Marketing research, in the broad sense - is any study that forms of marketing activities.In simple terms, it purports to provide marketing departments of companies data, which in future will help to make this or that decision.
Market research helps to identify customer needs, to define the advantages and disadvantages of the produced product, evaluate the position of competitors in the market, etc.
Market research also allow the market divided into different segments.In other words, divide customers into groups that differ from one another by financial opportunities, needs, preferences.This process is called market segmentation.
Signs of market segmentation vary depending on the destination of the products.For example, for the consumer market will determine the following characteristics:
Socio-economic - the level of financial capacity, social status, level of education of a particular segment of the population.
Demographics - size, sex ratio, age group.
Psychographic - lifestyle and personality traits.
Behavioural - what motivates the consumer to make a particular purchase.
market shares of industrial goods buyers for other signs:
scale enterprise, which is the consumer.
industry to which the enterprise belongs.
Features Consumer Action - regularity, the volume of orders, form of payment, etc.
to both the geographical indication applicable market segmentation.It takes into account the geographical position of the region, especially the climate, population density and other indicators.
All kinds of marketing research aimed at improving the company's position in the market.
The following types of market research:
Complex market research.
is the most popular destination.It is often difficult to determine what the scope of the market will be the most favorable for investment.Also, a comprehensive study of the market, using the information helps reliably plan and predict market activity.In order to take this or that decision, the investor must assess the risks and opportunities in any field of activity.
analysis of the situation of the environment.
In this case, may not be a direct link with the company.But the conditions that affect a particular market, the same for all participants.
analysis of the internal state of the company.
Such a study to determine the position of the firm in the market, its competitiveness.Knowledge of strengths and weaknesses will help improve the current state of the company.
study opportunities.
includes analysis of the company's potential.
study the needs of customers.Like other types of marketing research, helps to improve the company's position due to the knowledge of the target group of customers and their needs.
study advertising.
In this study, marketers are trying to identify the most efficient way of moving goods: advertising on radio and television, promotions, discounts.
Whatever kind of market research is not used, it is important that they be carried out by qualified personnel.Most large companies provides a staff of marketing group, which is committed to promoting the company in the market.
But there are small businesses that do not necessarily have a marketing department, sometimes it is just not profitable.Such enterprises are easier at times to contact a company that specializes in marketing research.
Anyway, important decisions must be made thoughtfully, taking into account the knowledge gained.
