Stages of marketing research. The main stages of marketing research

Each research problem requires a specific approach to its solution. Each problem is unique in its own way, and the research procedure, as a rule, is developed taking into account its features and significance. However, there are a number of steps, called the research process, that need to be taken into account when drawing up a research project.

This process helps to define the research problem and data collection method, analyze and interpret the data obtained, and prepare a report on the results of the research.

When planning a marketing research (the process of obtaining information), the company must clearly understand the purpose for which it is being carried out (to decide on which issue the research should be conducted).

This work is very relevant, because. use of marketing research in terms of modern market not only useful, but simply necessary for the successful conduct of business and the competitiveness of the company. Depending on the goals and volumes. The funds allocated for this, the company can choose any of the options for conducting this direction work: to have your own marketing department in the company, constantly use the services of analytical firms to conduct research and monitor the market in one direction or another, order separate one-time studies, etc.

The purpose of this work is a step-by-step review and study of the stages of marketing research.

The object of study is the process of marketing research. The subject is the stages of marketing research.

Stages of marketing research:

When starting a marketing research, a company must answer a number of questions:

1) About whom? or about what? (object of study)
2) What? (want to know)
3) For what? (use of results)
4) When? (get results)
5) How much does it cost? (expenses)
6) How profitable? (efficiency)
7) How? (technology of obtaining and form of presentation of results).

Marketing research can be divided into two large groups: target and current, which is due to the regularity of their implementation.

They are usually focused on solving specific problems. For their implementation, a special group is created, which, along with the employees of the enterprise, may also include invited specialists. The composition of the groups depends on the nature and extent of the problem being solved.

Ongoing research - ongoing since varying degrees regularity. Their results are used in operational work, and the main purpose is to determine the current situation and develop the necessary management decisions.

Since marketing research must be effective from an economic point of view, it must be well planned and organized. Despite the variety of types of marketing research conducted, all of them are based on a common methodology that determines the order of execution.

The following actions (research stages) can contribute to this:

1. Identification of problems and formulation of research objectives

A correctly identified problem and a clearly formulated goal are the key to its successful implementation. Mistakes made at this stage can lead not only to unjustified costs, but also to the aggravation of real problems associated with wasted time when moving on the "false track".

Regardless of whether the company conducts research on your own or engages a third-party organization, specialists of the firm must be involved in identifying problems and formulating goals.

2. Selection of sources, collection and analysis of secondary information

Secondary information is information that already exists, having been previously collected, for other purposes.

Depending on the time resources available to the enterprise and work force allocated for the implementation of the activities of the second stage, work with internal and external sources of secondary information and the information itself can be carried out sequentially (first, internal is studied, and then external information) and in parallel.

The collection of secondary information is based on "desk" research. They are carried out on the basis of official printed sources of information and give general ideas on the state of the general economic situation and development trends. It uses methods economic analysis combined with elements of econometrics and mathematical statistics.

Internal sources of secondary information are: statistical reporting; financial statements; customer accounts; materials of previous studies; written records kept by the organization.

External sources of secondary information may be governmental or non-governmental.

Federal and local authorities in many countries collect and distribute a large amount of statistical and descriptive material on pricing, credit policy, regulatory and guidance materials. Such materials published government agencies, including (for example, bulletins of the property fund, bulletins of the state tax office, etc.), are usually distributed free of charge or sold for nominal amounts.

Secondary non-governmental information can be obtained from three sources: periodicals; books, monographs and other non-periodical publications; commercial research organizations.

Periodicals (newspapers - economic sections, specialized magazines, economic bulletins, market reviews, publications chambers of commerce and associations of entrepreneurs, publications of banks, advertising agencies) are published both by publishing firms and by professional or industry associations.

For example, publications of trade and industry associations, publications of non-profit research organizations (departments of academies of sciences, universities, institutes, materials of conferences, seminars, etc.). Some publications are distributed by subscription or can be obtained from libraries. In addition, in the funds mass media the financial statements of enterprises are published; interviews of managers and specialists; advertising. They, as well as specialized exhibitions and fairs, can become important sources of necessary information in the course of ongoing research.

Commercial research organizations conduct research and provide research results for a fee. Information of an economic nature distributed by specialized firms in the form printed matter or magnetic media, depending on the volume and value of information, can cost from several hundred rubles to millions of rubles.

External sources of secondary information include:

Modern Information Technology, the development of the Internet involves representatives of agribusiness in its sphere. Manufacturers of machinery and equipment for agriculture and the processing industry, food companies, and producers of agricultural products may well use, and some already use global network to promote their products, find customers and suppliers.

There are a lot of external sources of information, and therefore the desire to collect all the data related to the problem under study can be either simply unrealizable, or lead to a huge investment of time and resources. We must remember about the Pareto effect, according to which 80% of the information is contained in 20% of the sources.

Therefore, from the total volume of sources, it is necessary to choose the most valuable ones. And even in this case, with all the value of the information received, it should be remembered that this information is available to almost everyone and therefore does not give anyone a significant competitive advantage.

The following are the advantages and disadvantages of secondary information:

Advantages

disadvantages

1. Many of its types are inexpensive (industry, government publications, periodicals, etc.)
2. Usually quickly collected (in libraries, industry, government periodicals, monographs, can be obtained and analyzed very quickly)
3. Often there are several sources (allows you to identify different approaches, obtain large amounts of information and compare data)
4. Sources may contain data that cannot be obtained independently
5. Collected from independent sources, usually very reliable
6. Helps, at the stage of preliminary analysis
7. Forms a more complete picture of the problems under consideration

1. May not be suitable for the purposes of the study being conducted
2. May be old or obsolete
3. Methodology of data collection (sample size, duration of the study), may be unknown and secondary information may be insufficient
4. Not all results may be published
5. There may be conflicting data
6. Many research projects can not

Selection external sources requires from the employees participating in it a broad outlook, a deep understanding of the problem under study and the skills of information retrieval work. The systematization of secondary information is carried out, as a rule, after the completion of its collection from internal and external sources.

It is necessary to start collecting information from the search for secondary information, since the process of its analysis can lead to clarification, and sometimes to a significant adjustment of the previously formulated problem and research objectives, save time and money when searching for primary information.

3. Planning and organizing the collection of primary information

Primary information is information that is collected for the first time for a particular purpose. Primary information becomes necessary when the analysis of secondary sources does not provide necessary information. To assess the overall significance of primary data, it is necessary to weigh their advantages and disadvantages:

dignity	limitations
1. Assembled according to precise targets; 2. The data collection methodology is known and controlled by the firm; 3. Often owned by the firm and not available to competitors; 4. No conflicting data; 5. The degree of reliability can be determined; 6. Maybe the only way obtaining the necessary information	1. Data collection can take a long time; 2. Large costs may be required; 3. Some types of information cannot be obtained; 4. The firm's approach may be limited; 5. The firm may be unable to collect primary data

Depending on the completeness of the information obtained in the first two stages, sometimes the third stage of the study begins with the definition or clarification of the object of study, especially if such an object is end-users, distribution channels, or it is carried out for the first time. Collecting primary information is a laborious process.

When drawing up a sampling plan, the following tasks are solved:

1. Definition of the object of study.
2. Determination of the sample structure.
3. Determination of the sample size.

As a rule, the object of study is a set of objects of observation, consumers, company employees, intermediaries, etc. If the population is small and research group has the necessary capabilities and resources (labor, financial and time) to establish contact with each of its elements, then it is realistic and preferable to conduct a continuous study of the entire population. In this case, you can begin to choose the method of data collection, the research tool and the method of communication with the audience. Otherwise, one has to limit oneself to a sample survey.

A sample is a part of the population, designed to represent the population as a whole. The accuracy with which a sample reflects the population as a whole depends on the design and size of the sample.

There are two approaches to the sample structure - probabilistic and deterministic.

The probabilistic approach assumes that any element of the population can be selected with a certain (not zero) probability. The simplest and most common in practice is a simple random sample, in which each element of the population has an equal probability of being selected for research. Probabilistic sampling is more accurate, because it allows you to assess the degree of reliability of the information collected, although it is more complex and expensive than deterministic sampling.

The deterministic approach assumes that the choice of elements of the population is made by methods based either on considerations of convenience, or on the decision of the researcher, or on contingent groups.

After determining the sample structure, the sample size is established, which determines the reliability of the information.

Sample size - the number of elements of the sample. The larger the sample size, the higher the accuracy and the higher the cost of conducting the survey.

With a probabilistic approach to the sample structure, its volume can be determined using well-known statistical formulas and specified requirements for its accuracy. To halve the sample error, its size should be quadrupled, to reduce by 3 times, the size should increase by 9 times, and so on.

