Marketing research


"Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing" (Green and Tull).

The key words in this definition are; systematic, objective and analysis. Marketing research seeks to set about its task in a systematic and objective fashion. This means that a detailed and carefully designed research plan is developed in which each stage of the research is specified. Such a research plan is only considered adequate if it specifies: the research problem in concise and precise terms, the information necessary to address the problem, the methods to be employed in gathering the information and the analytical techniques to be used to interpret it.
 

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Marketing research can be concerned with any of a variety of aspects of the market: the product, sales, buyer behaviour, promotion, distribution, pricing, packaging, etc. Since the researcher cannot investigate everything about a market, he/she must be selective. Market research is structured and purposeful. It is the systematic and objective collection and interpretation of data to help reduce risk in marketing decisions. Market researchers do not just poke around in a market to see what is going on. They have research designs and plans.
 
They are therefore systematic in what they do. Furthermore, they seek to uncover the truth which may be hidden under a pile of assumptions or bias. It is the researcher’s task to be objective.
 
Market researcher’s stock in trade is data.Good market research should not stop with data.Data are the collection of facts and opinions that are accumulated in the survey process. This needs converting to information so that it tells us something. More than this it needs to become intelligence so it helps us make smart moves. Market researchers collect statistics and opinions; they then work out what these data mean, and draw conclusions which lead to improved business decisions.
 
Not organization / enterprise always afford to study as a whole on issues to address the current needs of the business. This requires a lot of resources related to human resources,funding, research capacity, data and time. Therefore we are here to help businesses make decisions quickly and accurately, minimizing the risks can occur. To do that we always apply a strict process, consistency and logic.
 
 Green, P.E., Tull, D.S. and Albaum, G (1993), Research For Marketing Decisions, 5th edition, Prentice-Hall
1. Define the Problem (or Opportunity)
2. Design the Research
3. Design the Data-Collection Forms
4. Specify the Sample
5. Collect the Data
6. Analyze the Data
7. Write the Research Report and Present Its Findings
 
You are struggling to make a business decision or organization, your business would like to know what customers are thinking and what they want from products and services that organizations are now offering .... Please contact us for any decision becomes easier.
We are the Market Research Ltd. and management consulting SIGMA. We specialize in the implementation of market research and management consulting to organizations and businesses across the country.
 
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