The system of marketing research of the market includes the following methods:
Survey
The study of the target audience can be carried out both verbally and in writing. For this method, telephone communication, online communication or personal meetings with consumers are used. It is extremely important to prepare a list of questions that will allow you to fully understand the client's opinion about the product or service.
Let's give an example of using fusion database this method of marketing research. About 10 years ago, the Coca-Cola Company conducted a consumer survey. In total, more than 2 thousand people took part in it. They needed to answer just one question: what is missing from the product? About 1,000 participants expressed a desire for personalized bottles to be launched for sale, and a year later they actually appeared on store shelves.
Focus group
This is conducting an interview. Researchers select 6 to 8 people; it is important that they are similar to each other in certain ways: gender, age, belonging to a certain social group, etc.
Marketing research methods
The plan for this marketing research method is made in advance. It is worth noting that a focus group is a fairly effective means of obtaining feedback on product parameters, but the company will have to spend money on its organization.
Interview
The method differs from a focus group in that it does not have a specific plan. Questions are asked either in person or by phone. Having received an answer to any of them, the researcher can ask something for clarification. It is important that the specialist has sufficient work experience, then the consumer's motives will seem clearer.
Observation
Another method in marketing analysis of consumer behavior; it can be direct, and also presented in the form of a record of customer behavior when using goods and services.
It is believed that observation can replace a focus group. Its advantage is its lower cost, while the information obtained will be similar. There is also a significant disadvantage - observation does not provide an opportunity to understand the thoughts of the consumer. Therefore, conducting surveys remains necessary for analyzing the motives of the audience's actions.
Let's give an example. The company "KSK-group" carried out a marketing study of alcohol in stores. The tasks were as follows: checking the display of products on display cases and analyzing the marketing activity of competing companies. To solve the first issue, an inspection was carried out of 1.5 thousand retail outlets, where errors were made in the display of goods, and price tags did not always correspond to the actual ones. This event contributed to the adjustment of the cost policy and assortment, and a distributor control system was thought out. As a result, the company's profit was increased by 20%, and ROI - by 1,567%.