Marketing research. Marketing research methods. Marketing research What does marketing research mean?

Conducting marketing research is 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 of the company's marketing activities, within which certain decisions should be made, as well as the analysis of the components external environment, which have an impact on marketing activities firms.

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.

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 research. The macro environment is, as mentioned in chapter 1, part marketing environment firms that it is not able to 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 when 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 top management firms relate to the scope of its activities, the overall goals of the firm, the role of marketing and other entrepreneurial activities, corporate culture. 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 firms, marketing programs - this allows you to outline 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 incomparable to the waste and waste that results from ill-conceived entry into the market with products that only partially meet its requirements or not at all, entering the wrong markets and at the wrong time.

Accumulating experience market activity of Russian commodity producers shows that without marketing research it is currently impossible to correctly solve the problem of sales not only in foreign markets, but also in 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-reasoned, thoughtful management decisions.

Based on the position on 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 contractors, 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 entire 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 conditioned by the necessity and obligatory nature and complexity of the analysis of any market situation, any of its constituent components associated with the most diverse factors.

According to the International Code of Practice for Marketing Research (adopted by the International Chamber of Commerce and ESO MAP in 1974) marketing research must 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(GS) should be limited, since a full study is 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: to what extent changes in the dependent variable can be attributed to 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-factor methods of dependency analysis help to determine what relationship exists between price reduction and product sales, whether there is a relationship between a person's nationality and the choice of shoe style, etc.

Regression analysis- a statistical method of data analysis in 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 refer 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 influencing factors to the most significant ones.

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 certain 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	Producer share consumer goods, conductive this species research (143 respondents)	Share of manufacturers of industrial products conducting this type of research (124 surveyed)
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 new products and its 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	Telephone	Mail	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.	simple form question. Detailed printed instructions. Absence 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 of the HS are subjected to research;

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 retailers;
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 in 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 - the commodity market as a whole, 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 information about the market, it is almost impossible to make the right policy 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 key factors success 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 choice target segments market.

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.

primary 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 items and calculate them 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 the prices of goods (elasticity of demand), the impact of competition from other firms and their products (comparative analysis). All this allows you to choose the most advantageous 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 stimulating the sale of goods, improving the company's image in the market, 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	Here total number interviewed

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.)
Goods testing for various markets, inventory check
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 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

Marketing research in schemes Zavyalov P.S. A fragment of a chapter from the book "Marketing in diagrams, figures, tables" Publishing House"INFRA-M", 2007 Conducting marketing research is 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 of the company's marketing activities, within which certain decisions should be made, as well as an analysis of the components of the external environment that affect the company's marketing activities. 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 trends, studying competitors' products, studying market reaction to a new product, studying pricing policy, determining the share and territory of sales of goods , forecasting 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 research. The macro environment is, as mentioned in Chapter 1, the part of a firm's marketing environment that it cannot control or 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 a part of the marketing environment that includes individuals and legal entities (consumers, suppliers, intermediaries, competitors), as well as market factors that directly affect the firm's marketing activities. 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. 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. The available foreign and Russian experience suggests that the most expensive marketing research is incomparable with the size of losses and unproductive costs resulting from an ill-considered entry into the market with products that only partially meet its requirements or do not meet them at all, entering the wrong markets and in bad timing. 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 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-reasoned, 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 use, what can be done on its own, what research is more profitable to order 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 entire 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. The 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 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 conditioned by the necessity and obligatory nature and complexity of the 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 simply research on the market, competitors, innovation factors, etc. According to the International Code of Marketing Research Activities (adopted by the International Chamber of Commerce and ESO MAP in 1974), marketing research must be carried out in accordance with generally accepted principles of fair competition, as well as in accordance with standards based on generally accepted scientific foundations.

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(GS) should be limited, since a full study is 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, the impact of a brand name on the implementation of a product).

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.

Regression analysis- a statistical method of data analysis in 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 influencing factors to the most significant ones.

