Doing Research On Marketing

Doing Research On Marketing



Doing Research on​ Marketing
Research on​ marketing is​ essential to​ understand the​ pattern of​ marketing .​
This is​ possible by searching existing knowledge related to​ business marketing .​
It is​ a​ form of​ business research,​ business-to-business marketing research and business marketing research .​
Marketing research is​ done in​ many forms and all these forms are known as​ problem-identification research.
Research in​ advertising is​ done to​ determine the​ copy testing of​ advertisements .​
It is​ also used to​ know the​ efficiency of​ ads placed in​ any medium,​ the​ customer attention it​ gets,​ the​ message it​ delivers and how it​ motivates the​ customers to​ buy the​ product .​
Commercial eye tracking is​ done to​ understand the​ visual behavior of​ the​ customer .​
Ads,​ websites,​ etc.,​ are analyzed for this .​
Before an​ advertisement is​ released in​ the​ market,​ its performance can be forecasted with the​ help of​ copy testing which takes consumer’s level of​ attention,​ motivation,​ brand liking,​ and entertainment into consideration .​
When a​ customer buys something online he analyses it​ in​ order to​ make the​ decision,​ this one of​ the​ criteria on​ which consumer decision research is​ done .​
Interviews and surveys can be done to​ understand consumer’s level of​ satisfaction,​ which is​ known as​ customer satisfaction studies .​
The demographic and psychology of​ the​ people of​ a​ particular geographical region can be studied with the​ help of​ segmentation research .​
When analyzing is​ to​ be done about brand recognition,​ brand performance,​ brand preference and awareness,​ ad tracking is​ done .​
a​ favorite brand can be recognized with the​ help of​ brand equity research .​
Tests are conducted so as​ to​ determine what customer thinks about a​ brand or​ a​ product and it​ is​ specifically known as​ brand name testing .​
The demand of​ a​ product can be understood by demand estimation .​
After the​ demand of​ the​ product is​ taken care of,​ the​ quality should be checked from time to​ time .​
Appointing mystery shoppers who is​ usually an​ employee of​ the​ market research firm does this .​
He buys goods through a​ salesperson and notes down the​ whole experience .​
This procedure can be used to​ do research about rival companies’ products.
Before practical application of​ a​ concept,​ concept testing should be done which tells whether the​ targeted audience will like the​ idea or​ not .​
Test marketing is​ done by introducing a​ product in​ small numbers in​ the​ market and observing the​ sales,​ after which the​ product is​ launched on​ a​ large-scale .​
After the​ initial phase,​ when the​ company thinks of​ increasing the​ price of​ the​ product,​ price elasticity testing should be carried out which shows customer reaction to​ price fluctuations .​
Distribution channel audits are conducted to​ understand the​ attitudes of​ retailers and distributors towards specific products and brands .​
The more tech savvy form of​ marketing research is​ Internet strategic intelligence .​
The likes and dislikes of​ the​ customers can be directly known with the​ help of​ chats,​ blogs and forums .​
Online panels are a​ group of​ experts who accept the​ marketing research done online .​

All the​ researches that are carried out can be classified as​ primary research,​ which gathers original research,​ and secondary research,​ which is​ based on​ a​ primary research and information published by other resources .​
Secondary research costs less as​ research is​ done on​ already researched data,​ but the​ result isn’t efficient.
The research designs used by marketing research are either based on​ questioning or​ are based on​ observations .​
Quantitative marketing research and qualitative marketing research are based on​ questioning .​
Quantitative marketing research is​ done to​ derive conclusions like questionnaires forms and survey .​
The number of​ respondents involved is​ high .​
Qualitative marketing research is​ done to​ understand something like in-depth interviews and projective techniques.
Marketing research based on​ observations is​ called experimental technique and ethnographic studies .​
Test markets and purchase laboratories are examples of​ experimental techniques .​
The quantity measured is​ determined by understanding the​ factors that are responsible for the​ success of​ a​ product and then one or​ some of​ the​ factors are changed and the​ result is​ observed .​
in​ ethnographic studies observations are done longitudinally or​ done at​ several instances of​ time or​ cross-sectional,​ or​ done at​ only a​ particular time.
Research on​ marketing is​ similar to​ exit polling in​ politics .​
The market is​ studied from different angles,​ at​ different time,​ and under different circumstances.




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