Types of marketing research. Encyclopedia of marketing Types of marketing research and methods of their implementation

Holding marketing research- the most important component of the analytical function of marketing. The absence of such studies is fraught with the most adverse consequences for the manufacturer.

Marketing research involves the systematic collection, processing and analysis of data on those aspects marketing activities firms within which certain decisions should be made, as well as an analysis of the components external environment that affect the marketing activities of the firm.

However, the main attention in marketing research is paid to market aspects: assessing the state and trends (conjuncture) of market development, researching consumer behavior, analyzing the activities of competitors, suppliers, intermediaries, studying the marketing mix, including product range management, pricing and developing a pricing strategy, forming distribution channels products and targeted use of incentives.

Foreign firms most often conduct marketing research in the following areas: identifying potential market opportunities and studying its characteristics, analyzing product sales problems and business activity trends, studying competitors' products, studying market reaction to new product, study of price policy, determination of the share and territory of sale of goods, forecasting of market development parameters.

Carrying out marketing research and making thoughtful marketing decisions based on their results suggests the need to single out the macro- and micro-environment of marketing as an object of study. The macro environment is, as mentioned in Chapter 1, the part of a firm's marketing environment that it cannot control and regulate; because of this, the company must adapt its marketing policy to the elements of the macro environment: demographic, economic, social, political, scientific and technical, natural factors that affect the market and through it directly to the company.

The marketing microenvironment is the part of the marketing environment that includes individuals and legal entities(consumers, suppliers, intermediaries, competitors), as well as market factors that directly affect the marketing activities of the company. The firm can influence the elements of the microenvironment based on its goals and objectives, and under certain conditions, exercise limited control over them.

In contrast to the external uncontrolled environment, the internal (intra-company) environment is controlled by the company, i.e. its management and marketing staff. Decisions made by the top management of the firm relate to the scope of its activities, the overall goals of the firm, the role of marketing and other entrepreneurial activities, and corporate culture. The factors determined by marketing are the choice of target markets, marketing goals, marketing organization, marketing structures, management of these activities.

Purposefulness in conducting marketing research, and most importantly, the degree of practical use of their results, mainly depends on the presence of a well-thought-out marketing strategy of the company, marketing programs - this allows you to set not only clear goals, but also the necessary funds for a specified period and methods for achieving them. Under such conditions, there is not only a constant need to study the most acute and urgent problems, but also the order, depth and scale of their study are predetermined, and, consequently, the need for appropriate staff of researchers and analysts, material and financial resources.

Available foreign and Russian experience suggests that the most costly marketing research is incommensurable with the losses and waste that result from the ill-conceived entry into the market with products that only partially meet its requirements or do not meet them at all, entering the wrong markets and at the wrong time.

The accumulated experience of the market activities of Russian producers shows that without marketing research it is currently impossible to correctly solve the problem of sales not only in the external, but also in the domestic market. Such studies make it possible to find the most promising target markets, optimize the range of products sold and adapt them in time to changing market (consumer) requirements, increase the efficiency of production and marketing activities, improve forms and methods of implementation, etc.

3.1. Principles and conceptual approaches to conducting marketing research

On fig. 3.1 shows the basic principles that should guide the conduct of marketing research - consistency, complexity, objectivity, economy, regularity, efficiency, accuracy, thoroughness. Each of these principles is important in itself, but taken together and in interaction, they allow the preparation of such marketing research that can become a reliable basis for making well-founded, thoughtful management decisions.

Based on the position in the market, the nature of the goals and tasks to be solved, the given strategy of action, the management of any enterprise-producer is forced to decide what marketing research and in what sequence to conduct, what human and financial resources to involve, what can be done on our own, what studies are more profitable to order from external performers, etc. In order to save human and financial resources and at the same time get the highest results from marketing research, a conceptual vision of this problem for the future is necessary.

The development of such a concept will allow not only to clarify the whole problem of marketing research of the company in all its complexity and multidimensionality, which is important, but also, more importantly, to outline ways to solve it in the most rational way. The scheme for developing such a concept is shown in fig. 3.2.

Rice. 3.1. Basic principles of conducting marketing research

When conducting complex and large-scale marketing research, it is advisable to develop a research concept, giving it a detailed definition of the problem, ways and means of solving it in the most effective way. On the basis of such a concept, it is possible to develop a research project, a method for conducting it, formulate tasks, collect, process and analyze information, prepare proposals and recommendations. On fig. 3.3, 3.4 and 3.5 show the process of conducting marketing research in its various manifestations.