With a deterministic approach to the sample structure, in the general case, it is not possible to mathematically accurately determine its volume in accordance with a given criterion for the reliability of the information received. In this case, it can be determined empirically. For example, when surveying buyers high accuracy sampling is ensured even if its volume does not exceed 1% of the total population, and when conducting surveys of buyers of medium and large retail enterprises, the number of respondents is 500 - 1000 people.

Methods for collecting primary information

In practice, the following main methods of collecting primary information are used:

1. observation;
2. experiment;
3. imitation;
4. survey.

Observation is a method of collecting information by fixing the functioning of the objects under study without the researchers establishing contacts with them and lacking control over the factors influencing their behavior.

Advantages of this method: simplicity and relative cheapness, exclusion of distortions caused by contacts of objects with the researcher.

Disadvantages of this method: it does not allow to unambiguously establish the internal motives of the behavior of objects and their decision-making processes; they can be incorrectly interpreted by observers.

Experiment - a method of collecting information about the behavior of the objects under study, providing for the establishment of control over all factors affecting the functioning of these objects.

The purpose of the experiment is to establish causal relationships between marketing factors and the behavior of the objects under study. To ensure the reliability of the results of the experiment, the values of all factors, except for the one under study, must remain unchanged.

Advantages of the experiment: objective character, the possibility of establishing causal relationships between factors.

Disadvantages of the experiment: difficulties in organizing control over all factors in natural conditions, difficulties in reproducing the normal behavior of an object in laboratory conditions, high costs.

Imitation (simulation modeling) is a mathematical, graphical or other model of controlled and uncontrolled factors that determine the strategy and tactics of the enterprise.

Simulation modeling allows you to comprehensively study the many factors that determine the marketing strategy. Preparatory measures for the simulation is to develop a model of the functioning of the object and check its adequacy.

The advantage of imitation lies in the ability to quickly analyze many options for marketing actions and choose the best one on this basis.

The disadvantage of imitation is the complexity and laboriousness of creating a model that requires in-depth study and formalization of cause-and-effect relationships between marketing factors, its external environment and factors that determine purchasing behavior.

A survey is a method of collecting information by establishing contacts with the objects of study. This is the most common data collection method in marketing. It is used in about 90% of research.

The source of information in conducting mass surveys is the population, not related by the nature of their activities with the subject of analysis.

In specialized surveys, it is specialists (experts) - persons whose professional activity closely related to the subject of research, are the main sources of information.

The advantage of questioning lies in the practically unlimited scope of its possible application, which allows obtaining information about the current behavior of the object, its behavior in the past and intentions in the future.

The disadvantages of the survey are the high labor intensity, significant costs for conducting surveys, a possible decrease in the accuracy of the information received, associated with incorrect or distorted answers.

Preparatory work for the survey includes:

choice of method of communication with the audience (by phone, by mail, personal interviews);
preparation of the questionnaire;
Conducting testing and finalizing the questionnaire.
4. Systematization and analysis of the collected information

The systematization of primary information usually consists in the classification of answer options, their coding and presentation in a form convenient for analysis (most often, in a tabular form).

The analysis of information consists in its evaluation, as a rule, using statistical methods. The final results of the analysis often come in the form of recommendations for future actions of the enterprise.

5. Presentation of the results of the study.

The report on the results of the study is prepared in expanded and abbreviated versions. The first is a fully documented report of a technical nature and is intended for marketing specialists. The second is intended for managers and contains a detailed presentation of the main results, conclusions and recommendations.

General requirements for the content of the report on the conducted marketing research provide for the mandatory inclusion of the following questions in it:

1. The purpose of the survey.
2. For whom and by whom it was carried out.
3. general description the general population covered by the survey.
4. Size and nature of the sample, as well as a description of the weighted selection methods used.
5. Time of the examination.
6. The survey method used.
7. Adequate description of the persons who conducted the survey and all control methods used.
8. A copy of the questionnaire.
9. Actual results.
10. Base rates used to calculate interest.
11. Geographic distribution conducted surveys.

It should be noted that in order to formulate the research problem, it is necessary to clarify the main priorities of the organization in the field of marketing. To do this, it is necessary to answer a number of questions that help to highlight the main guidelines for production and economic activity: what changes have occurred in market conditions? in which direction should the organization develop? how to make a transition to a new state?

