Conduct marketing analysis. Marketing research of the market: methods and analysis. Exploring Potential Intermediaries
Market Research- one of the varieties of marketing research, studies all aspects of the company's business environment.
Purpose of market research– ensuring maximum accuracy of subsequent management marketing solutions, reducing the level of uncertainty associated with making such marketing decisions.
The result of market research in marketing is an understanding of the activities of competitors, market structure, government decisions in the field of regulation and promotion of the market, economic trends in the market, the study of technological advances and many other factors that make up the business environment, which allows you to be closer to the consumer, understand and feel his needs and mood.
Tasks of marketing research:
- confirmation or refutation of hypotheses;
- verification of the conformity of the facts to the planned;
- verification of the current state of the object under study.
- Market capacity is determined. Understanding the market capacity helps to correctly assess the chances in this market, plan actions and avoid unnecessary risks and losses.
- The market share is determined. The share is already a reality, and it is quite possible to build on it, forming future plans, and then increase it in the future. Market share is an indicator of success and a measure of a company's opportunity.
- Analyze consumer behavior.
- Conducted competitor analysis. Knowledge of competitors' products and marketing policies is necessary to better target the market and adjust your individual pricing and promotion policies to help you win the competition.
- Marketing channels are being explored. That will allow you to determine the most effective of them and form a ready-made chain of optimal movement of the product to the end consumer.
Knowing the capacity of the market and the trends of its change, the company gets the opportunity to assess the prospects of a particular market for itself. It makes no sense to work in a market whose capacity is insignificant compared to the capabilities of the enterprise: the costs of entering the market and working on it may not pay off.
Marketing research market is carried out in two sections:
- assessment of the actual data of the past time in order to adjust certain market parameters;
- obtaining values and opinions to build a forecast of events in the future.
Depending on the object of observation distinguish between studies:
- Research of the market subject, in conjunction with the marketing object;
- Research of a marketing object in a market environment;
- Research of a marketing object outside the market (desk research, experiments, simulations);
- Study of the internal, market-related, environment of the company;
By venue, research in marketing can be classified according to the place of their conduct:
- desk research;
- Field studies
By market coverage distinguish:
- Continuous marketing research;
- Selective marketing research;
By type of target audience:
- marketing research of a random sample - attracting randomly selected respondents from among the studied audience;
- access panel - a stable base of respondents from among the target audience participating in marketing surveys on a regular basis.
- employees marketing service,
- by a specially created group or with the involvement of companies,
- specialized in data collection.
Market Research Methods. There are many market research methods. All these methods are applied about a certain situation, to solve certain marketing tasks. Data collection methods in marketing research can be classified into two groups: quantitative and qualitative.
- Qualitative market research include collecting, analyzing and interpreting data by observing what people do and say. Observation and conclusions are of a qualitative nature and are carried out in a non-standardized form.
Quantitative market research usually identified with the conduct of various surveys based on the use of structured closed questions, which are answered by a large number of respondents. The characteristic features of such studies are: a well-defined format of the collected data and sources of their receipt, the processing of the collected data is carried out using ordered procedures, mostly quantitative in nature.
- The first stage: setting the task and defining the objectives of the study.
- Second stage: development of a research plan:
- Definition of data sources.
- Determination of information collection methods
- Determination of methods of systematization, information and storage of information
- Definition of research tools (questionnaires, psychological techniques, fixation devices)
- Sample design and definition (sample composition, size)
Do not confuse marketing research and marketing analysis. Marketing Research e includes the collection, processing, storage and systematization of information. Marketing Analysis involves conclusions - assessment, explanation and forecast of the development of processes and phenomena.
Market research data analysis begins with the transformation of the original data (obtained as a result of marketing research). Then the analysis is carried out (averages, frequencies, regression and correlation coefficients are calculated, trends are analyzed, etc.).
The market economy is based on the freedom of supply and demand. But this is theoretical.
In practice, factors such as the constant dynamics of supply and demand, increasing competition, the rapid development of technology and technology, unpredictable inflation, the volatility of the legislative framework, and much more come into play.
