Marketing research types of direction methods. Types and methods of marketing research. Types of marketing research

The first task of choosing methods for conducting marketing research is to familiarize yourself with the individual methods that can be used in the collection and analysis of marketing information. Then, taking into account the resource capabilities, the most appropriate set of these methods is selected. First of all, let's give general characteristics marketing research methods. The most widely used marketing research methods are document analysis methods, consumer survey methods (the whole set of which, with a certain degree of conventionality, can be called methods sociological research, since they were first developed and used by sociologists), expert opinions, experimental methods and economic-mathematical methods Golubkov Ye.P. Marketing research: theory, methodology and practice. - M.: Finpress, 2010. - P.321.

The main difference between the methods of sociological research and expert assessments is that the former are focused on mass respondents of very different competence and qualifications, while expert assessments are aimed at limited number professionals. These two groups of methods are united, first of all, by the fact that in both cases the same methods of mathematical statistics are used to process the collected data. There are several groups of economic and mathematical methods used in marketing research:

1) Statistical methods for processing information (determining average estimates, error rates, the degree of agreement among respondents, etc.

2) Multivariate methods (primarily factorial and cluster analyses). They are used to inform marketing decisions. They are based on the analysis of numerous interrelated variables. For example, determining the sales volume of a new product depending on its technical level, price, competitiveness, advertising costs, etc.

3) Regression and correlation methods. They are used to establish relationships between groups of variables that statistically describe marketing activities.

4) Simulation methods. They are used when variables that affect the marketing situation (for example, describing competition) cannot be determined using analytical methods.

5) Methods of statistical decision theory (game theory, queuing theory, stochastic programming) are used to stochastically describe the reaction of consumers to a change in the market situation. Two main areas of application of these methods can be distinguished: for statistical testing of hypotheses about the structure of the market and assumptions about the state of the market, for example, the study of the degree of loyalty to trademark, market share forecasting.

6) Deterministic methods of operations research (primarily linear and non-linear programming). These methods are used when there are many interrelated variables and it is necessary to find the optimal solution, for example, the option of delivering the product to the consumer, providing the maximum profit, through one of the possible distribution channels.

7) Hybrid methods that combine deterministic and probabilistic (stochastic) characteristics (for example, dynamic and heuristic programming) are used primarily to study the problems of product distribution McQuarrie E.F. Methods of marketing research, St. Petersburg: Peter, 2007 - P.100-115.

These seven groups of quantitative methods certainly do not exhaust all their diversity. Mathematical modeling in marketing research is very difficult. This is due to:

The complexity of the object of study, the non-linearity of marketing processes, the presence of threshold effects, such as the minimum level of sales promotion, time lags (in particular, for example, consumer reaction to advertising is often not immediate);

The effect of the interaction of marketing variables, which for the most part are interdependent and interrelated, for example, price, assortment, quality, output volume;

Difficulty in measuring marketing variables. It is difficult to measure consumer response to certain stimuli, such as advertising. Therefore, indirect methods are often used, such as recording return cases to determine the veracity of advertising;

The instability of marketing relationships due to changes in tastes, habits, assessments, etc. Management and Marketing / Ed. Zhichkina A.M. - M.: European Center for Quality, 2002. - P.167

The above is largely due to the fact that marketing deals with human behavior and not with technical phenomena. In marketing, it is rare that it is repeated, everything is different in it for different situations. Marketing is focused on specific consumers, and consumers are all different.

