Any company producing certain goods or services, needs to promote their product to the consumer.To achieve this goal apply methods of marketing research, any marketing department or hired specialized agencies.These studies are designed to explore and analyze consumer preferences, effects of advertising texts and video clips on the potential consumer of different advertisements and other mass awareness about the product or the company.
essence of marketing research is to study the market in order to provide us accurate and valid test results, conducted with a purpose.In anticipation of the new product on the market it can be to identify the consumer segment, the study of the reaction of potential buyers for the goods, the study of competitive products, identify new product advantages over existing market, product testing and determining the preferences of the package.
Methods of marketing research there are different: expert analysis, survey, focus groups, experimental method, content analysis.There are methods cabinet, methods of observation and in-depth interviews.Typically, marketing research uses several methods in the complex, which is determined by marketers set for the goals and objectives.
Marketing, by and large, is the positioning of a product or service based on the perspective.Earlier methods of marketing research reduced mainly to find new distribution channels and methods to increase sales.Now marketers understand that the most fundamental value of their work is the study of consumer needs and preferences.F, Kotler explains it very precisely by the example of an old Spanish proverb, which says that in order for a person to become a good bullfighter, he must first learn the bull.
now apply many methods of marketing research in order to determine the needs of consumers, to evaluate the market and their market efficiency.Some of them are:
- Observation in stores.Here we study the behavior of customers, moving them around the store to track what draws their attention in the first place, what is the distribution of attention to gender, age and social groups, the impact of maintenance and so on.
- Surveillance at home - the researchers sent home buyers to find out how they and their families belong to this product and how to use it at home, some comments and suggestions to improve the product.
- observations elsewhere.
- Focus groups.Very popular due to the fact that a certain group of selected people and with them for some time to hold discussions, surveys, testing.All this is recorded on video or audio media, and then analyzed and the conclusions and proposals for future events.
marketing information analysis system designed to bring all the data obtained from different channels and draw the appropriate conclusions.Analysis should initially start at the stage of decision purposes, otherwise there will be a clear understanding of what needs to be obtained in the final result and lead to rasplyvchivosti and imprecise conclusions.
The analysis of the information collected should not be considered a personal opinion, feeling and preferences of the researcher.All that matters is the facts emanating from the respondents, they can be inconsistent, include prejudices and so on, but it will help manufacturers understand how to take the most correct decision for him.After all, for this to end the world, and these studies were carried out.