The exact formulation of the objectives of the study is required to draw up a task for the analysis.

For the development of the task, it is fundamentally important to take into account the limitations that will help to avoid incorrect comparisons and increase the specific focus of the analytical work.

The methodological basis for the analysis of marketing information is formed by the bank of methods and models that allows to most fully reveal the relationship of the studied phenomena.

The results and conclusions of the marketing research are drawn up in the form of an analytical report, which includes the following information:

- the name of the group (agency, firm) conducting the study and the client for whom the study was performed;
- the essence of the problem and the objectives of the study, formed in the assignment for the analysis;
- the main results of the study, presented in the form of reasoned conclusions and recommendations for solving the problem;
- groups of analyzed physical and (or) legal entities, criteria for their selection, sampling methods and its type, reliability of the information received;
- technology for conducting observations, experiments and surveys;
- the period of time during which the study was conducted;
- geographical boundaries of the analyzed market;
- calculations and applications.

In addition, the report must contain all necessary information to develop a marketing mix aimed at solving the problem.

Research methods in marketing are conditioned by the necessity and obligatory nature and complexity of the analysis of any market situation, any of its constituent components associated with the most diverse factors.

These principles of consistency and complexity in conducting marketing research are based on the fact that when studying the external environment, primarily the market and its parameters, it is necessary to take into account not only information about the state of the internal environment of the company (enterprise), but also the strategic marketing goals and intentions of the company - only then the research carried out is of a marketing nature.

Methods for selecting sets of research objects provide for the solution of three main problems: the selection of the general population, the definition of the sampling method and the determination of the sample size.

The population (FS) should be limited because a complete study is usually very expensive and often impossible. In addition, sample analysis can be even more accurate (due to the reduction of systematic errors).

The sample is made in such a way as to represent a representative illustration of the HS. This is an indispensable condition under which, based on the characteristics of the sample, it is possible to draw correct conclusions about the HS. Conducting data collection is usually accompanied by errors - random and systematic. Random errors appear only in selective research; since they do not bias the characteristics of the sample in one direction, the magnitude of such errors can be estimated. Systematic errors arise due to the influence of non-random factors (inaccurate allocation of HS, sampling flaws, errors in the development of questionnaires, counting errors, insincerity of respondents).

Typically, research should go through the following stages.

Problem Definition

Study planning

Analysis of secondary information

Obtaining primary information

Complex data analysis

Interpretation of results

Compilation of a report

Scheme 1.1 - Organization of marketing research

Problem definition is the most important stage of research. Only the client can know what he wants. On the other hand, the goal should not prejudge the results of the study. Many studies have failed due to the fact that the performers tried to reconcile the results with the existing views of the customer.

Problem definition includes:

1) identifying symptoms;

2) clear presentation possible causes, or underlying problems underlying the symptoms;

3) detection complete list alternative actions that the marketing manager can take to solve problems.

When conducting marketing research, two types of problems are encountered: marketing management problems and marketing research problems. The first appear in two cases. First, when symptoms of not achieving goals occur marketing activities. Secondly, there is a possibility of achieving the goals, but the manager must choose a course of action that will enable him to take full advantage of favorable circumstances.

Marketing research problems are defined by the requirement to provide managers and marketing professionals with relevant, accurate and unbiased information needed to solve marketing management problems.

Two types of errors are possible when ordering studies:

Order errors (questions provoke desired answers);

Skip errors ( key questions are not set).

Errors of the first kind should be prevented by implementing agencies, with errors of the second kind it is more difficult, since it is difficult for the executor to detect them on initial stage order discussion. At the study planning stage, the initiative passes to the executing agency.

All marketing research is carried out in two sections: assessment of certain marketing parameters for a given point in time and obtaining their predictive values. As a rule, predictive estimates are used in the development of both the goals and strategies for the development of organizations as a whole, and its marketing activities.

Marketing research can be carried out independently, by the organization's own resources, or the organization can use the services of specialized consulting organizations. When choosing between the first and second options for conducting marketing research, many factors are taken into account:

1) the cost of the study. Many organizations find it cheaper to conduct market research in-house. (For reference: the cost of conducting marketing research, according to the expert assessment of foreign experts, is on average less than 0.2 of each percent of the product cost.)

2) Experience in conducting research, specialists with the necessary qualifications. This is especially important to consider when using complex methods conducting marketing research and processing the results.

