In a strict sense, marketing research is any research activity that meets the needs of marketing. That is, marketing research involves the collection and analysis of data that are required to marketing activities. Marketing research is the beginning and logical conclusion of any cycle of the enterprise's marketing activity. Marketing research is necessary to reduce the uncertainty that always accompanies marketing decisions.
Of course, "solid" definitions from books by respected authors are much more significant than the above explanation. Therefore, for connoisseurs, we give the classic definition of F. Kotler: “Marketing research is a systematic collection and objective recording, classification, analysis and presentation of data related to behavior, needs, attitudes, opinions, motivations, etc. individuals, businesses, public institutions in the context of their entrepreneurial, economic, social, everyday activities”.
How is marketing research different from market research?
Marketing research can provide information on a variety of aspects related to the market. However, market research should not be confused with market research. Marketing research - more general concept, which includes market research, consumer research, competitor research, and so on.
Is marketing research necessary?
Of course they are. In fact, almost every company, to one degree or another, is engaged in marketing research, studying the market in which it operates. Of course, not always "objectively" and even more so "systematically". Nevertheless, the collection of information about the state and prospects of the market, about competitors (assortment, prices, marketing policy) and consumers (behavior and preferences), at least in the simplest, intuitive form, is carried out by almost all market participants. There is no need to prove that the completeness and relevance of marketing information in to a large extent determine the company's success in the market.
Effective decisions cannot be based on intuition or simple reasoning. Without marketing planning, companies cannot achieve a sustainable advantage in their markets. Without marketing research, it is impossible to make effective strategic decisions in the field of marketing.
What does marketing research allow?
Marketing research allows:
- make more informed management decisions;
- better understand the needs and preferences of customers;
- assess the market prospects of products;
- evaluate and improve the effectiveness of a campaign to promote goods / services;
- choose the most effective means promotion of goods/services;
- determine your strengths and weaknesses in relation to competitors;
- develop effective ways to counter competitors.
Why is the importance of marketing information increasing?
In recent years, a number of factors have emerged that increase the importance of marketing information:
- the marketing environment is changing very dynamically;
- more and more companies operate in remote markets;
- Consumers are becoming more sophisticated and discriminating.
Market participants need timely, clear and verified marketing information. Therefore, marketing research must be carried out professionally and thoughtfully at all stages, from the choice of the type of marketing research to the methods of data processing and the form of presentation of the results.
Who conducts market research?
Many large manufacturing companies have marketing departments that promote goods and services on the market and collect marketing information (about the market, competitors, etc.). However, there are also specialized companies that conduct market research. The main advantage of an independent marketing agency in comparison with the marketing department of a company is its objectivity and professionalism.
Majority regional companies do without serious market research, or prefer to conduct market research on their own. This choice has both positive and negative sides. In any case, a decision must be made carefully, having determined the objectives and scope of the planned study.
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. The general solution is found by combining the private ones. 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 marketing research methods is the initial stage in 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 graphic);
- 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 hiring 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.
The ad hoc group is usually staffed by low-skilled professionals, such as students, to conduct telephone or face-to-face 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, they resort to the services of specialized companies that carry 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 particular supermarket, the company has been conducting customer surveys for many years, or it regularly surveys public opinion. Such companies usually have highly qualified personnel. Data collection is usually carried out by trained interviewers who are hired by the company.
The presence of classes equipped with modern technical and electronic means for training interviewers in almost real 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 placed in the application. 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 research 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.
Market Research- one of the varieties of marketing research, studies all aspects of the company's business environment.
Purpose of market research– ensuring maximum accuracy of subsequent management marketing decisions, reducing the level of uncertainty associated with the adoption of such marketing decisions.
The result of market research in marketing is an understanding of the activities of competitors, market structure, government decisions in the field of regulation and promotion of the market, economic trends in the market, research technical advances and many other factors that make up the business environment, which allows you to be closer to the consumer, understand and feel his needs and mood.
Tasks of marketing research:
- confirmation or refutation of hypotheses;
- verification of the conformity of the facts to the planned;
- verification of the current state of the object under study.
- Market capacity is determined. Understanding the market capacity helps to correctly assess the chances in this market, plan actions and avoid unnecessary risks and losses.
- The market share is determined. The share is already a reality, and it is quite possible to build on it, forming future plans, and then increase it in the future. Market share is an indicator of success and a measure of a company's opportunity.
- Analyze consumer behavior.
- Conducted competitor analysis. Knowledge of competitors' products and marketing policies is necessary to better target the market and adjust your individual pricing and promotion policies to help you win the competition.
- Marketing channels are being explored. That will allow you to determine the most effective of them and form a ready-made chain of optimal movement of the product to the end consumer.
Knowing the capacity of the market and the trends of its change, the company gets the opportunity to assess the prospects of a particular market for itself. It makes no sense to work in a market whose capacity is insignificant compared to the capabilities of the enterprise: the costs of entering the market and working on it may not pay off.
