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Understanding the Types of Marketing Research

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Descriptive Research
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Common Types of Market Research

For this a formal research design plan is created by marketers. But some marketers conduct research without formal plan as well. For example, a hotel owner who asks returning customers what was their experience during their stay at his hotel, is conducting a research without a formal research design. The major component of research design is to decide which type of marketing research will be best suited for desired objective. Marketing Research can be classified into three categories depending upon the objectives of the research.

Exploratory research is used in cases where the marketer has little or no understanding about the research problem due to lack of proper information. Thus when the goal of the marketer is to precisely formulate problems, clear concepts, gain insights, eliminate impractical ideas and form hypotheses then exploratory research is used. Exploratory research follows and unstructured format and makes use of qualitative techniques, secondary research and experts opinions.

For example, the marketer from the previous case can use books, syndicated research , case studies, focus groups, expert interviews and survey techniques to conduct exploratory research. Then the question arises why to do exploratory research in the first place?

Well the answer is the core goal of exploratory research is to equip marketers with enough information to facilitate marketers plan a format research design correctly. For example by conducting exploratory research the marketer can find out that the competition is using popular social media channels like Facebook, Twitter, LinkedIn and YouTube to reach target consumers effectively and successfully engaging customers with the brand directly.

Now with this information he can plan a formal research design to test his hypothesis. Thus descriptive research is used to explain, monitor and test hypotheses created by marketers to help them find accurate answers. Due to this reason descriptive research is rigid, well structure and well planned and uses quantitative techniques like questionnaires, structured interviews, data analysis etc.

A test market is a group of individuals used in primary marketing research to represent a larger target audience. A test market can be understood as a customer microcosm, a manageable sample size for extrapolating reliable consumer data to a larger target group or mass market.

This extrapolation is typically feasible because of certain characteristics shared by the test market and larger target audience. However, lack of exposure to mainstream media consumption can also be a driving factor in test market research.

As previously discussed, business entities will conduct primary marketing research to gather specific, highly targeted information.

However, secondary research can provide valuable insight much faster at a dramatically lower cost since it is pulled from pre-existing data. Companies can extrapolate data for their own business from research entities collecting industry data. Competitor benchmarks are arguably the most valuable, practical, and widely used source of secondary marketing research data in the world today. At its core, benchmarking measures specific growth metrics or key performance indicators and compares them to other businesses in the industry.

Benchmarking is fundamentally a core principle of business. The process of establishing competitor benchmarks involves measuring similar performance criteria against the success of similar-sized businesses within the same industry, which can be conducted in myriad ways.

Businesses can purchase professionally amalgamated financial benchmarking data as their source of information, then compare metrics such as operating costs, sales, and profit margins against a determined industry standard.

Fiscal benchmarks can be determined without formally buying any data whatsoever, as many of these figures are public knowledge. A business can examine the finances of similar companies in their field through publications issued by industry association organizations. Competitor benchmarks are very useful, allowing companies to identify ways to reduce cost, increase efficiency, and improve allocation of operational resources. Since internal sales data is often easily accessible to researchers, it provides an important self-evaluation tool for the organization and market research.

Because sales numbers are already accessible and relevant, it can provide useful data for any future marketing endeavor. There are countless legal publications, government-created data sources, and statistics published by the state that can serve as useful secondary data for business. The United States census can provide precise national demographic data.

Patents are filed with the government every day and can act as previews of industry trends and future innovation. Additionally, statistics from organizations like Data. Internal sales numbers are self-generated, and government publications are publicly accessible, but organizations can also purchase commercial data from established market research corporations like industry leaders Mintel and IBISWorld.

These organizations specialize in generating accurate data for secondary market research purposes and offer a wide variety of insight for private use. Secondary marketing research involves organizations using existing source data and can be a great starting point. Businesses often opt for an exploration of less expensive secondary data to form new ideas before exploring primary marketing research options. Organizations commonly choose to utilize primary research methods only after conducting their own secondary research.

This means a business can determine what exists before embarking on its exploration into the perspective of customers while working to ensure optimal profits and sustainability. Pearson Embanet is the online education partner of Pepperdine University.

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This Privacy Statement explains the way Pearson collects, uses, maintains and discloses information collected through the Programs. What personal information does Pearson collect through the Programs? How does Pearson use that personal information? This is all for free. Their paid service, as you would imagine, is even more rich in useful data if you need to get — or specific — about competitive analysis.

All have their pros and cons, while my personal favourite at the moment is KWFinder. So look out for things like their domain authority, and also how many backlinks they have. Social media is a treasure trove of publicly available information just waiting to be parsed into useful insights. So what should you look for? Is it generally positive, with a lot more loyal and happy customers than dissatisfied ones? Are they cash flow positive?

Are revenues up year-on-year? If you think you might be biased i. When taking a brand health check to better understand your current position in the market, you should have the opportunity to utilise some more in-depth, qualitative market research methods as, in theory, you already have a relationship with your customers who will hopefully give you a little bit more time.

For a more in-depth, complex survey — possibly with multiple branching options, skip logic etc. A third option is to gather insights on your website, using something like Qualaroo , which is a pop-up tools that lets you ask your web visitors questions about their experience.

One to one interviews with customers is a more traditional forms of market research, whereby you essentially deliver the survey in person, but in return you should hope to get richer, more nuanced answers. How to interact with your interviewee, how you ask the question, order them, respond to them etc.

So for the best results, you should consider hiring in a professional. How you structure them will again come down to your ultimate goal.

Types of Marketing Research

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Marketers use marketing research to find answers to various questions related to market dynamics, business environment and consumer behaviour. For this a .

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There are many different types of market research that cover various areas of study, and as a result are often misunderstood. Whether you’re interested in learning more about your customer’s buying habits or how much they might pay for a new product, market research can help (if you use it correctly).

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Types of Marketing Research Definition: The Marketing Research is the systematic process of collecting, recording and analyzing the information relevant to finding solutions to a problem in the field of marketing. Where else market research can be used. But understanding the different types of market research available to you isn’t just useful for new businesses. It’s also handy for existing businesses who are looking to find new customer segments and markets for their existing products or services.

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There are many different types of marketing research which can be used by any company trying to find out better ideas for their products or services. The usage of these market research types depends on the research objective of the organization. Depending on method the right MR agency is hired. Jun 30,  · Marketing research is usually the first step in the marketing process, after ideas for products are conceived. Small companies conduct marketing research to .