Marketing research that uses data. Marketing research. Marketing research methods. Data collection for marketing research
Marketing research is the search, collection, systematization and analysis of information about the market situation in order to be adopted in the production and sale of products. It should be clearly understood that effective work is impossible without these measures. In a commercial environment, you cannot act by chance, but be guided by verified and accurate information.
The essence of marketing research
Marketing research is an activity that involves analyzing the market situation based on scientific methods. Only those factors are relevant that can affect the goods or the provision of services. These activities have the following main goals:
- search - consists in the preliminary collection of information, as well as its filtering and sorting for further research;
- descriptive - the essence of the problem is determined, its structuring, as well as the identification of the operating factors;
- casual - checks for a connection between the selected problem and previously identified factors;
- test - preliminary testing of the found mechanisms or ways of solving a particular marketing problem is carried out;
- predictive - presuppose the anticipation of the future situation in the market environment.
Marketing research is activities with a specific goal, which is to solve a particular problem. At the same time, there are no clear schemes and standards that an organization should follow when solving such problems. These moments are determined independently, based on the needs and capabilities of the enterprise.
Types of marketing research
The following main marketing research can be distinguished:
- market research (implies determining its scale, geographical characteristics, structure of supply and demand, as well as factors that affect the internal situation);
- study of sales (the ways and channels of product sales are determined, the change in indicators depending on the geographic feature, as well as the main factors of influence);
- marketing research of a product (studying the properties of products both separately and in comparison with similar products of competing organizations, as well as determining the reaction of consumers to certain characteristics);
- study of advertising policy (analysis of own advertising activities, as well as comparing them with the main actions of competitors, identifying the latest means of positioning goods on the market);
- analysis of economic indicators (studying the dynamics of sales volumes and net profit, as well as determining their interdependence and finding ways to improve indicators);
- marketing research of consumers - imply their quantitative and qualitative composition (gender, age, profession, marital status and other characteristics).
How to organize marketing research
The organization of marketing research is a rather crucial moment on which the success of the entire enterprise can depend. Many firms prefer to deal with this issue on their own. In this case, practically no additional costs are required. In addition, there is no risk of confidential data leakage. Nevertheless, there are negative aspects to this approach. There are not always employees on staff who have sufficient experience and knowledge to conduct high-quality marketing research. In addition, the staff of the organization can not always approach this issue objectively.
Given the shortcomings of the previous option, it is legitimate to declare that it is better to involve outside specialists in the organization of marketing research. They usually have extensive experience in the field and the appropriate qualifications. In addition, not being associated with this organization, they are absolutely objective about the situation. Nevertheless, when hiring outside experts, you must be prepared for the fact that high-quality research is quite expensive. In addition, the marketer does not always know well the specifics of the industry in which the manufacturer operates. The biggest risk is that confidential information could be leaked and resold to competitors.
Marketing Research Principles
High-quality marketing research is a guarantee of successful and profitable work of any enterprise. They are carried out on the basis of the following principles:
- regularity (a study of the market situation should be carried out in each reporting period, as well as in the event that an important management decision is to be made regarding the production or marketing activities of the organization);
- consistency (before starting research work, you need to break the whole process into components that will be carried out in a clear sequence and inextricable interaction with each other);
- complexity (high-quality marketing research should provide answers to the entire wide list of questions that relate to a particular problem that is the subject of analysis);
- cost-effectiveness (it is necessary to plan research activities in such a way that the costs of their implementation are minimal);
- efficiency (measures for conducting research should be taken in a timely manner, immediately after a controversial issue has arisen);
- thoroughness (since market research activities are quite laborious and time-consuming, they should be carried out very scrupulously and carefully so that there is no need to repeat them after identifying inaccuracies and shortcomings);
- accuracy (all calculations and conclusions must be made on the basis of reliable information using proven methods);
- objectivity (if an organization conducts marketing research on its own, then it should try to do it impartially, honestly admitting all its shortcomings, oversights and shortcomings).
Stages of marketing research
Studying the market situation is a rather complicated and lengthy process. The stages of marketing research can be described as follows:
- formulation of the problem (formulation of a question that must be resolved in the course of these activities);
- preliminary planning (indicating the stages of the study, as well as the preliminary deadlines for submitting reports for each of the individual items);
- approval (all heads of departments, as well as the general director must familiarize themselves with the plan, make their own adjustments, if necessary, and then approve the document by a general decision);
- collection of information (studying and searching for data that relate to both the internal and external environment of the enterprise);
- analysis of information (careful study of the received data, their structuring and processing in accordance with the needs of the organization and;
- economic calculations (financial indicators are assessed both in real time and for the future);
- summing up (formulating answers to the questions posed, as well as drawing up a report and transmitting it to senior management).
The role of the marketing research department in the enterprise
The success of the enterprise is largely determined by the quality and timely conduct of marketing research. Large companies often set up special departments for this purpose. The decision on the advisability of creating such a structural unit is made by the management based on the needs of the enterprise.
It should be noted that the marketing research department requires a lot of information for its activities. But creating too large a structure within one enterprise would be economically impractical. That is why it is extremely important to establish links between different departments for the transfer of complete and reliable information. At the same time, the marketing department should be completely exempted from any kind of reporting, except for the one that directly relates to research. Otherwise, too much time and effort will be spent on side work to the detriment of the main purpose.
The marketing research department most often refers to the top echelon of the firm's management. It is necessary to ensure direct communication with the general management. But interaction with subdivisions of a lower level is equally important, since it is required to receive timely and reliable information about their activities.
Speaking about the person who will manage this department, it is worth noting that he must have fundamental knowledge of such an issue as marketing research of the organization's activities. In addition, the specialist must thoroughly know the organizational structure and features of the enterprise. According to his status, the head of the marketing department should be equated with the top management, because the overall success largely depends on the efficiency of his department.
