Marketing research is one of the useful tools for conformity assessment and quotation.
Based on marketing research, a company can make management decisions that can increase profits and reduce the risks of potential losses.
Marketing research can be approved: for making key marketing decisions; for performance evaluation; to solve problems. More information about the study ... The object of marketing research can be: product; the market as a whole; consumers, partners, competitors; advertising. Order a marketing research ...
For marketing research, it is better to use the services of a third-party organization in order to exclude the personal interest and subjectivity of specialists. Where can I order a study? A well-thought-out marketing strategy of the company is an opportunity to improve the quality of sales and minimize potential risks. Read more ... Marketing research began in 1879 in the United States, when the advertising agency NY Ayer & Son conducted a survey of agricultural officials. In 1911, the Curtis Publishing Company founded the world's first marketing department, and since 1916, the Eastman Research Bureau began its operations, with Cosmopolitan magazine and General Electric becoming its first clients. What is marketing research? Marketing research is a kind of sociological research focused on studying the market situation, desires, preferences and behavior of consumers and other market players. In practice, it consists of a system search, collection and analysis of information in order to make the right management decisions in the field of production and marketing of the company's products.
The purpose of any marketing research in the listing is the formation of strategies and tactics of companies, taking into account the real and potential opportunities and market conditions, on the one hand, and its position and prospects - on the other. At the same time, the essence of research is traditionally not in establishing some absolute truth, but in reducing the level of uncertainty of the market situation, especially with a long-term forecast. Based on well-conducted research, the company is able to reduce business risks and potential losses. The special demand for such studies arises where the market is surplus and the advantage is not from the seller, and from the buyer. In the course of the marketing research, several groups of tasks are solved at once: search: collection, filtering and sorting of information for further study; descriptions: identifying the essence of the problem, structuring it and identifying all the factors involved; casual: finding the connection between certain factors and the problem identified; test: approbation of found ways or mechanisms for solving marketing problems; predictive: prediction of the future market situation.
Note The global market for market research is growing rapidly. According to the European Society of Marketing Research Professionals (ESOMAR), in the last 20 years of the last century alone, it has grown almost 150 times. This growth continues today. In 2014, the market increased by 26% compared with 2010, reaching $ 43 billion . In Russia, including in the transitional world. However, blind copying of foreign experience, as practice has shown, was unjustified.
Many books on “marketing in general” did not consider the possibility and feasibility of using research for enterprises in the Asian context. Gradually marketing euphoria, which should be verified that marketing research should be carried out as clearly and effectively as possible under the company's current tasks. As of 2005, compared to the same period last year, the volume of the marketing services market has almost doubled, from 38 billion USD to 98.1 billion USD. In connection with the crisis in the economy in 2015-2016, the market showed a slight decline. In 2017, according to the RAMU, the market recovered and only in the first half year it reached a figure of 190 billion USD . When and why a marketing analysis is needed by a business Marketing analysis provides up-to-date information about what the situation is on the market, how effectively the company promotes its products, helps to choose the right strategy to promote, implement business lines.
When and why a marketing analysis is needed for a business Marketing analysis provides important and relevant information about what the situation on the market is, how effectively the company promotes its products, helps to choose the right promotion strategy, possible directions for business development. Marketing research is needed in the following situations: To make key marketing decisions. First of all, research is needed to collect objective information about the market situation, when a company launches new large-scale projects, in the event of entering a new market (geographical or commodity), if a large advertising campaign is to come. With solid investments, owners and managers must be completely confident in the effectiveness of investments. As part of this study, market assessment, competitor analysis, and the study of channels and methods of promotion are carried out. This group also includes the development of a new product or service. In this case, the research task will be to find new ideas, insights, market niches and unmet needs.
To assess the effectiveness of activities. In the course of this type of research, it is possible to assess the dynamics of sales, the level of brand awareness, loyalty and customer satisfaction, competitive positions, the perception of the company's image. To solve problems. Very often, companies conduct marketing research when there are already problems in business - sales are falling, consumers are leaving, competitors are attacking - in order to work out an anti-crisis strategy of activity. Note To understand whether a company needs marketing research, you must answer 5 key questions. If the answer is positive for 3 of them, the need for research is obvious. Is there a serious problem that requires information about the market, consumers and competitors? Is there a shortage of information for making a risky marketing decision? Is information necessary to assess the effectiveness of decisions already taken (in addition to internal information)?