3) Deep knowledge technical features product. Usually, the company's specialists know them better, and this knowledge can not be easily and quickly transferred to specialists from other organizations.

4) Objectivity. Specialists specialized organizations are usually more objective in their assessments.

5) Availability of special equipment: computers and special programs for them, equipment for testing. Such equipment, as a rule, is more fully possessed by specialized organizations.

6) Confidentiality is better preserved when conducting marketing research by company employees. Sometimes companies conduct one part of marketing research with their own employees, and the other with the help of specialized marketing organizations.

The most widely used marketing research methods are document analysis methods, consumer survey methods (the whole set of which, with a certain degree of conventionality, can be called methods sociological research, since they were first developed and used by sociologists), peer reviews and experimental methods.

The main difference between the methods of sociological research and expert assessments is that the former are focused on mass respondents of very different competences and qualifications, while expert assessments are aimed at a limited number of professional specialists. These two groups of methods are united, first of all, by the fact that in both cases the same methods of mathematical statistics are used to process the collected data.

There are several groups of economic and mathematical methods used in marketing research:

1) statistical methods of information processing (determination of average estimates, error rates, degree of agreement of opinions).

2) Multivariate methods (factorial and cluster analyses). They are used to inform marketing decisions based on numerous interrelated variables.

3) Regression and correlation methods. They are used to establish relationships between groups of variables that describe marketing activities.

4) Simulation methods. They are used when the variables that affect the marketing situation cannot be determined using analytical methods.

5) Methods of statistical decision theory (game theory, queuing theory, stochastic programming) are used to stochastically describe the reaction of consumers to a change in the market situation.

6) Deterministic methods of operations research (linear and non-linear programming). These methods are used when there are many interrelated variables and it is necessary to find the optimal solution - for example, the option of delivering the product to the consumer, providing the maximum profit, through one of the possible distribution channels.

7) Hybrid methods that combine deterministic and probabilistic (stochastic) characteristics (dynamic and heuristic programming) are used primarily to study the problems of commodity circulation.

Usually, when conducting marketing research, information obtained on the basis of primary and secondary data is used.

Primary data are obtained as a result of the so-called field marketing research specially carried out to solve a specific marketing problem; their collection is carried out through observations, surveys, experimental studies performed on a part of the total population of the studied - the sample.

Secondary data used in the conduct of so-called desk marketing research refers to data previously collected from internal and external sources for purposes other than those of marketing research. In other words, secondary data is not the result of special market research.

Main research methods:

Observation;

Experiment;

1) A survey is a clarification of the positions of people or obtaining information from them on a specific issue.

As a rule, conducting a survey consists of several stages, namely:

1) development, verification and replication of the questionnaire;

2) sampling;

3) briefing of interviewers;

4) conducting a survey and monitoring the quality of data;

5) processing and analysis of the received information;

6) drawing up a final report.

Surveys can be conducted in person, by telephone, by mail (including electronic) and via the Internet.

Table 1 - Advantages and disadvantages of the three main methods

	Advantages	disadvantages
Post survey	1) ease of organization of the survey; 2) illustrations may be used; 3) accessible to a small group of researchers; 4) when filling out the questionnaire, there is no influence on the respondent by the interviewer; 5) low cost	1) mail surveys are more often attended by people who have free time and are interested in the topic of the survey; 2) the respondent cannot clarify questions from the interviewer; 3) low quality of answers to open-ended questions
Phone interview	1) low cost; 2) the survey can be conducted fairly quickly; 3) centralized control over the course of the survey is possible	1) covers only people who have a telephone; 2) the questionnaire and illustrations cannot be shown; 3) it is difficult to maintain interest over the phone for more than 15-20 minutes; 4) difficult to ask difficult questions
Personal interview	1) there is an opportunity to demonstrate the product; 2) it is relatively easy to keep the respondent's attention for a long time; 3) it becomes possible to listen to the live speech of the respondent; 4) easy to ask difficult questions	1) high cost; 2) there is an influence of the interviewer on the respondents; 3) a large team of qualified interviewers is required; 4) low level of control over the work of the interviewer

Any questionnaire requires careful development, testing and testing. The form of the question can influence the answers. Therefore, there are two types of questions:

Open - the answer is formulated independently;

Closed - the question contains all possible answers.

