In a modern market economy study of the environment in which your activity takes place, its consistent, regular monitoring is an important element of the strategy for the successful development of any enterprise.And if your business segment is not fully formed or focus of your work is uncertain role of research repeatedly increases.
So you were not going to take to release something completely new or have already tested the product to develop new markets, information on all the necessary components of success, you will clearly be missed.Do I need market your product as is necessary amount of the issue?Of course, you have the basic concept.But if you have a detailed view of the problem.Carefully study the market, to create a working marketing concept is likely to be able to better professionals.
First we need to conduct qualitative market research.This modern trend of applied sociology, some form of business analysis that examines preferences, desires and needs of the consumer, the market, competitors, government bodies in the individual conditions.
Research can be "wild."Collected primary information in a certain place on the need of products, the demand for it, taking into account individual consumers.Here, firstly, the user defined motives.And then prepared and analyzed for specific data which are statistically processed.That is, get a quantitative estimate of the views and behavior of the object of the survey.The following data collection methods - observation, experiment, sample surveys and individual in-depth interviews, group discussions, expert evaluation.
Another type of research - "desk" - analyzing secondary data.They can be obtained from official sources, professional literature, etc.It deals with the general market trend, its accessibility, presence of competitors, the likelihood of their actions.In the study
release:
- purpose of the enterprise - that is, what to do in this situation.To develop a new product, to strengthen existing positions, to increase profits for a new breakthrough, etc.
- target marketing - what are the ways to find a way out.
- purpose of the marketing research - to provide the necessary information to justify the adoption of specific marketing and management decisions.
further defines a working hypothesis.This is similar to an algorithm for solving the problems identified for the study.It determines the need for a system of indicators, as well as the scope and focus of work.
result of this work are the conclusions and recommendations.They must be strictly reasoned, aimed at solving the problems of pre-defined, are authentic.
