Marketing Research Tools Essays

Marketing Research Tools Essays

Length: 1280 words (3.7 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

Marketing Research Tools
Strategic and tactical decisions need to be made when an organization needs to achieve the objectives of the research. Market research is a strategic step in determining the best solution for discovering opportunities and acquiring clients. This is the first critical step in the marketing department that creates a foundation for what a company needs to research to identify what opportunities are given and what steps need to be taken to achieve the goals. The process provides information for managers and necessary tools for the marketing mix, which can help with customer satisfaction and retention. It is important for proactive management because it helps develop marketing options through market segmentation, consumer attitude, product usage studies, and market opportunity analysis (McDaniel & Gates, 2006). There are several challenges when conducting marketing research. This includes making sure there is enough survey participation and completion rates, reaching a proper amount of sample of respondents, giving enough surveys that respondents desire, designing the survey, analyzing results, and coding the survey operations. Primary and secondary researches are necessary when conducting successful marketing research. Both qualitative and quantitative approaches can be used to discover insights of what the customers need and how to market to them.
Primary and Secondary Research Tools
Primary research is based on searching for solutions that are based on information collected specifically for the problem or issue (Burns, 2006). Secondary research is a faster process and less expensive to conduct because it is based on information that is already collected. There are different tools used in primary research....


... middle of paper ...


...ided or conduct additional data that is needed. In this case qualitative and quantitative approaches can help ensure that the hypothesis is tested properly. This can help managers to base their data results, define their target market, and help with the distribution function. As more information is disclosed, the risk level can decrease because the facts are considered into the decision-making process. This helps the management with making strategic decisions that positively could influence the outlook of the company.



Works Cited

Aaker, D. A., Kumar, V., & 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.
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Marketing Research Tools Essay examples

- Market Research Tools Marketing research is primarily focused on two categories of research: primary and secondary. These two forms of research provide insight into the driving source of the business, consumer behavior and attitudes, and possible pitfalls to the business. Secondary research provides knowledge gathered from within the business or already published information from outside of the business. Primary data is collected with specific purpose of creating a marketing strategy for the business conducting the research....   [tags: Marketing]

Strong Essays
1209 words (3.5 pages)

Marketing Research Tools Essays

- 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....   [tags: Marketing]

Strong Essays
1245 words (3.6 pages)

Marketing Research Tools Essay

- Marketing Research Tools There are several marketing primary and secondary research tools. Each primary and secondary tool has a specific purpose, advantages, and disadvantages. There are different ways to approach qualitative and quantitative research techniques within the marketing research strategies. Primary Research The collection of new marketing research data is referred to as primary research this includes interviews and surveys (Muhmin, 2009). Interviews and surveys can be done in person through e-mail or online....   [tags: Marketing]

Strong Essays
1280 words (3.7 pages)

Essay on Marketing Research Tools

- Marketing Research Tools Primary and secondary research tools are two different approaches to collecting data for market research. Each form of data collection consists of different uses, benefits and limitations. Using qualitative and quantitative approaches the data collection forms and tools vary. Primary and secondary research is a useful marketing tool that contains various tools. Definition Primary Research Primary research is a process of collecting data in reference to the research subject or problem at hand directly from the real world....   [tags: Marketing ]

Strong Essays
1197 words (3.4 pages)

Marketing Research Tools Essay

- Marketing Research Tools Marketing research is important for any organization because it provides value to the bottom line. It is a collection of data, which translates into a tangible asset by implementing the information into active processes. Marketing Research is defined by McDaniel & Gates (2007) as the “planning, collections, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management” (p. 5). Marketing research serves two key roles in the organizational structure of marketing....   [tags: Marketing]

Strong Essays
1271 words (3.6 pages)

Essay Marketing Research Tools

- Marketing Research Tools A variety of marketing research tools are available and are categorized as primary or secondary research. Discussion of how primary or secondary research tools fall into quantifiable or qualitative research and what qualifies as quantifiable or qualitative approaches is addressed. Quantitative Research According to Burns and Bush (2006), “quantitative research is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents is involved” (p....   [tags: Marketing ]

Strong Essays
1578 words (4.5 pages)

Marketing Research Tools Essay

- Marketing Research Tools Most businesses are customer-driven and use marketing as a way to attract both current and potential customers by customizing their marketing mix. The marketing mix consists of the four P’s, which are product, price, place, and promotion. To create a successful marketing mix or even assess a current marketing plan, organizations are able to satisfy the needs of their customers through market research. Market research helps management with important decision-making and can help businesses develop strategies to achieve company objectives....   [tags: Marketing]

Strong Essays
1533 words (4.4 pages)

Marketing Research Tools Essay

- Marketing Research Tools This paper will help demonstrate the differences between different marketing research tools. Three means of data collection for market research are quantitative, qualitative, and pluralistic (Burns & Bush, 2006). Qualitative research allows probing questions on small groups, yet obtains more feedback (McDaniel & Gates, 2007). The moderator or interviewer generally has special skills to deliver the content using exploratory research. By contrast, larger groups use quantitative research methods....   [tags: Marketing]

Strong Essays
1012 words (2.9 pages)

Marketing Research Tools Essays

- Marketing Research Tools As a team of six investigating how to overcome the four different research tools, many ideas will flow through to allow the reader to get the most out of what is being taught. The team wants for the reader to indulge themselves in a company who will compare and contrast the selected tools available. Team C will choose to show the reader that tool is the most applicable and which tool is the least applicable. With this to be read and evaluated the team asks the reader to self evaluate what he or she thinks should be done in this situation....   [tags: Marketing ]

Strong Essays
1225 words (3.5 pages)

Essay Marketing Research Tools

- 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....   [tags: Marketing]

Strong Essays
1269 words (3.6 pages)