Marketing research methods; Marketing research is a systematic and objective study of issues related to the marketing of goods and services. This applies to any marketing area. Research is the only tool an organization needs to stay in touch with its external business environment. To be active and change your environment, you need to ask yourself simple questions: What are the customer's needs and how are they changing? How can these changing needs be met? What do customers think about existing products or services? What does he see differently? What do competitors do to retain customers in this environment? Did their strategies overcome you or influence you? What do you need to do to be more competitive? How do macro- and micro-environmental factors affect your organization? How do you react to this environment?
Technically, marketing research uses four types of research proposals, namely: Qualitative Marketing Research - These are often used for exploratory purposes. The data collected is qualitative and focuses on people's views and attitudes toward the product or service. Respondents are usually small and findings cannot be generalized to the entire population. No statistical methods are often used. For example, focus groups, in-depth interviews, and projective techniques in quantitative marketing research - are often used to solve a specific problem. It tests a specific hypothesis and uses random sampling methods to determine from a sample to a population. It consisted of several respondents and the analysis was performed using statistical methods. Example: Surveys and questionnaires Observation techniques -
The researcher observes social phenomena in their natural state and concludes them. Observations can be cross-sectional (observations made simultaneously) or longitudinal (observations take place at different times). Example: Product Usage Analysis and Experimental Computer Cookie Tracking Techniques - Here a researcher creates a quasi-artificial environment to try to check for unrealistic factors, and then manipulate one of the variables to get an answer to the survey. Example: When testing marketing and purchasing labs, more than one research design can be used at a time. They can start with secondary research to get basic information, and then organize a focus group (qualitative research design) to explore the problems.
Finally, they can conduct a full national survey (quantitative research proposal) to make specific recommendations for the client's organization.
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