Rice. 3.2. Structure and sequence of the marketing research process (See: Golubkov E.I. "Marketing: strategies, plans, structures." - M., 1995.)


Rice. 3.3. The concept of conducting marketing research


Rice. 3.4. The process of conducting market research


Rice. 3.5. Typical scheme for a phased marketing research

3.2. Methods and procedures of marketing research

The methods of conducting marketing research are inextricably linked with the methodological foundations of marketing, which, in turn, are based on general scientific, analytical and prognostic methods, as well as methodological approaches and techniques borrowed from many fields of knowledge (Fig. 3.6).

Research methods in marketing are determined by the necessity and obligation of a systematic and comprehensive analysis of any market situation, any of its constituent components associated with the most diverse factors.

These principles of consistency and complexity in conducting marketing research are based on the fact that when studying the external environment, primarily the market and its parameters, it is necessary to take into account not only information about the state of the internal environment of the company (enterprise), but also the strategic marketing goals and intentions of the company - only then the conducted research is of a marketing nature; otherwise, it is just market research, competitors, innovation factors, etc.

According to the International Code of Practice for Marketing Research (adopted by the International chamber of commerce and ESO MAP in 1974) marketing research should be carried out in accordance with generally accepted principles of fair competition, as well as in accordance with standards based on generally accepted scientific principles.

Based on this provision, the researcher should:

  • be objective and not influence the interpretation of fixed factors;
  • indicate the degree of error of their data;
  • be a creative person, determine new directions of search, use the most modern methods;
  • do research systematically to take into account the ongoing changes.

As for the actual methods, rules and procedures of marketing research, taking into account the above schemes and tables (Fig. 3.6-3.13 and Table 3.1-3.4), the following should be noted.

Methods for selecting sets of research objects involve solving three main problems: the selection of the general population, the definition of the sampling method, and the determination of the sample size.

Population(HS) should be limited because full study usually very expensive, and often simply impossible. In addition, sample analysis can be even more accurate (due to the reduction of systematic errors).

Sample(Figure 3.10) is done in such a way as to represent a representative illustration of the HS. This is an indispensable condition under which, based on the characteristics of the sample, it is possible to draw correct conclusions about the HS. Conducting data collection is usually accompanied by errors - random and systematic. Random errors appear only in selective research; since they do not bias the characteristics of the sample in one direction, the magnitude of such errors can be estimated. Systematic errors arise due to the influence of non-random factors (inaccurate allocation of HS, sampling flaws, errors in the development of questionnaires, counting errors, insincerity of respondents).

Methods for obtaining data. The methods of obtaining data in marketing include survey, observation, automatic data recording (Table 3.2). The choice of method depends on the purpose, the trait being studied, and the bearer of this trait (person, object).

Polling is finding out the positions of people or obtaining information from them on a certain issue. In marketing, a survey is the most common and most important form of data collection, either verbally or in writing. Oral and telephone surveys are called "interviews". In a written survey, participants receive questionnaires, which they fill out and send to the destination.

Observation is a way of obtaining information that:

  • corresponds to the specific purpose of the study;
  • characterized by planning and systematic;
  • is the basis for generalizing judgments;
  • subject to constant monitoring for reliability and accuracy.

Advantages of observation over survey:

  • independence from the desire of the object to cooperate, from its ability to verbally express the essence of the matter;
  • greater objectivity;
  • perception of the unconscious behavior of the object (for example, when choosing a product on the shelves in a store);
  • the ability to take into account the surrounding situation, including when observing with the help of instruments.

Possible disadvantages of observation:

  • the difficulty of ensuring representativeness;
  • subjectivity of perception, selectivity of observation;
  • the effect of observation (the behavior of the object may be unnatural during open observation).

An experiment is a study that establishes the effect of changing one (or more) independent variable on one (or more) dependent variable. Significant features of the experiment:

  • isolated changes (individual values ​​vary by the researcher, others are constant);
  • active intervention of the researcher in the process of data change;
  • verification of causal relationships (for example, exposure trademark to sell the product).

Experiments are divided into laboratory (conducted in an artificial environment) and field (conducted in real conditions). When conducting an experiment, at least two problems usually arise: how much the changes in the dependent variable can be attributed to the independent ones; how suitable are the results of the experiment for other environmental conditions (representativeness of the experiment).

The dynamics of market trends, its conjuncture is constantly changing and developing. This fully applies to individual parameters and elements of the market. Because of this, a single study of the market, for example, when selling a product, is clearly not enough. The necessary information can be obtained by repeatedly polling the interested group of buyers at specified intervals or by monitoring sales in a specific group of stores.

This method of studying the market is called "panels" (Fig. 3.12).

Data analysis. Statistical methods of data analysis are used to compact them, identify relationships, dependencies and structures. Their classification is carried out according to the following criteria:

  • the number of simultaneously analyzed variables — simple and multivariate methods;
  • the purpose of the analysis is descriptive and inductive methods;
  • scaling level of variables;
  • division of variables into dependent and independent methods of dependency analysis and methods of analysis of relationships.

Descriptive one-factor methods are:

  • frequency distribution (representation on a graph or in a table);
  • graphical representation of the distribution of a variable (for example, using a histogram);
  • statistical indicators - arithmetic mean, median, variation, variance.

Inductive one-factor methods are designed to check the conformity of the characteristics of the sample with the characteristics of the HS. They are divided into parametric tests, designed to test hypotheses about unknown characteristics of the HS, and non-parametric tests, designed to test hypotheses about the distribution of the HS. This method is used to formulate hypotheses, select a test, establish the level of significance, determine the critical level of the tested characteristic from the table, calculate the actual value of the test, compare and interpret.

Two- and multi-factorial methods of dependency analysis help to determine what relationship there is between price reduction and product sales, whether there is a relationship between a person's nationality and the choice of shoe style, etc.

Regression analysisstatistical method data analysis when determining the dependence of one variable on one (simple regression) or several (multivariate regression) independent variables.

Variational analysis is designed to test the degree of influence of a change in independent variables on dependent ones.

Discriminant Analysis allows you to separate predefined groups of objects using a combination of independent variables and thereby explain the differences between groups. The method also makes it possible to assign a new object to a specific group based on its characteristics.

Factor analysis is designed to study the relationships between variables in order to reduce the number of factors that influence to the most significant.

cluster analysis allows you to divide the set of objects into separate relatively homogeneous groups.

Multidimensional scaling makes it possible to obtain a spatial display of the relationships that exist between objects.

The possibility of applying one or another type of analysis depends on the level of scaling of the independent and dependent variables. The choice of a particular method is determined not only by the nature and direction of relationships between variables, the level of scaling, but mainly by the problem being solved. In table. 3.4 shows what methods can be used to solve typical marketing research problems.


Rice. 3.6. System of research methods in marketing See: Solovyov B.A. "Marketing". - M., 1993.


Rice. 3.7. Types of marketing research corresponding to the main activities of the company


Rice. 3.8. Collection of primary information for marketing research

Table 3.1. Types of marketing research conducted by American firms (1983; %)
Type of research Percentage of consumer goods manufacturers conducting this type of research (143 surveyed) Share of product manufacturers industrial purpose conducting this type of research (124 respondents)
Short-term (up to 1 year) forecasting 96 94
Long-term (more than 1 year) forecasting 96 94
Measuring Market Potential 99 99
Sales analysis 98 99
Perception of new products and their potential 89 73
Packaging study: design or physical characteristics 91 61
Study of distribution channels 89 83
Examining Sales Costs 83 73
Using discounts, coupons, samples, special offers when promoting 86 60
Pricing Analysis 91 90
Environmental impact analysis 37 35
Advertising effectiveness analysis 86 67
Table 3.2. Ways to collect information in marketing
Method Definition Forms Economic example Benefits and problems
1. Primary research Collection of data as it occurs
Observation Systematic coverage of circumstances perceived by the senses without affecting the object of observation Field and laboratory, personal, with the participation of the observer and without his participation Observation of consumer behavior in the store or in front of the windows Often more objective and accurate than a survey. Many facts are unobservable. Costs are high
Interview Survey of market participants and experts Written, verbal, telephone Collecting data on consumer habits, researching the image of brands and firms, researching motivation Exploration of imperceptible circumstances (e.g. motives), interview reliability. Influence of the interviewer, representativeness of the sample
Panel Repetitive collection of data from the same group at regular intervals Trade, consumer Constant monitoring of sales stock in a group of stores Revealing development over time
Experiment Study of the influence of one factor on another while controlling extraneous factors Field, laboratory Market Test, Product Research, Advertising Research Possibility of separate observation of the influence of variables. Control of the situation, realism of conditions. Spending time and money
2. Secondary research Processing existing data Market share analysis using accounting data and external statistics Low cost, fast. Incomplete and outdated data

Rice. 3.9. Advantages and disadvantages of collected primary data Table 3.3. Advantages and disadvantages of questioning by phone, mail and in person with the interviewee

Criterion

Phone

mail

A personal meeting

Information Accuracy

Time factor

Organizational Complexity

Possible length of the questionnaire

Flexibility

Adaptability to the personality of the respondent

Other requirements

  • When scheduling interviews, take into account the time it takes to dial a phone number.
  • Consider using interviewers' home phones.
  • A simple form of a question.
  • Detailed printed instructions.
  • No open questions.
  • Encouragement of the respondent, some kind of souvenir enclosed in the letter.
  • As a rule, it requires the interviewer to have detailed knowledge of the issues under discussion/industry specifics.
  • Convenient ability to use various visual aids.
  • - a clear disadvantage

    - clear advantage

    - advantage and disadvantage are balanced


    Rice. 3.10. Sample types

    Explanation for fig. 3.10.

    Non-random sampling methods include:

    random sample - respondents are not selected on the basis of a plan, but randomly; the method is simple and cheap, but inaccurate and has low representativeness;

    typical sample - survey of a few typical elements of the general population (GS); for this, it is necessary to have data on the features that determine the typicality of elements;

    concentration method - only the most significant and important elements from the HS;

    quota method - distribution of certain features (gender, age) in the HS.

    The following types of sampling are random:

    simple sample - lottery type, using random numbers, etc.;

    group sampling - division of the HS into separate groups, within each of which a random sample is then carried out;

    method "flower beds" - selection units consist of groups of elements; a prerequisite for the application of the method is the possibility of such a separation of the HS; from the set of "flower beds" several are selected, which are then fully investigated;

    multistage sampling - is carried out several times in a row, and the sample unit of the previous stage is a set of units of the subsequent stage.




    Rice. 3.11. Main Types of Sampling Procedures in Marketing Research


    Rice. 3.12. Panel Views

    Explanation for fig. 3.12.

    Under the panel, as already mentioned, we mean a survey of a group of buyers at regular intervals using a certain set of questions. The main features of the panel:

    • constancy of the subject and topic of research;
    • repetition of data collection at regular intervals;
    • a constant (with certain exceptions) set of objects of study - households, trade enterprises, industrial consumers, etc.

    The consumer panel is based on a survey. Panel participants receive questionnaires from the organization conducting the study, which they must periodically fill out, indicating, as a rule, the type, packaging, manufacturer, date, cost, quantity and place of purchase of the goods. Using the consumer panel, you can get the following information:


    Rice. 3.13. Determination of areas of market research, including the study of facts and opinions

    • the amount of goods bought by the family;
    • the amount of cash costs;
    • market share controlled by major manufacturers;
    • preferred prices types of goods, types of packaging, types of enterprises retail;
    • Differences in the behavior of consumers belonging to different social strata, living in regions and cities of different sizes;
    • social analysis of "loyalty to the brand", changing brands, the effectiveness of various marketing measures.
    Table 3.4. Application areas of analysis methods
    Method

    A typical question

    Regression analysis

    1. How will sales volume change if advertising costs are reduced by ...%?

    2. What will be the price of the product next year?

    3. How does the volume of investment in the automotive industry affect the demand for steel (non-ferrous metals, etc.)?

    Variational analysis

    1. Does the type of packaging affect the sales volume?

    3. Does the choice of marketing form affect the amount of sales?

    Discriminant Analysis

    1. By what signs can smokers and non-smokers be identified?

    2. What are the most significant features that can be used to identify successful sales employees and unsuccessful ones?

    Factor analysis

    1. Can the many factors that car buyers think are important be reduced to a small number?

    2. How can you characterize the various brands of cars given these factors?

    cluster analysis

    1. Can customers be divided into groups according to their needs?

    2. Are there various categories newspaper readers?

    3. Can voters be classified in terms of their interest in politics?

    Multidimensional scaling

    1. To what extent does the product match the consumer's idea of ​​an ideal product?

    2. What is the consumer image?

    3. Has the attitude of consumers towards the product changed over a certain period?

    3.3. Objects of marketing research

    As follows from Fig. 3.14-3.17 and tab. 3.5, 3.6, the objects of marketing research can be various objects, problems, situations, which, based on the classification criteria, can be divided into such broad categories as objects of the macro- and micro-level of the external environment and objects of study of the internal environment of the commodity producer (in other words, controlled by the firm-commodity producer or beyond its control). Another criterion may be the degree of importance of the objects of study, which may be different in different firms. The third criterion may be the priority of the order of the objects under study, which also differs significantly, but exists as an objective need, "corrected" by a subjective factor - the views of the leadership.

    With all the variety of objects of marketing research, the central place among them is occupied by market objects - commodity market in general, its individual components and parameters (customers, competitors, suppliers, intermediaries, prices, capacity, development dynamics, structure, geographical location, etc.).

