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Types of marketing research


Marketing research techniques come in many forms, including:

  • test marketing - a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market
  • concept testing - to determine if consumers consider a concept useful
  • mystery shopping - An employee of the company conducting the research contacts a salesperson and indicates they are shopping for the product they sell. They then record the entire experience. This method is often used for quality control or for researching competitors products.
  • store audits - to determine whether retail stores provide adequate service
  • demand estimation - to determine the approximate level of demand for the product
  • sales forecasting - to determine the expected level of sales given the level of demand
  • customer satisfaction studies - exit interviews or surveys that determine a customer's level of satisfaction with the quality of the transaction
  • distribution channel audits - to assess distributorsí and retailersí attitudes toward a product, brand, or company
  • price elasticity testing - to determine how sensitive customers are to price changes
  • segmentation research - to determine the demographic, psychographic, and behavioural characteristics of potential buyers
  • consumer decision process research - to determine what motivates people to buy and what decision-making process they use
  • positioning research - how does the target market see the brand relative to competitors? - what does the brand stand for?
  • brand name testing - what do consumers feel about the names of the products?
  • brand equity research - how favourably do consumers view the brand?
  • All of these forms of marketing research can be classified as either problem-identification research or as problem-solving research.
A similar distinction exists between exploratory research and conclusive research. Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Conclusive research draws conclusions: the results of the study can be generalized to the whole population.

Both exploratory and conclusive research exemplify primary research. A company collects primary research for its own purposes. This contrasts with secondary research: research published previously and usually by someone else. Secondary research costs far less than primary research, but seldom comes in a form that exactly meets the needs of the researcher.

Related Topics
Understanding Survey Software Features - Survey Creation and Distribution
Understanding Survey Software Features Part II
Track Your Customers Footsteps using marketing Research
Types of marketing research methods
Quantitative marketing research - Requirements and Procedures


This article is from Wikipedia.org. All text is available under the terms of the GNU Free Documentation License.