Marketing research of the market is carried out in two sections:
- assessment of the actual data of the past tense in order to adjust certain market parameters;
- obtaining values and opinions to build a forecast of events in the future.
Depending on the object of observation distinguish between studies:
- Research of the market subject, in conjunction with the marketing object;
- Research of the marketing object in market environment;
- Research of a marketing object outside the market (desk research, experiments, simulations);
- Study of the internal, market-related, environment of the company;
By venue, research in marketing can be classified according to the place of their conduct:
- desk research;
- Field studies
By market coverage distinguish:
- Continuous marketing research;
- Selective marketing research;
By type of target audience:
- marketing research of a random sample - attracting randomly selected respondents from among the studied audience;
- access panel - a stable base of respondents from among the target audience participating in marketing surveys on a regular basis.
- by marketing staff
- by a specially created group or with the involvement of companies,
- specialized in data collection.
Market Research Methods. There are many market research methods. All these methods are applied about a certain situation, to solve certain marketing tasks. Data collection methods in marketing research can be classified into two groups: quantitative and qualitative.
- Qualitative market research include collecting, analyzing and interpreting data by observing what people do and say. Observation and conclusions are of a qualitative nature and are carried out in a non-standardized form.
Quantitative market research usually identified with the conduct of various surveys based on the use of structured closed questions, which are answered by a large number of respondents. Characteristic features such studies are: a well-defined format of the collected data and sources of their receipt, the processing of the collected data is carried out using ordered procedures, mostly quantitative in nature.
- The first stage: setting the task and defining the objectives of the study.
- Second stage: development of a research plan:
- Definition of data sources.
- Determination of information collection methods
- Determination of methods of systematization, information and storage of information
- Definition of research tools (questionnaires, psychological techniques, fixation devices)
- Sample design and definition (sample composition, size)
Do not confuse marketing research and marketing analysis. Marketing Research e includes the collection, processing, storage and systematization of information. Marketing Analysis
involves conclusions - assessment, explanation and forecast of the development of processes and phenomena.
Market research data analysis begins with the transformation of the original data (obtained as a result of marketing research). Then the analysis is carried out (averages, frequencies, regression and correlation coefficients are calculated, trends are analyzed, etc.).
Every resident of Russia can be called a consumer. And the one who does not speak Russian is also a consumer, only then he is called spozhivach (Ukrainian), consumer (“consumer”, English), or verbraucher (Austrian German), or konsument (German), or something else. Every time we consume something, we make an impact on the socio-economic environment that is imperceptible to us.
By consuming, we influence sellers. Sellers, having made an act of sale, thereby influence distributors, who in turn influence producers, and those - on suppliers of raw materials. Each time such an imperceptible act of consumption leads to growing waves of influence that involve an increasing number of economic entities in a continuous process...
Under conditions of totalitarian socialism or a monarchy, this process is strictly regulated from above. In a liberal (or, in our case, rather “slightly more liberal”) economy, this process is “driven by the market.”
Each participant in the process has an alternative - what to consume. When choosing from at least two proposals, we must be guided by some criteria. Often these are quite specific criteria, for example, price. Sometimes they are more difficult to grasp (eg brand preference), other times it may be the need to satisfy some deep-seated needs (eg, the unmet need to feel power over other people may result in the purchase of a sports car).
Just in order to feel good in the market, rules of conduct were invented, which were named in the American manner marketing. Such rules (which, upon closer examination, turn out to be not so simple) allow any Russian company compete with global giants such as Procter & Gamble. Yes, they brought together leading specialists in the marketing department. Yes, they pay good wages. But not everything is so sad, because there is such a word as "marketing".
Marketing is your guide to the market game. Anyone who has mastered marketing can, if not defeat the international monsters, then at least grab a piece of his pie.
Nevertheless, our goal is not to teach you marketing techniques, but to help you in such an important matter as market research, the results of which are the information base for marketing activities. You can learn more about this service by going now to the services section of our call center -.
Market Research
For any company striving for success, marketing research acts as the beginning and logical conclusion of any cycle of its marketing activities. Market research significantly reduces the uncertainty in making important marketing decisions, which allows you to effectively allocate economic potential to achieve new business heights!
Marketing research, study of external and internal environment and its regular monitoring for any enterprise is an important element of the strategy for successful development in a market economy. The role of research increases many times in the conditions of the unformed market segment or with the uncertainty of a new business.
Whatever decision you make, offer the market a completely New Product or exit with an existing one new market, you will face the problem of a lack of information about market conditions and other necessary components for a successful entry into the market. Does the market need your product, and if so, in what volume?
Most likely, you have a certain vision of the market. But perhaps this is not enough to choose the right strategy. It is in this situation that our specialists will help you to study the market in detail and develop a competitive marketing concept.