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 certain 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 manufacturers of industrial products conducting this type of research (124 surveyed)
Short-term (up to 1 year) forecasting
Long-term (more than 1 year) forecasting
Measuring Market Potential
Sales analysis
Perception of new products and their potential
Packaging study: design or physical characteristics
Study of distribution channels
Examining Sales Costs
Using discounts, coupons, samples, special offers when promoting
Pricing Analysis
Environmental impact analysis
Advertising effectiveness analysis

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	Telephone	Mail	Personal meeting
Information Accuracy
Time factor
Organizational Complexity
Expenses
Possible length of the questionnaire
Flexibility
Adaptability to the personality of the respondent
Other requirements	· When scheduling interviews, consider the time it takes to dial a phone number. · Consider using interviewers' home phones.	A simple question form. · Detailed printed instructions. · No open questions. · Rewarding the respondent with some souvenir enclosed in the letter.	· As a rule, 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 of the HS are subjected to research;

- 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.

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 retailers;
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? 2. Does the color of an advertisement affect its memorability? 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? 3. Can the age, income, education of a person be considered sufficient grounds for issuing a loan?
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 different categories of 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?

Marketing research includes the collection, processing, storage of information about phenomena and processes of interest to marketing, analysis of the collected information, and obtaining theoretically substantiated conclusions. Thus, the purpose of marketing research is to create an information and analytical base for making marketing decisions.

Marketing research is an integral part of marketing information system, which includes subsystems of intra-company reporting, marketing intelligence, information analysis and marketing research. When conducting marketing research, the following principles must be observed:

Scientific character - explanation and prediction of the studied market phenomena and processes on the basis of scientific positions and objective data, identification of patterns in the development of these phenomena and processes;

Consistency - the allocation of individual structural elements that make up the phenomenon, the discovery of hierarchical relationships and mutual subordination;

Complexity - the study of phenomena and processes in their entirety, interconnection and development;

Reliability - obtaining adequate data by ensuring the scientific principles of their collection and processing;

Objectivity - taking into account the possible errors of the meter of a particular phenomenon;

Efficiency - achievement of the set goals, commensuration of results with costs.

Marketing research is a complex, hierarchically structured process that unfolds sequentially in time and includes the following main stages: development of a general research concept; concretization and development of research methodology; collection, processing and storage of information; analysis, modeling and forecasting of the studied processes; assessment of the effectiveness of marketing research.

Different companies organize the performance of the marketing research function in different ways. Some have a dedicated market research department, others have only one specialist responsible for market research. There are firms whose structure does not formally reflect the function of marketing research.

The marketing research process includes the following steps:

definition of the problem and objectives of the study;

development of a research plan;

implementation of the research plan;

data collection;

data analysis.

The first step is to determine the need for marketing research. To do this, all organizations must continuously monitor their external environments. Information coming from the external environment allows management to assess whether the results of their current activities are in line with planned goals; whether the adopted laws had an impact on the purchasing power of consumers, on the activities of enterprises in the industry; whether there have been changes in the value system of consumers and their lifestyle; whether new strategies have been used by competitors.

Identifying the problem is the next step in conducting market research. A clear, concise statement of the problem is the key to successful marketing research. Often clients of marketing firms do not know their problems themselves. They state that the volume of sales is falling, the market share is decreasing, but these are only symptoms, and it is important to identify the causes of their manifestation.

To define the problem, it is necessary to formulate a working hypothesis. A working hypothesis is a probabilistic assumption about the nature of the phenomena under consideration and ways to solve the problem. In other words, a problem that needs to be solved is transformed into a problem that needs to be investigated.

The following methods are used to generate a working hypothesis:

Logical methods for generating a working hypothesis - finding out the totality of the elements of the problem situation, that is, dividing the original problem into subproblems and a separate analysis of each part. Common decision is found by a combination of quotients. The logical methods include: the method of control questions (the formulation of all possible questions related to the problem being solved, and the search for answers to them); morphological method (construction of various combinations of the main structural elements of the problem under consideration); decision tree method (building a logical chain of successive actions according to the principle “each action is a consequence of the previous one”); method of logical-semantic modeling of the problem (a complex method that allows you to comprehensive analysis problematic situation, to form the main hypotheses, goals and objectives of marketing research to select the most important methods of collecting primary information)

Intuitive and creative methods of forming a working hypothesis do not divide the analyzed problem into separate elements with a combination of partial solutions, but consider the problem as a whole: the method of analogies that has occurred at the moment); brainstorming method.