    Market research as such - the most common direction of marketing research. Without market information, it is almost impossible to make the right decisions. fundamental decisions on issues such as target market selection, sales volume determination, forecasting and programming of market activities.

    Objects of market research - conjuncture, trends and prospects for the development of the market; market capacity, its dynamics, structure, market geography, level of competition, barriers to entry and exit, opportunities and risks are studied. The main results of market research are forecasts of its development, identification of key success factors in the future. The most effective ways of implementing a competitive policy in the developed market and the possibility of entering new markets are established.

    Consumer Research makes it possible to determine all aspects of their behavior and preferences. The object of the study is individual consumers, families, households, consumer organizations; the subject of research is the motivations of consumer behavior and the factors that determine them; the structure, the size of consumption, the degree of satisfaction of demand, and the trends in its behavior are studied. The purpose of the study is consumer segmentation and selection of target market segments.

    At competitor research the main task is to obtain data that provides competitive advantage on the market and finding opportunities for cooperation with potential competitors. The main aspects of the activities of competitors, their advantages and disadvantages, production, scientific, technical, marketing potential, financial, organizational capabilities are investigated. The result is the choice of the most advantageous position in the market compared to a competitor (competitors), the determination of optimal strategies for action in a competitive market.

    Study of intermediary structures allows for a well-founded policy of physical distribution and marketing, and therefore sustainable activities in selected markets.

    We study not only commercial intermediaries and their capabilities, but also advertising, insurance, legal, financial, freight forwarding, consulting and other companies (organizations), i.e. the entire marketing infrastructure of the marketplace to take full advantage of its capabilities.

    the main goal product research- determination of the compliance of the technical, economic and qualitative characteristics of goods on the market with the requirements and demands of consumers, the degree of competitiveness of these goods. Product research is at the same time the study of consumers, their desires, preferences, their degree of satisfaction with the qualities of the product.

    Consumer properties of analogue products that are competitors, the nature of consumer reaction to new products, assortment, packaging, level of service, prospective consumer requirements - all these are objects of research, the results of which allow the company to refine its assortment taking into account customer requirements, solve the problem of competitiveness of goods, develop new products and calculate their life cycle, modify existing products, improve packaging, carry out patent protection.

    Price research makes it possible to determine the level and ratio of prices that will maximize the benefits of the company. Possible main objects of research are the costs of creation, production and marketing (their calculation), the reaction of consumers to product prices (demand elasticity), the impact of competition from other firms and their products (comparative analysis). All this allows you to choose the most favorable cost/price and price/profit ratios.

    Research of the distribution and marketing system has the task of determining the most effective ways and means of promoting goods from the producer to the consumer. The objects of study are distribution channels, intermediaries, sellers, forms and methods of distribution, distribution costs, their structure and dynamics. Also analyzed are the function and characteristics of the activities of wholesalers and retailers, its strengths and weaknesses, the nature of relationships with suppliers and consumers. The result of the research is to obtain the possibility of increasing the company's sales, optimizing stocks, rationalizing distribution channels, more efficient use of sales forms and methods.

    Sales promotion research aims to identify the most effective means of stimulating the sale of goods, improving the company's image on the market, and increasing the effectiveness of advertising. The objects of research are the motivations of the behavior of suppliers, intermediaries, buyers; reaction of the consumer public; advertising effectiveness; relationships with buyers. The result of the research is the possibility of developing relationships with the public, buyers, intermediaries; formation of a positive attitude towards the company, its products; improvement of methods for generating consumer demand, influencing suppliers and intermediaries, making fuller use of the possibilities of the communication system, including advertising.

    Of course, the study of objects of the market environment should be closely linked with the study of the internal environment of the company in order to determine the real potential of its competitiveness by comparing the relevant factors (objects of study) of the external and internal environment. Only in this way it is possible to determine what needs to be done to more fully adapt the enterprise to changing environmental conditions.


    Rice. 3.14. Objects of marketing research at macro and micro levels


    Rice. 3.15. The structure of conjuncture-forming market factors as an object of analysis


    Rice. 3.16. Studied parameters of the main market objects

    Table 3.5. Objects of analysis of marketing research conducted by US companies (according to a survey of 798 companies)
    Research type In % of the total number of respondents

    Research on the motivation of actions

    Sample studies

    Economics and General Studies

    Study of business operations

    Exploring the Acquisition Process

    Study of the location of factories and warehouses

    Study of export and international activities

    Study of the company's personnel

    Management Information System

    Pricing Study

    Long-term forecasting (over 1 year)

    Short-term forecasting (up to 1 year)

    Studying business trends

    Study on the issues of common responsibility of companies

    The study of the "right of the consumer to truthful information"

    Economic Impact Study

    Studying issues of social significance

    Study of legal restrictions on advertising and promotion

    Market and sales research

    Study of sales promotion issues (premiums, coupons, sampling, etc.)

