Marketing research: stages, results

Video: How to Do Market Research! 2024, July

In modern business, making managerial decisions on the production and sale of core products is no longer possible without processing thematic market information. It is her search and collection, systematization and analysis that are the essence of marketing research, ensuring the effective development of any commercial enterprise and based solely on accurate and verified information.

Currently, marketing research is a scientifically based analysis of the consumer market. The dashing "nineties" have already passed, when the unstable business of the country was making its way, making decisions based on the Russian tradition of maybe. Now, for its successful development, it is necessary to carry out a set of measures that pursue the following goals:

- collection of preliminary information, including its sorting and filtering, intended for subsequent analysis;

- data structuring to determine the nature of the problem and the factors involved;

- determination of the relationship between the problem and identified factors;

- modeling and testing of effective mechanisms to solve this problem;

- Implementation of a forecast of market development.

Thus, marketing research are specific and systemic actions aimed at solving a task or problem. It is important to understand that these activities are carried out beyond generally accepted standards and boundaries. In this case, it all depends on the resource and the needs of the enterprise itself.

Types of Market Research

Marketing research is divided into several types.

- Market research. Its purpose is to determine the factors that influence its development. Geographic parameters and scales, the volume and structure of supply and demand, and other significant characteristics are determined.

- Studying the implementation. In this context, the determining factors, including geographic and social indicators, directions and focus of sales, and other important parameters.

- Product analysis. Identification of purchasing power both in the context of the quality characteristics of the products themselves and in comparison with the competitive environment.

- Study of economic results. Search for ways to increase profits in the context of the dynamics of sales volumes.

- The study of advertising policy. Identification of the latest marketing technologies aimed at the most advantageous positioning of goods. Comparison of their advertising events with similar actions of the competitive environment.

- Analysis of consumer market conditions. The qualitative and quantitative characteristics of consumers are identified. Including, such signs as age, gender, specialty, marital status, nationality, etc. are determined.

Principles of

Due to the fact that conducting marketing research is a fairly important set of measures on which the development of the entire business of an enterprise depends, many companies are engaged in this activity exclusively individually. This approach, of course, has its undeniable advantages in the form of minimizing the costs and risks of leakage of confidential information. However, it is important to take into account the negative consequences that will certainly be present in this case. After all, full-time employees engaged in marketing research in a commercial structure do not always have the appropriate qualifications and experience. In addition, such specialists often cannot analyze objectively, since their specialized affiliation imposes on them a completely obvious bias and one-sided approach.

In connection with the above reasons, attracting qualified personnel from third-party organizations seems to be the most promising. Such specialists are guaranteed to possess the necessary set of demanded knowledge and experience, which fully contribute to the successful completion of the task. They are able to conduct marketing research and give useful recommendations for optimal future business development without undue bias and absolutely objectively.

Of course, in order to benefit from the involvement of third-party personnel, it is necessary to ensure the protection of confidential information from competitors and a worthy payment for this project. Another disadvantage that you have to put up with is the possible lack of knowledge of professional marketers with all the specifics of the industry.

To carry out high-quality marketing research, which are the key to the profitable activities of any commercial organization, it is necessary to adhere to the following principles:

- regularity, implying the established periodicity and unconditional dependence on important management decisions in the field of production and marketing of products;

- objectivity associated with the readiness to impartially and independently admit all its shortcomings and errors;

- accuracy, based on extremely reliable sources of source data for research;

- a systematic approach based on clear rules and procedures for the production of marketing analysis, consisting of an inextricable sequence of interdependent activities;

- profitability, implying minimization of financial costs for the study;

- efficiency, allowing to resolve contentious issues in the shortest possible time;

- comprehensiveness, which makes it possible to answer the whole spectrum of problematic questions directly related to the subject of research;

- thoroughness associated with scrupulousness and careful study of all the nuances of the analysis and guaranteed to exclude repetitive measures due to inaccuracies and errors.

Implementation stages

In order to effectively carry out the necessary marketing research, implying a fairly long and laborious process, it is necessary to adhere to the following stages of their implementation:

- concise and clear formulation of the problem, which must be solved in the analysis process;

- accurate planning, that is, an indication of individual items and the timing of their implementation;

- coordination of the goals and stages of marketing research with all the leaders of the enterprise involved in their implementation;

- obtaining the source data that is collected both within the commercial enterprise and from the external environment;