A marketing research was carried out. What is marketing research

We live in conditions market economy. Whether we like it or not, the strategy of any enterprise is based on a correct understanding and application in practice of the laws of the market. Whether you are just starting your business or have been in business for many years, market research is an essential part of your job. After all, products produced but not sold on the market, no matter how good they are, do not bring benefits (profits), neither to you nor to society.

The study, analysis and processing of information about the state of the market, in a certain area, is called marketing research. Such studies produce specialized companies, marketing services large organizations and holdings or they are made by "professional amateurs". Both the fate of a small boutique in a shopping center and the effectiveness of multibillion-dollar investments depend on the correctness, completeness and objectivity of such works. none serious company in the world does not even take tactical (not to mention strategic) decisions without analyzing the market, prospects for selling a new product or improving technology.

Goals of marketing research

Market research, depending on the tasks, can have a different focus. This includes the search for new areas of activity, expanding the range of goods and services, tracking competitors, and so on. If we talk about the global goal, then it is one - to expand sales and increase profits. But the directions aimed at achieving this ultimate goal, so many. There are several main areas:

• search and analysis of problems in a specific market segment;
• description of the situation on the market, which has the character of current information;
• forecast of market development trends in the future;
• testing the market in order to choose between different strategies of action;
• analysis of new scientific and technological trends that can significantly affect the market;
• analysis of related areas of activity in order to identify the possibility of new products (services) that affect the market.

Significant differences have studies of internal and external nature.

A huge role is played by marketing research in determining the directions of investment in the scientific and technical sphere. These investments are very expensive, long-term, and, if successful, can lead to a revolutionary breakthrough. As an example understandable today to everyone, we can cite the situation in the mid-80s of the last century in the image fixation market. In other words, photographs.

In the mid-80s, there were opportunities for a significant improvement in the quality of images in traditional (film) photography, while digital technologies were still “in diapers” and could not compete in the market in terms of any technical and economic indicators. As you know, the forecast errors of a number of companies in this area led to their collapse over the next 20-25 years.

What Marketers Research (Objects)

Consumers of products / services have different requirements for the proposed product. These are not only quantitative and qualitative technical and economic indicators that can be expressed in numbers. A huge role is played by tastes, traditions (religious and cultural), climate or age categories of consumers. Identification of the motives that guide buyers when choosing a product is also the most important subject of study.

So, for example, one of the well-known European manufacturers of wall tiles managed to significantly expand sales in Iran and Pakistan, focusing on a range of colors that gravitate towards green. The reason is simple - green is one of the favorite colors of Islam.

We should not forget that the producers themselves can directly influence and shape the tastes and preferences of the target audience. This goal is served by direct and indirect advertising, PR actions, the formation of new needs. The word "imposition" has a negative connotation, but, nevertheless, it is the most important element of the struggle for the consumer, stimulating consumption.

object marketing research maybe, for example, a competitor's logistics system, which helps to reduce costs in the supply of goods and services. And to what truly tectonic shifts in the beverage market the creation of new types of packaging has led, there is no need to speak.

The most important, if not the main, object of research are end users, that is, you and me. This is the most "difficult" object. For its study, the entire arsenal of sociology and consumer psychology is involved. Most often, the most important element of such a study is a survey of target (focus) consumer groups. It's very important role plays a correctly compiled questionnaire and the conscientiousness of the persons conducting the surveys.

It is aimed at identifying the characteristics of representatives of the target audience of a commercial offer. This type of research may have much in common with marketing analysis or be different from it. This depends on whether the market research needs to address the marketing processes already applied to it or to predict the reaction of market representatives to the possible use of a particular marketing strategy.

Main tasks and methods for their solution

The main objective of the study is to identify the characteristics of consumers. It should answer questions about what they want and trust, what they need and what they can do without. Nowadays the most important criterion the solvency of representatives of those groups of the population that can become consumers has also become.

During practical work first of all, prices for goods that fully or partially correspond to the customer's product range are examined. Analyzed different periods, they are revealed characteristics. For example, the very fact that people bought something at a certain price for a year may not make any sense if a new round economic crisis led to the bankruptcy of a number of city-forming enterprises. Market representatives will certainly be segmented. Groups are distinguished, united by common characteristics - gender, age, estimated income, geolocation, or attitude to some risk group.

by the most complex process is to identify market trends. It is for this reason that market analysis can use some marketing tools. They can be trial sales or sociological surveys.

