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Marketing Research

Marketing research is the systematic gathering and analysis of relevant qualitative and quantitative data concerning issues relating to the marketing of products and services. It aims to identify marketing opportunities, offer solutions to problems and to evaluate marketing actions.

 

This involves studies of target markets as a whole, determining and analysing the market need, the market size and competition. It also aids firms in raising corporate awareness and establishing desired brand positioning.

CUSTOMER RESEARCH

CUSTOMER RESEARCH

Mainly used for segmentation, targeting, trend prediction and new product development (NPD), customer research studies customer behaviour and the motivation behind it. It identifies customers’ geographic and demographic spread as well as their characteristics such as spending power and creditworthiness.

ADVERTISING RESEARCH

ADVERTISING RESEARCH​

Advertising research aims to develop and evaluate advertising strategies and campaigns. It assesses the concept, the delivery and the media tools used.

PRODUCT RESEARCH

PRODUCT RESEARCH

An integral part of new product development, product research involves testing on customers the product concept, the prototypes and the packaging. It also covers competitors’ products and other substitutes.

SALES RESEARCH

SALES RESEARCH

 

Sales research assesses the effectiveness of sales techniques, salespeople and salespeople. It is also used for determining appropriate sales territories which include geographical size, intra-territory travel distances, number and overall wealth of potential customers.

DISTRIBUTION RESEARCH

DISTRIBUTION RESEARCH

Distribution research finds out about the most effective distribution channels, looking into retailers and wholesalers in the firm’s target market.

ENVIRONMENT RESEARCH

ENVIRONMENT RESEARCH

 

Concerned with identifying opportunities and threats in the firm’s environment, environment research looks into economic, social, political and technological factors that affect the firm and its brand.

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