    Testing goods in various markets, checking stocks

    The study of the relationship "sales / demand"

    Conducting consumer discussions

    Study of distribution channels

    Establishment of sales quotas and geographical distribution of sales

    Sales analysis

    Measuring Market Opportunities

    Market share analysis

    Determination of market characteristics

    Product study

    Research of packaging, design and physical characteristics of the product

    Perception of the product and its potential

    Testing existing products

    Studying the competitiveness of a product


    Rice. 3.17. Assessment of production and market opportunities of the enterprise

    Table 3.6. The procedure for conducting marketing research by a commodity producer, depending on the object

    Objects of study

    Target

    Performers - head units (departments)

    Departments-co-executors

    1. Technical level and the quality of their products

    Obtaining on the basis of a comparison of the objective characteristics of products

    Chief designer

    quality, marketing

    2. Technical level of technological processes

    Obtaining by comparison an objective assessment of the level of technology

    Chief technologist

    quality, marketing

    3. Technical level of production

    Evaluation based on comparisons of production improvement requirements

    Technical

    quality, marketing

    4. Organization of work

    Evaluation of the effectiveness of the structure and functions of enterprise management

    Marketing

    Planning, legal, financial

    5. Suppliers

    Evaluation of the quality of work of suppliers

    Marketing

    Technical control, quality, legal, logistics

    6. Developers

    Evaluation of the work of developers

    Chief designer

    quality, marketing

    7. Intermediaries

    Evaluation of the work of intermediaries

    Marketing

    8. Sales markets

    Assessment of market opportunities and requirements

    Marketing

    9. Economic results of the enterprise

    Preparation of proposals to improve the efficiency of the enterprise

    Financial

    Planning, legal, marketing, logistics

    The essence of marketing research

    In addition, marketing research can also be defined as the systematic collection, analysis and recording of data on marketing issues in order to improve the quality of control and decision-making procedures in the marketing environment.

    Goals of marketing research

    They are:

    • search - imply the collection of information for the purpose of a preliminary assessment of a particular issue (problem), as well as its structuring
    • causal - represent a test of the hypothesis about the presence of a certain causal relationship
    • test - imply the selection of the most promising options or verification of the correctness of previously made decisions
    • descriptive - as the name implies - imply a description of the selected objects of study, phenomena, as well as factors that affect their state
    • predictive - associated with predicting the state of the object of study in the future.

    Types of marketing research depending on the goals

    • exploratory (studies that are carried out in order to collect preliminary information that is necessary to better define problems and put forward hypotheses, to set priorities among the tasks of marketing research, to clarify terminology, etc.
    • descriptive - aimed at describing various marketing situations, problems, as well as individual markets (for example, a study of consumer attitudes towards a particular product, the demographic situation in a particular region, etc.)
    • experimental - are carried out in order to test hypotheses regarding the presence of causal relationships (their distinguishing feature is the study of the patterns of change in any one factor with strict control over the others).

    Classification of marketing research depending on the type of information collected and the collection methods used

    According to this criterion, marketing research is divided into:

    • qualitative - are carried out on small samples and, at the same time, do not claim to be highly representative of the results. The main task of qualitative research is to clarify the problem, to determine its main elements and photocores. Conducting qualitative research, researchers mainly use methods such as interviews, expert opinions, focus group method, etc.
    • quantitative - in order to increase representativeness, rather large samples are used in their implementation.

    Classification of marketing research depending on the frequency of conducting and the research technology used

    • sporadic (one-time) - carried out by the company itself or ordered from a specialized organization.
    • panel - its essence lies in the repeated receipt of information from a certain constant group of objects (which is called a panel).

      There are panels of retailers and buyers. This kind can be effective in the case when the researcher is tasked with studying this subject in dynamics.

      multi-sponsored research - conducted periodically by a marketing firm simultaneously for several clients (each organization that has signed up for this kind of research has the right to include one or more questions in it).

    • field and office - are carried out using external and internal sources of information.

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    Market research is the most common area of ​​marketing research. As many experts note, without market research, it is impossible to systematically collect, analyze and compare the array of information necessary for important decisions that are related to functioning in the market, market selection, establishing sales volume, planning and forecasting market activities.

