How to Implement Successfully Marketing Research

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Tips for successful implementation

of marketing research

Nowadays, due to globalization and the increasingly competitive environment, businesses tend to face different kinds of problems which demand immediate solution. When solutions seem obscure, it is time for marketing research to be implemented, so as useful assumptions can be made about the actions needed so as your problems are solved.

So if you own a company which activates in the global competitive environment, you should first of all state what the problem of your company really is. For example if the problem of your company is to find a way to gain a bigger share of a certain market, in order to increase your revenues, some of the indicative marketing research objectives are the following:

To find out the consumers’ preferences.

To find out the customers’ intention to buy the specific product your company produces

To determine what are the certain characteristics of your product which are important to the customers.

To study the image of the product and find out where and how do the customers think that the product should be positioned.

To determine what is the right price to charge for your product.

To find out what distribution channels must be used.

One could ask why not make use of secondary statistic data and bother collect primary data. The reason is that secondary statistic data may be irrelevant to your goals and outdated.

Furthermore, it is very important to point out what your target group is. For example, if your company produces diapers, your target group is parents of babies until the age of 3 years old.

You should be very careful to gather data which include:

· Demographic information

· Beliefs about products (if they are satisfied by the competitive products)

· Consumer behavior (what are the specific factors that they take into account before buying a product)

· Future Behavior – Intention (what do they think of your company’s product – in case they have bought it – and if they intend to buy it)

The basic tool of your marketing research will be the questionnaire which is actually the only way to acquire primary data. An indicative way to build your questionnaire is by dividing it into the four parts mentioned before (demographic, beliefs, behavior, future behavior). Thus, you can help both the interviewer and the interviewee to easily fill it in and not be confused with too many questions put together.

You can also make use of different types of scales, so as to keep the interviewee’s interest and make it easier for him/her to answer.

There are also different kinds of contact methods you may use to access your target group. Some of the most common and more preferable are:

• Telephone interviewing and

• Personal interviewing

If your company has a web page, interviewing through the internet can also be effective. Of course, if you choose this method, it is possible that you will have to face the problem of a very low response rate.

Telephone interviewing has the following advantages:

• It is a cheap method

• By using it, you can reach people spread geographically

Of course the problems that may arise are:

• The respondent may choose not to answer

• Telephone interviews are short

• The researcher cannot observe the interviewer body language

On the other hand, personal interviewing has the following advantages:

• The research can be more thorough

• The researcher can observe the respondent’s behavior and body language

The drawbacks of the method are the following:

• It is an expensive method

• It needs time for the researcher to arrange a condact with the interviewee

• The answers of the interviewee may be biased because he always cares about what the interviewer will think of him

It is important to note that there are certain methods to increase the response rate. For example, you can offer a small sample of your product so as the interviewees agree to accept the interviewer at home and participate in a face – to – face interview.

While implementing your marketing research you should make sure that the sample is representative of the population. So, choose your interviewees randomly to avoid the bias of the interviewer.

BOOKS

  • Brace, I. (2008). Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research. Kogan Page Publishers.

  • Bryman, A. (2007). Business Research Methods. Oxford University Press Churchill,

  • G., Lacobucci, D. (2009). Marketing Research: Methodological Foundations. Cengage Learning.

  • Craig, C. S., Douglas, S. P. (2005). International Marketing Research. John Wiley and Sons.

  • Kolb, B. (2008). Marketing research: A Practical Approach. Sage Publications L.T.D.

  • Majumdar, R. (2007). Marketing Research – Text, Applications And Case Studies. New Age International.

  • Parasuraman, A., Grewal, D., Krishnan, R. (2006). Marketing Research. Cengage Learning.

JOURNALS

  • Hulland, J., Chow, Y. H., Lam, S. (1996). Use of causal models in marketing research: A review. International Journal of Research in Marketing, 13(2), pp. 181-197.

  • Nenty, H.J. (2009).Writing a quantitative research thesis. International Journal of Educational Sciences, 1(1), pp. 19-32.

  • Punj, G., Stewart, D. (1983). Cluster Analysis in Marketing Research: Review and Suggestions for Application. Journal of Marketing Research, 20(2), p.134.

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