Marketing research is a complex of activities aimed at studying a certain segment of the market.
Marketing research is the targeted collection, processing, and analysis of information aimed at reducing the ambiguity while making management decisions.
Scale and types distinguish marketing research, which is carried out by enterprises every year. Each of them independently defines themes and volume of the research based on available opportunities and demand for information. Therefore, types of marketing research carried out by various companies can differ.
Nowadays, marketing research carried out by domestic enterprises is an exception, rather than a rule.
The reasons are:
Instability and unpredictability of the development of economic and political situation in the country. As a result, most companies are aimed at obtaining current profit.
Lack of experience in carrying out such research;
Local companies’ underestimation of research use.
Research principles
Research quality depends on observing the basic principles of marketing research: objectivity, precision, and thoroughness.
Objectivity: the necessity of taking into account all the factors and the inadmissibility of adopting a certain point of view until the end of the analysis of the collected information.
Precision: clarity of defining research goals, unambiguity of their perception and interpretation, selection of research instruments, which provide the necessary credibility of the results.
Thoroughness: thorough planning of every phrase of the research, quality of all the operations, professionalism and liability of the research group.