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Marketing research

What is 'Market Research'

❶Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes.

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Module 4. Market Research
BREAKING DOWN 'Market Research'

Market trends are the upward or downward movement of a market, during a period of time. Determining the market size may be more difficult if one is starting with a new innovation.

In this case, you will have to derive the figures from the number of potential customers, or customer segments. A SWOT may also be written up for the competition to understand how to develop the marketing and product mixes. Another factor that can be measured is marketing effectiveness.

It is important to test marketing material for films to see how an audience will receive it. There are several market research practices that may be used:. The availability of research by way of the Internet has influenced a vast number of consumers using this media; for gaining knowledge relating to virtually every type of available product and service.

It has been added to by the growth factor of emerging global markets , such as China, Indonesia and Russia, which is significantly exceeding that of the established and more advanced B2B e-commerce markets.

Various statistics show that the increasing demands of consumers are reflected not only in the wide and varied range of general Internet researching applications, but in online shopping research penetration. This is stimulated by product-enhancing websites, graphics, and content designed to attract casual "surfing" shoppers, researching for their particular needs, competitive prices and quality.

According to the Small Business Administration SBA , a successful business is significantly contributed to by gaining knowledge about customers, competitors, and the associated industry. Market research creates not only this understanding, but is the process of data analysis regarding which products and services are in demand.

The convenience and easy accessibility of the Internet has created a global B2C e-commerce research facility, for a vast online shopping network that has motivated retail markets in developed countries. Beyond online web-based market research activities, the Internet has also influenced high-street modes of data collection by, for example, replacing the traditional paper clipboard with online survey providers.

Over the last 5 years, mobile surveys have become increasingly popular. Mobile has opened the door to innovative new methods of engaging respondents, such as social voting communities.

Social Media applications, according to T-Systems , help generate the B2B E-commerce market and develop electronic business process efficiency. This application is a highly effective vehicle for market research, which combined with E-commerce, is now regarded as a separate, extremely profitable field of global business.

While many B2B business models are being updated, the various advantages and benefits offered by Social Media platforms are being integrated within them. Business intelligence organization have compiled a comprehensive report related to global online retail sales, defining continued growth patterns and trends in the industry.

Headed "Global B2C E-Commerce and Online Payment Market " the report perceives a decrease in overall growth rates in North America and Western Europe, as the expected growth in the online market sales, is absorbed into the emerging markets. This effectively, offers a significant, motivational platform for new Internet services , to promote user market research-friendly applications.

Another company from the top ten is Cnova N. It is a further indication of how consumers are increasingly being attracted to the opportunities of online researching and expanding their awareness of what is available to them.

Service providers; for example those related to finance, foreign market trade and investment promote a variety of information and research opportunities to online users. In addition, they provide comprehensive and competitive strategies with market research tools, designed to promote worldwide business opportunities for entrepreneurs and established providers.

General access, to accurate and supported market research facilities, is a critical aspect of business development and success today.

The Marketing Research Association was founded in and is recognized as one of the leading and prominent associations in the opinion and marketing research profession.

It serves the purpose of providing insights and intelligence that helps businesses make decisions regarding the provision of products and services to consumers and industries. This organization knowledge of market conditions and competition is gained by researching relevant sectors, which provide advantages for entry into new and established industries.

It enables effective strategies to be implemented; the assessment of global environments in the service sectors, as well as foreign market trade and investment barriers! Research, is utilized for promoting export opportunities and inward investment , helping determine how to execute competitive strategies, focus on objective policies and strengthen global opportunities. It is a medium that influences, administrates and enforces agreements, preferences, leveling trading environments and competitiveness in the international marketplace.

The retail industry aspect of online market research, is being transformed worldwide by M-Commerce with its mobile audience, rapidly increasing as the volume and varieties of products purchased on the mobile medium, increases.

It was also shown that in emerging markets, smart-phone and tablet penetration is fast increasing and contributing significantly to online shopping growth. From Wikipedia, the free encyclopedia. Marketing Marketing Marketing Management Key concepts. It can be done through surveys, product testing and focus groups. The purpose of market research is to examine the market associated with a particular good or service to determine how the audience will receive it.

This can include information gathering for the purpose of market segmentation and product differentiation , which can be used to tailor advertising efforts or determine which features are seen as a priority to the consumer.

A business must engage in a variety of tasks to complete the market research process. It needs to gather information based on the market sector being examined. The business must analyze and interpret the resulting data to determine the presence of any patterns or relevant data points that it can use in the decision-making process. Primary information is the data that the company has collected directly or that has been collected by a person or business hired to conduct the research.

This type of information generally falls into two categories: Exploratory research is a less structured option and functions via more open-ended questions, and it results in questions or issues being presented that the company may need to address. Specific research obtains answers to previously identified issues that are often brought to attention through exploratory research.

Secondary information is data that an outside entity has already gathered. This can include population information from government census data, trade association reports or presented research from another business operating within the same market sector. A company that was considering going into business might conduct market research to test the viability of its product or service.

If the market research confirms consumer interest, the business can proceed confidently with the business plan. If not, the company should use the results of the market research to make adjustments to the product to bring it in line with customer desires. Market research was first put into place in the United States in the s, and originated during the advertising boom during the Golden Age of Radio.

Companies that advertised on the radio began to understand the demographics that were revealed by how different radio shows were sponsored. Data collected from these interviews were compared to the circulation of the publication in order to see how effective those ads were.

Market research and surveys were adapted from these early techniques. Data collection then shifted to the telephone, making face-to-face contact unnecessary. A telephone operator could collect information or organize focus groups — and do so quickly and in a more organized and orderly fashion. This method improved the market research model greatly. Within the last years, market research started to make a shift online.


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Market research is the process of assessing the viability of a new good or service through research conducted directly with the consumer. This practice allows a company to discover the target market and record opinions and other input from consumers regarding interest in the product.

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Market research consists of systematically gathering data about people or companies – a market – and then analyzing it to better understand what that group of people needs. The results of market research, which are usually summarized in a report, are then used to help business owners make more informed decisions about the company’s strategies, operations, and potential customer base.

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In fact, strategies such as market segmentation (identifying specific groups within a market) and product differentiation (creating an identity for a product or service that separates it from those of the competitors) are impossible to develop without market research. Market research involves two types of data: Primary information. This is research you compile yourself or hire someone to gather for you. Secondary . Market research is an essential component of a business plan for startup businesses - if market research does not indicate a demand for the product or service the proposed business will not likely be .

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Market research is the process of collecting valuable information to help you find out if there is a market for your proposed product or service. The information gathered from market research helps budding entrepreneurs make wise and profitable business decisions.