Marketing research - a systematic process of obtaining objective information and processing is undertaken with the aim of reducing the risks of taking marketing decisions. Marketing research in the general sense is wider, than the concept of market research, and the latter is more common than the market analysis.
Польза маркетинговых исследований
They can reduce the risk of erroneous decisions, as well as more information about the chances of success and help get information to identify needs and expectations of the consumer, So, to the company's offer could satisfy these desires and. Для того чтобы в общих чертах понять что собой представляет смотрите marketing research market example.
Marketing research as a basis for management of the company
Basis for the formation of marketing is marketing research - regular and objective, implemented by qualified methods for collecting, analysis and transmission of information on the factors, which create conditions for marketinga.Eto information on the product characteristics of your company and competitors' products, on prices and demand flexibility in relation to price changes, the effectiveness of different instruments to promote the product, the functioning of the distribution channels, the views and motives of consumer behavior in relation to the product.
The purpose and object of marketing research – provision of information to managers of the company, needed to make decisions about product strategy and packaging, Privacy policy, distribution and promotion of the product.
The subject of marketing research are often:
- product research (acceptance and demand for new products, study competitors' products, testing of products already sold);
- marketing and market research (assessment of market capacity, analysis of the company's market share, industry market characteristics, sales analysis);
- research relating to advertising (of content - in particular, text - advertisements);
- research sector and the functioning of the company (industry trends, research over prices, studies related to the location of manufacturing facilities and retail outlets, analysis of foreign markets, employment analysis);
- research, associated with corporate social responsibility issues (the study of legal regulation of advertising and promotion, environmental issues analysis).
information source for market intelligence, are primarily:
- employees of the company;
- current and former employees of competitors;
- providers, mediators (Dealers), beneficiaries, and other stakeholders, working in the industry;
- astute reading of publications, especially the trade press or other publicly available documents, interview, given by managers of competing companies, their advertising and other promotional materials;
- conduct detailed laboratory analysts, technological and economic competing products.
Part of the company's information system is a marketing approach. It provides current information on changes in the environment in the area of technology firms, customer situation, the overall economic situation, social and political. The most important, is the marketing intelligence in relation to the competition.