As a first step, it is necessary, which will allow you to solve, both in combination and separately, the following tasks:
- Determine the real and potential market capacity. Studying the market capacity will help you correctly assess your chances and prospects in this market and avoid unjustified risks and losses;
- Calculate or predict your market share. The share is already a reality, and it is quite possible to build on it, forming future plans, and then increase it in the future. Market share is an important indicator of your company's success;
- Analyze the behavior of your customers (demand analysis). This analysis will assess the degree of consumer loyalty to the product and the company, answer the question: “Who buys and why?” And, therefore, it will help to establish competitive prices for products, make changes to the product itself, optimize promotion channels and advertising strategy, organize sales effectively, that is, adjust all components of the marketing mix;
- Conduct an analysis of the main competitors (offer analysis). Knowledge of competitors' products and marketing policies is necessary to better target the market and adjust your individual pricing and promotion policies to ensure your competitive success;
- Analyze distribution channels. That will allow you to determine the most effective of them and form a ready-made chain of optimal movement of the product to the end consumer.
Carrying out marketing research
- this is the collection, processing and analysis of data on the market, competitors, consumers, prices, the internal potential of the enterprise in order to reduce the uncertainty associated with making marketing decisions. The result of marketing research are specific developments that are used in the selection and implementation of the strategy, as well as the marketing activities of the enterprise.
As practice shows, without market research it is impossible to systematically collect, analyze, and compare all the information necessary for making important decisions related to market activity, market selection, determining sales volumes, forecasting and planning market activities.
The objects of market research are the trend and process of market development, including an analysis of changes in economic, scientific, technical, legislative and other factors, as well as the structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current situation, opportunities and risks. .
The main results of the market research are:
- Forecasts of its development, assessment of market trends, identification key factors success;
- Definition of the most effective ways conducting a competitive policy in the market and the possibility of entering new markets;
- Implementation of market segmentation.
Marketing research can be directed to various objects and pursue different goals. Let's look into this in more detail.
Tasks of marketing research
Qualitative research is carried out to solve the following problems:
- Market analysis;
- Consumer analysis;
- Analysis of competitors;
- Promotion analysis;
- Testing advertising concepts;
- Testing advertising materials(layouts);
- Testing the marketing complex of the brand (packaging, name, price, quality).
Marketing research of consumers
Consumer research allows you to identify and explore the full range of incentive factors that guide consumers when choosing goods (income, education, social positions etc.) The subject of the study is the motivation of consumer behavior and the factors determining it, the structure of consumption, the provision of goods, and trends in consumer demand are being studied.
The purpose of consumer research is consumer segmentation, selection of target segments.
Competitor Research
The main task of competitor research is to obtain the necessary data to provide a specific advantage in the market, as well as to find ways of cooperation and cooperation with possible competitors.
For this purpose, the strengths and weaknesses of competitors are analyzed, the market share they occupy, the reaction of consumers to competitors' marketing tools, and the organization of business management are studied.
Exploring Potential Intermediaries
In order to obtain information about possible intermediaries through which the company will be able to be present in the selected markets, a study of the company's market structure is carried out.
In addition to intermediaries, the enterprise must have an idea about transport, forwarding, advertising, insurance, financial and other organizations, creating a set of marketing infrastructure for the market.
Research of the product and its values
The main purpose of product research is to determine the compliance of technical and economic indicators and the quality of goods with the needs and requirements of consumers, as well as an analysis of their competitiveness.
Product research allows you to get the most complete and valuable information from the point of view of consumers about the consumer parameters of the product, as well as data for the formation of the most successful arguments for an advertising campaign, the choice of the most suitable intermediaries.
Objects of product research: properties of analogue products and competitor products, consumer reaction to new products, product range, service level, prospective consumer requirements
Research results enable the company to develop own assortment goods in accordance with the requirements of buyers, improve their competitiveness, develop new products, develop a corporate identity, determine the ability of patent protection.
Marketing price analysis
Price research is aimed at determining such a level and price ratio that allows you to get the most profit at the lowest cost.
The objects of study are the costs of development, production and marketing of goods, the degree of influence of competition, the behavior and reaction of consumers to prices. As a result of the conducted studies of the goods on prices, the most effective ratios of "cost-price" and "price-profit" are selected.
Merchandising and sales research
The study of product distribution and sales aims to determine the most effective ways, methods and means of quickly bringing the product to the consumer and its implementation. Objects of study - trade channels, intermediaries, sellers, forms and methods of sale, distribution costs.
It also analyzes the forms and features of the activities of various types of wholesale and retail enterprises, identifies strengths and weaknesses. This allows you to determine the possibility of increasing the turnover of the enterprise, optimize inventory, develop criteria for choosing effective channels of product distribution.
Study of sales promotion systems
The study of the sales promotion system is one of the important areas of marketing research. The objects of research are: the behavior of suppliers, intermediaries, buyers, the effectiveness of advertising, the attitude of the consumer community, contacts with buyers. The result of the study makes it possible to develop a policy of "public relations", to determine the methods of forming the demand of the population, to increase the efficiency of commutative communications, including advertising.