    The objects of market research are the trends and processes of market development, which include an analysis of the modification of economic, demographic, scientific and technical, legislative, environmental and other factors. In addition, market research is designed to study the structure and geography of the market, its dynamics, capacity, market barriers, competition, market conditions, risks and opportunities.

    The main results of market research can be:

    Forecasts of market development, assessment of market trends, identification of key success factors;

    Establishment of the most effective methods for implementing competition policy in the market;

    Potential to conquer new markets;

    Market segmentation. In other words, it is the choice of target markets and / or market niches.

    Macrosystem analysis designed to study changes in environmental conditions. The latter, although it does not have a direct connection with the market in which the company operates, but also has an equal impact on all firms that are engaged in this market.

    Study of the internal environment of the company aims to establish the real level of competitiveness of the enterprise as a result of the analysis and comparison of the relevant factors of the internal and external environment. The study of strengths and weaknesses aims to identify strengths and weaknesses in relation to its main competitors. This makes it possible to answer questions about what needs to be done in order for the functioning of the company to be fully adapted to dynamically changing environmental factors.

    Enterprise potential analysis aims to verify the resources of the enterprise, as well as their suitability for the implementation of strategic directions of activity.

    Consumer Research allows you to establish and study the entire set of motivating factors that influence consumers when choosing goods (for example: social status, income, education, gender and age characteristics).

    The objects of research can be private consumers, households, families, organizations.

    The subject of marketing research is:

    Motivation of consumer behavior in market conditions, as well as factors determining it;

    The structure of consumption, product offer, trends in demand for goods are analyzed and carefully studied;

    The analysis of processes and conditions for satisfying consumer requests is carried out.

    The purpose of this study is consumer segmentation, as well as the choice of target market segments.

    Competitor research is called obtaining the necessary information that would provide a competitive advantage in the market, as well as help find ways to effectively cooperate with potential competitors. For this purpose, an analysis is made of the strengths and weaknesses of competitors, a study of their market share is carried out, as well as the reaction of consumers to competitors' marketing activities (such as improving the consumer properties of the product, pricing features, trademarks, features of the advertising campaign, ways of developing the service). In addition to the above, a thorough analysis of the material, financial, labor potential of competitors is carried out.

    The result of these studies is the choice of means and ways to achieve the most advantageous position in the market relative to competitors, finding active and passive strategies for securing their price advantage, or the advantage provided by more high quality offered goods.

    Exploring possible intermediaries, with which the firm will be able to "be present" in the preferred markets, as a rule, a thorough study of the firm's market structure is carried out. In addition to trade, commercial or other intermediaries, the company must also have a correct understanding of its other “assistants”: advertising, freight forwarding, legal, insurance, financial, consulting and other firms and organizations, which together create a marketing market infrastructure.

    Product research is referred to as finding the conformity of the quality of goods and their technical and economic indicators to the needs and requirements of buyers present in this market, as well as an analysis of their competitiveness. Commodity research provides an opportunity to acquire the most complete and valuable data from the consumer's point of view about consumer properties goods (reliability, design, ergonomics, price, after-sales service, functionality), as well as some data for the formation of optimal arguments for an advertising campaign, the choice of the most suitable resellers.

    Thus, the objects of research are the consumer qualities of competing and analogue products, the reaction of buyers of these new products, the assortment, the level of service, packaging, product compliance with legislative norms and rules, and prospective consumer requirements.

    Thanks to the results of the study, the company has the opportunity to form its own product range, which would best meet the requirements of customers. Marketing research makes it possible to:

    Increase the competitiveness of the product offer;

    Establish strategic directions for activities, depending on the current stage " life cycle» goods;

    Develop new products;

    Modify existing products;

    Work out a unique form style, improve labeling, establish patent protection methods.

    Price research allows you to determine such a ratio and price level, which could make it possible to maximize the level of profit at minimal cost.

    The objects of research in this context are:

    Expenses for the development, manufacture and marketing of goods;

    Studying the level of influence of competition (comparison of consumer and technical-economic and parameters of similar goods produced by other firms);

    The reaction of consumers to a change in the price of a good (that is, the elasticity of demand).

    The results of the conducted research make it possible to choose the most effective ratio of "price-profit" (the so-called external conditions) and "costs-prices" (production costs or internal conditions) .

    Merchandising and sales research aims to determine the most effective ways, means and methods of bringing the product to the end consumer as quickly as possible.