The goals of marketing research stem from the identified problems, the achievement of these goals allows you to obtain the information necessary to solve these problems. Based on this, the objectives of marketing research can be of the following nature:

1. Exploratory - aimed at collecting preliminary information designed to more accurately identify problems and test hypotheses.
2. Descriptive (descriptive) - consist in a simple description of certain aspects of a real marketing situation.
3. Casual - aimed at substantiating hypotheses that determine the content of the identified cause-and-effect relationships.

The choice of methods for conducting marketing research is initial stage developing a marketing research plan. First you need to get acquainted with the individual methods that can be used in the collection and analysis of marketing information. Then, taking into account the resource capabilities, the most appropriate set of these methods is selected.

E.P. Golubkov identifies the following classes of marketing research methods:

methods of document analysis;

consumer survey methods;

methods of expert assessments;

experimental methods;

economic and mathematical methods.

In the work of Zh.Zh. Lambena "Strategic Marketing" research methods are divided according to the type of project used (search, descriptive or casual), but this division does not give an unambiguous classification of marketing research methods. Research methods are also classified into qualitative and quantitative [Aaker].

Summarizing the methods of marketing research used, there are three ways to study the object of research:

· empirical methods;
· expert methods;
· modeling methods.

Empirical methods are based on the study of real objects. To collect information directly from the object of study, there is a group of field methods that use a variety of procedures for conducting observations, surveys and experiments. You can also use a documentary description of the object of study, using desk methods for collecting primary information.

Expert research methods - collection of opinions about the object of study of experts in a particular field.

Modeling methods are based on mathematical modeling of the objects under study in order to predict the future state, optimize decisions, and establish cause-and-effect relationships. [Bozhuk]

The most important stage in the development of a marketing research plan is the planning and formation of a sample. A sample is a group of research objects that is a carrier of the characteristics of all units of the general population, for example, a group of consumers representing the interest and tastes of the whole market. The sampling procedure includes the following steps:

selection of objects of the general population;
Choice of examination method;
· determination of the sampling procedure;
Establishing the sample size.

When forming a sample, probabilistic (random) and improbability (non-random) methods are used.

If all sample units have a known chance (probability) of being included in the sample, then the sample is called a probability sample. If this probability is unknown, then the sample is called improbable.

Probabilistic methods include: simple random selection, systematic selection, cluster selection and stratified selection.

The most commonly used methods for determining the sample size are:

· arbitrary method (5-10% of the general population);
Statistical method (calculated version, tabular and graphical);
Empirical (sample is considered sufficient when all new information introduces only minor changes);
costly methodology.

After developing a marketing plan, you can start collecting data. There are at least three alternative approaches to data collection: do it yourself, do it by setting up a task force, or by engaging commercial data collection companies.

In the first case, employees marketing service organizations collect data in-house, say through interviews. Obviously in this case it is necessary to have a sufficiently deployed staff. Conducting data collection on a wide, for example, national scale is very problematic.

A special group is usually completed at the expense of specialists who are not very highly qualified, such as students, for telephone or personal interviews. In this case, it is necessary to conduct several training sessions with the interviewers. It is necessary to control the quality of the information being collected (are the questionnaires filled out by the interviewer himself?), the motivation of the work of the interviewers.

In recent years, in our country and abroad, both small and large firms increasingly using the services specialized companies carrying out market research on a commercial basis.

Some of the advantages of engaging such companies in marketing research include the following:

Extensive experience in conducting such research. For example, in a certain supermarket, a company has been conducting customer surveys for many years, or it regularly conducts public opinion surveys. Such companies usually have highly qualified personnel. Data collection is usually carried out by trained interviewers who are hired by the company.

Availability of classrooms equipped with modern technical and by electronic means, to train interviewers in near-real-world conditions.

The speed of conducting research even if the marketing company is thousands of kilometers away from the respondents.

Quality control as a standard procedure for the data collection process. There are various methods for checking the integrity of interviewers and the quality of the information they collect. For example, by establishing secondary contacts with previously attracted respondents.

However, the cost of services marketing companies three to five times the cost of the other two data collection approaches. Therefore, it must be compared with the quality and reliability of the information received.

Data analysis begins with the translation of data into meaningful information and includes their introduction into a computer, checking for errors, coding, and representation in a matrix form (tabulation). Usually, the coded source data is presented in the form of a matrix, the columns of which contain the answers to various questions of the questionnaire, and the rows contain the respondents or situations under study. All this is called the transformation of the original data.