All these conventions create the uncertainty of the economy and the impossibility of obtaining the expected result. But business must evolve, and one of the main components of this process is market analysis, as it determines the strategy of the enterprise.
In essence, this is the collection of information about a particular industry market and its consumers, which is further comprehensively investigated. Market analysis includes several stages. This study:
How to do research
Analysis of sectoral markets implies as its object a set of enterprises with interests in one sector of the economy. The so-called economic branch. It covers the production, distribution and consumption of specific services or goods.
And the purpose of this study is to identify industry risks. An analysis of the sales market should calculate the possibility and parameters of deviation of the results of the activities of a certain entity associated with the unstable situation of a particular industry market.
Table of main criteria:
How to make a comprehensive market analysis - this question is necessary for a clear idea of what will happen with the goods or services of a particular industry entity. The answer will consist of the following items:
- what is (relationships that are formed in the market in a certain period of time and existing trends);
- forecast of the dynamics of development and growth (for short-term forecasting, inertial processes are important, for long-term forecasting, the probability of changes in market activity);
- what is (since it is impossible to sell more goods than they can buy in a certain territory, as a rule, the period of time is taken equal to one year);
- research of competitors (understanding how much money will be spent to fight them, or to resist their fight);
- what is the volume of expected sales of goods or services (vital information for planning and organizing the functioning of a particular enterprise).
Methods Used
Market analysis methods are systems that allow you to comprehensively explore the market in the aggregate of all indicators. There are the following methods by which market research is carried out:
Which of the methods to prefer in a particular case is determined by the circumstances and. But the most objective indicators will be given by a combination of several methods, since their indicators will complement each other.
If the consumer group is the population, then additional research methods are used that will take into account the improvement in the possibility of service and the ability of buyers to be loyal to a particular brand of product.
As a rule, the methods are based on game theory. A superficial analysis can be carried out by a non-specialist, but to obtain a serious forecast, the participation of professionals capable of using all study methods is necessary.
Research Process
Marketing analysis of the market is the assessment, definition, modeling and forecasting of all aspects of the processes taking place in the market and the functioning of a particular industry subject using various research methods. It is possible to conduct it only taking into account a number of factors that are established using a variety of classifications that contribute to a clear structuring and classification of work. The first of these is the structure of marketing analysis. these are the analyses:
- specific industry market;
- enterprises;
- potential and real competitors;
- implementation plan for a particular project;
- goods or services, their competitiveness.
The main goal of marketing research is to identify potential opportunities and risks, as well as to create forecasts for possible scenarios for the development of situations in the industry. Based on the results of the analysis, a managerial summary is created and a marketing strategy is determined.
The tasks of marketing analysis are determined by the following factors: the topics of the studied phenomena, the urgency and openness of the data. The most popular research data programs are:
- PESTLE analysis. This is an advanced version of PEST analysis. It also takes into account natural, geographical and legal factors.
- "Porter's Five Forces". The most powerful toolkit for marketing analysis. This technique identifies five main factors that determine competition, and, consequently, determine the tactics and strategy of the enterprise. The most popular technique among professionals. But its drawback is that it does not consider all particulars and exceptions. And also this technique should be developed for each separate line of business.
Rate the value
It is difficult to overestimate the need for market research for the viability of an enterprise. The analysis gives not only a clear idea of the current situation in the industry and the place of a particular company in it, but also shows the likelihood of future developments.
The research results, together with planned and reporting information, allow the enterprise to develop strategic measures in advance (development of beneficial processes, elimination of identified imbalances and monitoring possible ones). Market analysis allows you to implement the most effective measures - organizational and economic.
Every resident of Russia can be called a consumer. And the one who does not speak Russian is also a consumer, only then he is called spozhivach (Ukrainian), consumer (“consumer”, English), or verbraucher (Austrian German), or konsument (German), or something else. Every time we consume something, we make an impact on the socio-economic environment that is imperceptible to us.
By consuming, we influence sellers. Sellers, having made an act of sale, thereby influence distributors, who, in turn, influence producers, and those - on suppliers of raw materials. Each time such an imperceptible act of consumption leads to growing waves of influence that involve an increasing number of economic entities in a continuous process...
