2. FUNCTION OF MARKETING RESEARCH
Marketing Research is the function which links
the consumer, customer, and public to the
marketer through information-information used
to identify and define marketing opportunities
and problems; generate, refine, and evaluate
marketing actions; monitor marketing
performance; and improve understanding of
marketing as a process.
3. WHAT IS MARKETING RESEARCH APPLICATIONS?
Market research focuses on assessing the
preferences and choices of consumers and
potential consumers.
The Marketing Research Applications an
intuitive point and click interface that provides
statistical and graphical techniques for market
research data analysis.
4. APPLICATIONS OF MARKETING RESEARCH
PRODUCT RESEARCH
Product market research several goals; new
product design and market validation research,
or assessing existing product strength and line
extension potential.
5. CONCEPT TESTING
Concept testing research evaluates advertising
concepts, ad theme concept and appeals, new
product concepts, pricing, brand concepts, brand
names, and positioning strategy concepts.
PRICING RESEARCH
When dealing with pricing research and pricing
strategy decisions, and focus on finding for your
business optimum price-product-feature
configurations in the context of market positioning
opportunities.
6. POSITIONING RESEARCH
It requires understanding the market
positioning concept, your current and potential
markets, and the process needed to generate
brand impact.
CUSTOMER SATISFACTION RESEARCH
It is the area of marketing research which
focuses on customers perceptions with their
shopping or purchase experience.
7. MARKET SEGMENTATION
Market segmentation research maintains focus
and delivers needed marketing information in
today’s moving economy where new market
and new product categories emerge and
traditional markets fade away.
ADVERTISING RESEARCH
Advertising research is determined by specific
advertising goals and the stage of ad
development, or campaign.
8. BRANDING RESEARCH
Branding decisions drive branding marketing
research strategy. Brand management and
research services help to understand the
brand’s value, strengths and increase the
brand position.
BRAND EQUITY RESEARCH
Brand equity research measures the breadth
and depth of brand power in the target
markets. A key to research design is the goal of
a brand equity measurement study.
9. SALESANALYSIS
Sales analysis examines sales reports to see
what goods and services have and have not
sold well. The analysis is used to determine
how to stock inventory, how to measure the
effectiveness of a sales force, how to set
manufacturing capacity and to see how the
company is performing against its goals.