Stages of the study

Specific methods of work are directly related to the original goal. In the event of a new business for the region, they are guided by the search for answers to the main questions.

• will it Commercial offer be in steady demand;
• what price range is acceptable;
• what business development strategy can be the most promising;
• what risks should be taken into account.

When looking for answers to these questions, you need to understand that any useful product or service will sooner or later find its consumer. The problem is what profitability will the company offer them to the public.

If the study is conducted for an existing business

Not always the need for the work of market analysts arises at the time of opening a new enterprise. Sometimes companies that have been operating for more than a year also face situations related to the need to re-examine the characteristics of their market. Most often this is due to the fact that some obvious problems have arisen. They may be:

• demand for a product that turned out to be lower than predicted;
• lack of certainty in the competitive position of the company;
• insufficiently clear understanding social portrait their consumers;
• search for a method to reduce costs.

In some cases, market analysis may be included in the structure of anti-crisis measures. In any case, this is a complex research work, which should be completely transparent for customers and culminate in the preparation of a package of proposals for the formation of the most effective business development strategy.

Marketing research is an exceptionally powerful applied tool. Proper conduct of such a study can radically improve the current situation of any business by providing a full information and analytical base necessary for making effective management decisions.

Key value marketing research is reducing the level of uncertainty in the process of making important strategic decisions. Below is a detailed discussion of the essence, classification and main objectives of marketing research.

What is marketing research? Definition

According to the generally accepted definition of the American Marketing Association, this term implies the following definition:

Marketing research is a systematic systematic search, collection, processing and subsequent interpretation of data related to all problems marketing activities organizations.

In fact, any marketing research is a process of extracting information. Information relevant to the research topic that is extracted, collected, and then analyzed. What kind of this information will be, how it will be collected, how it will be analyzed and interpreted - the answers to all these questions must be clearly formulated before the allocation of the budget and its direct development. Obviously, the economic effect of such a study should exceed the costs associated with its implementation. Otherwise, marketing research will be economically unprofitable for its initiator.

Marketing Research- This a kind of function, the parameters of which are consumers, competitors, the market as a whole . These parameters determine the behavior of our function (company activity). The more accurately the dependence on the parameters under consideration is established, the clearer the management will be able to get to implement an effective marketing strategy and development in general.

In order to organize a competent marketing research, one should find, collect and analyze huge amounts of information . Achieving the unity of many disparate processes is achieved through the interdisciplinary nature of marketing research. When implementing marketing research, apparatuses and tools of many scientific disciplines are involved:

• statistics,
• psychology,
• mathematics,
• economy, etc.

The use of the above disciplines is aimed at a comprehensive and objective analysis of the issues under study. Accordingly, the main requirement for competent marketing research is the complex and systematic application of the technologies and tools used.

In the process of conducting marketing research of any type, after defining the problem, it is necessary to designate object and subject of research . For a simple understanding of the two basic concepts, it is enough to understand that the subject of any study is determined by the properties of the object. For example, a company may initiate market research to analyze the causes of a drop in demand for a product. Consumers can be considered as the object of research, and their behavior as the subject. The subject, thus, acts as a refinement of the object under study, providing a more detailed description of the data relevant to the previously defined research problem.

Why do you need to conduct marketing research?

Various hypotheses, ideas and intentions generated by managers, as well as problematic aspects of the organization's activities can act as reasons that encourage companies to conduct market research. The most powerful motivator is the emergence of a problem that requires an immediate solution.. For example, a sharp decline in sales, the emergence of a major competitor, a decrease in interest in the brand's products - all this can cause funds to be allocated for marketing research. In this case, marketing research is seen as a life-saving pill that can eliminate the problem and allow the business to develop further in a turbulent-free space.

Classification of marketing research

In general, all ongoing research can be divided into 3 large groups:

• reconnaissance,
• descriptive,
• casual.

Intelligence research . The main purpose of conducting this kind of research is to find the information necessary for a more specific formulation of the problem in the case of high level uncertainty. The data collected from this intelligence is then used by managers to make better management decisions.

Descriptive studies aimed at describing the marketing situation in the studied niche, segment, market. The information obtained in this study can serve as a guide for further development or to identify problematic aspects of the marketing strategy being implemented.

Casual research reflect the substantiation of hypotheses and assumptions formulated before the start of the study. Simply put, casual research is a kind of practical test of theoretical assumptions.