A relatively new and developing method of collecting primary information is research via the Internet. Internet research is a relatively cheap method of gathering primary information. In practice, on-line surveys have two significant advantages over conventional surveys and surveys: speed and cost-effectiveness. Organizing research online requires careful planning in advance, but the results are almost instantaneous. There are also no differences in the speed and cost of conducting research within and outside the country.

2) Observation is a way of obtaining information that:

1) corresponds to the specific purpose of the study;

2) characterized by regularity and systematic;

3) is the basis for generalizing judgments;

4) is subject to constant monitoring for reliability and accuracy. Advantages of observation over survey:

5) independence from the desire of the object to cooperate, from its ability to verbally express the essence of the matter;

6) greater objectivity;

7) perception of the unconscious behavior of the object (for example, when choosing a product on the shelves in a store);

8) the possibility of taking into account the surrounding situation, including when observing with the help of instruments.

Observations are carried out, for example, over time fluctuations in the flow of visitors to supermarkets using visual control or video cameras with subsequent computer processing.

Possible disadvantages of surveillance:

1) the difficulty of ensuring representativeness;

2) subjectivity of perception, selectivity of observation;

3) the effect of observation (the behavior of the object may be unnatural during open observation).

3) Pilot studies can be used when testing new products, changing methods of trade, promotion. Based on the results of the experiment, the optimal course of action is selected.

An experiment is a study that establishes the effect of changing one (or more) independent variable on one (or more) dependent variable. Significant features of the experiment:

1) isolated change (individual values vary by the researcher, others are constant);

2) active intervention of the researcher in the process of changing the data;

3) verification of cause-and-effect relationships (for example, the impact of a brand name on the sale of a product).

Experiments are divided into laboratory (conducted in an artificial environment) and field (conducted in real conditions).

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The essence of marketing research

Marketing research is an activity that involves the analysis of the market situation based on scientific methods. Only those factors that can affect the goods or the provision of services matter. These activities have the following main objectives:

search - consist in the preliminary collection of information, as well as its filtering and sorting for further research;
descriptive - the essence of the problem is determined, its structuring, as well as the identification of acting factors;
casual - the presence of a connection between the selected problem and previously identified factors is checked;
test - a preliminary testing of the found mechanisms or ways to solve a particular marketing problem is carried out;
forward-looking - suggest the foreseeing of the future situation in the market environment.

Marketing research is an activity that has a specific goal, which is to solve a particular problem. At the same time, there are no clear schemes and standards that an organization should follow when solving such problems. These moments are determined independently, based on the needs and capabilities of the enterprise.

Types of marketing research

The following main marketing researches can be distinguished:

market research (involves determining its scope, geographical characteristics, the structure of supply and demand, as well as factors that affect the internal situation);
study of sales (the ways and channels of sales of products are determined, the change in indicators depending on the geographical feature, as well as the main factors of influence);
marketing research of goods (study of the properties of products both separately and in comparison with similar products of competing organizations, as well as determining the reaction of consumers to certain characteristics);
study of advertising policy (analysis of your own promotional activities, as well as comparing them with the main actions of competitors, determining the latest tools positioning of goods present on the market);
analysis of economic indicators (studying the dynamics of sales volumes and net profit, as well as determining their interdependence and finding ways to improve performance);
marketing research of consumers - imply their quantitative and qualitative composition (gender, age, profession, marital status and other characteristics).

How to organize marketing research

The organization of marketing research is a rather important moment on which the success of the entire enterprise may depend. Many firms prefer to deal with this issue on their own. IN this case practically no additional costs are required. In addition, there is no risk of confidential data leakage. However, there are downsides to this approach as well. Not always in the state there are employees who have sufficient experience and knowledge to conduct high-quality marketing research. In addition, the personnel of the organization can not always approach this issue objectively.

Given the shortcomings of the previous option, it is legitimate to say that it is better to involve third-party specialists in the organization of marketing research. As a rule, they have extensive experience in this field and relevant qualifications. In addition, not being associated with this organization, they are absolutely objective look at the situation. However, when hiring outside experts, you must be prepared for the fact that high-quality research is quite expensive. In addition, the marketer does not always know the specifics of the industry in which the manufacturer operates. The most serious risk is that confidential information may be leaked and resold to competitors.