Research of advertising activity
Stimulating the promotion of goods on the market concerns not only advertising, but also other aspects of the company's sales policy, in particular, research on the effectiveness of competitions, discounts, bonuses and other benefits that can be applied by the company in their interaction with buyers, suppliers, intermediaries.
Research of the internal environment of enterprises
Studies of the internal environment of the enterprise aim to determine the real level of competitiveness of the enterprise as a result of comparing the relevant factors of the external and internal environment.
Marketing research can also be defined as the systematic collection, recording and analysis of data on marketing and marketing issues in order to improve the quality of decision-making and control procedures in the marketing environment.
Goals of marketing research
The objectives of marketing research can be divided as follows
- Search targets- collection of information for a preliminary assessment of the problem and its structuring;
- Descriptive purposes- description of the selected phenomena, objects of study and factors influencing their state;
- Causal goals- testing the hypothesis about the presence of some causal relationship;
- Test Goals- selection of promising options or assessment of the correctness of the decisions made;
- Forecast goals- predicting the state of the object in the future.
The principal feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or a set of marketing problems.
Each company independently determines the subject and scope of marketing research based on its capabilities and needs for marketing information, so the types of marketing research conducted by different companies may be different.
Basic concepts and directions, experience in conducting marketing research
Previously, it was emphasized that marketing research- this is scientific analysis all factors influencing the marketing of goods and services. It follows that the scope of this function is practically unlimited, and therefore we will consider only those types of research that are most often encountered in practice.
Essentially, the goal of marketing research is to answer five basic questions: who? what? when? where? and as? Related question: why?- expands the study to contact with the field of social psychology and sometimes stands out in an independent area known as motivational analysis (motivation research), i.e., the study of the motives of consumer behavior.
Ways to organize marketing research
Marketing research can be organized and conducted either through a specialized research agency or through the firm's own research department.
Organization of research with the help of our own research department
Own research department is engaged in marketing research in accordance with the information needs of the company.
Organization of research with the help of a specialized research agency
Specialized research agencies carry out a variety of studies, the results of which can help the company solve existing problems.
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Marketing Research Department
Judging by how often one hears the statement that competition in business is becoming more and more intense, one would assume that most firms probably have marketing research departments. In fact, very few firms have such departments. The most recent figures are hard to come by, but it is known that in a survey conducted by the British Institute of Management, only 40% of the responses were received from 265 companies surveyed (in all likelihood, because most firms did not have research departments).
However, it would be a mistake to assume that this fact means the same low level of use of the research results, since a significant part of the work on marketing research is carried out by specialized organizations. In addition, in many companies, marketing research departments often go by different names, such as “Economic Information Department”, etc.
The decision to create your own marketing research department depends on an assessment of the role that it can play further in the activities of the company as a whole. Such an assessment is mainly qualitative and varies from firm to firm, which makes it difficult to establish precise criteria. For our purposes, it suffices to assume that the decision to create such structural unit accepted and attention is focused on those issues that should be taken into account in this case.
They can be grouped as follows:
- The role and functions of the marketing research department;
- Position in the organizational structure of the company;
- The role and functions of the department manager.
Role and Functions of the Marketing Research Department
Considering the above list of types of research related to marketing, it is obvious that a very large department would be required to cover all the areas mentioned.
When a firm undertakes this kind of work for the first time, it is strongly recommended to create a list of tasks, arranging them in order of importance, and limit yourself to trying to achieve the most important ones first. This does not mean that other studies should not be carried out at all, since setting too rigid demarcation lines between tasks can only lead to an inflexible approach and to the fact that auxiliary studies that complement the main ones are abandoned.
Too often, firms make the mistake of making a newly created marketing research department responsible for maintaining the company's accounting records. Transferring this function to him inevitably generates friction and reduces the efficiency of the company, since, on the one hand, this slows down the work of departments that need reporting data for their current activities, for example, sales department, and on the other hand, it distracts the marketing research department from its main function - research.
In cases where the creation of a specialized research department is preceded by extensive data collection and reporting, it is better if other departments retain this function, providing information they have as needed. To avoid both duplication and dissipation of effort, the responsibilities of each department should be clearly articulated, and only those reports that are essential to internal firms should be required from the marketing research department. research work.
Place for marketing research in the organizational structure of the firm
The location of the marketing research department within a firm largely depends on its organizational structure. As a rule, he should have a direct relationship with the managing director, since this department performs an advisory function and in many cases provides the chief administrator with the initial data on which the general policy of the company is based (as opposed to operational decisions).
In large organizations where executive directors lead divisions based on functional feature, the marketing director may be given responsibility for setting the direction of the research department and for deciding what reports should be presented to the head of the firm.
Even in this case, it is advisable to provide a direct link between the managing director and the research department, in order, on the one hand, to ensure that reports that criticize this or that aspect of the company's activities will be heard by the head of the company in order to avoid deterioration of relations between the director of marketing and directors responsible for other divisions.
In addition, it is the managing director who deals with the effectiveness of the company as a whole and. therefore, it is better than other managers to assess the significance of research results for a particular department.