Depending on the nature of the goals of marketing research, there are three relevant areas, types of marketing research: exploratory, descriptive and casual. Each such direction includes certain methods of collecting and analyzing marketing information. Exploratory research - marketing research conducted to collect preliminary information necessary to better identify problems and put forward assumptions (hypotheses) within which implementation is expected marketing activities, as well as to clarify terminology and set priorities among research objectives. For example, it has been suggested that the low level of implementation is due to bad publicity However, the exploratory study showed that the main reason for the lack of sales is the poor performance of the distribution system, which should be studied in more detail in the subsequent stages of the marketing research process. Further, let's say, it is supposed to conduct a study in order to determine the image of a bank. The task of defining the concept of “bank image” immediately arises. The exploratory study identified such components as the amount of possible credit, reliability, friendliness of staff, etc., and also determined how to measure these components. To conduct an exploratory study, it may be sufficient just to read published secondary data or to conduct a selective survey of a number of experts on the issue. On the other hand, if exploratory research is aimed at testing hypotheses or measuring relationships between variables, then it should be based on the use of special methods. Among the methods of conducting exploratory research, the following can be distinguished: analysis of secondary data, study of previous experience, analysis of specific situations, work of focus groups, projection method. (It should be noted that some of these methods, which will be discussed below, can also be used when using other types of studies). Descriptive research - marketing research aimed at describing marketing problems, situations, markets, for example, demographics, consumer attitudes towards the company's products. When conducting this type of research, answers are usually sought for answers to questions beginning with the words: “Who, What, Where, When and How”. As a rule, such information is contained in secondary data or collected through observations and surveys, and experiments. For example, it is investigated who is the consumer of the company's products? What is considered as the products supplied by the firm to the market. Where is considered as the places where consumers purchase these products. When characterizes the time when consumers are most actively buying these products. How it characterizes the way the purchased product is used. Note that these studies do not answer questions that begin with the word “why”. (Why did sales increase after the advertising company?). Answers to such questions are obtained by conducting casual research. Casual research - marketing research conducted to test hypotheses regarding cause and effect relationships. At the heart of this study is the desire to understand some phenomenon based on the use of logic such as: "If X, then Y." The marketer always seeks to determine, say, the reasons for a change in consumer attitudes, a change in market share, and so on. Another example, the hypothesis being tested, would a 10% reduction in tuition at a private college lead to an increase in enrollment sufficient to offset the loss from the fee cut? Casual research can be carried out on the basis of the logical-semantic modeling method adapted to the goals of this study by using a number of mathematical methods, for example, factor analysis. There are forecasting methods in marketing activities.

Forecasting is used to determine the development trends of the company in the context of constant changes in external and internal environment and search for rational marketing activities to support the sustainability of its economic behavior. The scope of application of forecasting methods in marketing systems is quite wide. They are used to analyze and develop concepts for the development of all subjects marketing system, for example, to study the market situation, in the system of forecasting prices, new products and technologies, the behavior of buyers in the market. The most important direction is the forecasting of sales and markets, their dynamics, structure, conjuncture, market opportunities to reproduce supply and demand. As a tool for forecasting, a system of methods is used that analyzes the causal parameters of past trends in the activities of the enterprise and, based on the results of the analysis, changes are formed in the future socio-economic development of the company Krylov I.V. Marketing: sociology of marketing communications. - M.: CENTER, 2008. - P.134.

There is no unified classification system for marketing research, since there are many features that determine the presence of at least several ways to carry it out.

Depending on what sign is the basis of the classification, the following types of marketing research are distinguished.

Depending on the purpose of the marketing research can be divided into applied and fundamental.

Applied Research is aimed at solving a specific practical problem, for example, clarifying the situation in the market, explaining the reasons for the failure of a strategic or tactical plan, reducing the uncertainty of the decision-making process by management.

Basic research is aimed at expanding general knowledge, and not at solving a specific practical task. Such research is sometimes called purely scientific. They are usually held at universities.

Depending on the task There are the following types of marketing research: exploratory, descriptive, experimental and casual.

Exploratory research - is a marketing research conducted to collect preliminary information necessary for a more complete definition of problems and put forward proposals (hypotheses). Precedes all other types of research.

To conduct an exploratory study, it may be sufficient just to read published secondary data or to conduct a selective survey of a number of experts on this issue. If an exploratory study is aimed at testing hypotheses, then it is necessary to use special methods for collecting information, for example, such as focus groups, projection methods, analysis of a specific situation, analysis of secondary data, etc.

Descriptive research- is a marketing research aimed at describing marketing problems, situations, markets, consumer attitudes towards the products of a given enterprise. It involves the use of methods of observation, survey, experiment and analysis of secondary data.

Pilot study- marketing research, involving the collection of primary information by selecting the same type of groups of subjects, issuing them different tasks, controlling the factors that affect the results, and comparing differences in group reactions.

casual research- marketing research conducted to test hypotheses regarding the cause-and-effect relationships of marketing with factors of the external and internal environment. Casual research can be carried out on the basis of the method of logical-semantic modeling, by using a number of mathematical methods, for example, factor analysis.

Depending on the problem statement Marketing research is divided into research to define a problem and research to solve a problem.

Research to identify the problem is marketing research undertaken to help identify non-obvious problems, either present or those that may arise in the future.

Research to solve the problem is marketing research undertaken to solve specific marketing problems.

Depending on the study plan allocate exploratory and final marketing research.