Objects of marketing research
The marketing research system is aimed at the following main objects:
- consumers of goods and services (their behavior, attitude to the offers on the market, as well as their reaction to measures taken by manufacturers);
- marketing research of services and goods for their compliance with the needs of buyers, as well as identifying similarities and differences with similar products of competing companies;
- competition (this implies the study of the numerical composition, as well as the geographical spread of organizations with similar production areas).
It should be noted that it is not at all necessary to conduct separate research on each subject. Within the framework of one analysis, several questions can be combined at once.
Research data
Marketing research data is divided into two main types - primary and secondary. Speaking about the first category, it is worth noting that we are talking about the information that will be directly used in the course of analytical work. In addition, it is worth noting the fact that in some cases marketing research is limited to just collecting primary data, which may be:
- quantitative - figures reflecting the results of activities;
- qualitative - explain the mechanisms and causes of the occurrence of certain phenomena in economic activity.
Secondary data is not directly related to the subject of marketing research. More often than not, this information has already been collected and processed for some other purpose, but in the course of ongoing research it can also prove to be very useful. The main advantage of this type of information is its low cost, because you do not need to make efforts and invest in order to get these facts. Well-known managers recommend that the first thing to do is to turn to secondary information. And only after identifying a lack of certain data, you can start collecting primary information.
In order to start working with secondary information, the following conditions must be met:
- the first step is to identify the data sources that can be located both within the organization and outside it;
- further analysis and sorting of information is carried out in order to select relevant information;
- at the last stage, a report is prepared, which indicates the conclusions made during the analysis of the information.
Marketing research: an example
In order to work successfully and withstand the competition, any enterprise must conduct a market analysis. It is important that not only in the process of functioning, but also before starting a business, it is necessary to conduct a marketing research. An example is opening a pizzeria.
Let's say you decide to start your own business. First, you must decide on the objectives of the study. It can be a study as well as an analysis of the competitive environment. Further, the goals should be detailed, during which a number of tasks are determined (for example, data collection and analysis, selection, etc.). It should be noted that at the initial stage, the study can be purely descriptive. But, if you deem it appropriate, you can carry out additional economic calculations.
Now you have to put forward a hypothesis, which will be confirmed or refuted during the analysis of primary and secondary information. For example, you think that in your settlement this institution will be very popular, since the rest have already outlived their usefulness. The wording can be any, based on the current situation, but it should describe all the factors (both external and internal) that will attract people to your pizzeria.
The research plan will look like this:
- determination of the problem situation (in this case, it lies in the fact that there is some uncertainty in terms of the advisability of opening a pizzeria);
- further, the researcher must clearly identify the target audience, which will consist of potential customers of the institution;
- one of the most popular marketing research methods is a survey, and therefore it is necessary to create a sample that will clearly reflect the target audience;
- conducting additional mathematical research, which includes comparing the costs of starting a business with the income determined on the basis of a preliminary survey.
The results of marketing research should represent a clear answer to the question of whether it is worth opening a new pizzeria in a given locality. If it was not possible to achieve an unambiguous judgment, it is worth resorting to the use of other well-known methods of information analysis.
conclusions
Marketing research is a comprehensive study of the market situation in order to determine the feasibility of making a particular decision or to adjust your work according to the current market conditions. In the course of this process, it is necessary to collect and analyze information, and then draw certain conclusions.
Marketing research subjects can be very different. This is a product or service itself, a market, a consumer sector, a competitive situation, and other factors. Also, within the framework of one analysis, several questions can be raised.
When you start marketing research, you need to clearly formulate the problem that should be solved based on its results. Next, an action plan is drawn up with an approximate indication of the time frame allotted for its implementation. After the document is approved, you can start collecting and analyzing information. Based on the results of the activities carried out, reporting documentation is submitted to the top management.
The main point of the research is the collection and analysis of information. Experts recommend starting work by examining the data available in secondary sources. Only if some facts are lacking, it is advisable to carry out work on their own search. This will provide significant time and cost savings.
The technology of conducting marketing research assumes the presence of two interrelated parts: firstly, the study of external variables, which, as a rule, cannot be regulated by the management of the company and therefore, for successful commercial activity, flexible adaptation to them is required and, secondly, the analysis of internal components organizations under the control of the administration, and certain reactions of the firm to changes in the environment.
Marketing research is a systematic collection, processing and analysis of all aspects of the marketing process: a product, its market, distribution channels, marketing methods and techniques, pricing system, sales incentives, advertising, etc. and assumes a careful choice of the object of research. The possible list of such objects is very significant and therefore it seems difficult to develop and propose a universal technology that reveals the entire content of marketing research.
Diversification of production, the amount of income have a direct impact on the direction of marketing analysis. The volume of research carried out depends on the direction of the enterprise, the prospects for entering the market with new products, changes in the range of manufactured products. It should be borne in mind that any change in the firm's activities will certainly lead to the need for a deeper marketing analysis aimed at identifying such market segments where the firm could hold its position throughout the entire life cycle of the product.
The marketing research process includes a number of operations:
Definition of the problem;
Analysis of secondary information;
Obtaining primary information;
Using the results.
Problem definition is the formulation of the subject of marketing research. A good performance of this operation focuses on the collection and analysis of specific information needed to make a decision.
As for the specific methods of conducting marketing research, at this stage it is described in the most generalized form and characterizes the tools for collecting information necessary to achieve research goals.
The nature of the objectives of marketing research determines the choice of specific types of research that bear the same names, namely: exploratory, descriptive and casual.
The choice of a specific type of research is largely determined by the goals of the research and the tasks that are solved at individual stages of its implementation.
The first task in the choice of marketing research methods is to familiarize oneself with individual methods that can be used at its individual stages. Then, taking into account the resource possibilities, the most appropriate set of these methods is selected.
There are three types of research, depending on the objectives of the research: exploratory, descriptive, and casual.
