√ Definition of Marketing Research, Objectives, Types, Methods, Functions, Objects and Steps
Definition of Marketing Research, Objectives, Types, Methods, Functions, Objects and Steps– In this discussion we will explain about Marketing Research. Which includes the definition of marketing research, marketing research objectives, types of marketing research, marketing research methods, marketing research functions, marketing research objects, marketing research steps with complete and easy discussion understood. For more details, please see the review below.
Definition of Marketing Research, Objectives, Types, Methods, Functions, Objects and Steps
Let's discuss the meaning first carefully.
Definition of Marketing Research
Marketing research (marketing research) is a systematic research beginning with the formulation of a problem, then research objectives, information and data collection, data management and interpretation of results study.
Definition of Marketing Research According to Experts
1. Philip Kotler
The definition of marketing research according to Philip Kotler is a planning, collection, analysis and reporting that has been done systematically from data or various findings that are relevant to the existence of certain marketing situations that have been faced by company.
2. American Marketing Association
The definition of marketing research according to American Marketing is a function that connects consumers, customers and the public with marketers through the use of information to identify and define marketing opportunities and problems, generate and refine and evaluate marketing efforts, monitor performance marketing; improve understanding of marketing as a process.
3. Robby Susatyo
The definition of marketing research according to Robby Susatyo is a more objective and systematic identification, which will be followed up with collection, analysis, and chaining some information that aims to be able to improve decision making that is still related to problem solutions and determining various opportunities in the process marketing.
Marketing Research Purposes
The purpose of carrying out marketing research is to find out and analyze what is needed or needed by the market (society) and also to find out business competitors.
By conducting marketing research, you will be able to find out the product or service being offered, where the product or service is needed and what quality of product is needed by consumers. In addition, to be able to know how much demand and demand potential, when demand peaks and when demand decreases.
Marketing research can guarantee the company will have no difficulty when planning a business strategy so that it can generate optimal profits.
Types of Marketing Research
Other types of marketing research include:
-
Primary Research
Primary research is research that is carried out by collecting information or resources that originate from the latest and most effective sales results that are being carried out now. -
Secondary Research
Secondary research is research whose function is to analyze published data. In that way, we can find competitors and can build benchmarks and then identify goals.
Marketing Research Methods
There are three methods and ways for business people to plan marketing research, namely:
Questionnaire
This method is carried out by providing a list of questions regarding the data needed for the selected type of business. The condition is to prepare prospective respondents who come from potential customers who will answer the questionnaire. Convince respondents so that they can be invited to cooperate in filling out their answers honestly and correctly. If you really need it, you will be given an interesting gift.
Group Research
This method is carried out by forming groups of people from the main population of the potential market. The task they do is convey everything they need, feel the product or service that is presented and they are allowed to give opinions about product deficiencies.
Surveys
This method is carried out by asking simple questions about the product or service to be researched. In general, this method is random and usually voluntary, so try not to disturb the questions asked.
Marketing Research Function
The functions of marketing research include the following:
-
Descriptive function
Is a function that collects and presents statements of facts. -
Diagnostic function
Is a discussion of data or action. -
Predictive function
Is a specification of how to use descriptive and diagnostic research to predict the outcome of planned marketing decisions.
Marketing Research Object
The objects of marketing research include:
-
Product
Products are included in the most important terms in marketing, if there are no products or services, then nothing is marketed. -
Price
The purpose of price research is definitely to see the suitability between the price and the product produced. -
Promotion
Promotional research is carried out to measure the level of success of a promotion on product marketing. -
Distribution
Distribution research is carried out to see whether the distribution journey is going well or not.
Marketing Research Steps
The steps or stages in marketing research are:
- Identification of problems
- Formulation of the theoretical framework
- Research design formulation
- Field activities and data collection
- Data preparation and analysis
- Making reports and presentation of research results.
Thus has been explained about Definition of Marketing Research, Objectives, Types, Methods, Functions, Objects and Steps, hopefully can add to your insight and knowledge. Thank you for visiting and don't forget to read other articles.
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