1 year)
Studying business trends
Study on the issues of common responsibility of companies
The study of the "right of the consumer to truthful information"
Economic Impact Study
Studying issues of social significance
Study of legal restrictions on advertising and promotion
Market and sales research
Study of sales promotion issues (premiums, coupons, sampling, etc.)
Testing goods in various markets, checking stocks
The study of the relationship "sales / demand"
Conducting consumer discussions
Study of distribution channels
Establishment of sales quotas and geographical distribution of sales
Sales analysis
Measuring Market Opportunities
Market share analysis
Determination of market characteristics
Product study
Research of packaging, design and physical characteristics of the product
Perception of the product and its potential
Testing existing products
Studying the competitiveness of a product

Rice. 3.17. Assessment of production and market opportunities of the enterprise

Table 3.6. The procedure for conducting marketing research by a commodity producer, depending on the object

Objects of study	Target	Performers - head units (departments)	Departments-co-executors
1. Technical level and quality of their products	Obtaining on the basis of a comparison of the objective characteristics of products	Chief designer	quality, marketing
2. Technical level of technological processes	Obtaining by comparison an objective assessment of the level of technology	Chief technologist	quality, marketing
3. Technical level of production	Evaluation based on comparisons of production improvement requirements	Technical	quality, marketing
4. Organization of work	Evaluation of the effectiveness of the structure and functions of enterprise management	Marketing	Planning, legal, financial
5. Suppliers	Evaluation of the quality of work of suppliers	Marketing	Technical control, quality, legal, logistics
6. Developers	Evaluation of the work of developers	Chief designer	quality, marketing
7. Intermediaries	Evaluation of the work of intermediaries	Marketing
8. Sales markets	Assessment of market opportunities and requirements	Marketing
9. Economic results of the enterprise	Preparation of proposals to improve the efficiency of the enterprise	Financial	Planning, legal, marketing, logistics

Marketing research plays an important role in the process of creating and promoting a brand in the market. Without conducting research at one stage or another, it is not possible to build a brand competently. Marketing research is a kind of link between the client, consumer and developer. It is marketing research that helps the client and the agency to better understand and hear both the end consumer and each other.

Many factors influence the brand building process. This is, first of all, the experience of the future owner and developer of the brand. In addition, competitors and information from open sources have an impact. But all this data, although very valuable, is nevertheless secondary data: the opinion of real, end-users is taken into account separately, through the prism of professional market participants. While well-conducted marketing research allows you to hear an unbiased opinion of the final target audience, identify its desires, needs, perception barriers, and get a vision of the real picture of the market. Research is an effective marketing tool in the hands of a professional, it helps to determine the constants on the basis of which the development will be carried out, it can follow market trends or go against the generally accepted opinion, thus research serves as a kind of navigation system that allows you to find a starting point for everyone subsequent developments.

In the process of creating and promoting a brand on the market, there are several stages when taking into account the opinion of the consumer is critical:

Types of marketing research

In marketing, two types of research are mainly used: quantitative and qualitative research. Depending on the specific objectives of the study, standard methods can be adapted to one degree or another, taking into account the characteristics of the target audience, the specifics of the research materials, etc.

Quantitative Research

Quantitative research is always primarily aimed at obtaining accurate statistical information. A feature of this type of research is the fact that the obtained values and ratios correspond to the same parameters for all consumers. This, in turn, allows you to plan sales volumes, clearly describe the target audience of the brand and other parameters of brand development. Such studies require the participation of a relatively large number of consumers (respondents), which forces all surveys to be conducted according to a simple, formalized scheme (questionnaire). The answer options, in most cases, are either a pre-set format or a numeric one.

The most commonly used types of quantitative surveys are:

Questionnaires. Street or telephone. Allow relatively quickly to obtain information about a certain range of issues (indicated in the questionnaire). Effective for preliminary determination of the size and parameters of the target audience, express selection of one of the options for a creative solution, etc.
Hall tests. Conducted in a pre-prepared room in which the interviewee is shown pre-prepared materials. They are used for detailed analysis and selection of the best creative solution, studying the organoleptic tastes of consumers, etc.
Panel Polls. They are regularly conducted large-scale surveys, as a rule, among the same consumers, using the same questionnaires. They allow you to: very accurately estimate the number of consumers of individual brands and types of products, track the dynamics of the number of consumers, the number and volume of purchases, etc. Conducted by specialized research companies, which subsequently sell such data to clients and agencies. A significant disadvantage of panel studies is their generalized nature, therefore, as a rule, they can only serve for a general understanding of the market picture.

