marketing research

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Related to consumer research: market research

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.


References in periodicals archive ?
Princeton Consumer Research has brought together a large team of seasoned, experienced researchers who offer clients consistent study reliability and quality assurance in their Princeton, St.
But end consumer research is not only for the large Tier 1 systems integrators.
Reacting to consumer research is a key aspect of the company's brand-building strategy, Spalding said.
The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, 12 (June): 1-16.
The end is not nigh for consumer research but the time is ripe for extirpation and eradication of traditional convention and praxis which are no longer relevant or right.
In fact, he uses the confines of the book to respond to an article about him and his possessions with which he disagreed, that was written by several of his colleagues in the Association for Consumer Research.
working with consumers to build new products is one of the most exciting types of consumer research that works especially well on the premises.
In reviewing the development of consumer research in the late 1980s, Ryan undertook an analysis of the contents of the first ten years of the Journal of Consumer Research (JCR).
Macquarie Securities, the institutional equities arm of Macquarie Group, has continued the build out of its consumer research team in London with the appointment of two senior analysts, Toby McCullagh and Matthew Webb.

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