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Marketing Research Tools Essay examples

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Market Research Tools
Marketing research is primarily focused on two categories of research: primary and secondary. These two forms of research provide insight into the driving source of the business, consumer behavior and attitudes, and possible pitfalls to the business. Secondary research provides knowledge gathered from within the business or already published information from outside of the business. Primary data is collected with specific purpose of creating a marketing strategy for the business conducting the research.
Research also can be broken down even further into quantitative and qualitative research methods. Both methods are highly effective and provide accurate results. However, it is important to gather the information most pertinent to the purpose of the research. Quantitative research focuses on the quantity of the research and qualitative research focuses on the quality of the research. Along with each form of research there are specific tools used to gather and obtain accurate information to push a marketing strategy into place and with the sole purpose of becoming successful.
Primary and Secondary Research
Primary research is research conducted to fit the businesses needs. Primary research is often conducted through surveys, focus groups, observations, and experimental testing of products or services. Primary research is often more expensive and time-consuming for the business but will offer information more pertinent to the problem researched. “Primary research delivers more specific results than secondary research, which is an especially important consideration when you are launching a new product or service” (All Business, 1999-2012, The difference between secondary and primary market research). Prim...


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...s and telephone surveys. These types of surveys are implemented quickly and can be relatively inexpensive forms of research. Personal interviews come at a much higher cost but can often result with more pertinent information gained from direction of the interviewer.
Conclusion
Marketing research provides quality information to make informed and successful decisions to building a strong marketing strategy. Properly identifying the correct tools and methods is key to a successful marketing strategy and should be chosen according to the surrounding circumstances.



Works Cited

Aaker, D.A. Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.). Hoboken, NJ: John
Wiley & Sons.
All Business. (1999-2012). Retrieved from http://allbusiness.com/marketing/market-
research/1310-1.html.
Power Decisions Group. (2012). Retrieved from http://www.powerdecisions.com.


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