Exploratory research is research undertaken to gather the preliminary information needed to better identify the problems and assumptions within which marketing activities are expected, as well as to clarify terminology and prioritize research objectives. For example, it is supposed to conduct a study to determine the image of a bank. The task of defining the concept of "bank image" immediately arises. The exploratory study identified such components as the amount of possible credit, reliability, friendliness of staff, etc., and also determined how to measure these components.
For exploratory research, it may be sufficient to just read the published secondary data or conduct a sample survey of experts on the issue. On the other hand, if exploratory research is aimed at testing hypotheses or measuring relationships between variables, then it should be based on the use of special methods.
Descriptive research aims to describe marketing problems, situations, markets. When conducting this type of research, for example, it is investigated: who is the consumer of the company's products, what the company supplies to the market, where consumers purchase the company's products, when consumers most actively buy these products, how consumers use these products. It should be noted that descriptive research does not provide an answer to the question of why something happens this way and not otherwise.
Casual research is conducted to test hypotheses about causation. This study is based on the desire to understand any phenomenon based on the dependence of factors on each other.
Usually, when conducting marketing research, information obtained on the basis of primary and secondary data is used.
Primary data are obtained as a result of so-called field marketing research, specially carried out to solve a specific marketing problem; their collection is carried out through observations, surveys, experimental studies carried out on a part of the total population of the studied - a sample (Figure 1.5).
Figure: 1.5. Primary data collection methods
Secondary data used in the conduct of so-called desk marketing research refers to data previously collected from internal and external sources for purposes other than those of marketing research. Desk research is the most accessible and cheapest method of marketing research. For small and sometimes medium-sized organizations, this is practically the dominant method of obtaining marketing information.
Internal sources are company reports, employee conversations, marketing information systems, accounting and financial reports, reports from managers at shareholder meetings, sales staff reports, and travel reports (Table 1.1).
Table 1.1. Sources of secondary information
|
Statistical yearbooks |
Results of competitions |
|
Firm reports |
Thanksgiving letters |
|
Messages from the unions of entrepreneurs |
|
|
Industry information |
Representative reports |
|
Stock quotes |
Daily newspapers |
|
Bank information |
Management meeting minutes |
|
Dictionaries, encyclopedias |
Information and analytical bulletins |
|
Anniversary compilations |
Radio messages |
|
Judgments |
TV news |
|
Business correspondence |
Reporting on economic events |
|
ads |
Event Comments |
|
Catalogs and illustrated magazines |
Special books |
Note. A source: .
The secondary information that a system of constant monitoring of the external marketing environment must work with is extensive and, as a rule, scattered over many sources, which are almost impossible to list completely.
Methods for collecting data in marketing research can be classified into two groups: quantitative and qualitative.
Quantitative research is usually equated with conducting various surveys based on the use of structured closed-ended questions, which are answered by a large number of respondents. The characteristic features of such studies are: well-defined format of the collected data and the sources of their receipt, processing of the collected data is carried out using orderly procedures, mainly quantitative in nature.
Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and conclusions are of a qualitative nature and are carried out in a non-standardized form. Qualitative data can be translated into quantitative form, but this is preceded by special procedures. For example, the opinion of several respondents about an advertisement for a product may be verbally expressed in different ways. Only as a result of additional analysis, all opinions are divided into three categories: negative, positive and neutral, after which it is possible to determine how many opinions belong to each of the three categories. Such an intermediate procedure is superfluous if you use the closed form of questions during the survey.
The basis of qualitative research is observational methods that involve observation rather than communication with respondents. Most of these methods are based on approaches developed by psychologists.
Observation in marketing research is a method of collecting primary marketing information about the object under study by observing selected groups of people, actions and situations. At the same time, the researcher directly perceives and registers all factors relating to the studied object and significant from the point of view of the research objectives.
Observation in marketing research can be aimed at achieving various goals. It can be used as a source of information for building hypotheses, serve to test data obtained by other methods, with its help you can extract additional information about the object under study.
The variety of observation methods is determined by four approaches to their implementation: direct or indirect observation, overt or covert, structured or unstructured, carried out with the help of a person or mechanical means.
An in-depth interview consists in sequential assignment of a group of probing questions by a qualified interviewer to a respondent, in order to understand why members of the group behave in a certain way or what they think about a certain problem. The respondent is asked questions on the topic under study, to which he answers in any form. In this case, the interviewer asks questions such as: "Why did you answer in this way?", "Can you substantiate your point of view?", "Can you give any special arguments?" Answers to such questions help the interviewer to better understand the processes taking place in the respondent's head.
This method is used to collect information about new concepts, designs, advertising and other methods of product promotion; it helps to better understand consumer behavior, emotional and personal aspects of consumers' lives, make decisions at an individual level, and obtain data on the use of certain products.
Here, first of all, it is necessary to achieve a benevolent atmosphere when communicating with the respondent. It is advisable for the interviewer to be attentive both to the verbal design and to the feelings contained in the words.
Information from respondents during the survey is collected in three ways: by asking questions to respondents by interviewers, the answers to which the interviewer records; by asking questions using a computer; by self-filling questionnaires by respondents.
Depending on the form, there are two types of questions: open and closed. Open-ended questions have a form that opens up complete freedom for the respondent in the formulation of the answer (for example: "Indicate the characteristics of the computer that are important to you").
Closed questions provide the respondent with a set of alternative answers, from which he must choose one or several that best reflect his position (for example: "Indicate the two most important characteristics of a computer for you: speed, RAM and permanent memory, monitor resolution, reliability, cost" ). These questions can be unambiguous (yes or no) or multiple choice.
Open-ended questions are preferable for preliminary research aimed at clarifying the nature of the problem. Their disadvantage is that difficulties arise for the researcher when analyzing the answers due to discrepancies in the shades of words and expressions and the impossibility of their unambiguous interpretation. Therefore, in practice, closed-ended questions are most common in marketing research.
Organizing and conducting the collection of information is a very responsible and time-consuming procedure, especially if a personal survey was chosen as the method.