Some authors believe that the manager of the marketing research department should have the same status as the heads of the main operational structural units, but this is not true in view of the usually existing differences in the size of departments and the level of responsibility. Provided that the manager has access to the board of directors, his status should be directly determined by the importance that the department has within the organization as a whole.
Role and Functions of the Marketing Research Manager
The nature of the job of the manager of the marketing research department depends on the size and function of the department, as well as on the degree of control and leadership from above. At the same time, in any case, the manager must be a person competent in his field and have personal integrity and honesty.
Competence implies not only the presence of experience and knowledge in the field of marketing and methods of its analysis, but also the ability to turn management problems into real ones. research projects carried out taking into account time and financial constraints.
The requirement of personal integrity and honesty means that the manager of the marketing research department must interpret the results of the analyzes carried out objectively, in accordance with generally accepted principles. scientific research. “Statistics in the service of lies” - such a situation can only exist when unscrupulous people use facts fabricated through subjective selection, manipulation and deliberate presentation to prove unfounded conclusions, i.e., as the researchers say, “looking for data” .
The manager must meet not only the basic requirements mentioned above, but, in addition, have the qualities that are necessary for all leadership positions, namely: to have the ability to administrative work be able to understand people's behavior and be able to influence them effectively.
Planning and conducting marketing research
Marketing Research Process
Marketing research can be divided into two main categories: permanent and episodic. Marketing is a continuous process taking place in constantly changing conditions. Therefore, systematic research is essential if a firm is to remain aware of changes in the underlying determinants of demand and be able to modify its policies accordingly. Extensive information of this type is collected by specialized organizations and government departments, but this information is often too generalized and may not meet the specific requirements of an individual firm. As a result, it has to be supplemented by research conducted by the firm itself.
In addition, many marketing situations are so peculiar (for example, launching a new product on the market) that they require special studies.
Such studies are carried out according to a certain scheme, consisting of the following stages:
- Justification of the need for the study;
- Analysis of the factors that determine this need, i.e. the formulation of the problem;
- Exact formulation of the purpose of the study;
- Drawing up a plan for an experiment or survey based on the analysis provided for in paragraph 2;
- Data collection;
- Systematization and analysis of data;
- Interpretation of results, formulation of conclusions, recommendations;
- Preparation and submission of a report containing the results of the study;
- Evaluation of the results of actions taken based on the findings of the researchers, i.e.
- Establishing feedback.
It is obvious that constant research is built according to the same scheme as at the beginning, however, in the future, the first four stages disappear.
Marketing research methods
The first task of choosing methods for conducting marketing research is to familiarize yourself with the individual methods that can be used in the collection and analysis of marketing information.
Then, taking into account the resource capabilities of the organization, the most appropriate set of these methods is selected. The most widely used methods of conducting marketing research are methods of document analysis, sociological, expert, experimental and economic-mathematical methods.
The goals of marketing research can be exploratory in nature, i.e. be aimed at collecting preliminary information designed to more accurately identify problems and test hypotheses, descriptive, i.e. consist in a simple description of certain aspects of a real marketing situation and casual, i.e. be aimed at substantiating hypotheses that determine the content of the identified cause-and-effect relationships.
Each such direction includes certain methods of collecting and analyzing marketing information.
Exploratory study is carried out in order to collect preliminary information necessary to better determine the problems and assumptions (hypotheses) put forward within which marketing activities are expected to be implemented, as well as to clarify terminology and set priorities among research tasks.
For example, it has been suggested that low sales are due to poor advertising, but exploratory research has shown that the main cause of undersales is poor distribution system, which should be studied in more detail in the subsequent stages of the marketing research process.
Among the methods of conducting exploratory research, the following can be distinguished: analysis of secondary data, study of previous experience, analysis of specific situations, work of focus groups, projection method.
Descriptive research aimed at describing marketing problems, situations, markets, for example, demographics, consumer attitudes towards the organization's products.
When conducting this type of research, answers are usually sought for answers to questions that begin with the words: who, what, where, when and how. As a rule, such information is contained in secondary data or collected through observations and surveys, and experiments.
For example, it is investigated, "who" is the consumer of the organization's products? "What" is considered as the products supplied by the organization to the market? "Where" is considered as the places where consumers purchase these products? "When" characterizes the time when consumers are most actively buying these products. "How" characterizes the way the purchased product is used.
Note that these studies do not answer questions that begin with the word “why”. “Why” increased sales volume after the advertising company? Answers to such questions are obtained by conducting casual research.
casual research conducted to test hypotheses regarding causal relationships. At the core this study lies the desire to understand some phenomenon based on the use of logic like: “If X, then Y”.
For example, the hypothesis being tested is: Will a 10% reduction in the fee for a given organization's service result in an increase in the number of customers sufficient to compensate for the loss from the fee reduction?
If we consider the methods of marketing research in terms of the nature of the information received, then they can be divided into two groups: quantitative and qualitative.