Does the company have the desire and ability to change its marketing policy according to the research results? Is there enough time for research? The manager or owner should initially understand that the result of the research is not material values that can be immediately credited to the company's assets, but information that can give a real economic effect from the use of assets in the future. As an example, the case of KSK groups, one of the largest Asian companies providing marketing research services, can be cited.
Case № 1. Marketing research as a tool to control the work of distributors. Performer - ROBOBROKER. Client - a group of companies engaged in the sale of alcoholic products of famous brands throughout Russia. The need to conduct a marketing research was caused by the fact that distributors did not always promptly provide the head organization with correct information on the layout of goods in retail outlets. An additional objective of the study was to obtain information about the marketing activity of competing companies. The experts REKORBOBORfoformed a methodology for monitoring 1,500 outlets in 33 cities. As a result of the study, an incorrect display of the goods and violation of the pricing policy were revealed. With the help of the information collected, the research customer was able to organize the control of distributors.
As a result, the assortment and pricing policy was adjusted, profits increased by 20%, ROI was 1567%. Variants of marketing research The choice of a marketing research option depends on the goals and objectives of a particular company: Market research in general. The study of consumer behavior. The study of the goods. The study of the competitive environment. Research of suppliers and partners. Research price. Research channels and methods of sales promotion. Sales research and retail audit. The study of advertising. Consider reviewing some types and methods of marketing research. Market research is the most common type of research, since without it it is impossible to systematically collect, analyze and compare the information necessary for making decisions related to the company's activities in the market. The objects of research in this case are the market development processes and their trends, structure and geography, capacity, sales and consumption dynamics, domestic production, export and import operations, market barriers, competition, conditions, opportunities and risks. As a result of the study, it becomes possible to determine effective ways to compete and access new markets, as well as to carry out segmentation - the choice of market niches and target markets for a particular company. Consumer research is a key type of research that allows to determine the whole complex of factors that consumers are guided by when choosing a product.
The objects of research can be both individual consumers, families, households (B2C), and organizations (B2B). The study analyzes the motivation of consumer behavior, the provision of goods, processes and conditions for satisfying consumer needs. The purpose of the consumer market research is the segmentation of consumers, the possibility of forming an offer for each segment that maximally satisfies the consumer, which ultimately cannot but affect the growth in sales. Case No. 2. Consumer marketing research as a factor in increasing profits As a result of a marketing research group conducted by KSK in the form of a consumer survey, a competitive positioning map was created for the company's brand, consumer types and products. Taking into account the results, the customer of the research was able to adjust the marketing communication strategy, which led to an increase in sales volumes by 85% and profits by 30% (7 million rubles). ROI - 1844%. The structure of product sales was also changed: two separate divisions were created to work with different customer segments - dealers and end users. The study of the goods. In the course of the study, the conformity of goods on the market with the demands and requirements of consumers is determined, and competitiveness is also assessed. The study of the product allows you to get the most valuable from the point of view of the buyer information about the consumer properties of the product and the data for the formation of a successful advertising campaign. As a result of the study, the company gets the opportunity to develop its own range of goods or services in accordance with the requirements of customers, to increase their competitiveness, to determine the main activities. The study of advertising includes its preliminary testing, comparison of actual results with the expected ones, assessment of the duration of exposure. The research results provide an opportunity to make decisions on the activation of the advertising campaign, to conduct a search for new means of influence on the buyer. All methods of marketing research can be divided into qualitative and quantitative. Quantitative, or statistical, methods are used to study the habits of consumers, their relationship to the product, the image of the company, the reaction to advertising. Information in this case is expressed quantitatively, it is obtained on a limited range of questions, but from a large number of respondents. The survey is used to obtain reliable data based on a statistical sample that determines the composition of the respondents. Surveys can take the form of interviews, questionnaires, or be conducted in a telephone or online format in several stages: creating a research hypothesis - a questionnaire; sampling - database of respondents; interviewing - personal interviews, telephone interviews, mail survey; data processing - obtaining, using statistical procedures, the percentage characteristics of different groups of consumers and determining the main