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Marketing Research Tools Essay

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Marketing Research Tools
Once a decision is made to use marketing research, management goals and objectives determine the type of selection methods used. There are a wide range of market research tools and methods available to decision makers. Depending on the goals and objectives of the company, researchers have many options. Some of the research tools include mail and web surveys, personal interviews, and focus groups. This paper will discuss and differentiate among the various tools used in primary and secondary research as well as discuss the differences when using qualitative and quantitative approaches. This paper will further identify which tools are used for each approach and why. The primary purpose of marketing research tools is to assist companies in decision-making. Therefore, the view and understanding of marketing research, its tools, and its methods are adapted in business decisions.
Primary and Secondary Research
Effective marketing is applying the right research tools at the right time for successful decision making. It is important to consider marketing research information, such as primary and secondary, as part of the marketing strategy as well as the tactical decision process. It is important to consider the various methodology tools so that an effective marketing plan can be implemented for the company and its needs.
Primary Research
Primary research is the most common marketing research approach that involves survey methods such as questionnaires and observation methods. Primary research would include using questionnaires or interviews to gather information to find out if their customers are happy with their products or services. Survey methods include collecting data through mail, telephone, e-mail ...


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...thering information and research. A market researcher’s goal is to effectively practice and use research methods, collect data, and analyze feedback for meaningful interpretation. Companies that utilize the benefits of research and best understand their customers are likely to sell more products or services. The data collected is useful for the decision making process to achieve company objectives, problems, and goals. Simply put, research tools help a company move forward to market themselves successfully for the long term.



Works Cited

Aaker, D.A., Kumar, V., Day, G. S., (2007). Marketing Research (10th ed.), Information From
Respondents: Survey Methods. John Wiley & Sons.
Suttle, Rick. E-How Contributor. Quantitative Techniques Tools in Business. EHowMoney.
Retrieved at: http://www.ehow.com/info_7915203_quantitative-techniques-tools-business.html.


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