Principles of conducting marketing research

Qualitative marketing researches are a guarantee of successful and profitable work of any enterprise. They are carried out on the basis of the following principles:

regularity (a study of the market situation should be carried out in each reporting period, as well as in the event that an important management decision regarding the production or marketing activities of the organization);
consistency (before research work you need to break the whole process into components that will be performed in a clear sequence and inextricably interacting with each other);
complexity (qualitative marketing research should provide answers to the entire wide range of questions that relate to a particular problem that is the subject of analysis);
cost-effectiveness (it is necessary to plan research activities in such a way that the costs of their implementation are minimal);
efficiency (measures to conduct research should be taken in a timely manner, immediately after a controversial issue arose);
thoroughness (since market research activities are quite laborious and lengthy, it is worth carrying them out very scrupulously and carefully so that there is no need to repeat them after identifying inaccuracies and shortcomings);
accuracy (all calculations and conclusions must be made on the basis of reliable information by applying proven methods);
objectivity (if an organization conducts marketing research on its own, then it should try to do it impartially, honestly recognizing all its shortcomings, oversights and shortcomings).

Stages of marketing research

Studying the situation on the market is a rather complicated and lengthy process. The stages of marketing research can be described as follows:

formulating a problem (raising a question that needs to be solved in the course of carrying out these activities);
preliminary planning (indication of the stages of the study, as well as preliminary deadlines for reporting for each of the individual items);
coordination (all heads of departments, as well as CEO should familiarize themselves with the plan, make their own adjustments, if necessary, after which common solution approve the document)
collection of information (the study and search for data that relate to both the internal and external environment of the enterprise);
information analysis (careful study of the data received, their structuring and processing in accordance with the needs of the organization and;
economic calculations(assessed financial indicators both in real time and in the future);
debriefing (formulation of answers to the questions posed, as well as the preparation of a report and its transfer to senior management).

The role of the marketing research department in the enterprise

The success of an enterprise is largely determined by the quality and timeliness of marketing research. Large companies often organize special departments for these purposes. The decision on the advisability of creating such a structural unit is made by management based on the needs of the enterprise.

It is worth noting that the marketing research department requires a lot of information for its activities. But create too large structure within a single enterprise would not be economically feasible. That is why it is extremely important to establish links between different departments to transfer complete and reliable information. At the same time, the marketing department should be completely exempt from maintaining any reporting, except for that which directly relates to research. Otherwise, too much time and effort will be spent on side work to the detriment of the main purpose.

The marketing research department most often refers to the top management of the company. It is necessary to ensure direct links with the general management. But interaction with departments is more low level no less important, since it is required to receive timely and reliable information about their activities.

Speaking about the person who will lead this department, it is worth noting that he must have fundamental knowledge of such an issue as marketing research of the organization's activities. In addition, the specialist must know organizational structure and features of the enterprise. According to its status, the head of the marketing department should be equated with top management, because the overall success largely depends on the effectiveness of the work of his unit.

Objects of marketing research

The marketing research system is aimed at the following main objects:

consumers of goods and services (their behavior, attitude to the offers available on the market, as well as the reaction to the measures taken by the producers);
marketing research of services and goods for their compliance with the needs of customers, as well as identifying similarities and differences with similar products of competing companies;
competition (implies the study of the numerical composition, as well as the geographical spread of organizations with similar production areas).

It should be noted that it is not necessary to conduct separate studies for each subject. Within one analysis, several questions can be combined at once.

Research data

Market research data is divided into two main types - primary and secondary. Regarding the first category, it is worth noting that we are talking about the information that will be directly used in the course of the analytical work. In addition, it is worth noting the fact that in some cases marketing research is limited to just collecting primary data, which can be:

quantitative - figures reflecting the results of activities;
qualitative - explain the mechanisms and causes of the occurrence of certain phenomena in economic activity.

Secondary data is not directly related to the subject of marketing research. Most often, this information has already been collected and processed for some other purpose, but in the course of the current study it can also be very useful. The main advantage of this type of information is its cheapness, because you do not need to make efforts and invest money to get these facts. Well-known managers recommend that the first thing to do is to turn to secondary information. And only after identifying the lack of certain data, you can start collecting primary information.

In order to start working with secondary information, the following conditions must be met:

the first step is to identify data sources, which can be both inside the organization and outside it;
further, the analysis and sorting of information is carried out in order to select relevant information;
on the last step a report is prepared, which indicates the conclusions made during the analysis of the information.