• research method,
• purpose of the study,
• the nature of the information being collected.

According to the method of conducting marketing research, they are divided into field and office. Logic dictates this division: desk research analyzes secondary information. That is, it is kind of "desk studies" when information already collected by someone in advance is studied. In this case, documents are processed with full range the methods of work used in this case (informative-targeted analysis, content analysis, etc.).

In the event that the information available to the researchers is not enough, it becomes necessary to collect new information and the researchers are sent "in field" looking for relevant information. The primary information obtained in this way is characterized by a high degree of compliance with the tasks originally set.

The objectives of the study are closely intertwined with common goals use marketing information. If earlier it was about exploratory, descriptive and casual studies, then in the case of categorization by the purpose of the study, they are all divided into:

• search,
• descriptive,
• analytical.

The essence and logic of the concepts remain the same as in the case of a more global categorization.

The nature of the information collected is the last sign by which it is customary to characterize all marketing research. With this approach, the key feature of separation is the description of the collected data. If we are talking about the research that should answer the questions “how much?”, “to what extent?”, “to what extent?”, this is about quantitative indicators and, as a consequence, quantitative research . If questions are at the forefront how?”, “why?”, “what?”, appropriate to talk about qualitative research.

Whatever method of collecting information for the implementation of the study is chosen, the main conditions necessary for the high quality of the results obtained are the following:

• the complexity of working with information,
• application of interdisciplinary tools and various technologies,
• objectivity of information
• the relevance of the analyzed information to the problems under consideration,
• professionalism of specialists carrying out research.

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

1. If the company is just founded or is in the process of creation.
2. When a company puts on the market new product or a service. Market research is also important in setting the price of products.
3. 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 for 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.

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:

1. A group of people is gathering. These are specially selected representatives of one social level, with the characteristics required by the researcher. They share common interests and needs.
2. 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.
3. 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.
4. 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 marketing research using this method allows you to better study and understand the point of view of a 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. Indeed, during the interview, it is necessary to navigate the topic in order to ask the necessary question at the right time, as well as correctly fix the response of the respondent. This will improve the quality of research.

Carrying out scheme:

1. Development of questions by a specialist. He thinks over the scheme of the conversation. Prepares leading questions, as well as possible additional
2. 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. For example, the reaction of the respondent, his emotions. What can be useful when summing up.
3. 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:

1. Specialists develop a consumer diary. It includes well thought out questions. At the same time, answer options may not be offered to all.
2. Search for the 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.
3. 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 in different time days. Conducting market research in this way is very effective.

Carrying out scheme:

1. Placement of a mystery shopper (expert) in a natural environment.
2. Modeling a situation that influences the consumer's decision.
3. Communication of the mystery shopper with other customers.
4. 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, which 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 must be good specialists in the industry that interests the company. 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.

Survey

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:

1. 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.
2. Placement of questionnaires in the required places. Questionnaires can be left in crowded places: supermarkets, shopping malls 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- collect as many respondents as possible.
3. 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 this product or a 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:

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

The audit allows you to get complete information about the market, the position of the product on it, to study 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 the necessary information on the Internet. It allows you to study 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?

1. 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 the goal of increasing sales, ineffective advertising to adjust the advertising campaign. This is the first and main step in the research plan. At the same stage, the possible reasons Problems.

1. Consider a research plan.

Drafting step by step plan activities, including marketing research methods, to 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.

1. 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 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 without these measures it is impossible effective work. 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 - a 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 has a specific goal, 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 (implies the determination of its scale, geographical characteristics, the structure of supply and demand, 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 economic indicators(study of the dynamics of sales volumes and net profit, as well as determining their interdependence and finding ways to improve performance);
• consumer marketing research - imply their quantitative and qualitative composition(gender, age, profession, Family status and other indications).

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 may not always be able to 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 each reporting period, as well as in the event that an important management decision regarding production or marketing activities organizations);
• consistency (before 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 CEO should familiarize themselves with the plan, make their own adjustments, if necessary, and then approve the document by a common decision);
• collection of information (the study and search for data that relate to both internal and external environment enterprises);
• 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 various departments to provide complete and accurate 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 top management company management. 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 manage 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 know 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 effectiveness 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 endure competition, any enterprise should 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 should be noted that at the initial stage, the study can be exclusively 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, do you think that in your locality this institution will be very popular, as 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 the 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.