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Essay Marketing Research Tools

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Many companies conduct market research to gain knowledge and understanding about current customer behavior and culture, competitors, and market trends. There are different techniques that companies can use to obtain valuable research, and each technique has its own unique application. There are many research tools that are used by companies to gather primary and secondary research for marketing decisions. Primary and secondary research techniques have different characteristics and achieve different objectives, and are used when applying qualitative and quantitative approaches. Furthermore, certain research tools are used for these approaches for various reasons.
Primary and Secondary Research Tools
When a company conducts primary research, the information that is gathered is new and original, and is generally undertaken by researchers that that have collected secondary data. A popular market researching tool is a survey through personal interviews (Aaker, Kumar, & Day, p. 271, 2007). This form of primary research involves a researcher, interviewer, interviewee, and the interview environment. These interviews could be conducted face-to-face or via online. Door-to-door interviews are also very effective ways to gather information because of quick feedback from the respondent, special questionnaires, and it allows the participants to feel comfortable in their own environment.
Another primary research tool is the use of mall intercept surveys (Aaker, Kumar, & Day, p. 247, 2007). These surveys are often conducted in shopping malls and are somewhat inexpensive. Mall intercept surveys allow companies to save money on their research efforts because researchers do not have to travel to find shoppers for interviews. Spe...


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...uable information are primary and secondary data. The tools that are used for conducting primary and secondary research provide companies with quantitative and qualitative types of data. There are many research tools that are used by companies to gather primary and secondary research for marketing decisions. Primary and secondary research techniques have different characteristics and achieve different objectives, and are used when applying qualitative and quantitative approaches. Furthermore, certain research tools are used for these approaches for various reasons.



Works Cited

Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Retrieved from The University of Phoenix eBook Collection database.

Burns, A. C., & Bush, R. F. (2006). Marketing Research (5th ed.). Retrieved from The University of Phoenix eBook Collection database.


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