There are five main types of statistical analysis used in marketing research: descriptive analysis, inferential analysis, difference analysis, relationship analysis and predictive analysis.

Descriptive analysis is based on the use of two groups of statistical measures. The first includes "central tendency" measures, or measures that describe a typical respondent or typical response (mean, mode, median). The second includes measures of variation, or measures that describe the degree of similarity or dissimilarity of respondents or answers with "typical" respondents or answers (frequency distribution, range of variation and standard deviation).

There are other descriptive measures, for example, measures of asymmetry (how far the found distribution curves differ from normal distribution curves). However, they are not used as often as the above, and are not of particular interest to the customer.

The results of marketing research are described in the final report. When preparing the final report, it is recommended to divide it into three parts: introductory, main and final.

The introductory part includes the opening page, title page, research agreement, memorandum, table of contents, list of illustrations and abstract.

The main purpose of the memorandum is to orient the reader to the issue studied and to create a positive image for the report. The memorandum is personal and slightly informal style. It briefly talks about the nature of the study and the performers, comments on the results of the study, and makes suggestions for further research. The volume of the memorandum is one page.

The abstract is aimed primarily at managers who are not interested in the detailed results of the study. It is sometimes referred to as a "general report". In addition, the abstract should set the reader up for the perception of the main content of the report. It should describe: the subject of the study, the range of issues considered, the methodology of the study, the main conclusions and recommendations. The volume of the abstract is no more than one page.

The main part of the report consists of an introduction, a description of the research methodology, a discussion of the results obtained, a statement of limitations, as well as conclusions and recommendations.

The introduction orients the reader to get acquainted with the results of the report. It contains the general purpose of the report and the purpose of the study, the relevance of its conduct.

The methodological section describes with the necessary degree of detail: who or what was the object of the study, the methods used. Additional information is placed in the appendix. Links to the authors and sources of the methods used are given. The reader should understand how the data was collected and processed, why the chosen method was used and not other methods.

The main section of the report is the section that summarizes the findings. It is recommended to build its content around the objectives of the study. Often the logic of this section is determined by the structure of the questionnaire, since the questions in it are presented in a certain logical sequence.

Since problems that arose during the conduct of the study should not be masked, the final report will usually include a section on "Restrictions of the Study". This section determines the degree of influence of constraints (lack of time, money and technical means, insufficient qualification of personnel, etc.) on the results obtained. For example, these limitations may have affected sampling for only a limited number of regions. Therefore, carrying the results to the whole country should be done with great caution or not at all.

The conclusions are based on the results of the study. Recommendations are suggestions as to what actions should be taken based on the findings. The implementation of recommendations may involve the use of knowledge beyond the scope of the findings.

In the final part, appendices are given containing additional information necessary for a deeper understanding of the results obtained.

Why is marketing research important for business? We believe you can answer this question yourself. Here you can study the methods of conducting marketing research, get acquainted with each one individually and choose the one that suits you best. Naturally, for each company, separate methods are suitable. After all, initially focused on the "smart" promotion of goods or services.

TOP-3 reasons to organize marketing research

If the company is just founded or is in the process of creation.
When a company introduces a new product or service to the market. Market research is also important in setting the price of products.
When rebranding, expanding the company.

Marketing research methods involve more than just consumer surveys, as is often assumed. This range of activities is somewhat wider. Carrying out marketing research is an extremely responsible event that should be trusted exclusively to professionals. .

Marketing research can be based on two types of information:

Secondary. This is data obtained earlier, as a result of research on another topic. But some developments can be applied in the current case. Such information attracts at an affordable price. In addition, you can get it quickly and easily. However, these data are not adapted to the current situation. They may no longer be relevant. This reduces reliability and performance. Some marketers advise starting marketing research from secondary information. Having exhausted it, resort to the next type.
Primary. Such data is more efficient. After all, they are assembled for a specific situation or product. It is primary information that is more popular among marketers. It includes 3 main methods of conducting marketing research.