Qualitative Research

Qualitative studies are those in which a relatively free conversation is conducted with representatives of the target audience on predetermined topics. The informal form of the discussion makes it possible to reveal information that could be missed in the questionnaire (there were no relevant questions and / or answers), as well as complex logical reasoning or consumer emotions. These methods make it possible to identify original and unexpected thoughts and stereotypes of consumers, on the basis of which product properties of the product, positioning and creative ideas are developed.

The main types of qualitative research:

Focus groups. A discussion during which 8 consumers and a moderator (leader of the focus group) take part. The discussion is conducted within the framework of the guide (discussion plan). The method allows respondents to speak freely on the topics discussed, to conduct an interpersonal discussion, which allows them to better understand the consumer logic.
Personal interviews. The structure of the work resembles focus groups, but the interview is conducted not with a group, but personally (interviewer - interviewee). The method is more expensive and time consuming, however, in some cases it is much more effective. In particular, it allows you to have a more frank conversation, especially on sensitive topics (drugs, hygiene products, etc.), to better understand the opinion of each individual consumer (in the framework of focus groups, informal leaders are often singled out, pushing their own ideas and assessments).
A separate subspecies of these studies are expert interviews, when a discussion is conducted with a consumer or a specialist who has a very large amount of data on a topic of interest. The specificity of this method is the need to use specialized vocabulary that can significantly increase the effectiveness of the interview, and by demonstrating competence in professional vocabulary, get more detailed and detailed answers.

Choice of research methods

There is a general rule of how and in what situations it is worth using certain types of marketing research, for example, when research is conducted to obtain information about consumer behavior and is intended to develop positioning and / or creative solutions, preference should be given to qualitative methods that allow you to hear formalized, original and fresh opinions. At the same time, if it is necessary to choose one or another variant of a creative solution, and/or assess the number of consumers in order to plan the financial and economic parameters of brand development, it is worth using quantitative methods. However, the decision on the choice of methods and the development of marketing research schemes should definitely be taken together with the brand developers. The experience of professionals will help determine which type of research will be useful at a particular stage of work, which ultimately will save the budget and at the same time achieve the best results.

Marketing research is aimed at obtaining reliable information about the needs of consumers in relation to certain goods, services or programs. It is a reliable tool that allows market entities to make competent and informed decisions aimed at effectively promoting their products and drawing attention to it from an increasing number of customers.

Marketing research is the collection, analysis and generalization of information about a specific group of people, their problems and the degree of involvement in them, as well as a possible reaction to the proposed solution. Thus, marketing research is a unique tool that allows you to confirm or refute the hypotheses put forward regarding the developed strategy of the organization's marketing activities.

There are two types of marketing research: secondary (desk) research and primary (field) research.

secondary research- this is a search and analysis of previously published materials and the results of similar studies on the problem under study, conducted by other organizations. Such a study allows obtaining information about the problem as a whole, possible ways and means of solving it, including those already tested, as well as their effectiveness. The processing of such secondary information saves time and material resources that could be spent on conducting research already conducted by someone.

Primary Research aims to obtain in the course of a direct survey (interviewing) primary information directly related to the subject of this marketing research. Primary research can be conducted in the form of a personal, telephone, mail survey, it can be group and individual, take place at the place of residence or work, as well as in target audiences.

A combination of these two types of research contributes to the achievement of the best result, when at the first stage a secondary study is carried out, which allows drawing up a methodologically sound program of primary marketing research, and only then a direct survey of respondents is carried out in accordance with the calculated sample. One of the components of marketing research is the study and analysis of market conditions. After all, the situation that develops in the market at a certain point in time as a result of the impact of a combination of various factors has a significant impact on the development of a marketing strategy.

Marketing research can be classified according to other criteria:

In accordance with the goal:

Intelligence research- this is the simplest type of marketing research, which is carried out according to a simplified program using a small toolkit on a small surveyed population. The purpose of such a study is to collect information about the object and subject of research, clarify the basic concepts, form a detailed understanding of the problem under study, which allows one to correctly formulate working hypotheses. Usually such a study is a preliminary stage preceding the organization of a more serious descriptive or analytical study.

