Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Difference between qualitative and quantitative research
Qualitative and quantitative research methods, their strengths and weaknesses
Strengths and weaknesses of quantitative and qualitative research methods
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Marketing Research Tools
Business need tools to run properly and affordably. An automobile mechanic needs jacks, compressors, wrenches, and personnel to use the tools efficiently. Each tools has a specific purpose and if used correctly will make a repair quick and easy. Marketing research also uses tools for specific jobs and needs personnel who efficiently can manage the tools to satisfy customers. Marketing research can be broken down into two broad categories: primary research and secondary research. There are also two main approaches to marketing research: quantitative and qualitative. Organizations will use a mix of tools for each category and approach to complete their marketing research.
Primary versus Secondary Research
There is a central difference between primary and secondary marketing research, which is who collected the data and was it specific to the current marketing research project. Alvin C. Burns and Ronald F. Bush (2006) in their publication Marketing Research explain that:
Primary data refers to information that is developed or gathered by the researchers specifically for the research project at hand. Secondary data have previously been gathered by someone other than the researcher and/or for some purpose other than the research project at hand (p. 146).
This means that an organization may already have data collected, such as sales database, but the information is considered secondary data because it was not collected specifically for a current marketing research project.
Quantitative versus Qualitative Method
The method in which the primary and secondary research is collect effects the time, cost, analysis, and value of the data. Quantitative research uses, "structured questions in which the response...
... middle of paper ...
... when going through the marketing research process. The different styles and methods of marketing research need to be examined carefully and take time, cost, and value of information, into consideration. Secondary research should always be sought first to either answer the project questions with less expense or to help narrow the focus and effectiveness of primary research. Quantitative and qualitative methods of research should be considered when selecting tools with primary and secondary information. Each tools purpose is unique and may require a mix of many tools to complete the marketing research project.
Works Cited
Aaker, D. A., Kumar, V., and Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, JN:
Primary marketing research is tailored to a company's particular needs. It is conducted by an individual or by an outsourced research firm. It gathers information directly from the source. “Primary sources of information is information you gather direct from the source. This information is more time consuming to gather but it does ensure that you have information that is directly relevant and timely” (Karen Paiyo). There are various research tools used when conducting primary research. These tools include interviews, focus groups, surveys, and observation. Each can be extremely effective. Interviews (one-on-one conversations with prospective purchasers) are excellent for testing of research hypotheses. They give tremendous insight regarding a product or service. Focus groups (groups meeting consisting of a ...
...sney can use secondary market research to complete the research process. Defining secondary market research shows how such research can effectively supplement primary market research. Disney will use secondary research such as a census of languages in Rio de Janeiro, to help verify whether Disney can benefit the local economy of Rio as well as a study of popular languages in the area, to determine if bilingual staff is necessary. The selected tools will help Disney Brazil become another successful Disney resort.
Market research can help a company like Apple excel by providing help with factors such as advertising, marketing, pricing, market trends, customers, competition among others. Effective market research can be so useful that apple could psychologically condition their customers to believe that they are in need of the product they are selling even if they can’t afford it or ever have need for it. The focus of marketing research is to collect data that is used to develop an effective marketing strategy. The gathered information is analyzed in efforts to gain market knowledge and eventually use to establish better relationships with that public for further penetration and development of financial gain within that market. In a nutshell the objectives of marketing research are as follows: Using an online database to collect information is the newest form of gathering primary research information, older processes included phone and postal mail to retrieve and process information. With an online survey data can be collected instantaneously and once completed the system can generate a customized coupon for the precipitant.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
4) How might these two market research sources help a company develop a marketing mix?
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
The majority of firms that have engaged in the marketing concept are also partaking in some marketing research because of the benefits it brings to a company. Large corporations spend millions of dollars on marketing research, while the smaller companies. There are seven steps that are apart of marketing research process. Marketing research is the “planning, collecting and analyzing data that happens to be relevant to any type of marketing decision” (Lamb, 158). The main purpose for marketers to use the marketing research process is to improve the decision making process, and to improve customer service. These steps are to Identify and formulate the problem and or the opportunity present, plan the research design and gather secondary data, specify the sampling process, collect primary data, analyze the data, prepare and present the report, and following up on the research that was just conducted.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
This will include primary as well as secondary research. The primary research would include a survey that would be conducted in selected localities of Delhi and nearby areas where the responses of consumers would be recorded through a designed questionnaire. Secondary research would include various aspects of brand management through internet, journals, company reports, expert views etc.
Secondary research is marketing research based on previously gathered data. By using secondary research companies can evaluate a strategy, based on records of market research gathered from the company itself and different sources over a period of time.
Secondary marketing research or desk research is generally used when a company considering, extending a business into new markets or adding new services or product lines, because it already exist in one form or another.
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
On the other hand, weaknesses existed. The primary research was the most difficult and frustrating sector, for it was difficult to keep in touch with the potential competitors; hence, a chance to learn more and analyse deeper from the potential competitors was missed. To conclude, the result and analysis of primary and market research which was based on the questionnaire was not convincing enough, and it was the main sector which needed to improve in the future.