Below we list the types of marketing research, their advantages, and the areas in which they can be applied.
Primary research
This type of information is the information that is obtained first-hand, that is, from those who are directly involved in the process: clients, test participants, manufacturers.
Primary market research is the responsibility of marketers or third-party companies that study business. Before starting work, they determine the methods of obtaining information and think through questions. Their responsibilities also include organizing observations, interviews, focus groups, developing questionnaires and tests. The latter are related to quantitative research, which makes it possible to determine the reliability of the information received.
Secondary research
The next type of data is information provided by sources not involved in the process. Secondary research can use the press, reporting data, news publications. Such data is in the public domain, so competitors can easily use it. Since the information is beyond the marketer's control, there is no guarantee of its reliability.
The use of secondary information is permissible only after rechecking. Its important advantage is that specialists will not have to spend a lot of money to obtain the material.
Types of Marketing Research
Qualitative research
Such characteristics provide the fusion database opportunity for in-depth analysis. These marketing market researches are relevant when it is necessary to check how effective the launched advertising campaign is, whether the launch of a new product or the improvement of an existing one will be successful.
Qualitative research helps to understand what the audience wants, what its values are. As a result, specialists will receive a portrait of a potential client. It also makes it possible to clarify what reasons precede certain events, or how they happened. For example, why did the client choose this particular service? How did he learn about the new product?
The advantage of this method is that it does not require a large number of specialists to conduct the research; a small sample is enough to obtain information. Here it is necessary to study the opinion, motives and behavior of the consumer.
The result of a qualitative marketing research is subjective conclusions about the market situation, depending on the personal judgments of the specialist. The researcher must determine in advance the list of questions that will be asked, build an interview plan. It is important that he can abstract himself as much as possible. Otherwise, the specialist may impose judgments on the participants of the process that he himself considers correct.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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