Simulation is a method of collecting data generated by a computer using a previously developed mathematical model that adequately reproduces the behavior of the research object.
A focus group is a small group of people, led by a moderator (instructor) in order to obtain the information necessary for the research being conducted, and whose work is spontaneous, unstructured. The information collected can be used to generate ideas, to obtain data about needs, consumer attitudes towards certain products, etc.
Competent translation of secondary data into target information requires knowledge of methods for analyzing the data under study (Fig. 1.6).
Figure 1.6. Analysis of secondary information
- Each of us has faced a situation when the management sets the task: "We are entering a new market, we need research." What to do in this situation, how to specify the tasks and what types of marketing research will help to achieve the set goal?
The first and most difficult thing is to understand what exactly is meant by the word “research”.
To begin with, any research is a marketer's tool that helps to achieve specific goals and solve specific problems. It is with the purpose of the study that one must begin. When formulating a goal, you must clearly and in as much detail as possible answer the question: "Why do we need the data that we receive in the course of marketing research, and how is it planned to use it later?" The biggest disappointments come from poll or desk research reports, in which we don't find the answers to our questions. But if we incorrectly formulate the goal at the stage of planning the study, then we will get not at all what is required.
therefore rule number 1: "When you start preparing for the study, clearly formulate the goal to which you are going."
Research is primarily about collecting information. Depending on how accurate, relevant and deep the cut you need to make, you choose one or another method of collecting information.
If we talk about the methods themselves, then they are divided into quantitative and qualitative - those that collect primary data and those that work with already existing secondary information.
Scheme No. 1. Marketing research methods
Methods for analyzing secondary data are distinguished by lower financial costs, since we do not collect data again, but search and analyze existing ones. The main disadvantages of this approach are:
- High labor costs for collecting, structuring and analyzing information.
- Lack of focus on the current problems of the company.
- The data obtained characterize the past. With such methods, only an industry-wide or market cut can be obtained.
If we analyze company data, then we can talk about the current state of affairs. However, based on the information received, it is impossible to predict consumer behavior and make correct predictions of the development of the situation. In order to test the hypotheses obtained during the analysis of secondary data, quantitative and qualitative methods of collecting primary information are used.
So, rule No. 2: "Analysis of secondary data, like a photograph, reflects a specific period of time, but does not predict the future."
Quantitative methods of collecting information differ from qualitative ones in that on the basis of the data obtained, you can make forecasts of the development of events, talk about the market capacity, about the portrait of the consumer. Quantitative methods are also good in that they allow you to use all possible methods of working with data, apply all types of analysis that we know from mathematical statistics and probability theory.
Qualitative data will not answer the questions of “how much” and “who”. When conducting qualitative research, it is impossible to use the mathematical apparatus, build correlation tables, talk about the direct dependence of "buying a car of a particular brand" on the "income level per family member." But if you need to quickly test the concept of a new design, variants of a new name and understand the development vector - qualitative methods are indispensable and allow you to solve these issues.
rule number 3: "To collect relevant and useful data, you must understand how it will be used in the future."
Each method has its pros and cons, its ardent adherents and equally ardent opponents. We have considered the general methods of collecting information, and now let's talk about the methods that we constantly encounter and which we consider the most common.
1) Analysis of secondary data or content analysis - collection and analysis of information about the market / industry / company from open sources.
pros
Small financial costs for collecting the necessary information in a relatively short period of time.
Basic misconception
Hiring a contractor for this type of work is not advisable, any employee of the marketing department can do it.
Based on this misconception, companies are generally not willing to pay for quality desk research. But often, for a full assessment of an industry or market, paid information is needed (Rosstat certificates and reports are not cheap), and old quantitative studies (for example, there are practically no reports dated the current year in research stores). Moreover, the view of an outside analyst is "not blurred" and he sees the characteristics of the industry and those trends that the client company considers insignificant.
If we talk about qualitative methods, then we are faced with two of the most commonly used methods:
1. Expert survey.
2. Focus group (or group interview).
2) The essence of the expert surveyis that the interviewer meets with a specialist in a specific market / industry and discusses a number of factors that affect the development of the situation in the industry. An interview can be either formal (the questionnaire is filled in) or not formal (the conversation is conducted according to a guide - a list of main topics and questions for discussion). In both cases, the conversation is recorded on a dictaphone.
pros
It can be carried out in a short time and for a reasonable fee, to test hypotheses and identify the vector of the development of the situation.
Basic misconception
The experts won't say anything new. All their statements are only their personal opinion, which does not reflect the state of affairs at all. The experts will be incomprehensible people, acquaintances of the interviewer, and it is impossible to verify this.
In part, there is some truth in the words of the skeptics. Expert interviews give an assessment of events and phenomena, but do not guarantee that their forecast will come true. That is why desk research is often supplemented by expert interviews. Doubts about the correctness of recruiting (selection of experts) are easily checked - any self-respecting agency provides a list of experts with their positions, company names and contacts.
In this case, it is important to know that both the list of experts and the guide are approved by the customer before the first interview.
3) Focus group - a group interview with representatives of the target audience, which is conducted by a moderator according to a previously approved guide. Recorded on tape. The focus group room is equipped with video and sound recording equipment, as well as a special room for the customer, who can attend the focus group and monitor the quality of the assembled audience and discussion.
pros
It makes it possible to get new ideas for the development of a product offer, to test visual, taste, etc. the concept of the proposed product / product.
Basic misconception
Inflated expectations of the results and, as a consequence, a low assessment of the results.
It often happens that even five focus groups give conflicting results and do not identify a clear leader - whether it is testing a logo, name, or a new product. In this situation, the customer is disappointed, because he so hoped for a definite answer. Focus groups are not a mass survey and it is impossible to say based on the data obtained that 22% of potential consumers will eat new cheese, and 56% will buy it at least once to try it. With this method, we can remove extreme emotions - either we liked it very much or did not like it at all. As a rule, there are still two or three leaders, but those options that the consumer does not like at all can be dismissed.
