Marketing Research

You love nothing more than collecting, analysing and interpreting data; you’re ideally suited to a position as a researcher, but how do you know what to specialise in?

According to various definitions, which will now be badly paraphrased, marketing research bridges the gap between marketers and their target audience. It measures the effectiveness of marketing plans and provides marketers with the information necessary to improve upon them.

To achieve all of this, marketing researchers need to be experts in various research methodologies, as well as experts in human behaviour and motivation. This means that if researchers want to keep consumers and marketers happy, they need addition to take a couple of psychology and sociology courses along with their marketing courses.

Methods used

Qualitative: qualitative research, is a great way to determine public opinion – on a small scale. Methods include interviews, focus groups and observation. It is not always scientifically sound.

Quantitative: quantitative research is more scientifically sound as the sample sizes are generally larger than in qualitative research, which means results can be generalised. It is also used to determine something very specific, while qualitative is a far broader quest for information. Methods include surveys and questionnaires.

The method used will depend on the marketing research goal. Is the intention to identify a problem or an opportunity? Will the information be used to shape a marketing campaign or address a flaw within a particular product?

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