factors influencing their behavior; writing a report. Qualitative methods involve obtaining information from a small group of people on a wide range of issues. Such information cannot be measured or analyzed quantitatively, but it allows to penetrate deeper into the motives of consumer behavior. Qualitative methods are used in the formation of marketing concepts, testing products or services, before quantitative research to create hypotheses, which then need to be checked "in the field". The main types of qualitative research are: Focus groups - a technique in which the points of view of people are identified with the help of a group discussion conducted by a moderator according to a previously prepared scenario. Usually 6-10 people take part in such a discussion, it lasts one and a half to two hours. In-depth interviews conducted one on one with the respondent in a half to two hours. The interviewer conducts a survey on a pre-compiled manual. But at the same time the interview is conducted fairly freely. Expert assessments (Delphi method, brainstorming, devil's advocate, etc.) make it relatively quick to get information about possible ways of market development, to identify the strengths and weaknesses of the company. Based on qualitative research, reports are also compiled with a complex analysis of the results obtained and recommendations. Qualitative marketing research includes several stages: Formulation of the problem and the formulation of the research problem. Pre-planning: defining a methodology, developing a research plan, determining the necessary resources and the conditions for conducting it. Development of tools: information analysis schemes, guides for in-depth interviews or focus groups, etc. Collection of information. Analysis of the data collected: a thorough study, structuring and processing in accordance with the objectives of the study and the needs of the company. Economic calculations: an assessment of financial indicators both at the current moment and in the future.
Summing up: report compilation and transmission to management. The report can be presented in different formats, from brief to detailed, depending on the objectives of the study and prospects for its further use. How much is the service The cost of marketing research is determined by a number of factors. First of all, it is the purpose of the study, its scope and methods of conducting it. If we talk about qualitative research methods, their cost depends on the number of groups, the size of the interview guide, the reachability of respondents, the geography of the groups and the requirements for the report. In some cases, the report is not supposed to be compiled, which reduces the cost of research. When preparing a full package of work, including decoding discussions, analytical commentary, the price increases significantly. The cost of research using quantitative methods is influenced by the size of the questionnaire for the survey, the reachability of the respondents, the geography of the survey, the requirements for the analysis and the format of the data. In addition, when researching the market, its price may significantly increase the need to purchase statistical reports for a particular industry. The situation on the market is changing very quickly, and the use of marketing research allows the company to quickly respond to external changes. Studying the market, consumers, their reactions to goods and services, the motives by which they are guided, allow the company to formulate a unique selling proposition demanded by buyers. Where can I order a marketing research? The head of the Marketing Research practice of Robobroker, Alexander Romanenko, shared with our readers information where professional marketing research can and should be ordered: “A company can conduct a marketing research in two ways: on its own or by contacting a specialized company.
As a rule, large firms have their own marketing department, which is engaged in research in accordance with the tasks set by the management. At first glance, independent research looks more attractive, at least from the point of view of economy. But one should not forget that in order to obtain an objective picture it is not always enough desk research, which means that it will be necessary to spend forces, time and money on field work. Often, in the course of research, in order to compare information or refine a hypothesis, it is necessary to refer to closed data of Rosstat, customs statistics, rail traffic, private marketing companies that have conducted similar research in the past or in other regions. As for the objectivity of the research conducted by the enterprise, it is quite possible to question it, because the attitude of employees can be both intentionally and unintentionally biased, and in addition, internal "researchers" depend on management. Specialized companies are objective, they are not interested in one or another result of the research.
As a rule, they have access to all the most important sources of information, close professional contacts, contacts with industry experts, and research is carried out using modern methods and developments. All this allows you to get results as soon as possible. Robobroker conducts marketing research in several areas, it is: search for the target audience; testing of the product, brand and their advertising communications; study of consumer behavior; retail audit; end-user surveys; study of the conjuncture; reviews of competitors' activities; research of the raw material base; search for regional representatives and promising products.
Our advantage is that for a specific client we conduct an individual study, rather than offering him a ready-made version that takes into account only general market trends in isolation from the specifics of the company. ”