Quantitative Marketing Research aimed at studying consumer behavior, purchase motivation, consumer preferences, attractiveness and consumer qualities of the product, price / consumer qualities ratio, assessment of the capacity and characteristics of the real and potential markets (various segments) of the product or service.
Quantitative methods make it possible to characterize the socio-demographic, economic, psychological portrait target group.
The characteristic features of such studies are: clearly defined format of the collected data and sources of their receipt, processing of the collected data is carried out using ordered procedures, mostly quantitative in nature.
Data collection in marketing research
Methods for collecting primary data in quantitative research include polls, questioning, personal and telephone interviews based on the use of structured closed-ended questions that are answered by a large number of respondents.
The survey is conducted at points of sale or by address/route sampling at the place of residence (place of work) of the respondent. The reliability of the results is ensured by the use of a representative sample of respondents (respondents), the use of qualified interviewers, control at all stages of the study, professionally compiled questionnaires and questionnaires, the use of professional psychologists, sociologists, marketing specialists in the analysis, the use of modern computer tools for statistical analysis of the results, constant contact with the customer at all stages of work.
Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and conclusions are of a qualitative nature and are carried out in a standardized form. Qualitative data can be quantified, but this is preceded by special procedures.
The basis of qualitative research is observational methods, which involve observation rather than communication with respondents. Most of these methods are based on approaches developed by psychologists.
Qualitative analysis methods make it possible to describe the psychographic features of the studied audience, behavior patterns and reasons for preferring certain trademarks when buying, as well as to receive from consumers the most in-depth information that gives an idea of \u200b\u200bthe hidden motives and basic needs of consumers.
Qualitative methods are indispensable at the stages of development and evaluation of effectiveness advertising campaigns, studying the image of brands. The results are not numeric, i.e. presented solely in the form of opinions, judgments, assessments, statements.
Types of marketing research
An enterprise in the modern world can only succeed if it does not ignore the needs of consumers. To increase efficiency, research and satisfaction of the maximum number of customer requirements is required. Marketing research contributes to the solution of such problems.
Marketing deals with the study of consumer behavior, which includes its needs and requirements.
The principal feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or a set of marketing problems. This purposefulness turns the collection and analysis of information into marketing research. Thus, marketing research should be understood as a targeted solution to the marketing problem (set of problems) facing the company, the process of setting goals, obtaining marketing information, planning and organizing its collection, analysis and reporting on the results.
The main principles of conducting marketing research include objectivity, accuracy and thoroughness. The principle of objectivity means the need to take into account all factors and the inadmissibility of accepting a certain point of view until the analysis of all the information collected is completed.
The principle of accuracy means the clarity of setting research objectives, the unambiguity of their understanding and interpretation, as well as the choice of research tools that provide the necessary reliability of the research results.
The principle of thoroughness means detailed planning of each stage of the study, high quality of all research operations, achieved through a high level of professionalism and responsibility of the research team, as well as an affective system for monitoring its work.
Summary
In a competitive environment and constantly changing market conditions, a lot of attention is paid to marketing research. The results of these studies in the future are the basis for the formation of sales estimates, and based on this, the planned levels of revenue and profit from product sales.
The most frequent problems arise in the process of selling goods. Therefore, the main tasks of marketing research are the study of:
- market;
- buyers;
- competitors;
- suggestions;
- goods;
- prices;
- effectiveness of the product promotion policy, etc.
Marketing research helps the company to solve the following tasks:
- Determine the possibility of mass production of goods or services;
- Establish a hierarchy of characteristics of goods or services that can ensure their success in the market;
- Conduct an analysis of the typologies and motivations of existing and potential clients;
- Determine prices and optimal conditions for the sale of goods and services.
The purpose of marketing research is to resolve the following problems of the enterprise:
- Studying and establishing the potential of the market or product on the possible volume of its sales, terms of sale, price levels, the ability of potential clients;
- Study of the behavior of competitors, the direction of their actions, potential opportunities, pricing strategies;
- Sales research to determine the best territory in terms of sales, sales volume in the market, which is the most effective.
Companies are developing overall plan marketing research, which is compiled in the context of marketing of individual goods or services, by type of buyers, by region.
Thus, we can say that marketing research is a comprehensive system for studying the organization of production and marketing of goods and services, which is focused on meeting the needs of specific consumers and making a profit based on market research and forecasting.
The most difficult tasks of marketing research are the analysis and decision-making on pricing and sales promotion.
The result of marketing research is the development of a marketing strategy for the company, the purpose of which is to choose target market and marketing mix, the compliance of which will help ensure the maximum effect of product and service sales.
When choosing a target market, it is necessary to justify the answer to the question: what product does the consumer need? To do this, it is necessary to establish rational segments of a concentrated, differentiated or undifferentiated market that the organization will serve.
The choice of a marketing complex is associated with the establishment of the optimal combination of its elements: the name of the product, its price, place of distribution and sales promotion. On the basis of the adopted marketing strategy, the main management decisions are developed that orient the company's activities towards resolving problems that arise or may arise in potential consumer goods, works and services.