Descriptive studies allow you to get information about the nature of the phenomenon or process being studied, a marketing problem or a market situation. They allow you to identify priorities related to the nature of consumers of a particular product, its assortment, the place and time of the most active sales, as well as options for using a product or service.

Analytical research allow you to establish causal relationships between the studied objects or phenomena. When conducting such studies, primary hypotheses are put forward, which, as a result of the study, must either be confirmed or refuted. In the latter case, secondary working hypotheses are put forward. Pilot studies are a special type of analytical research.

Experimental research is the most complex type of marketing research. Indeed, in order to use the results of the experiment, it is necessary to ensure its internal and external validity. Internal validity is the confidence that it was the variable introduced during the experiment, and not some other variable, that ensured the achievement of a particular result. External validity is the confidence that the results obtained during the experiment can be extended to other non-experimental situations.

According to the type of information collected :

Qualitative Research, as a rule, are carried out on small sample groups, and as respondents, the number of which does not exceed 50, most often are specialists - experts in a particular field. The task of such studies is to probe the problem. With their help, you can get information about those behavioral patterns that are inherent in a particular group of consumers. Qualitative marketing research is carried out using such primary information collection methods as:

Interviewing (in-depth interview)

Expert survey (method of expert assessments)

Focus group method, etc.

Quantitative Research aim to obtain an assessment of the problem with the help of statistical inferences. That is, the percentage of respondents who adhere to a certain behavioral model is analyzed. To obtain reliable statistical results, it is necessary to conduct quantitative studies on a sufficiently large sample: at least 100 and no more than 1200 people. Moreover, the level of statistical reliability is directly dependent on the number of the surveyed audience.

The best results can be obtained from marketing research, in which, at the initial stage, qualitative methods of collecting information are used, and only then, after analyzing the data obtained, a full-fledged quantitative research is carried out.

Taking into account all the determining factors, we can derive a marketing research algorithm:

1. Formulation of the problem

2. Development of the main concept of the study

3. Secondary (desk) research

4. Primary (field) research

5. Market Research

6. Analysis of the external market

7. Building a simulation model

8. Creation of an information system

9. Simulation

10. Development of a management decision

Market research is the most common area of marketing research. As many experts note, without market research it is impossible to systematically collect, analyze and compare the array of information necessary for important decisions that are related to functioning in the market, market selection, establishing sales volume, planning and forecasting market activities.

The objects of market research are the trends and processes of market development, which include an analysis of the modification of economic, demographic, scientific and technical, legislative, environmental and other factors. In addition, market research is designed to study the structure and geography of the market, its dynamics, capacity, market barriers, competition, market conditions, risks and opportunities.

The main results of market research can be:

Forecasts of market development, assessment of market trends, identification of key success factors;

Establishment of the most effective methods for implementing competition policy in the market;

Potential to conquer new markets;

Market segmentation. In other words, it is the choice of target markets and / or market niches.

Macrosystem analysis designed to study changes in environmental conditions. The latter, although it does not have a direct connection with the market in which the company operates, but also has an equal impact on all firms that are engaged in this market.

Study of the internal environment of the company aims to establish the real level of competitiveness of the enterprise as a result of the analysis and comparison of the relevant factors of the internal and external environment. The study of strengths and weaknesses aims to identify strengths and weaknesses in relation to its main competitors. This makes it possible to answer questions about what needs to be done in order for the functioning of the company to be fully adapted to dynamically changing environmental factors.

Enterprise potential analysis aims to verify the resources of the enterprise, as well as their suitability for the implementation of strategic directions of activity.

Consumer research allows you to establish and study the entire set of motivating factors that influence consumers when choosing goods (for example: social status, income, education, gender and age characteristics).

The objects of research can be private consumers, households, families, organizations.

The subject of marketing research is:

Motivation of consumer behavior in market conditions, as well as factors determining it;

The structure of consumption, product offer, trends in demand for goods are analyzed and carefully studied;

The analysis of processes and conditions for satisfying consumer requests is carried out.

The purpose of this study is consumer segmentation, as well as the choice of target market segments.

Competitor research is called obtaining the necessary information that would provide a competitive advantage in the market, as well as help find ways to effectively cooperate with potential competitors. For this purpose, an analysis of the strengths and weaknesses of competitors is carried out, a study of their market share is carried out, as well as the reaction of consumers to competitors' marketing activities (such as improving the consumer properties of the product, pricing features, trademarks, features of an advertising campaign, ways of service development). In addition to the above, a thorough analysis of the material, financial, labor potential of competitors is carried out.