When ordering focus groups, you must understand that the final decision on the choice of name / design / advertising / etc. is still yours.
The last method of collecting primary information, which we will focus on today, is a mass survey.
4) Mass poll - the most time consuming and costly way to obtain information about the market, consumers, goods, competitors, etc. But at the same time, this technique is the most accurate. Quantitative methods (questionnaires, surveys, personal interviews, etc.) make it possible not only to get a snapshot of the current state of affairs, but also to build on the basis of the data obtained a forecast of the development of the situation (to determine the target audience, a portrait of consumers, to measure the potential demand for a product or service).
When describing this method, it is necessary to tell in detail about such a research document as a research program. Often the program is not written, provided to the customer or approved by him. As a rule, this is done due to the lack of time and the rather difficult filling of the research program.
The program includes the following items:
1. Description of the current situation in the industry / market, which justifies the need for this study.
2. Research problem - the problem that exists and that needs to be solved with the help of this research is revealed.
3. The object of research - whom we are studying (for example: residents of the Moscow region, with an income above the average).
4. The subject of the research is what we are studying (for example: attitudes towards the publication of a new magazine for the middle class).
5. Purpose of the research - we formulate the main question, which should be answered based on the results of the data obtained during the research.
6. Objectives of the research - concretization of the main issue, its breakdown into separate stages.
7. Theoretical interpretation of concepts - definition of the conceptual apparatus of the study (dictionary of basic terms and concepts).
8. Research hypotheses - a list of assumptions that need to be tested using this survey.
9. Empirical interpretation of concepts - disclosure of the main indicators and their breakdown into components to include these indicators in the questionnaire.
10. Logical scheme of data analysis - a description of the main blocks of the questionnaire, indicators related to each other and those parameters of the studied process that are included in a specific semantic block.
11. Description of research methods - the method of collecting information, the sample model is described, its number is determined.
The program makes the researcher's work transparent, removes a lot of customer questions and allows to clarify the need for a particular question at the stage of developing a questionnaire.
But the situation I described is an ideal to strive for. In practice, however, we are often faced with a technical assignment of one or two pages, on the basis of which a questionnaire is prepared.
Important: an incorrectly compiled questionnaire, no matter how accurately the sample was collected, will not give accurate results.
The next stage, which raises a lot of questions and complaints, is the "sampling model" - the method of recruiting respondents, reflecting the general population. Today, many representatives of the customer have read books on sociology and marketing research and their vocabulary contains the words "representativeness", "validity", which creates the illusion of talking on an equal footing with the researcher. It's great! But the calculation of the sample is still the lot of professionals. It is a sophisticated tool that can reduce or increase your costs, increase or decrease the accuracy of results, correct or exacerbate inaccuracies in the questionnaire. And if you do not have the skills of mathematical modeling, then you will not be able to check the proposed option, therefore, the selection and size of the sample is still a matter of trust in those from whom you order the survey.
Important: do not try to interview as many people as possible. Try to include only the target audience among those surveyed. This will save you both time and money.
Finally, the questionnaire has been approved, sent out and collected. What's next? Next, the most unpleasant procedure for interviewers who collected questionnaires is verification.
Important: if you do not want to be deceived - ask to send an array of PAPER questionnaires and selectively check at least a dozen yourself. Test questions should include questions about gender, age and two or three semantic (important to you) questions.
Processing data and obtaining results for writing a report is a complex procedure, and right now we need a logical scheme for data analysis, which we so carefully prescribed in the research program.
Important: If there is no logical framework, ask for "rulers" (percentages and absolute values \u200b\u200bof answers to each of the questions). Based on the data obtained, you can determine the further course of work.
And so you received a report, but it did not answer all the questions you asked. There is only one way out - we open the terms of reference and the approved research program. If all tasks are completed, then the performer in front of you is clean. If you see that not all questions are closed, feel free to submit the material for revision.
Rule # 4: "After a long way of quantitative research, remember to stop and evaluate the results."
I just want to "end on this optimistic note." Summing up all of the above, skeptics who claim that no research gives correct results, I would like to recall the statement from one famous advertisement: “You don’t like cats? You just don't know how to cook them! "
Each method has its own advantages and disadvantages, limitations and possibilities, but this is just the tool that you use. It is inconvenient to peel potatoes with an ax, because the tool is not suitable, although if you try, you can do so ... Also, focus groups will not answer the question: "How many people in Astrakhan will go to the upcoming elections?", Although they will reflect the general mood of the population ...
Rule No. 5: "Each method has its own history and practice of application, but people use it, and people give an assessment."
There are no impartial experts and no consensus about marketing research. One thing is for sure: as long as there is marketing, there will be research.
Each research problem requires a different approach to its solution. Each problem is unique in its kind, and the research procedure, as a rule, is developed taking into account its peculiarities and significance. However, there are a number of steps, called the research process, that must be taken into account when drawing up a research project.
This process helps to define the research problem and method of data collection, analyze and interpret the obtained data, and prepare a report on the research results.
When planning a marketing research (the process of obtaining information), the company must clearly understand for what purpose it is being carried out (to make a decision on which problem to conduct the research).
This work is very relevant, because the use of marketing research in the modern market is not only useful, but simply necessary for the successful business and competitiveness of the company. Depending on goals and volumes. The company can choose any of the options for conducting this area of \u200b\u200bwork: have its own marketing department at the company, constantly use the services of analytical firms to conduct research and market monitoring in various areas, order separate one-time studies, etc.
The purpose of this work is a step-by-step consideration and study of the stages of marketing research.
The object of study is the process of marketing research. The subject is the stages of marketing research.
Marketing research stages:
When starting a marketing research, an enterprise must answer a number of questions:
- 1) About whom? or About what? (object of study)
- 2) What? (we want to know)
- 3) What for? (use of results)
- 4) When? (get results)
- 5) How much does it cost? (expenses)
- 6) How profitable? (efficiency)
- 7) How? (technology of obtaining and presentation of results).