This principle may be feasible if the basis for making decisions on organizational, technological, social and production issues is the result of an analysis of the needs and requests of potential buyers.
Marketing research is the search, collection, systematization and analysis of information about the situation on the market for the purpose of adoption in the production and marketing of products. It should be clearly understood that effective work is impossible without these measures. In a commercial environment, one cannot act at random, but must be guided by verified and accurate information.
The essence of marketing research
Marketing research is an activity that involves the analysis of the market situation based on scientific methods. Only those factors that can affect the goods or the provision of services matter. These activities have the following main objectives:
- search - consist in the preliminary collection of information, as well as its filtering and sorting for further research;
- descriptive - the essence of the problem is determined, its structuring, as well as the identification of acting factors;
- casual - the presence of a connection between the selected problem and previously identified factors is checked;
- test - preliminary testing of the found mechanisms or ways to solve a particular marketing problem is carried out;
- forward-looking - suggest the foreseeing of the future situation in the market environment.
Marketing research is an activity that specific purpose which is to solve a particular problem. At the same time, there are no clear schemes and standards that an organization should follow when solving such problems. These moments are determined independently, based on the needs and capabilities of the enterprise.
Types of marketing research
The following main marketing researches can be distinguished:
- market research (involves determining its scale, geographical characteristics, supply and demand structure, as well as factors that affect the internal situation);
- study of sales (the ways and channels of sales of products are determined, the change in indicators depending on the geographical feature, as well as the main factors of influence);
- marketing research of goods (study of the properties of products both separately and in comparison with similar products of competing organizations, as well as determining the reaction of consumers to certain characteristics);
- study of advertising policy (analysis of own promotional activities, as well as comparing them with the main actions of competitors, determining the latest means of positioning goods on the market);
- analysis of economic indicators (studying the dynamics of sales volumes and net profit, as well as determining their interdependence and finding ways to improve performance);
- marketing research of consumers - imply their quantitative and qualitative composition (gender, age, profession, marital status and other characteristics).
How to organize marketing research
The organization of marketing research is a rather important moment on which the success of the entire enterprise may depend. Many firms prefer to deal with this issue on their own. In this case, practically no additional costs are required. In addition, there is no risk of confidential data leakage. However, there are downsides to this approach as well. Not always in the state there are employees who have sufficient experience and knowledge to conduct high-quality marketing research. In addition, the personnel of the organization can not always approach this issue objectively.
Given the shortcomings of the previous option, it is legitimate to say that it is better to involve third-party specialists in the organization of marketing research. As a rule, they have extensive experience in this field and relevant qualifications. In addition, not being associated with this organization, they are absolutely objective look at the situation. However, when hiring outside experts, you must be prepared for the fact that high-quality research is quite expensive. In addition, the marketer does not always know the specifics of the industry in which the manufacturer operates. The most serious risk is that confidential information may be leaked and resold to competitors.
Principles of conducting marketing research
Qualitative marketing researches are a guarantee of successful and profitable work of any enterprise. They are carried out on the basis of the following principles:
- regularity (a study of the market situation should be carried out in every reporting period, as well as in the event that an important management decision regarding the production or marketing activities of the organization is coming);
- consistency (before starting research work, you need to break the whole process into components that will be performed in a clear sequence and inextricably interacting with each other);
- complexity (qualitative marketing research should provide answers to the entire wide range of questions that relate to a particular problem that is the subject of analysis);
- cost-effectiveness (it is necessary to plan research activities in such a way that the costs of their implementation are minimal);
- efficiency (measures to conduct research should be taken in a timely manner, immediately after a controversial issue arose);
- thoroughness (since market research activities are quite laborious and lengthy, it is worth carrying them out very scrupulously and carefully so that there is no need to repeat them after identifying inaccuracies and shortcomings);
- accuracy (all calculations and conclusions must be made on the basis of reliable information by applying proven methods);
- objectivity (if an organization conducts marketing research on its own, then it should try to do it impartially, honestly recognizing all its shortcomings, oversights and shortcomings).
Stages of marketing research
Studying the situation on the market is a rather complicated and lengthy process. The stages of marketing research can be described as follows:
- formulating a problem (raising a question that needs to be solved in the course of carrying out these activities);
- preliminary planning (indication of the stages of the study, as well as preliminary deadlines for reporting for each of the individual items);
- coordination (all heads of departments, as well as the general director, must familiarize themselves with the plan, make their own adjustments, if necessary, after which common solution approve the document)
- collection of information (the study and search for data that relate to both the internal and external environment of the enterprise);
- information analysis (careful study of the data received, their structuring and processing in accordance with the needs of the organization and;
- economic calculations(assessed financial indicators both in real time and in the future);
- debriefing (formulation of answers to the questions posed, as well as the preparation of a report and its transfer to senior management).