The result of these studies is the choice of means and ways to achieve the most advantageous position in the market relative to competitors, finding active and passive strategies for securing their price advantage, or the advantage provided by the higher quality of the goods offered.

Exploring possible intermediaries, with which the firm will be able to "be present" in the preferred markets, as a rule, a thorough study of the firm's market structure is carried out. In addition to trade, commercial or other intermediaries, the company must also have a correct understanding of its other “assistants”: advertising, freight forwarding, legal, insurance, financial, consulting and other firms and organizations, which together create a marketing market infrastructure.

Product research is referred to as finding the conformity of the quality of goods and their technical and economic indicators to the needs and requirements of buyers present in this market, as well as an analysis of their competitiveness. Commodity research provides an opportunity to acquire the most complete and valuable data from the consumer's point of view on the consumer properties of the product (reliability, design, ergonomics, price, after-sales service, functionality), as well as some data for the formation of optimal arguments for an advertising campaign, the choice of the most suitable resellers.

Thus, the objects of research are the consumer qualities of competing and analogue products, the reaction of buyers of these new products, the assortment, the level of service, packaging, product compliance with legal norms and rules, and prospective consumer requirements.

Thanks to the results of the study, the company has the opportunity to form its own product range, which would best meet the requirements of customers. Marketing research makes it possible to:

Increase the competitiveness of the product offer;

Establish strategic directions of activity, depending on the current stage of the "life cycle" of goods;

Develop new products;

Modify existing products;

Develop a unique corporate identity, improve labeling, establish patent protection methods.

Price research allows you to determine such a ratio and price level, which could make it possible to maximize the level of profit at minimal cost.

The objects of research in this context are:

Expenses for the development, manufacture and marketing of goods;

Studying the level of influence of competition (comparison of consumer and technical-economic and parameters of similar goods produced by other firms);

The reaction of consumers to a change in the price of a good (that is, the elasticity of demand).

The results of the conducted research make it possible to choose the most effective ratio of "price-profit" (the so-called external conditions) and "costs-prices" (production costs or internal conditions) .

Merchandising and sales research aims to determine the most effective ways, means and methods of bringing the product to the end consumer as quickly as possible.

Here, the main objects of study are trade channels and intermediaries, sellers, methods and forms of sale, distribution costs. These studies also include an analysis of the functions and features of the functioning of various types of wholesale and retail firms, the determination of their strengths and weaknesses and the characteristics of the nature of their interaction with manufacturers. This information makes it possible to determine the potential for increasing the company's turnover, optimize inventory as much as possible, develop clear criteria for choosing effective channels for promoting goods, and develop effective methods and techniques for selling goods to target consumers.

Research of the advertising incentive system and marketing is also one of the most important points of marketing research. This study is designed to identify how you can optimally stimulate the sale of goods, increase the credibility of the manufacturer of goods in the market, and successfully conduct advertising campaigns and promotions.

The objects of this study are: the behavior of suppliers, buyers, intermediaries, the effectiveness of promotional activities, contacts with buyers.

The results of the conducted research make it possible to:

Develop an effective public relations policy;

To form a favorable attitude towards the company and its products;

Establish methods for the formation of consumer demand;

Maximize the effectiveness of communications, in particular advertising.

Comparison of expected and actual results from the carried out promotional activities;

In addition to the above, this study provides an opportunity to make decisions on the activation of promotional activities, the search for new means of influencing the target consumer audience.

It is worth noting that measures to enhance the promotion of goods on the market include not only advertising, but also other aspects of marketing policy. They can be, in particular, studies of the effectiveness of ongoing competitions, bonuses, discounts, awards, etc., etc.

Forms of marketing research can also be divided into primary and secondary.

Primary marketing research includes:

Survey. Interrogations can be oral, written, and also telephone;

Observation (systematic study of circumstances without affecting the object of study). They are divided into field, laboratory, and personal.

Experiment. There are field and laboratory.

- panel (repeated data collection from one group at certain equal time intervals). There are consumer, trade and service panels.

Secondary marketing research is an analysis of an actual marketing problem according to the information collected or already published. This type of research is used for strategic marketing planning.

Send your good work in the knowledge base is simple. Use the form below

Similar Documents

3.1. Principles and conceptual approaches to conducting marketing research

3.2. Methods and procedures of marketing research

3.3. Objects of marketing research

Read also