kelli frias asks: what is marketing research?
TRANSCRIPT
WHAT IS MARKETING RESEARCH?
By: Kelli Frias
OVERVIEWResearch is an important component of marketing. It helps to influence decisions related to products, programs, and laws that affect people everywhere. Companies often use the data collected to change the way they present information to the public Those who use marketing research may be found in government agencies, political parties, academia, the media, legal professions, and even non-profit or religious groups. Businesses who develop goods for industrial and consumer use often benefit from market research, as well.
GENERALLY, MARKETING RESEARCH IS EITHER QUALITATIVE OR QUANTITATIVE. QUANTITATIVE RESEARCH DEALS WITH ANALYZING STATISTICAL INFORMATION GENERATED FROM QUESTIONNAIRE RESPONSES.
Quantitative
QUALITATIVE
Qualitative research assesses key aspects of a service or product through conducting group discussions or individual interviews.
ANOTHER TYPE OF QUALITATIVE RESEARCH IS ETHNOGRAPHY. THIS METHOD IS USED TO STUDY CONSUMERS IN THEIR EVERYDAY ENVIRONMENT. SINCE THE OBSERVATORY ASPECT IS THERE, THE SOCIAL AND ECONOMIC CUES CAN ALSO BE ANALYZED IN REGARD TO THE DECISIONS OF THE CONSUMER.
Ethnography
CODE OF CONDUCT
Similar to other professions, a code of conduct is used for organizational and ethical purposes. Those committed to conducting research may join a group which follows rules such as the Marketing Research Association’s Code of Marketing Research Standards and Bylaws.
RESEARCH IS EVERYWHERE!Research can be implemented in many different ways. While shopping, one may stumble upon a survey used to gauge a particular experience or opinion. Surveys are often also given through the mail, telephone, or online. Individual interviews and focus groups may even be done at a research facility. The most appropriate method depends on the goals of the research.
THE RESPONDENTS ARE THE KEY TO VALUED RESEARCH THAT HAS THE POWER TO IMPROVE THE QUALITY OF AMERICAN LIFE. SINCE THOSE PROVIDING THE RESPONSES ARE SO IMPORTANT, RESEARCH CONSULTANTS MUST SHOW RESPECT. THIS CAN BE SHOWN BY UPHOLDING CONFIDENTIALITY, ADHERING TO RESPONDENT TIME AND PRIVACY, AS WELL AS ENFORCING THEIR RIGHT TO DECLINE. ACCURATELY REPORTING THE INFORMATION COLLECTED IS ALSO VITAL.
Valued Respondents
