Following are the processes and objectives of marketing research:
Marketing research or marketing research is research in the field of marketing that is carried out systematically starting from problem formulation, formulation of research objectives, data collection, data processing and interpretation of research results. Someone doing marketing research has a goal to achieve the target. Marketing research can be done by:
Through the distribution of questionnaires in accordance with the target market and market research objectives.
Group research by gathering a group of our main target market and conveying information about the products or services we offer and conveying the advantages and disadvantages of that product or service.
Observations are usually carried out voluntarily and randomly in the selection of respondents. This method is done to see the behavior of consumers. The material from marketing research itself is the object to be marketed, namely product, price, promotion, distribution.
The functions of marketing research itself are:
descriptive function; Collected and presented through statements of fact.
diagnostic function; Discussions related to data and actions.
predictive function; Specifications related to how to use descriptive and diagnostic research in predicting the results of planned marketing decisions.
The marketing research process that must be carried out systematically:
The first thing to do is identify the problem. The company will first identify what problems arise in the marketing field so that further research is needed.
After the problem is identified, the next step is the formulation of the theoretical framework. Here, the steps for solving problems through research will be formulated further.
Then there is the formulation of the research design. The research to be carried out is further matured at this stage so that it can be carried out properly and the results are optimal.
Field activities include data collection. Research officers will go into the field and carry out data collection activities according to the previously formulated method.
Conducted preparation and data analysis. Data from research in the field is processed so that it can be presented neatly.
Finally, make a marketing research report and presentation of the results of the research or research being carried out. From all the stages above, it is hoped that optimal results will be obtained regarding the next steps that must be taken based on the results of research for the company’s progress in the future.
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