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 ?
The organizer has the right to refuse to conduct marketing research at any time before summing up its results, and the Customer has no obligation to enter into an agreement based on the results of marketing research .
The market is still in its growth stage and there is ample opportunity for market research in the country but since most of the companies are not marketing-savvy they don't have budgets for market research or treat marketing research as a cost; hence the trend to initially start off with a dip stick survey using unrepresentative samples.
All these factors, listed very briefly have contributed to the profound evolution of the modern marketing research landscape, enriching them with new and diverse facets.
Discrete Choice models have been widely used in agricultural marketing research applications.
</pre> <p>While there is much that marketing research can do, mostly it is directed towards discovering which groups or market sectors will buy your product, and what improvements, replacements or new related products may be desirable.
Tzokas (1999), `The Impact of Marketing Research Activity on SME Export Performance: Evidence from the UK', Journal of Small Business Management, April, pp63-75.
HIGH POINT, N.C.-BDO Seidman LLP, Furniture Industry Services, is testing "live" marketing research at the International Home Furnishings Market here, using touch-screen computers to capture retailer impressions of merchandise within the Rowe Furniture showroom.
and Deshpande, R., "Relationship between providers and users of marketing research", Journal of Marketing Research, Vol.
The advantages and disadvantages of each method are discussed in full by Erdos, Payne, and Mayer (1974) in the "Handbook of Marketing Research." Survey questionnaire by direct questioning was adopted for this study.
As you know from the in-house Applied Marketing Research seminar-workshop I gave then, the correct market research brief begins with a definition of the marketing problem that you want research to help solve.
Tenders are invited for Marketing Research Service Studies for Austin Energy
is a marketing research company that was founded in 2006.They help businesses enter and develop new markets in the CEE region, Scandinavia, the UK & Ireland and beyond.

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