marketing research

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marketing research

the systematic and objective classification, collection, analysis and reporting of information about a particular marketing problem. Marketing research can be ad hoc and specific or continuous and general.

Ad hoc (or one-off) marketing research sets out to obtain specific information which is needed for a particular purpose, for example a study of consumer attitudes and perceptions about an existing product. This information could then be used to modify the product or change the MARKETING MIX used to promote it. See CONJOINT ANALYSIS.

Continuous (or on-going) marketing research involves monitoring of the firm's market environment on a regular basis. Such research provides intelligence about competitors and their pricing and marketing policies, effects of proposed legislation on company brands, the potential impact of economic changes such as total consumer spending and social trends such as environmental awareness.

Marketing research uses a variety of techniques such as in-depth interviews and group surveys which can be used primarily for MOTIVATIONAL RESEARCH; in addition, field studies can be undertaken using QUESTIONNAIRES and interviews, and desk research of records and data, these being used primarily for MARKETING INTELLIGENCE. Finally, techniques such as consumer panels, market experiments and observation may be used to gain information about existing products.

Businesses carry out marketing research to enable them to identify market trends; to find out about market characteristics; to forecast market potential; to analyse MARKET SHARE; to find a MARKET SEGMENT; and to test consumer acceptance of new or existing products. See CONSUMER ORIENTATION, NEW-PRODUCT DEVELOPMENT.

marketing research

the systematic collection, assimilation and analysis of data about BUYERS and MARKETS as a means of identifying market opportunities for a firm's existing or potential goods and/or services.

See TEST MARKET.

References in periodicals archive ?
Proceedings of the Association for Consumer Research Conference, Chicago, IL, USA.
"Consumer research we have conducted indicates that younger consumers have a greater interest in digestive health than other age groups.
It added: "Ofcom will also carry out new consumer research, which will canvas views of fans who attend matches and those who watch on TV.
The company's extensive consumer research and in-depth analysis of shopping behavior provide insights into how customers shop at particular stores and a solid foundation for a marketing strategy in collaboration with retailers.
Transformative consumer research for personal and collective well-being.
And poorer people thought folk drinking large coffees had higher status than those who chose small or medium ones - even at the same price, according to a study in the Journal of Consumer Research.
Consumer research commissioned by Visa Europe supports this expected bumper Christmas spending trend with 40% of shoppers planning to spend more on gifts than in 2009.
ALL CONSUMERS TECH 39% PRICE 25% LOYALTY 36% GEN Y TECH 68% PRICE 5% LOYALTY 27% Gen Y: Much more influenced by technology, and less concerned with price Source: Raddon Financial Group (RFG), National Consumer Research, Spring 2010 Note: Table made from pie chart.
Bailey has also relaunched the Twinings USA website (www.twiningsusa.com) with an ambitious eCommerce site, interactive company history and "Tea Explorer" feature that allows visitors the opportunity to create or discover their "personal tea profile." Bailey conducted extensive brand positioning and consumer research to analyze each aspect of consumers' desires, finding that consumers seemed most interested in taste, aroma and the health attributes of antioxidants.
Consumer Research Online subscribers can access this and other PMA consumer research via their company-wide online subscription.
According to new consumer research from Mintel, 89 percent of Americans ate packaged ice cream in the past year.

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