Marketing Research Tools
Business need tools to run properly and affordably. An automobile mechanic needs jacks, compressors, wrenches, and personnel to use the tools efficiently. Each tools has a specific purpose and if used correctly will make a repair quick and easy. Marketing research also uses tools for specific jobs and needs personnel who efficiently can manage the tools to satisfy customers. Marketing research can be broken down into two broad categories: primary research and secondary research. There are also two main approaches to marketing research: quantitative and qualitative. Organizations will use a mix of tools for each category and approach to complete their marketing research.
Primary versus Secondary Research
There is a central difference between primary and secondary marketing research, which is who collected the data and was it specific to the current marketing research project. Alvin C. Burns and Ronald F. Bush (2006) in their publication Marketing Research explain that:
Primary data refers to information that is developed or gathered by the researchers specifically for the research project at hand. Secondary data have previously been gathered by someone other than the researcher and/or for some purpose other than the research project at hand (p. 146).
This means that an organization may already have data collected, such as sales database, but the information is considered secondary data because it was not collected specifically for a current marketing research project.
Quantitative versus Qualitative Method
The method in which the primary and secondary research is collect effects the time, cost, analysis, and value of the data. Quantitative research uses, "structured questions in which the response...
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... when going through the marketing research process. The different styles and methods of marketing research need to be examined carefully and take time, cost, and value of information, into consideration. Secondary research should always be sought first to either answer the project questions with less expense or to help narrow the focus and effectiveness of primary research. Quantitative and qualitative methods of research should be considered when selecting tools with primary and secondary information. Each tools purpose is unique and may require a mix of many tools to complete the marketing research project.
Works Cited
Aaker, D. A., Kumar, V., and Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, JN:
Aaker, D. A., Kumar, V., & Day, G. (2007). The Marketing Research Process. Retrieved from https://ecampus.phoenix.edu/content/eBookLibrary2/content/eReader.aspx.
When conducting research, when is it conducive to use primary research over secondary research and vice versa? Both research techniques are viable and beneficial. They each have purpose and can be used as a marketing research template when conducting research. Both techniques are equipped with tools that can be used to guide a researcher through the research process. If these tools are properly adhered to, the research process can be seamless and quite effective. Moreover, market research can assist a researcher in making accurate decisions and improve the chance of success. This paper will explain the difference among research tools used in primary and secondary research. It will also depict the differences in primary and secondary research when using qualitative and quantitative approaches. Additionally, it will indicate which tools are used for each approach and why.
...sney can use secondary market research to complete the research process. Defining secondary market research shows how such research can effectively supplement primary market research. Disney will use secondary research such as a census of languages in Rio de Janeiro, to help verify whether Disney can benefit the local economy of Rio as well as a study of popular languages in the area, to determine if bilingual staff is necessary. The selected tools will help Disney Brazil become another successful Disney resort.
4) How might these two market research sources help a company develop a marketing mix?
Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...
Polaris Marketing Research (2008). Marketing Research Process: An Overview. Retrieved May 8, 2008, from http://www.polarismr.com/edctr_overview.html
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Kotler, P., & Keller, K. (2012). Marketing management (14th ed., Global ed.). Boston, [Mass.: Pearson.
This will include primary as well as secondary research. The primary research would include a survey that would be conducted in selected localities of Delhi and nearby areas where the responses of consumers would be recorded through a designed questionnaire. Secondary research would include various aspects of brand management through internet, journals, company reports, expert views etc.
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Marketing research provides organizations with information to aid in decision making and marketing strategies (Peter & Donnelly, 2015, p. 32). Marketing research can test consumer reactions to a new product ideas and services and tell you how your product ranks among competitors, to name a few examples. Marketing research methods can be categorized as primary/secondary data research, quantitative research such as surveys, observations, experimental and mathematical models, or qualitative research such as focus groups and interviews. Additionally, the research can be used to determine the target audience for specific products/services and can guide marketing professionals on how to best communicate the product/service.
Malhotra, N.K., 2002. Basic Marketing Research: A Decision-Making Approach. Upper Saddle River, New Jersey.: Prentice Hall.
Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers’ needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information: