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There is a wide variety of types of marketing research, which can be classified according to different criteria. In practice, the following types of research are most often distinguished:

Problematic and planned;

Permanent and one-time;

Qualitative and quantitative;

Panel;

Omnibus;

Office and field.

PROBLEM STUDIES. They are aimed at finding out the reasons for their occurrence by forming possible hypotheses, collecting and analyzing data to confirm or reject them, and providing the necessary information to search for and justify management decisions.

STANDARD STUDIES. They imply a predetermined set of data collection and analysis methods, the use of which allows to evaluate Current state object of study (product market share, new product penetration, efficiency of distribution channels and communications). These studies are carried out not to solve the marketing problems of the company, but to monitor the marketing environment, diagnose possible problem situations (marketing audit) and form a database for planning marketing activities. Examples of such developments are panel studies and target group index (TGI-R) studies.

CONTINUOUS RESEARCH. Also called systematic, or continuous. A distinctive feature of such studies is the collection of data at certain points in time based on the same questions asked to a group of constant (panel studies) or variable (replicative studies) respondents.

SINGLE STUDIES. Their goals and content change from problem to problem and have to be re-planned each time. Research carried out by research companies on the orders of enterprises is often carried out as a one-off.

QUALITATIVE MARKETING RESEARCH. Performed at a high level. Their task is to formulate a number of hypotheses that can explain the qualitative, content side of the phenomena under study. You can find out what motives drive consumers, how, on the basis of what they make decisions about purchases.

Qualitative research is carried out with a relatively small number of consumers and is not aimed at obtaining any statistical estimates. The hypotheses formulated must then be carefully tested by quantitative research before any decisions are made on their basis. Qualitative research usually precedes quantitative research.

IN Lately However, qualitative research is gaining more and more independence, becoming more and more popular. For example, when looking for new marketing ideas, choosing an advertising message or a TV commercial, packaging design, ways to modernize products.

QUANTITATIVE STUDIES. The goal is to obtain and analyze reliable statistical data. As a result of quantitative research, a statistical assessment is given to the hypotheses put forward in the process of qualitative research. Through quantitative research, they seek to measure the degree of importance, significance, materiality of the facts extracted in the process of qualitative research, quantify and describe the company's markets.

There are five key characteristics of quantitative research that distinguish them from qualitative ones:

1. The data collection procedure is more formalized.

2. Large samples of respondents are used.

3. The collected data make it possible to quantify the effect of the studied phenomena and factors on the segments and markets under consideration.

4. Studies are repeatable, and their results can be directly compared with each other.

5. The analysis is carried out by statistical methods using applied computer programs.

The results of quantitative studies are usually presented in the form of tables with numerical data, as well as in the form of charts and graphs. They can also be expressed in phrases like: "50% of housewives buy products in the nearest store" or "There are 10% of consumers who ...", etc.

PANEL STUDIES A panel is a group of individuals or companies (respondents) that retains the most important features of a larger population that regularly provides the information required by the study. The panel is thus a model of the studied large population of consumers.

The main advantage of panel studies is the ability to study certain phenomena (repeated purchases, distribution intensity) over a certain period. Their disadvantage is that panel respondents often behave defiantly (more responsive to prices, more concerned about environment), thus violating the representativeness.

Since participating in a panel involves some work, there are difficulties in building a representative panel.

The results of panel studies are sold by subscription to all interested clients and are referred to as so-called multi-client studies. The most famous in this area is Nielsen. In Russia, panel studies are carried out by AmerNielsen, GFK, Gallup Media, Honeycomb Int.

OMNIBUS STUDIES

Omnibus studies, also referred to as multi-sponsored studies, are conducted for different clients with different interests. Each of them offers several questions from which a general questionnaire is compiled. This questionnaire is offered to the same population group. Unlike multi-client research, omnibus research provides the client with information only on issues of interest to him.

The cost of the study is shared among all clients. The cost of each client is well below this cost. The initiative to conduct an omnibus study belongs to a marketing company.

DESK STUDIES. A large amount of data is presented in statistical handbooks and publications, especially for consumer market research. The study of already existing materials is called desk research. The collected data should be handled with care, as they were selected, grouped and analyzed for other purposes, but may also be suitable for solving the problem under study. Therefore, they are called secondary data.

Secondary data is divided into internal and external. The most important sources of internal secondary data are bookkeeping, customer lists, vendor reports, inventory records, sales reports, complaint lists, annual reports, marketing plan, and other documents. The ideal option for the researcher is the existence of a marketing information system in the organization.

Important external sources data that researchers often refer to are: statistical collections of the State Statistics Committee of the Russian Federation and regions, reports of chambers of commerce, industry research organizations, industrial and trade associations, mass media, specialized publications, the results of previously conducted marketing research (for other purposes), Internet resources.

Care must be taken when using secondary data, as it may be incomplete or unreliable. Since desk research is relatively inexpensive, research starts with it. Only after the insufficiency of secondary data is established, field studies begin.

FIELD STUDIES. If there is not enough secondary data to solve the problem, so-called primary data must be used. Primary data is new data that must be collected specifically to solve a problem at hand. This means that a plan must be drawn up and sources for obtaining this data must be selected. Most often, buyers become such a source and, according to historical terminology, research aimed at obtaining primary information is called field research.

Tomsk Interuniversity Center for Distance Education

Tomsk State University

control systems and radio electronics (TUSUR)

Department of Economics

Types and methods of marketing research

Coursework in the discipline "Marketing"

Performed

TMCDO student

Scientific director

Alferova L.A.

GRADE "_________"

Date of receipt of the assessment

"__" "_______" 20010

G. Mirny

Essay

Coursework 34s., 1 figure, 12 sources, 3 applications

MARKETING, MARKETING RESEARCH, OBSERVATION, SURVEY, EXPERIMENT, QUESTIONNAIRE, SAMPLE, ANALYSIS

The course work was done in Microsoft Word 2003 text editor.

		Introduction
		The essence of marketing research
		The concept, goals and objectives of marketing research
		Stages of marketing research
		Methods and types of marketing research
		2.1 Marketing research methods
		2.2 Types of market research
		Types of information and methods of its collection.
		Using Market Research Results
		Conclusion
		List of used literature
		Applications

Introduction

Marketing is a relatively young scientific and applied discipline. The term first appeared in American economic literature in 1902. Since the middle of the twentieth century, the concept of marketing has rapidly conquered the minds of both theorists and practitioners - economists and managers. The intensive development of the theory and practice of management has led to the accumulation of a huge amount of empirical material about business processes, consumer behavior and competition. A number of scientists were able to systematize and generalize the available facts. Progress in theory, practical activities in the market has given rise to a new trend in management science - marketing.

In the very general view the concept of marketing means the study of the market for a specific purpose. In marketing, which is designed to meet the needs of people, research is of great importance. In market conditions, those firms and companies that know these needs better than others and produce goods that can satisfy them receive advantages. But the market is constantly changing, the needs of people under the influence of various factors are also changing, so firms must constantly monitor market conditions in order to make a profit.

It is with the help of market research that firms can track changes in customer needs. Marketing research is any research activity that meets the needs of marketing.

As a rule, the need for marketing research arises in cases where: 1) the company has not achieved its marketing goals; 2) the company is losing ground to a competitor; 3) the company is going to diversify its activities; 4) the firm is preparing a new business plan; 5) any other cases where managers find it difficult to choose actions or involve significant investments.

What does marketing research provide?

They allow firms to increase their knowledge of the marketing problems they face, that is, to reduce the uncertainty in making marketing decisions. Very often, the main goal of marketing research is the desire to give an adequate description of market processes and phenomena, to reflect the position and capabilities of the company in the market. Typically, marketing research is carried out on the market, competitors, consumers, products, marketing environment, price of goods, promotion of goods. The result of marketing research are developments that are used in the selection and implementation of marketing strategies and tactics.

ChapterI. The essence of marketing research

The concept, goals and objectives of marketing research

Marketing research- this is a systematic search, collection, analysis and presentation of data and information related to a specific market situation that the enterprise had to face. Marketing research can also be defined as the systematic collection, recording and analysis of data on marketing and marketing issues in order to improve the quality of decision-making and control procedures in the marketing environment. Available whole line similar and other definitions of marketing research. 1

The main objectives of marketing research:

Reduce uncertainty and minimize risk in the process of making managerial decisions;

Monitor the implementation of marketing tasks.

The global goals of marketing research are the information support of marketing, that is, the collection of the necessary information and analytical support, which consists in using mathematical models to analyze data and obtain forecasts and the possibility of making optimal decisions with their help.

At the macro level, marketing research should identify and model patterns and trends in the development of the market, assess the market situation, determine the market capacity and forecast demand.

At the micro level, assessments are given, an analysis and forecast of the company's own capabilities (its potential and competitiveness), the state and development prospects of the market segment in which this company operates are carried out.

The tasks of marketing research can be very diverse and be dictated by the needs of developing a marketing strategy, the formation of pricing, product, communication, marketing policies and other aspects of marketing management in an enterprise. The most typical marketing research tasks to be solved:

Studying the characteristics of the market;

Measurements of potential market opportunities;

Analysis of the distribution of market shares between firms;

Sales analysis;

Study of business activity trends;

Studying competitors' products;

Short-term forecasting;

Studying the response to new product and its potential;

Long-term forecasting;

The study of price policy.

Marketing research is advisable in the following cases:

Insufficient amount of information to make a decision;

The presence of internal contradictions regarding the strategy, goals, mechanisms for their implementation;

Deterioration of the situation (loss of the market, slowdown in trade, etc.);

Exploring the causes of unexpected success;

Formation of new strategic or tactical plans.

Marketing research is carried out either by the firms' own marketing departments or on a commercial basis by specialized marketing firms.

Stages of marketing research

When starting a market research, it is necessary to make sure that the company needs it to improve business results, it is necessary to clearly identify the needs and requirements of these buyers, to establish the importance of solving this problem in their fullest satisfaction, as well as to ensure effective business activity. This can have an appropriate effect if the entire marketing research process is carefully planned. Despite the variety of types of marketing research conducted by firms, they are based on a common methodology that determines the order in which they are carried out. Usually there are five main stages of marketing research:

Identification of problems and formulation of research objectives

Selection of sources, collection and analysis of secondary marketing information

Planning and organizing the collection of primary information

Systematization and analysis of the collected information

Presentation of the results of the study

Identification of problems and formulation of research objectives. At this stage, marketing managers and the researcher must clearly define the problem and agree on the objectives of the study. If, for example, the manager simply tells the researcher, "Go and collect data on the market for our product," he is likely to be disappointed with the result of the work later on. After all, the market can be explored by hundreds of different parameters. If these studies are to be useful, they must be directly related to the problem the firm is facing and needs to be addressed. Gathering information is expensive, and a vague or incorrect problem definition leads to overhead.

After identifying the topical problem, the manager must formulate the objectives of the study. These goals can be exploratory, i.e. provide for the collection of some preliminary data that shed light on the problem, and possibly help select a hypothesis. They can also be descriptive, i.e. provide a description of certain phenomena. There are also extreme goals, i.e. providing for testing the hypothesis of some kind of causal relationship, for example, that a decrease in the price of a product by 2 thousand rubles. will increase its sales by 10%.

Selection of information sources. At this stage, it is necessary to determine the type of information of interest to the customer and the ways of its most effective collection. The researcher may collect secondary or primary data, or both.

Research usually begins with the collection of secondary data.

Secondary data serve as a starting point for research. They compare favorably in that they are cheaper and more accessible.

However, the information needed by the researcher may simply not be available, or the existing data may turn out to be outdated, inaccurate, and incomplete. In this case, the researcher will have to collect primary data at a much greater cost and time, which is likely to be more relevant and accurate.

The second of the above stages of the marketing research process is the sequential implementation of certain procedures presented in application 1.

Collection of information. Planning and organizing the collection of primary information is rightfully considered the most laborious stage in the process of conducting marketing research, the sequence of basic procedures of which is presented in application 2.

There is no unified classification system for marketing research, since there are many features that determine the presence of at least several ways to carry it out.

Depending on which feature is the basis of the classification, they distinguish the following types marketing research.

Depending on the purpose of the marketing research can be divided into applied and fundamental.

Applied Research is aimed at solving a specific practical problem, for example, clarifying the situation in the market, explaining the reasons for the failure of a strategic or tactical plan, reducing the uncertainty of the management decision-making process.

Basic research is aimed at expanding general knowledge, and not at solving a specific practical task. Such research is sometimes called purely scientific. They are usually held at universities.

Depending on the task There are the following types of marketing research: exploratory, descriptive, experimental and casual.

Exploratory research - is a marketing research conducted to collect preliminary information necessary for a more complete definition of problems and put forward proposals (hypotheses). Precedes all other types of research.

To conduct an exploratory study, it may be sufficient just to read published secondary data or to conduct a selective survey of a number of experts on this issue. If exploratory research is aimed at testing hypotheses, then it is necessary to use special methods for collecting information, for example, such as focus groups, projection methods, analysis of a specific situation, analysis of secondary data, etc.

Descriptive research- is a marketing research aimed at describing marketing problems, situations, markets, consumer attitudes towards the products of a given enterprise. It involves the use of methods of observation, survey, experiment and analysis of secondary data.

Pilot study- marketing research, involving the collection of primary information by selecting the same type of groups of subjects, issuing them different tasks, controlling the factors that affect the results, and comparing differences in group reactions.

casual research- marketing research conducted to test hypotheses regarding the cause-and-effect relationships of marketing with factors of the external and internal environment. Casual research can be carried out on the basis of the method of logical-semantic modeling, by using a number of mathematical methods such as factor analysis.

Depending on the problem statement Marketing research is divided into research to define a problem and research to solve a problem.

Research to identify the problem is marketing research undertaken to help identify non-obvious problems, either present or those that may arise in the future.

Research to solve the problem is marketing research undertaken to solve specific marketing problems.

Depending on the study plan allocate exploratory and final marketing research.

Exploratory research is a marketing research, the main task of which is to provide an understanding of the problem facing the researcher. It involves the use of methods of expert surveys, pilot studies, collection of secondary information, etc.

Final Research is the marketing research needed to determine, evaluate and select the best course of action that can be used in a given situation. When conducting the final study, methods of surveys, observations, experiments, etc. are used.

Depending on the data collection method Marketing research is divided into qualitative and quantitative.

Qualitative Research is an unstructured, exploratory study based on small samples designed to gain a deeper understanding of the problem. Qualitative research can be used to study the inclinations, moods, and motivations of consumers. Qualitative research seeks a deeper understanding of the individual consumer and uses words rather than numbers to interpret the data.

Qualitative research involves the use of methods such as focus groups, in-depth interviews, projection methods.

Quantitative research is a marketing research based on the collection of information and its provision in a quantitative form, using statistical analysis procedures.

Quantitative research includes various surveys, as well as research using various technical devices, such as TV meters, computer and Internet technologies, to collect the necessary information. As a rule, quantitative research covers a large number of respondents and allows you to collect a wide variety of data on the consumer market: its participants and consumers.

Depending on how information is obtained Marketing research is divided into desk and field research.

desk research (desk study) is a marketing research based on the collection of secondary data previously collected for other purposes. Sources of secondary information are divided into internal (in relation to the enterprise) and external. The study of the latter is carried out on the basis of official printed sources of information.

Field study- this is a marketing research designed to collect primary data and requires special surveys (surveys, observations, etc.) aimed at solving a specific problem.

Depending on the frequency of marketing research is divided into one-time, periodic and continuous.

One-time study is a marketing research aimed at solving a specific problem.

Periodic Study is a marketing research, repeated after a certain period of time. Periodic studies include panel studies that are conducted with a group of the same respondents, and tracking studies that cover a new group of respondents each time.

Continuous research- This is a marketing research conducted on an ongoing basis. In continuous research, panel and tracking research methods are also used.

Periodic and continuous research allows you to track the dynamics of market processes, accumulate information over long periods of time, which increases the accuracy of assessing individual parameters.

Depending on the source of funding There are the following types of marketing research: initiative, custom, omnibus.

Initiative research- this is a marketing research that is carried out by a research company at its own expense, in the expectation that there will be buyers for the results of these studies. Initiative research includes panel research, rating media measurements, etc.

Custom research- This is a marketing research, usually paid for by one customer.

Omnibus study is a marketing research that is paid for by a group of customers. The initiator of such a study may be an industry association or a research company that invites its regular customers to team up for the sake of mutually beneficial cost savings.

IN last years new methods of marketing research have appeared, which are actively used by market participants. According to the results of a survey conducted GRIT among market research market participants, it was determined that the following methods are most often used: online communities, mobile surveys, analysis social networks, text analytics, and big data analytics (Figure 3.2) .

Rice. 3.2.

- use; - consider using

• Top 5 new marketing research methods [ Electronic resource]. URL: fdfgroup.ru/?id=352

Market research is the most common area of ​​marketing research. As many experts note, without market research it is impossible to systematically collect, analyze and compare the array of information necessary for important decisions that are related to functioning in the market, market selection, establishing sales volume, planning and forecasting market activities.

The objects of market research are the trends and processes of market development, which include an analysis of the modification of economic, demographic, scientific and technical, legislative, environmental and other factors. In addition, market research is designed to study the structure and geography of the market, its dynamics, capacity, market barriers, competition, market conditions, risks and opportunities.

Main results market research may perform:

Forecasts of market development, assessment of market trends, identification of key success factors;

Establishment of the most effective methods for implementing competition policy in the market;

Potential to conquer new markets;

Market segmentation. In other words, it is the choice of target markets and / or market niches.

Macrosystem analysis designed to study changing conditions external environment. The latter, although it does not have a direct connection with the market in which the company operates, but also has an equal impact on all firms that are engaged in this market.

Study of the internal environment of the company aims to establish the real level of competitiveness of the enterprise as a result of the analysis and comparison of the relevant factors of the internal and external environment. The study of strengths and weaknesses aims to identify strengths and weaknesses in relation to its main competitors. This makes it possible to answer questions about what needs to be done in order for the functioning of the company to be fully adapted to dynamically changing environmental factors.

Enterprise potential analysis aims to verify the resources of the enterprise, as well as their suitability for the implementation of strategic directions of activity.

Consumer Research allows you to establish and study the entire set of motivating factors that influence consumers when choosing goods (for example: social status, income, education, gender and age characteristics).

The objects of research can be private consumers, households, families, organizations.

The subject of marketing research is:

Motivation of consumer behavior in market conditions, as well as factors determining it;

The structure of consumption, product offer, trends in demand for goods are analyzed and carefully studied;

The analysis of processes and conditions for satisfying consumer requests is carried out.

The purpose of this study is consumer segmentation, as well as the choice of target market segments.

Competitor research is called obtaining the necessary information that would provide competitive advantage on the market, and would also help to find ways of effective cooperation with potential competitors. For this purpose, an analysis is made of the strengths and weaknesses of competitors, a study of their market share is carried out, as well as the reaction of consumers to marketing activities of competitors (such as improving the consumer properties of the product, pricing features, trademarks, features of an advertising campaign, ways of service development). In addition to the above, a thorough analysis of the material, financial, labor potential of competitors is carried out.

The result of these studies is the choice of means and ways to achieve the most advantageous position in the market relative to competitors, finding active and passive strategies for securing their price advantage, or the advantage provided by more high quality offered goods.