Primary information
Method "Quality"	At the heart of this method is the answer to the question “how?”. It is client oriented. His needs, interests, views. No statistics are important here. The main thing is to study the behavior of the consumer, as well as the main factors influencing the purchase of a product or service. In the course of such market research, it is important to study each client more carefully. After all, the priority is not quantity, but quality. Each such study is unique. The company studies not only the current consumer, but also the potential one. Often, with the help qualitative method The business wants to hear customer feedback. Any information received can be systematized and divided into categories. Therefore, there is often a transformation of qualitative data into quantitative data. This method is relevant when launching a new product on the market. Also, you can’t do without it at the stage of creating a company. The "Quality" method studies not only the consumer, but also competitors.
Quantity method	"How?" - the main question of this method of marketing research. The needs of the client and the relevance of the goods are clarified on the basis of statistical data. They are formed as a result of various opinion polls and audits. Thus, the company can identify the need of buyers, as well as test advertising. Accordingly, the "Quantity" method is relevant in the development advertising campaign, the emergence of a new product, its promotion to the market, the definition pricing policy.
Method "MIX"	This is a combination of the two previous methods. This method is the most laborious and effective. These are tests that are carried out among a large group of consumers. At the same time, carefully studying the data of each individually.

These basic methods include several subspecies.

Below are methods for obtaining quantitative data that you can use if you decide to conduct market research.

Focus groups

During this method, a group of people gathers: existing customers and potential ones. They all discuss the same topic related to the service or product. Group members share common social or consumer characteristics. They are called "typical representatives". Conducting marketing research using this method involves the preliminary development of a scenario. It focuses on the free behavior of participants, the expression of feelings and emotions, communication among themselves, discussions.

Carrying out scheme:

A group of people is gathering. These are specially selected representatives of the same social level, with the characteristics necessary for the researcher. They share common interests and needs.
The leader (moderator) conducts the conversation in a relaxed manner. At the same time, adhering to a specific scenario. The task of the moderator is to provoke the participants to a free conversation on the necessary topic.
The entire process is recorded on a video or audio device. Sometimes representatives of the customer company are watching what is happening, being behind a one-way mirror. Participants should not be aware of their presence.
After the study, all materials are analyzed, systematized, and conclusions are drawn.

Relevance of application

To develop new consumer-oriented ideas.
When a new product is released.
To create an advertising campaign and work on product promotion.
Study the current consumer.

The only drawback of this method of conducting market research may be bias. After all, the number of participants is not so large. Even if you collect 4-5 groups, they will still be selected according to general characteristics and social indicators. Hence the subjectivity.

Expert interview

Conducting market research using expert interviews involves a personal survey of participants with the help of an expert, who is the interviewer. The latter asks pre-prepared questions. Represents a free conversation.

Conducting market research using this method allows you to better study and understand the point of view potential consumer. Since, in oral form, the respondent expresses feelings, emotions, and also answers the question more extensively.

A specially trained professional should act as an expert here. He is required to possess at least basic skills from the field of psychology or marketing. After all, during the interview, you need to navigate the topic in order to ask necessary question at the right time, as well as correctly fix the reaction of the respondent. This will improve the quality of research.

Carrying out scheme:

Development of questions by a specialist. He thinks over the scheme of the conversation. Prepares leading questions, as well as possible additional
Interview. Before conducting, respondents are selected. The conversation takes place with each separately. To do this, they often use a special room, devoid of extraneous sounds and objects that can distract. The interview is recorded on audio or video. In addition, the expert can fix individual moments himself. For example, the reaction of the respondent, his emotions. What can be useful when summing up.
Conversation transcript. As a result, the research company receives a finished text with important notes. What follows is an analysis and a summary.

Relevance of application:

Study of the current consumer or potential.
When expanding the company.
When developing a new product.
At the stage of company formation.
To increase sales.

An expert interview helps to thoroughly study the consumer and increase the number of sales. And also, think over a PR campaign, starting from the needs of the client and his interests.

This method of conducting marketing research can be implemented anywhere: both at a public address and at a private address. In addition, expert interviews are also conducted online or by phone.

In-Depth Interview

Conducting market research using in-depth interviews is more individual than the previous method. It allows the expert to skip some questions, swap them, add their own. In this case, there will be fewer participants, but the answer to qualitative questions “how?” and why?" will be more complete. This allows you to better reveal the topic.

An in-depth interview is used in the same cases as an expert interview. Perhaps the difficulty is not so much the search for the respondent as the interviewer. After all, the result depends, for the most part, on the professionalism of the latter.

consumer diary

The essence of this method of conducting marketing research is keeping a diary by the consumer. Often used when a new company product appears. A potential buyer should test this product for himself. In a special diary with developed questions, he captures the sensations, analyzes the product. This method is also very good for developing an advertising campaign that takes into account the interests of consumers. Indeed, often the company does not know exactly what the true interest of the client is. The consumer diary helps to fully open the secret curtain. In addition, the consumer himself can advertise the product among his acquaintances by talking about the study. And also, the client, as a rule, develops a habit of using the product. And in the future, he himself will acquire it.

Carrying out scheme:

Specialists develop a consumer diary. It includes well thought out questions. At the same time, answer options may not be offered to all.
Search target audience. Finding someone who would agree to keep a diary is not so difficult. As a rule, goods are provided to the consumer free of charge for this. This compensates for the inconvenience of keeping a diary. Sometimes the respondent is given other similar items to compare and record in the diary.
Each diary is subject to careful study. Based on the information received, it turns out to develop effective advertising. Diaries also contribute to the promotion of a product or service on the market.

Method of observation or "Mystery shopper"

The "Observation" method in conducting marketing research is effective due to its "naturalness". That is, the consumer's behavioral patterns are studied in the natural environment. At the same time, the buyer does not even suspect that he is a participant in the study. That allows you to get a real objective opinion.

An expert plays the role of a consumer and is placed at the point of sale of a product or service. He monitors other buyers, fixing the peculiarities of their behavior. In addition, he communicates with clients.

This is a great opportunity to get an opinion about the product, selection criteria. Using such a method, the company can learn about the quality of service, if the research concerns it. And also to study the behavior of the target audience and determine the influencing factors.

To study the client's response, a special situation can be simulated. Some points may be subject to change. For example, change the location of the product, advertising, track the reaction of the client at different times of the day. Conducting market research in this way is very effective.

Carrying out scheme:

Accommodation secret shopper(expert) in the natural environment.
Modeling a situation that influences the consumer's decision.
Communication of the mystery shopper with other customers.
Studying the reaction and behavior of the audience.

For example, a company decided to study consumer behavior when buying bread. In this case, attention is drawn to what type of this flour product is chosen most often, at what time of the day. Who, in the majority, is the buyer of bread: a man or a woman, what age category. What factors influence the choice: bread in a bright package or in a transparent bag, sliced or not. How other external factors influence the client's decision. For research, the location of bread can be changed, the emphasis on price can be added or removed, advertising can be moved / removed / added. The percentage of all indicators is compiled.

Relevance of application:

Choosing the location of the company, advertising, product
When developing an advertising campaign
To adjust promotional actions

This method of conducting marketing research allows the company to get to know the consumer better: percentage by gender, by age, by interests. Observation determines qualitative indicators that can be converted into quantitative ones.

Among the disadvantages of this method is the subjective opinion of the mystery shopper himself. Therefore, it is better that "observation" be used as an adjunct to other methods. In addition, this process is quite laborious and time consuming.

Expert opinion

A very important method of conducting market research. Especially in case of expansion of the company, important changes in the structure or products. In addition, the opinion of experts is important when developing marketing plan, as well as a forecast. This allows the company to solve some complex problems.

Experts are professionals in the relevant field. These people should be good specialists industry in which the company is interested. It is often difficult for a company to find an expert on its own. In this, he is helped by marketers who already have an established base of specialists.

The advantage of using expert opinion is that it allows you to study a topic well in a short time. It is very rare that marketing research is carried out without the use of this method.

Methods for conducting marketing research to obtain quantitative data

If you need to conduct market research to obtain quantitative data, then you can resort to the following methods.

Interview

One of the most popular marketing research methods. Marketers develop special questionnaires. They should be adapted to the company itself and focus on a potential or current buyer. Therefore, the process of compiling the questionnaire is considered the most important and time-consuming.