Marketing research: an example

In order to work successfully and endure competition, any enterprise should conduct market analysis. It is important that not only in the process of functioning, but also before starting a business, it is necessary to conduct a marketing research. An example is the opening of a pizzeria.

Let's say you decide to start your own business. First, you must decide on the objectives of the study. It can be study and analysis competitive environment. Further, the goals should be detailed, during which a number of tasks are defined (for example, data collection and analysis, selection, etc.). It should be noted that at the initial stage, the study can be purely descriptive. But, if you deem it appropriate, additional economic calculations can be made.

Now you must put forward a hypothesis, which will be confirmed or refuted during the analysis of primary and secondary information. For example, you think that in your locality this institution will be very popular, since the rest have already become obsolete. The wording can be any, based on the current situation, but it should describe all the factors (both external and internal) that will attract people to your pizzeria.

The research plan will look like this:

definition of a problem situation (in this case, it consists in the fact that there is some uncertainty in terms of the advisability of opening a pizzeria);
further, the researcher must clearly identify target audience, which will consist of potential customers of the institution;
one of the most popular marketing research methods is a survey, and therefore it is necessary to create a sample that will clearly reflect the target audience;
conducting additional mathematical research, which includes comparing the costs of starting a business with income determined on the basis of a preliminary survey.

The results of the marketing research should be a clear answer to the question of whether it is worth opening a new pizzeria in this locality. If it was not possible to achieve an unambiguous judgment, it is worth resorting to the use of other well-known methods of information analysis.

findings

Marketing research is a comprehensive study of the market situation in order to determine the feasibility of making a particular decision or to adjust your work according to the current situation. During this process, it is necessary to collect and analyze information, and then draw certain conclusions.

The subjects of marketing research can be very different. This is directly a product or service, and the market, and the consumer sector, and the competitive situation, and other factors. Also, several issues may be raised within a single analysis.

When starting a market research, you need to clearly articulate the problem that should be solved as a result of it. Next, an action plan is drawn up with an approximate indication of the time frame allotted for its implementation. After the document is approved, you can start collecting and analyzing information. Based on the results of the activities carried out, reporting documentation is submitted to the top management.

The main point of the study is the collection and analysis of information. Experts recommend starting work by studying the data available in secondary sources. Only in the event that any facts will be missing, it is advisable to carry out work on their independent search. This will provide significant time and cost savings.

The marketing research process includes several stages.

1. Definition of the problem and objectives of the study. It is difficult to start any research until the essence of the problem is determined. The stage of recognizing and defining the problem is the first step in the process of finding a solution. Sales failures, a growing number of unpaid invoices and low turnover are all signals or symptoms of more serious problems. Researchers need to recognize and identify the problems behind these symptoms. The wrong definition of the problem can lead to the wrong solution. The goals of marketing research follow from the formulated problems. Goals should be clearly and precisely formulated, be sufficiently detailed, it should be possible to measure them and assess the level of their achievement.

2. Definition of objects of research.

Once the problem is identified, research objectives can be formulated. As a rule, research involves solving one of four tasks: develop, describe, test hypotheses, and predict. Research for the purpose of development is carried out when it is necessary to obtain more information on a given problem, to formulate hypotheses more clearly. Research for the purpose of describing problems is carried out when it is necessary to describe objects such as a market or part of it, determining their characteristics on the basis of statistical data. If the task of marketing research is to test the hypothesis of the relationship between independent and dependent variables, firms conduct research in order to identify the causes that caused the problem.

3. Development of a research plan. The creation of a research project is perhaps the most important stage in the marketing research process. A research project is a general plan for conducting marketing research. It defines the needs for various data and the procedure for collecting, processing and analyzing these data. On the part of the researcher, the development of a plan requires great ability. This stage includes not just the choice of certain methods for conducting marketing research, but the development of specific tasks within the framework of marketing research. This stage also determines the need for information, the type of information required, sources and methods of obtaining it.

4. Data collection. In terms of organizing the process, there are at least three alternative approaches to data collection: by marketing staff, by a specially created group, or by involving companies specializing in data collection. The process of collecting information is usually the most expensive stage of the research. In addition, a fairly large number of errors may occur during its implementation.

5. Analysis of data information. It starts with the transformation of the original data (introduction to the computer, checking for errors, coding, representation in matrix form). This allows you to translate a lot of raw data into meaningful information.

6. Presentation of results. The conclusions obtained as a result of the study are drawn up in the form of a final report and submitted to the company's management.