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.
Research also can be broken down even further into quantitative and qualitative research methods. Both methods are highly effective and provide accurate results. However, it is important to gather the information most pertinent to the purpose of the research. Quantitative research focuses on the quantity of the research and qualitative research focuses on the quality of the research. Along with each form of research there are specific tools used to gather and obtain accurate information to push a marketing strategy into place and with the sole purpose of becoming successful.
Primary and Secondary Research
Primary research is research conducted to fit the businesses needs. Primary research is often conducted through surveys, focus groups, observations, and experimental testing of products or services. Primary research is often more expensive and time-consuming for the business but will offer information more pertinent to the problem researched. “Primary research delivers more specific results than secondary research, which is an especially important consideration when you are launching a new product or service” (All Business, 1999-2012, The difference between secondary and primary market research). Prim...
... middle of paper ...
...s and telephone surveys. These types of surveys are implemented quickly and can be relatively inexpensive forms of research. Personal interviews come at a much higher cost but can often result with more pertinent information gained from direction of the interviewer.
Marketing research provides quality information to make informed and successful decisions to building a strong marketing strategy. Properly identifying the correct tools and methods is key to a successful marketing strategy and should be chosen according to the surrounding circumstances.
Aaker, D.A. Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.). Hoboken, NJ: John
Wiley & Sons.
All Business. (1999-2012). Retrieved from http://allbusiness.com/marketing/market-
Power Decisions Group. (2012). Retrieved from http://www.powerdecisions.com.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- 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]
1209 words (3.5 pages)
- 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]
1245 words (3.6 pages)
- 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]
1280 words (3.7 pages)
- 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 ]
1197 words (3.4 pages)
- 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]
1271 words (3.6 pages)
- 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 ]
1578 words (4.5 pages)
- 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]
1533 words (4.4 pages)
- 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]
1012 words (2.9 pages)
- 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 ]
1225 words (3.5 pages)
- 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]
1269 words (3.6 pages)