Exploratory research is a marketing research, the main task of which is to provide an understanding of the problem facing the researcher. It involves the use of methods of expert surveys, pilot studies, collection of secondary information, etc.

Final Research is a marketing research necessary to determine, evaluate and select the best option actions that can be used in this situation. When conducting the final study, methods of surveys, observations, experiments, etc. are used.

Depending on the data collection method Marketing research is divided into qualitative and quantitative.

Qualitative Research is an unstructured, exploratory study based on small samples designed to gain a deeper understanding of the problem. Qualitative research can be used to study the inclinations, moods, and motivations of consumers. Qualitative research seeks a deeper understanding of the individual consumer and uses words rather than numbers to interpret the data.

Qualitative research involves the use of methods such as focus groups, in-depth interviews, projection methods.

Quantitative research is a marketing research based on the collection of information and its provision in a quantitative form, using statistical analysis procedures.

Quantitative research includes various surveys, as well as research using various technical devices, such as TV meters, computer and Internet technologies, to collect the necessary information. As a rule, quantitative research covers a large number of respondents and allows you to collect a wide variety of data on the consumer market: its participants and consumers.

Depending on how information is obtained Marketing research is divided into desk and field research.

desk research (desk study) is a marketing research based on the collection of secondary data previously collected for other purposes. Sources of secondary information are divided into internal (in relation to the enterprise) and external. The study of the latter is carried out on the basis of official printed sources of information.

Field study- this is a marketing research designed to collect primary data and requires special surveys (surveys, observations, etc.) aimed at solving a specific problem.

Depending on the frequency of marketing research is divided into one-time, periodic and continuous.

One-time study is a marketing research aimed at solving a specific problem.

Periodic Study is a marketing research, repeated after a certain period of time. Periodic studies include panel studies, which are conducted with a group of the same respondents, and tracking studies, which cover each time new group respondents.

Continuous research- This is a marketing research conducted on an ongoing basis. In continuous research, panel and tracking research methods are also used.

Periodic and continuous research allows you to track the dynamics of market processes, accumulate information over long periods of time, which increases the accuracy of assessing individual parameters.

Depending on the source of funding There are the following types of marketing research: initiative, custom, omnibus.

Initiative research- this is a marketing research that is carried out by a research company at its own expense in the expectation that there will be buyers for the results of these studies. Initiative research includes panel research, rating media measurements, etc.

Custom research- This is a marketing research, usually paid for by one customer.

Omnibus study is a marketing research that is paid for by a group of customers. The initiator of such a study may be an industry association or a research company offering its regular customers team up for mutually beneficial cost savings.

IN last years new methods of marketing research have appeared, which are actively used by market participants. According to the results of a survey conducted GRIT among market research market participants, it was determined that the most commonly used following methods: online communities, mobile surveys, analysis social networks, text analytics, and big data analytics (Figure 3.2) .

Rice. 3.2.

- use; - consider using

• Top 5 new marketing research methods [Electronic resource]. URL: fdfgroup.ru/?id=352

Marketing research- this is the systematic preparation and conduct of various surveys, analysis of the data obtained and presentation of the results and conclusions in a form corresponding to a specific marketing task.

Any research begins with the definition of a goal. Setting a goal and then defining the tasks that need to be solved is the first stage of marketing research. Next, you need to specify the subject and object of research. In marketing, the most common object of research is the consumer, legal entities, competitors, etc.

According to the method of collecting information:

1) desk research("desk" research) - the use of information collected earlier (the so-called "secondary information": statistical collections, mass media, etc.);

2) field research("field" research) - the use of primarily primary information (i.e. information collected directly by the participants for the study: reporting, previous research results, etc.).

When conducting marketing research, there is such an approach as special expert surveys (expert research). They involve the definition of objectives based on indirect assessments made by experts in a particular market sector, who can draw a preliminary conclusion without conducting research.

Since most often marketing research is carried out when a problem arises or the preparation of a product, the objectives of the study depend on each specific case. According to statistics, the main areas of marketing research are: the study of market trends (94% of all research failures), market share (88%), customer satisfaction (87%), segmentation (84%), market potential (78%), testing the concept of a new product (78%), relation to the brand (71%), competitive prices (71%), funds mass media(70%), public image (65%), product and market testing (60%), marketing activities (35%), international research (33%)

Scheme (Methods) of marketing research.

