Market Research Agency Secrets - Initial Steps
Market Research Agency Secrets - Initial Steps
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The role of marketing research can be summarized as helping to:
Marketing research has got some limitations, which are money, time and resources.
Secondary research
The first step in answering research question is secondary research. It should be done first, mainly because it is cheaper and easier than primary. Often there is no need for primary research to be undertaken, because the secondary research fully answers the question.
Secondary research can consist of comparison of sales after and before the certain advert, Google analytics data or annual reports. This is internal secondary data, which is the cheapest, most often free, and easily accessible. External secondary data should also be considered such as the marketing research reports conducted for other purposes or publications.
Primary research
The exploratory research should be undertaken first, when you are trying to explore understand the problem / phenomenon.
Findings can be later used to form questions for conclusive research. Exploratory research should be conducted in qualitative manner. It will be able to gain in-depth understanding of attitudes towards your brand, unforgettable the values and motivations, which lead the customers towards purchasing your product / service.
Qualitative research methods will also enable researcher to elaborate on findings, gain the explanations of the reasons and ideas, which quantitative methods would not provide.
Qualitative market research methods
Qualitative research is all about talking to people. The most common techniques are focus groups and interviews. It can also involve observations and experiments.
People in the group often revile unexpected findings, which would not have been uncollected in the quantitative research. These findings are later condensed into the survey questions for the quantitative research, to enable their measuring and testing. Qualitative research enables researchers to go into subconscious level of the respondents' minds, so unaware interviewees will allow the researcher to asses their real perceptions, feelings and motives, which even they are not aware of. There are loads of advantages of focus group, which other techniques do not have. Examples are synergy, stimulation, security or snowballing where one respondent will say their opinion and this will cause a reaction of the other person. Therefore, there is a great possibly for new ideas to arise and feelings to be uncoovered.
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Source by Magdalena Frankowska
The role of marketing research can be summarized as helping to:
- Illustrate the nature and scope of consumes groups
- Recognize the nature of forces that form customer groups
- Understand the nature of forces that shape the marketer's ability to satisfy targeted consumer groups
- Test individual and interactive marketing variables
- Monitor and reflect upon past successes and failures in marketing decisions
Marketing research has got some limitations, which are money, time and resources.
Secondary research
The first step in answering research question is secondary research. It should be done first, mainly because it is cheaper and easier than primary. Often there is no need for primary research to be undertaken, because the secondary research fully answers the question.
Secondary research can consist of comparison of sales after and before the certain advert, Google analytics data or annual reports. This is internal secondary data, which is the cheapest, most often free, and easily accessible. External secondary data should also be considered such as the marketing research reports conducted for other purposes or publications.
Primary research
The exploratory research should be undertaken first, when you are trying to explore understand the problem / phenomenon.
Findings can be later used to form questions for conclusive research. Exploratory research should be conducted in qualitative manner. It will be able to gain in-depth understanding of attitudes towards your brand, unforgettable the values and motivations, which lead the customers towards purchasing your product / service.
Qualitative research methods will also enable researcher to elaborate on findings, gain the explanations of the reasons and ideas, which quantitative methods would not provide.
Qualitative market research methods
Qualitative research is all about talking to people. The most common techniques are focus groups and interviews. It can also involve observations and experiments.
People in the group often revile unexpected findings, which would not have been uncollected in the quantitative research. These findings are later condensed into the survey questions for the quantitative research, to enable their measuring and testing. Qualitative research enables researchers to go into subconscious level of the respondents' minds, so unaware interviewees will allow the researcher to asses their real perceptions, feelings and motives, which even they are not aware of. There are loads of advantages of focus group, which other techniques do not have. Examples are synergy, stimulation, security or snowballing where one respondent will say their opinion and this will cause a reaction of the other person. Therefore, there is a great possibly for new ideas to arise and feelings to be uncoovered.
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Source by Magdalena Frankowska
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