Exploring possible intermediaries, through which the firm will be able to "be present" in the preferred markets, as a rule, a thorough study of the firm's market structure is carried out. In addition to trade, commercial or other intermediaries, the company must also have a correct understanding of its other “assistants”: advertising, freight forwarding, legal, insurance, financial, consulting and other firms and organizations, which together create a marketing market infrastructure.

Product research is referred to as finding the conformity of the quality of goods and their technical and economic indicators to the needs and requirements of buyers present in this market, as well as an analysis of their competitiveness. Commodity research provides an opportunity to acquire the most complete and valuable data from the consumer's point of view on the consumer properties of the product (reliability, design, ergonomics, price, after-sales service, functionality), as well as some data for the formation of optimal arguments for an advertising campaign, the choice of the most suitable resellers.

Thus, the objects of research are the consumer qualities of competing and analogue products, the reaction of buyers of these new products, the assortment, the level of service, packaging, product compliance with legislative norms and rules, and prospective consumer requirements.

Thanks to the results of the study, the company has the opportunity to form its own product range, which would best meet the requirements of customers. Marketing research makes it possible to:

Increase the competitiveness of the product offer;

Establish strategic directions for activities, depending on the current stage " life cycle» goods;

Develop new products;

Modify existing products;

Work out a unique form style, improve labeling, establish patent protection methods.

Price research allows you to determine such a ratio and price level, which could make it possible to maximize the level of profit at minimal cost.

The objects of research in this context are:

Expenses for the development, manufacture and marketing of goods;

Studying the level of influence of competition (comparison of consumer and technical-economic and parameters of similar goods produced by other firms);

The reaction of consumers to a change in the price of a good (that is, the elasticity of demand).

The results of the conducted research make it possible to choose the most effective ratio of "price-profit" (the so-called external conditions) and "costs-prices" (production costs or internal conditions) .

Merchandising and sales research aims to determine the most effective ways, means and methods of bringing the product to the end consumer as quickly as possible.

Here, the main objects of study are trade channels and intermediaries, sellers, methods and forms of sale, distribution costs. These studies also include an analysis of the functions and features of the functioning of various types of wholesale and retail, identifying their strengths and weaknesses and features of the nature of their interaction with manufacturers. This information makes it possible to determine the potential for increasing the company's turnover, optimize inventory as much as possible, develop clear criteria for choosing effective channels for promoting goods, and develop effective methods and techniques for selling goods to target consumers.

Research of the advertising incentive system and marketing is also one of the most important points of marketing research. This study is designed to identify how you can optimally stimulate the sale of goods, increase the credibility of the manufacturer of goods in the market, successfully conduct advertising campaigns and shares.

The objects of this study are: the behavior of suppliers, buyers, intermediaries, the effectiveness of promotional activities, contacts with buyers.

The results of the conducted research make it possible to:

Develop an effective public relations policy;

To form a favorable attitude towards the company and its products;

Establish methods for the formation of consumer demand;

Maximize the effectiveness of communications, in particular advertising.

Comparison of expected and actual results from the carried out promotional activities;

In addition to the above, this study provides an opportunity to make decisions on the activation of promotional activities, the search for new means of influencing the target consumer audience.

It is worth noting that measures to enhance the promotion of goods on the market include not only advertising, but also other aspects of marketing policy. They can be, in particular, studies of the effectiveness of ongoing competitions, bonuses, discounts, awards, etc., etc.

Forms of marketing research can also be divided into primary and secondary.

Primary marketing research includes:

Survey. Interrogations can be oral, written, and also telephone;

Observation (systematic study of circumstances without affecting the object of study). They are divided into field, laboratory, and personal.

Experiment. There are field and laboratory.

- panel (repeated data collection from one group at certain equal time intervals). There are consumer, trade and service panels.

Secondary marketing research is an analysis of the current marketing problem according to the information collected or already published. used this species research for strategic marketing planning.