Marketing research can be organized according to different schemes. Specialists highlight 3 main systems:

1) matrix- is based on the choice of the subject of research based on such factors as geographical (we choose a certain area), consumer (a certain group of consumers) and commodity (goods with certain qualities).

2) functional- is aimed at information and analytical support of individual marketing functions.

3) mixed is a combination of two systems that is more acceptable than separate systems.

Statement of the problem and definition of research goals

Development of a research plan

o Data sources

o Data collection methods

o Research tools

o Definition of contact audience

o Ways of communication

· Collection of information

Information analysis

Presentation of results

The collection of marketing information can be carried out either by desk methods, or by field methods, or a combination of both.

desk research - a method of collecting and evaluating existing marketing information contained in sources (statistics or reports) prepared for other purposes.

Desk methods of collecting information include the traditional (classical) method of document analysis, informative-target analysis, content analysis of documents.

The division of information collection methods into two groups is predetermined by two types of marketing information sources. Desk methods of collecting information use secondary sources, which is why they are often called document handling methods.

Sources of secondary information- these are subjects that provide information about other objects or from other sources. Desk research has a number of advantages: it is fast and inexpensive, it allows you to get acquainted with the industry, track the main market trends, and obtain data that the company is not able to collect on its own. Often, several sources are used to compare data, to identify several approaches to solving a problem. The shortcomings of desk research are related to the shortcomings in the quality of the information used.

Field study- a method of collecting and evaluating information directly about the object of study, recorded through a survey, experiment and observation at the time of their occurrence.

Sources of primary information- this is directly the object of study itself, creates information in accordance with the goals of its collection. Sources of primary information are devoid of the above disadvantages of secondary information, and have fundamental advantages:

Are collected in strict accordance with the objectives of the study;

The methodology for collecting information is controlled by the firm itself;

The results are reliable, provide complete information and are not available to competitors.

However, the collection of information from primary sources is lengthy, expensive and laborious. The firm's approach to the study of the object may be limited, and some types of information cannot be obtained using primary information sources.

Information from primary information sources can be collected by field methods, which include observation, experiment and questioning.

At the same time, document processing techniques may be necessary to process some of the research results obtained using field methods. Thus, the combination of methods for collecting marketing information is natural in the logic of the research process and helps to solve the problem with greater efficiency, that is, to obtain the necessary results at the lowest cost.

Types of information, their classification.

Marketing Information system (MIS) is a set of procedures and methods that are designed to create, analyze and disseminate information in order to make marketing decisions on an ongoing, regular basis.

MIS transforms data obtained from internal and external sources of information into information necessary for managers and specialists of marketing services, and distributes this information.

The marketing information system consists of 4 blocks:

1) a marketing research system is a system for collecting, processing, reporting, analyzing and forecasting data related to the marketing of goods and services in order to make decisions that reduce uncertainty and risk. Unlike marketing intelligence, marketing research is not carried out constantly, but on an as-needed basis, and relates to the specific situation faced by the firm;

2) analytical system marketing - providing progressive means of analysis and resolution problem situations;

3) the system of intra-company reporting - makes it possible to track the situation within the company;

4) a system for collecting current marketing information (marketing intelligence) - a set of sources and procedures that are used to obtain current information from the outside.

MIS also consists of 3 banks:

1) information bank- this is a single operational system for storing and using data, its processing and systematization;

2) statistical bank- this is a set of statistical techniques and methods, techniques for summarizing, grouping, analyzing data that are used in marketing research;

3) model bank is a set of marketing research results in the form of models that allow for the selection of optimal solutions (product creation models, pricing system models, distribution channel models, advertising budget development models, etc.).

There is a wide variety of types of marketing research, which can be classified according to different criteria. In practice, the following types of research are most often distinguished:

Problematic and planned;

Permanent and one-time;

Qualitative and quantitative;

Panel;

Omnibus;

Office and field.

PROBLEM STUDIES. They are aimed at finding out the reasons for their occurrence by forming possible hypotheses, collecting and analyzing data to confirm or reject them, and providing the necessary information to search for and justify management decisions.

STANDARD STUDIES. They imply a predetermined set of data collection and analysis methods, the use of which allows to evaluate Current state object of study (product market share, new product penetration, efficiency of distribution channels and communications). These studies are carried out not to solve the marketing problems of the company, but to monitor marketing environment, diagnosis of possible problem situations (marketing audit) and the formation of a database for planning marketing activities. Examples of such developments are panel studies and target group index (TGI-R) studies.