The role of the marketing research department in the enterprise
The success of an enterprise is largely determined by the quality and timeliness of marketing research. Large companies often organize special departments for these purposes. The decision on the advisability of creating such a structural unit is made by management based on the needs of the enterprise.
It is worth noting that the marketing research department requires a lot of information for its activities. But it would be economically inexpedient to create too large a structure within one enterprise. That is why it is extremely important to establish links between different departments to transfer complete and reliable information. At the same time, the marketing department should be completely exempt from maintaining any reporting, except for that which directly relates to research. Otherwise, too much time and effort will be spent on side work to the detriment of the main purpose.
The marketing research department most often refers to the top management of the company. It is necessary to ensure direct links with the general management. But interaction with subdivisions of a lower level is no less important, since it is required to receive timely and reliable information about their activities.
Speaking about the person who will lead this department, it is worth noting that he must have fundamental knowledge of such an issue as marketing research of the organization's activities. In addition, the specialist must thoroughly know the organizational structure and features of the enterprise. According to its status, the head of the marketing department should be equated with top management, because the overall success largely depends on the efficiency of the work of his unit.
Objects of marketing research
The marketing research system is aimed at the following main objects:
- consumers of goods and services (their behavior, attitude to the offers available on the market, as well as the reaction to the measures taken by the producers);
- marketing research of services and goods for their compliance with the needs of customers, as well as identifying similarities and differences with similar products of competing companies;
- competition (implies the study of the numerical composition, as well as the geographical spread of organizations with similar production areas).
It should be noted that it is not necessary to conduct separate studies for each subject. Within one analysis, several questions can be combined at once.
Research data
Market research data is divided into two main types - primary and secondary. Speaking about the first category, it is worth noting that we are talking about the information that will be directly used in the course of analytical work. In addition, it is worth noting the fact that in some cases marketing research is limited to just collecting primary data, which can be:
- quantitative - figures reflecting the results of activities;
- qualitative - explain the mechanisms and causes of the occurrence of certain phenomena in economic activity.
Secondary data is not directly related to the subject of marketing research. Most often, this information has already been collected and processed for some other purpose, but in the course of the current study it can also be very useful. The main advantage of this type of information is its cheapness, because you do not need to make efforts and invest money to get these facts. Well-known managers recommend that the first thing to do is to turn to secondary information. And only after identifying the lack of certain data, you can start collecting primary information.
In order to start working with secondary information, the following conditions must be met:
- the first step is to identify data sources, which can be both inside the organization and outside it;
- further, the analysis and sorting of information is carried out in order to select relevant information;
- at the last stage, a report is prepared, which indicates the conclusions made during the analysis of the information.
Marketing research: an example
In order to work successfully and withstand competition, any enterprise must conduct market analysis. It is important that not only in the process of functioning, but also before starting a business, it is necessary to conduct a marketing research. An example is the opening of a pizzeria.
Let's say you decide to start your own business. First, you must decide on the objectives of the study. This may be the study and analysis of the competitive environment. Further, the goals should be detailed, during which a number of tasks are defined (for example, data collection and analysis, selection, etc.). It is worth noting that on initial stage research can be purely descriptive. But, if you deem it appropriate, additional economic calculations can be made.
Now you must put forward a hypothesis, which will be confirmed or refuted during the analysis of primary and secondary information. For example, you think that in your locality this institution will be very popular, since the rest have already become obsolete. The wording can be any, based on the current situation, but it should describe all the factors (both external and internal) that will attract people to your pizzeria.
The research plan will look like this:
- definition of a problem situation (in this case, it consists in the fact that there is some uncertainty in terms of the advisability of opening a pizzeria);
- further, the researcher must clearly identify target audience, which will consist of potential clients establishments;
- one of the most popular marketing research methods is a survey, and therefore it is necessary to create a sample that will clearly reflect the target audience;
- conducting additional mathematical research, which includes comparing the costs of starting a business with income determined on the basis of a preliminary survey.
The results of the marketing research should be a clear answer to the question of whether it is worth opening a new pizzeria in this locality. If it was not possible to achieve an unambiguous judgment, it is worth resorting to the use of other well-known methods of information analysis.
conclusions
Marketing research is a comprehensive study of the market situation in order to determine the feasibility of making a particular decision or to adjust your work according to the current situation. During this process, it is necessary to collect and analyze information, and then draw certain conclusions.
The subjects of marketing research can be very different. This is directly a product or service, and the market, and the consumer sector, and the competitive situation, and other factors. Also, several issues may be raised within a single analysis.
When starting a market research, you need to clearly articulate the problem that should be solved as a result of it. Next, an action plan is drawn up with an approximate indication of the time frame allotted for its implementation. After the document is approved, you can start collecting and analyzing information. Based on the results of the activities carried out, reporting documentation is submitted to the top management.
The main point of the study is the collection and analysis of information. Experts recommend starting work by studying the data available in secondary sources. Only in the event that any facts will be missing, it is advisable to carry out work on their independent search. This will provide significant time and cost savings.