Carrying out scheme:

Creating a questionnaire. Development is carried out by professionals. Questions should be correctly formulated, and answers should be well thought out. After all, the main thing is to get reliable and objective data. At the same time, it is necessary to build on existing information and statistical data.
Placement of questionnaires in the required places. Questionnaires can be left in crowded places: supermarkets, shopping centers, etc. Also, some companies send questionnaires by mail. Online surveys are gaining more and more popularity. This allows you to significantly speed up the process and increase the number of responses. Thus, the survey provides for its main task - to collect as many respondents as possible.
Analysis and synthesis of the received information. As a result, the answers are then systematized, counted, and the corresponding conclusions are drawn up. And the application of information in practice.

The aim of the survey is to involve as many respondents as possible. This will provide objective information.

Audit

This method of conducting marketing research focuses on market research. It includes an analysis of the pricing policy in different places where the goods are provided. Geographic analysis: where the consumer pays the most attention to a given product or service. The market for similar products, their geography and price are also being studied.

This marketing method uses questionnaires. The survey of consumers takes place on all these aspects.

Carrying out scheme:

Creation of questionnaires. They include questions, the answers to which will allow you to analyze the market as a whole, and its individual segments.
Choice of research and survey sites.
Recruitment of respondents and the study itself.
The study of the received data. Systematization of them and analysis of information.

An audit allows you to get complete information about the market, the position of the product on it, and study the target audience. It is very important that this method of conducting marketing research allows you to explore the position of competing companies in the market. And improve competitiveness. The method of obtaining information is very simple and fast.

Network research

The method of conducting marketing research based on network analysis is relevant when developing a site or filling content. And also to create effective advertising in the Internet. The company can check what the potential buyer pays attention to most often. To do this, it is necessary to monitor the statistics of the requested words related to the product in search engines. Based on the received data, content is created. The text is optimized for search engines. This increases website traffic and sales. This method also helps the company to set the right accents.

Other methods of conducting marketing research:

Cabinet - research is done on site. The company collects all necessary information in the Internet. It allows you to study a potential buyer. To do this, information is collected in social networks, on forums, sites that are related to the topic. A lot of important data, for example statistical data, are in the public domain and can be used in the study. The desk method helps to study competitors by monitoring and analyzing their sites.
Document analysis. Books of complaints and suggestions, checks left by the buyer in the market, advertisements - all these are valuable information carriers that are useful in marketing research.
Benchmarking allows you to improve the image of the company and the level of sales, by borrowing experience. The reference point, at the same time, falls on the leading companies of the market. The researcher selects the most popular representative. He studies his product, ways to promote the product and the company itself. The task of the researcher is to analyze the marketing steps of the leading companies in this industry and determine the secret of their success. As a result, steps are developed to promote the research company and increase sales.
Competitive intelligence. In the case of applying this method of marketing research, the steps of competing companies are carefully studied. Prices, promotions, places and ways of promoting the product are monitored. The main goal is to become better, get ahead.

How to improve the effectiveness of marketing research methods?

Figure out the problem and define the goal.

To choose the appropriate method for conducting marketing research, you must initially decide on the goal. Any goal is formed from a problem. Low sales push for the goal of increasing sales, ineffective advertising for adjusting the advertising campaign. This is the first and main step in the research plan. At the same stage, the possible reasons Problems.

Consider a research plan.

Drawing up a step-by-step action plan, including the marketing research methods that will be applied. It is worth determining what data will be important to you in the course of work: secondary or primary. Then the methods are selected. The choice should be individual, taking into account the specifics of the company, its products, and the target audience. In this case, it is better to consult with experienced marketers.

From theory to practice.

The accumulated information must be studied, systematized and analyzed. As a result, a report is drawn up and the results are summarized. But the main thing is to put all this data into practice, starting from the original goal. Properly chosen marketing research methods will help to achieve the most effective results.

Marketing research. Marketing research methods. Marketing research What does marketing research mean?

3.1. Principles and conceptual approaches to conducting marketing research

3.2. Methods and procedures of marketing research

3.3. Objects of marketing research

TOP-3 reasons to organize marketing research

Marketing research can be based on two types of information:

Primary information

Focus groups

Expert interview

In-Depth Interview

consumer diary

Method of observation or "Mystery shopper"

Expert opinion

Methods for conducting marketing research to obtain quantitative data

Interview

Audit

Network research

Other methods of conducting marketing research:

How to improve the effectiveness of marketing research methods?

Figure out the problem and define the goal.

Consider a research plan.

From theory to practice.