CONTINUOUS RESEARCH. Also called systematic, or continuous. hallmark such research is the collection of data at certain points in time based on the same questions asked to a group of constant (panel studies) or variable (replicative studies) respondents.

SINGLE STUDIES. Their goals and content change from problem to problem and have to be re-planned each time. Research carried out by research companies on the orders of enterprises is often carried out as a one-off.

QUALITATIVE MARKETING RESEARCH. Performed on high level. Their task is to formulate a number of hypotheses that can explain the qualitative, content side of the phenomena under study. You can find out what motives drive consumers, how, on the basis of what they make decisions about purchases.

Qualitative research is carried out with a relatively small number of consumers and is not aimed at obtaining any statistical estimates. The hypotheses formulated must then be carefully tested by quantitative research before any decisions are made on their basis. Qualitative research usually precedes quantitative research.

Recently, however, qualitative research has become more and more independent, becoming more and more popular. For example, when looking for new marketing ideas, choosing an advertising message or a TV commercial, packaging design, ways to modernize products.

QUANTITATIVE STUDIES. The goal is to obtain and analyze reliable statistical data. As a result of quantitative research, a statistical assessment is given to the hypotheses put forward in the process of qualitative research. Through quantitative research, they seek to measure the degree of importance, significance, materiality of the facts extracted in the process of qualitative research, quantify and describe the company's markets.

There are five key characteristics of quantitative research that distinguish them from qualitative ones:

1. The data collection procedure is more formalized.

2. Large samples of respondents are used.

3. The collected data make it possible to quantify the effect of the studied phenomena and factors on the segments and markets under consideration.

4. Studies are repeatable, and their results can be directly compared with each other.

5. The analysis is carried out by statistical methods using applied computer programs.

The results of quantitative studies are usually presented in the form of tables with numerical data, as well as in the form of charts and graphs. They can also be expressed in phrases like: "50% of housewives buy products in the nearest store" or "There are 10% of consumers who ...", etc.

PANEL STUDIES A panel is a group of individuals or companies (respondents) that retains the most important features of a larger population that regularly provides the information required by the study. The panel is thus a model of the studied large population of consumers.

The main advantage of panel studies is the ability to study certain phenomena (repeated purchases, distribution intensity) over a certain period. Their disadvantage is that panel respondents often behave defiantly (more responsive to prices, more concerned about environment), thus violating the representativeness.

Since participating in a panel involves some work, there are difficulties in building a representative panel.

The results of panel studies are sold by subscription to all interested clients and are referred to as so-called multi-client studies. The most famous in this area is Nielsen. In Russia, panel studies are carried out by AmerNielsen, GFK, Gallup Media, Honeycomb Int.

OMNIBUS STUDIES

Omnibus studies, also referred to as multi-sponsored studies, are conducted for different clients with different interests. Each of them offers several questions from which a general questionnaire is compiled. This questionnaire is offered to the same population group. Unlike multi-client research, omnibus research provides the client with information only on issues of interest to him.

The cost of the study is shared among all clients. The cost of each client is well below this cost. The initiative to conduct an omnibus study belongs to a marketing company.

DESK STUDIES. Statistical handbooks and publications present a large number of data, especially for consumer market research. The study of already existing materials is called desk research. The collected data should be handled with care, as they have been selected, grouped and analyzed for other purposes, but may also be suitable for solving the problem under study. Therefore, they are called secondary data.

Secondary data is divided into internal and external. The most important sources of internal secondary data are bookkeeping, customer lists, vendor reports, inventory records, sales reports, complaint lists, annual reports, marketing plan, and other documents. The ideal option for the researcher is the existence of a marketing information system in the organization.

Important external sources data that researchers often refer to are: statistical collections of the State Statistics Committee of the Russian Federation and regions, reports of chambers of commerce, industry research organizations, industrial and trade associations, mass media, specialized publications, results of previously conducted marketing research (for other purposes), Internet resources.

Care must be taken when using secondary data, as it may be incomplete or unreliable. Since desk research is relatively inexpensive, research starts with it. Only after the insufficiency of secondary data is established, field studies begin.

FIELD STUDIES. If there is not enough secondary data to solve the problem, so-called primary data must be used. Primary data is new data that must be collected specifically to solve a problem at hand. This means that a plan must be drawn up and sources for obtaining this data must be selected. Most often, buyers become such a source and, according to historical terminology, research aimed at obtaining primary information is called field research.