    Here, the main objects of study are trade channels and intermediaries, sellers, methods and forms of sale, distribution costs. These studies also include an analysis of the functions and features of the functioning of various types of wholesale and retail firms, the determination of their strengths and weaknesses and the characteristics of the nature of their interaction with manufacturers. This information makes it possible to determine the potential for increasing the turnover of the company, to optimize as much as possible inventory, develop clear criteria for choosing effective channels for promoting goods, develop effective methods and techniques for selling goods to target consumers.

    Research of the advertising incentive system and marketing is also one of the most important points of marketing research. This study is designed to identify how you can optimally stimulate the sale of goods, increase the credibility of the manufacturer of goods in the market, successfully conduct advertising campaigns and shares.

    The objects of this study are: the behavior of suppliers, buyers, intermediaries, the effectiveness of promotional activities, contacts with buyers.

    The results of the conducted research make it possible to:

    Develop an effective public relations policy;

    To form a favorable attitude towards the company and its products;

    Establish methods for the formation of consumer demand;

    Maximize the effectiveness of communications, in particular advertising.

    Comparison of expected and actual results from the carried out promotional activities;

    In addition to the above, this study provides an opportunity to make decisions on the activation of promotional activities, the search for new means of influencing the target consumer audience.

    It is worth noting that measures to enhance the promotion of goods on the market include not only advertising, but also other aspects of marketing policy. They can be, in particular, studies of the effectiveness of ongoing competitions, bonuses, discounts, awards, etc., etc.

    Forms of marketing research can also be divided into primary and secondary.

    Primary marketing research includes:

    Survey. Interrogations can be oral, written, and also telephone;

    Observation (systematic study of circumstances without affecting the object of study). They are divided into field, laboratory, and personal.

    Experiment. There are field and laboratory.

    - panel (repeated data collection from one group at certain equal time intervals). There are consumer, trade and service panels.

    Secondary marketing research is an analysis of an actual marketing problem according to the information collected or already published. This type of research is used for strategic marketing planning.

    Traditionally, taking into account the fundamental plan for conducting marketing research, i.e., the tasks solved in it, the following types of research are distinguished:

    • reconnaissance;
    • descriptive;
    • experimental;
    • innovative.

    Exploratory research is carried out if there is the vaguest idea about the object of research and the researcher is not yet able to put forward any hypotheses. For example, it is necessary to investigate the possibility of establishing a market for some especially new (fundamentally new or new for a given country) goods.

    Descriptive research presupposes a systematic qualitative and quantitative description of the object. So, certain kind goods or services have a significant distribution in the market of a particular city. The entrepreneur wants to find out what will be the size of the actual market for this product in another city where he is going to realize his expansion plans.

    An experimental study (the most important condition for its implementation is the availability of sufficiently serious knowledge and significant information on the problem under study) is aimed at analyzing cause-and-effect relationships in the development of certain economic processes. So, the entrepreneur sets the task to find out how effective the advertising impact on the market will be in a certain situation. To do this, an experiment is conducted to determine how much the impact of the controlled variable (additional advertising exposure) increases the number of sales.

    A common type of marketing research, of course, should be considered work carried out according to an innovative plan. Such a study is close to experimental in nature. However, it aims not just to identify causal relationships in the object, but to develop, based on the knowledge of such relationships, some new ways of activity, marketing. In other words, in parallel with the conduct of the study itself (detection of problems, diagnosis of the situation), there is a search for ways to solve the identified problems, i.e., the search for forms and methods of the most effective organization of marketing.

    Marketing research can be carried out in the form of:

    • consumer opinion polls;
    • proper marketing research problem.

    As for public opinion polls, i.e., conducted on the basis of a representative sample using interview techniques or questionnaire surveys of studying the opinions of consumers of various goods and services, they are essential in marketing. After all, in the process of conducting a marketing research, an entrepreneur is most often not interested in deep-seated beliefs and moods. potential buyers, but consumers' assessments of the quality and other characteristics of goods and services that mainly influence the decision to purchase a product or use a service. Such assessments are just contained in public opinion.



    The specifics of a public opinion poll as a type of marketing research is that when conducting it, they do not develop a detailed research program (although it is necessary to clarify the basic concepts and justify the representativeness of the sample), but are limited to a brief business plan. Such marketing research is carried out most often, often it is their results that a firm or company is limited to when making decisions about working in a particular market.

    Actually marketing research is a deep, complex work on the study of certain markets, their segmentation, analysis of types of consumers or the effectiveness of advertising impact on them. When conducting such studies, a detailed program is developed, hypotheses are put forward, a fairly serious arsenal of methods is used (surveys, document analysis, observation, experiments, testing, etc.). The conclusions of such a study, recommendations based on its results are qualitatively different from those inherent in public opinion polls.