Marketing research can be divided into two large groups: targeted and ongoing, due to the regularity of their conduct.
They are usually focused on solving specific problems. For their implementation, a special group is created, which, along with the employees of the enterprise, may include invited specialists. The composition of the groups depends on the nature and scope of the problem being solved.
Ongoing research - conducted with varying degrees of regularity. Their results are used in operational work, and the main purpose is to determine the current situation and develop the necessary management decisions.
Since marketing research must be economically efficient, it must be well planned and organized. Despite the variety of types of marketing research conducted, all of them are based on a common methodology that determines the order of implementation.
This can be facilitated by the following actions (stages of research):
1. Identifying problems and formulating research objectives
A correctly identified problem and a precisely formulated goal are the key to its successful implementation. Mistakes made at this stage can lead not only to unjustified costs, but also to aggravate the real problems associated with the loss of time when moving on the "wrong track".
Regardless of whether the company conducts research on its own or engages an outside organization, the firm's specialists must be involved in identifying problems and formulating goals.
2. Selection of sources, collection and analysis of secondary information
Secondary information is information that already exists, having been previously collected, for other purposes.
Depending on the time and labor resources available to the enterprise, allocated for the implementation of the activities of the second stage, work with internal and external sources of secondary information and the information itself can be carried out either sequentially (first, internal, and then external information is studied), or in parallel.
The collection of secondary information is based on "desk" research. They are carried out on the basis of official printed sources of information and give general ideas about the state of the general economic situation and development trends. At the same time, methods of economic analysis are used in combination with elements of econometrics and mathematical statistics.
Internal sources of secondary information are: statistical reporting; financial statements; customer accounts; materials of previous studies; written records kept by the organization.
External sources of secondary information can be governmental and non-governmental.
Federal and local authorities in many countries collect and distribute a large amount of statistical and descriptive material on pricing, credit policy, regulatory and guidance materials. Such materials published by government agencies, including (for example, property fund bulletins, tax inspectorate bulletins, etc.), are usually distributed free of charge or sold for nominal amounts.
Secondary non-governmental information can be obtained from three sources: periodicals; books, monographs and other non-periodical publications; commercial research organizations.
Periodicals (newspapers - economic sections, specialized magazines, economic bulletins, market reviews, publications of chambers of commerce and unions of entrepreneurs, publications of banks, advertising agencies) are published by both publishing firms and professional or industry associations.
For example, publications of trade and industry associations, publications of non-profit research organizations (branches of academies of sciences, universities, institutes, conference proceedings, seminars, etc.). Some editions are distributed by subscription or can be obtained from libraries. In addition, the financial statements of enterprises are published in the media; interviews with managers and specialists; advertising. They, as well as specialized exhibitions and fairs, can become important sources of necessary information in the course of ongoing research.
Commercial research organizations conduct research and provide the results for a fee. Information of an economic nature, disseminated by specialized firms in the form of printed materials or magnetic media, depending on the volume and value of information, can cost from several hundred rubles to millions of rubles.
External sources of secondary information include:
Modern information technologies, the development of the Internet involve representatives of agribusiness in its sphere. Manufacturers of machinery and equipment for agriculture and the processing industry, food enterprises, and agricultural producers may well use, and some are already using the global network to promote their products, find customers and suppliers.
There are a lot of external sources of information and therefore the desire to collect all the data related to the problem under study can be either simply unrealizable, or lead to a huge waste of time and resources. We must remember about the Pareto effect, according to which 80% of information is contained in 20% of sources.
Therefore, it is necessary to choose the most valuable from the entire volume of sources. And even in this case, for all the value of the information received, it should be remembered that this information is available to almost everyone and therefore does not give anyone significant competitive advantages.
Below are the advantages and disadvantages of secondary information:
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Advantages |
disadvantages |
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The selection of external sources requires from the employees participating in it a broad outlook, a deep understanding of the problem under study and the skills of information retrieval work. Systematization of secondary information is carried out, as a rule, after the completion of its collection from internal and external sources.
One should start collecting information from the search for secondary information, since the process of its analysis can lead to clarification, and sometimes to a significant correction of the previously formulated problem and research tasks, to save time and money when searching for primary information.
3. Planning and organization of collection of primary information
Primary information is information that is first collected for a specific purpose. Primary information becomes necessary in cases where the analysis of secondary sources does not provide the necessary information. To assess the overall significance of the primary data, it is necessary to weigh their advantages and disadvantages:
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dignity |
limitations |
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Depending on the completeness of the information obtained at the first two stages, sometimes the third stage of the research begins with the definition or refinement of the research object, especially if such an object is end consumers, sales channels, or it is carried out for the first time. Collecting primary information is a laborious process.
When drawing up a sampling plan, the following tasks are solved:
- 1. Determination of the object of research.
- 2. Determination of the sample structure.
- 3. Determination of the sample size.
As a rule, the object of research is a collection of objects of observation, consumers, company employees, intermediaries, etc. If the population is small, and the research group has the necessary capabilities and resources (labor, financial and time) to establish contact with each of its elements, then it is realistic and preferable to conduct a continuous study of the entire population. In this case, you can begin to choose the method of data collection, research tool and method of communication with the audience. Otherwise, you have to limit yourself to a sample survey.
A sample is a part of a population designed to represent the population as a whole. The precision with which a sample reflects the population as a whole depends on the design and size of the sample.
There are two approaches to sample structure - probabilistic and deterministic.
The probabilistic approach assumes that any element of the population can be selected with a certain (not zero) probability. The simplest and most common in practice is simple random sampling, in which each element of the population has an equal probability of being selected for research. Probability sampling is more accurate because it allows you to assess the degree of reliability of the information collected, although it is more complex and more expensive than deterministic sampling.
