In the conditions of the modern market, a phenomenon such as marketing research has become a routine method of obtaining information about the structure and needs of the economy for certain goods. The process of marketing research usually consists in the following: the problem is determined and the purpose of the research is determined; To determine the need for marketing research, each organization should regularly monitor external economic environment, using a specially designed for such cases with a monitoring system.
The problem is determined. If it is clear, to clearly state the problem, this will be the main key to conduct a successful marketing research process. Usually, when the process of marketing research is carried out, one can encounter such problems: the problem of managing the marketing and the problem of the marketing research itself, that is, the means and methods of its implementation.
The objectives of the marketing research are formulated. The purpose of the marketing research is derived from the identified problem. Using methods to achieve this goal, it is possible to obtain data of this nature that is necessary to ultimately solve this problem. A clearly formulated goal allows you to build a marketing research process in such a way as to identify all irrelevant information and cut it off in order to provide It is possible for a manager to solve a marketing problem without being distracted by minor details. The goal must be precisely formulated, be reasonably detailed, and must also be able to measure it and measure its level of achievement.
How is a company’s marketing plan developed? Methods are selected to conduct the process of marketing research. The first task is to select the method by which the marketing research will be conducted - this is the company's marketing plan , its initial stage of development. Throughout the next stage, given the potential, select the most suitable methods of this method. The type of data required and the sources of their receipt are determined. Whenever the marketing research process is carried out, the data obtained on the basis of primary and secondary information is used.
The methods of collecting information during the marketing research are divided into the following groups: quantitative and qualitative information.
A quantitative study usually results in a variety of questions, based on the use of a straightforward question, a lot of them. the methods of the interviews themselves are also divided into free and limited ones. A free survey implies general questions when the respondent has the opportunity to express his opinion, for example, on a particular issue or problem. A limited type of survey involves the formulation of questions that can usually only be answered with “yes” " or not".
Qualitative research includes the collection, analysis and interpretation of information, by observing that a person is doing and speaking. A sample is being developed. A sample is a representative illustration of a generic juices. The research plan is being implemented. Data is being collected. This phase of the marketing research, as is usually the case, requires the largest possible costs, it is sometimes inconsistent. Some components are absent in the designated places, they are contacted again or replaced. Others may refuse to cooperate. Some provide a biased or deliberate false answer. With the help of modern computing and telecommunication technology, information gathering methods are capable of developing quickly. Keep in mind that marketing industrial products is also an urgent process.
Data is analyzed. This marketing research is based on the analysis of information collected in this way and the receipt of one or another result. The researcher summarizes the information in the table and provides its analysis. Interpretation of the obtained result and its delivery is free of charge.
When the marketing research is completed, its result should be submitted to an interested person. At the request of the customer, recommendations on how to overcome the problems may be attached to the results.