The deterministic approach assumes that the selection of the elements of the population is made by methods based either on considerations of convenience, or on the decision of the researcher, or on contingent groups.
After determining the sample structure, the sample size is established, which determines the reliability of the information.
Sample size - the number of elements in the sample. The larger the sample size, the higher its accuracy and the higher the cost of conducting the survey.
With a probabilistic approach to the structure of the sample, its size can be determined using well-known statistical formulas and specified requirements for its accuracy. To halve the sampling error, its size should be quadrupled, in order to reduce it by 3 times, the sample size should increase by 9 times, etc.
With a deterministic approach to the structure of the sample, in the general case, it is not possible to mathematically accurately determine its volume in accordance with a given criterion for the reliability of the information received. In this case, it can be determined empirically. For example, when surveying buyers, high sampling accuracy is ensured, even if its volume does not exceed 1% of the total population, and when conducting surveys of buyers of medium and large retail enterprises, the number of respondents is 500 - 1000 people.
Methods for collecting primary information
In practice, the following basic methods of collecting primary information are used:
- 1. observation;
- 2. experiment;
- 3. imitation;
- 4. survey.
Observation is a method of collecting information by fixing the functioning of the objects under study without establishing contacts with the researchers and lack of control over the factors influencing their behavior.
The advantages of this method: simplicity and relative low cost, elimination of distortions caused by contacts of objects with the researcher.
Disadvantages of this method: it does not allow to unambiguously establish the internal motives of the behavior of objects and their decision-making processes, can be incorrectly interpreted by observers.
Experiment is a method of collecting information about the behavior of the objects under study, which provides for the establishment of control over all factors that affect the functioning of these objects.
The purpose of the experiment is to establish causal relationships between marketing factors and the behavior of the objects under study. To ensure the reliability of the experimental results, the values \u200b\u200bof all factors, except the investigated one, must remain unchanged.
Advantages of the experiment: objective nature, the possibility of establishing cause-and-effect relationships between factors.
Disadvantages of the experiment: difficulties in organizing control over all factors in natural conditions, difficulties in reproducing the normal behavior of an object in laboratory conditions, high costs.
Imitation (simulation modeling) is a mathematical, graphic or other model of controlled and uncontrolled factors that determine the strategy and tactics of an enterprise.
Simulation allows you to comprehensively study the many factors that determine the marketing strategy. Preparatory measures for the simulation consists in developing a model of the functioning of the object and checking its adequacy.
The advantage of imitation lies in the possibility of operational analysis of many options for marketing actions and the choice of the best on this basis.
The disadvantage of imitation lies in the complexity and laboriousness of creating a model that requires in-depth study and formalization of causal relationships between the factors of marketing, its external environment and factors that determine purchasing behavior.
A survey is a method of gathering information by establishing contacts with research subjects. This is the most common data collection method in marketing. It is used in about 90% of research.
The source of information when conducting mass polls is the population that is not related by the nature of their activities to the subject of analysis.
In specialized surveys, it is specialists (experts) - persons whose professional activities are closely related to the subject of research, who are the main sources of information.
The advantage of the questionnaire lies in the practically unlimited scope of its possible application, which allows one to obtain information about the current behavior of an object, its behavior in the past and intentions in the future.
The shortcomings of the questionnaire are the high labor intensity, significant costs of conducting surveys, and a possible decrease in the accuracy of the information received, associated with incorrect or distorted answers.
Preparatory work for the survey includes:
- · Choice of a method of communication with the audience (by phone, by mail, personal interviews);
- · Preparation of the questionnaire;
- · Testing and revision of the questionnaire.
- 4. Systematization and analysis of the collected information
Systematization of primary information usually consists in the classification of answer options, their coding and presentation in a form convenient for analysis (most often in a tabular form).
Analysis of information consists in its assessment, usually using statistical methods. The final results of the analysis often take the form of recommendations for the future actions of the enterprise.
5. Presentation of the research results.
The report on the research results is prepared in expanded and abridged versions. The first is a fully documented technical report and is intended for marketing specialists. The second is intended for managers and contains a detailed presentation of the main findings, conclusions and recommendations.
The general requirements for the content of the marketing research report provide for the mandatory inclusion of the following questions:
- 1. The purpose of the survey.
- 2. For whom and by whom it was carried out.
- 3. General description of the population covered by the survey.
- 4. Sample size and nature, and a description of the weighted sampling methods used.
- 5. Time of the survey.
- 6. The survey method used.
- 7. Adequate characterization of surveyors and all control methods used.
- 8. A copy of the questionnaire.
- 9. Actual results.
- 10. Base figures used to calculate interest.
- 11. Geographic distribution of the conducted surveys.
It should be noted that to formulate the research problem requires clarification of the main priorities of the organization in the field of marketing. To do this, it is necessary to answer a number of questions that help to highlight the main guidelines of production and economic activity: what changes have occurred in the market situation? in what direction should the organization develop? how to make a transition to a new state?
An accurate formulation of the research objectives is required for the preparation of the assignment for the analysis.
For the development of the task, it is fundamentally important to take into account the limitations that will allow avoiding incorrect comparisons and increasing the specific focus of the analytical work.
The methodological basis for the analysis of marketing information is formed by a bank of methods and models, which makes it possible to reveal the interrelationships of the phenomena under study in the most complete way.
The results and conclusions of the marketing research are drawn up in the form of an analytical report, which includes the following information:
- - the name of the group (agency, firm) conducting the research and the client for whom the research was carried out;
- - the essence of the problem and the objectives of the study, formed in the task for the analysis;
- - the main results of the study, presented in the form of reasoned conclusions and recommendations for solving the problem;
- - groups of analyzed individuals and (or) legal entities, criteria for their selection, sampling methods and its type, reliability of the information received;
- - technology for conducting observations, experiments and surveys;
- - the period of time during which the study was conducted;
- - geographical boundaries of the analyzed market;
- - calculations and applications.
In addition, the report should contain all the necessary information to develop a marketing mix aimed at solving the problem.
1. Identification of the problem and research objectives.
2. Development of a research plan (object, methods, schedule, costs).
3. Implementation of the research plan (analysis of secondary, and then collection of primary information).
4. Accumulation of the database. Selection of essential reliable information.
5. Processing and submitting the results to the marketing department.
Stage 1. Problem statement and goals.
marketing problems are subdivided into:
for unforeseen changes -economic, demographic, competitive, political;
for planned changes -introduction of new products, improvement of product distribution, pricing, advertising activities;
intuition- ideas for new products.
All problems are divided into objective,which the marketer receives from the analysis of economic activities (decrease in sales, profitability, profits, etc.) or in the course of marketing analysis of the product life cycle, various matrices, perception maps, etc., and subjective -a survey of sellers, participants in sales channels, employees of an enterprise, warranty workshops, etc.
Objectivesmarketing research
· search engines, provide for the collection of some preliminary data.
· descriptive, provide a description of certain phenomena (for example, find out the number of people using air transport or the number of those who have heard about the Alluplast company).
· experimental, providing testing of a hypothesis about some kind of causal relationship (for example, that a 15% price decrease will cause an increase in the number of purchases by at least 20%).
■ at the stage of product development, the goals can be: market segmentation, research of prices, competitors, market testing of the product;
■ at the stage of introducing a product to the market - positioning, research of awareness of the product, attitude towards the product, specificity of consumption, promotion, product distribution;
■ at the stage of growth - research of the market structure, awareness, attitude to the product, commodity circulation, competition;
■ at the stage of maturity - the study of price elasticity of demand,
assessment of the possibility of price reduction, segmentation, repositioning, competition, modification of the market, product, product scope, marketing complex;
■ at the stage of recession - study of the price elasticity of demand,
assessment of the possibility of price reduction, modification, determination of the residual demand for the product.
Stage 2: Development of a marketing research plan.
The choice of the artist. Options: conducting marketing research on your own; with the involvement of specialized organizations; combined method.
Study transfer specialized agency considered appropriate when:
■ a large number of consumers are subject to research and for this
need an organization with experience, knowledge and resources;
■ research is specific, such as the study of buying motives;
■ the company has no experience in market research;
■ an independent objective assessment of the market is needed.
Conducting research on their own it is advisable if:
■ it is required to interview a small number of respondents;
■ the company has experience in this market or believes that the market is strategically important and deserves a detailed study;
■ a specialized marketing agency is not competent enough in matters related to the product, such as high-tech products;
Research objects
When determining the object of research, answer three questions: whom to interview ?, how many people to interview? and how ?.
Marketing research, due to time and cost constraints, is selective. Based on the study of a part of the population, with a certain probability, it is possible to transfer the result to the entire general population.
General population - the entire studied set of potential consumers.
Sample- a limited group of respondents, identical to the general population.
Representativeness- the property of the sample to reflect the characteristics of the general population (to interview the target group of consumers).
Research methods: Cabinet and field methods.
Cabinet methodsare based on the use of secondary marketing information prepared for another purpose (stat reports, financial reports are not convenient, incomplete for making marketing decisions). Another name is a method of working with documents.
Field methodsinvolve the collection and analysis of primary information from consumers, distribution channels, competitors, etc. The research is lengthy, laborious, and expensive.
Observations
Observation is used to obtain primary information about competitors (prices, organization of work with clients), about partners and suppliers (speed and quality of service, organization of production and quality control of goods, attitude towards clients, competence), about consumers.
Observation, as a rule, is used in conjunction with other methods in order to confirm, refute or supplement the results obtained.
Disadvantages of surveillance include:
■ the difficulty of ensuring representativeness;
■ subjectivity of the observer's perception (eliminated by using technical means).
Observation benefits:
■ the consent of the observed respondents is not required;
■ it becomes possible to register cases of unconscious behavior and to identify subconscious motives;
■ there is no influence of the observer;
■ the natural environment can be recorded and will allow assessing its impact on consumer behavior.
Experiment- a method of collecting information through the active intervention of the researcher in the processes in order to establish causal relationships. Experimentallows you to assess the influence of a factor of interest to the researcher, for example, the color of the packaging on the sales volume For this, at least two groups of subjects are formed: the tested and the control. The purpose of the experiment is to establish causal relationships in a controlled environment. An experiment can be aimed at investigating the influence of several factors. This is an experiment with several variables.
From an organizational point of viewexperiments are subdivided as follows:
■ trial marketing that applies to a new product.
Its purpose is to assess the level of demand, customer satisfaction, packaging and filling efficiency;
■ electronic testing, which is carried out using special electronic cards presented upon purchase;
■ e-testing plus cable TV to measure the effectiveness of an advertisement.
The main problems of conducting experiments are the complexity of determining causal relationships, dependent and independent factors, the selection of identical experimental and control groups, as well as high costs of conducting.
Interview -method of collecting primary information by clarifying subjective opinions in relation to any object.
■ Depending on the survey formdistinguish between:
■ questioning;
■ interviewing.
Depending on the form of organization of the surveydistinguish between:
■ postal survey;
■ telephone survey;
■ questioning on the Internet;
■ personal survey.
focus group, (7-15 people), discussion of the problem in order to establish qualitative parameters of consumer behavior (what is pleasant about the company's products, how they are used, what needs do not satisfy)
Panel- repeated collection of data in the same group of people, on the same topic, at regular intervals, in order to control the ongoing changes in consumer behavior under the influence of the external environment.
The questionnaire includes two types of questions:
■ open, the answer to which provides extensive information, the respondent answers in his own words, the formulation of such answers takes a lot of time, and when processing the answers of different respondents are irreducible;
■ closed (with a fixed alternative);
a) dichotomous, when answers "yes" or "no" are assumed;
b) multivariate, when the questions contain all possible answers
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