Under conditions of totalitarian socialism or a monarchy, this process is strictly regulated from above. In a liberal (or, in our case, rather “slightly more liberal”) economy, this process is “driven by the market.”
Each participant in the process has an alternative - what to consume. When choosing from at least two proposals, we must be guided by some criteria. Often these are quite specific criteria, for example, price. Sometimes they are harder to catch (for example, preference trademarks), in other cases it may be the need to satisfy some deep needs (for example, the unmet need to feel power over other people may result in the purchase of a sports car).
Just in order to feel good in the market, rules of conduct were invented, which were named in the American manner marketing. Such rules (which, upon closer examination, turn out to be not so simple) allow any Russian company to compete with global giants such as Procter & Gamble. Yes, they brought together leading specialists in the marketing department. Yes they pay good wages. But not everything is so sad, because there is such a word as "marketing".
Marketing is your guide to the market game. Anyone who has mastered marketing can, if not defeat the international monsters, then at least grab a piece of his pie.
Nevertheless, our goal is not to teach you marketing techniques, but to help you in such an important matter as market research, the results of which are the information base for marketing activities. You can learn more about this service by going now to the services section of our call center -.
Market Research
For any company striving for success, marketing research acts as the beginning and logical conclusion of any cycle of its marketing activities. Market research significantly reduces the uncertainty in making important marketing decisions, which allows you to effectively allocate economic potential to achieve new business heights!
Marketing research, the study of the external and internal environment and its regular monitoring for any enterprise is an important element of the strategy for successful development in the conditions market economy. The role of research increases many times in the conditions of the unformed market segment or with the uncertainty of a new business.
Whether you decide to introduce a completely new product to the market or enter a new market with an existing one, you will face the problem of a lack of information about market conditions and other necessary ingredients for a successful market entry. Does the market need your product, and if so, in what volume?
Most likely, you have a certain vision of the market. But perhaps this is not enough to choose the right strategy. It is in this situation that our specialists will help you to study the market in detail and develop a competitive marketing concept.
As a first step, it is necessary, which will allow you to solve, both in combination and separately, the following tasks:
- Determine the real and potential market capacity. Studying the market capacity will help you correctly assess your chances and prospects in this market and avoid unjustified risks and losses;
- Calculate or predict your market share. The share is already a reality, and it is quite possible to build on it, forming future plans, and then increase it in the future. Market share is an important indicator of your company's success;
- Analyze the behavior of your customers (demand analysis). This analysis will assess the degree of consumer loyalty to the product and the company, answer the question: “Who buys and why?” And, therefore, it will help to set competitive prices for products, make changes to the product itself, optimize promotion channels and advertising strategy, organize effective sales, that is, adjust all components of the marketing mix;
- Conduct an analysis of the main competitors (offer analysis). Knowledge of competitors' products and marketing policies is necessary to better target the market and adjust your individual pricing and promotion policies to ensure your competitive success;
- Analyze distribution channels. That will allow you to determine the most effective of them and form a ready-made chain of optimal movement of the product to the end consumer.
Carrying out marketing research
- this is the collection, processing and analysis of data on the market, competitors, consumers, prices, the internal potential of the enterprise in order to reduce the uncertainty associated with making marketing decisions. The result of marketing research are specific developments that are used in the selection and implementation of the strategy, as well as the marketing activities of the enterprise.
As practice shows, without market research it is impossible to systematically collect, analyze, and compare all the information necessary for making important decisions related to market activity, market selection, determining sales volumes, forecasting and planning market activities.
The objects of market research are the trend and process of market development, including an analysis of changes in economic, scientific, technical, legislative and other factors, as well as the structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current situation, opportunities and risks. .
The main results of the market research are:
- Forecasts of its development, assessment of market trends, identification of key success factors;
- Determination of the most effective ways of conducting a competitive policy in the market and the possibility of entering new markets;
- Implementation of market segmentation.
Marketing research can be directed to various objects and pursue different goals. Let's look into this in more detail.
Tasks of marketing research
Qualitative research is carried out to solve the following problems:
- Market analysis;
- Consumer analysis;
- Analysis of competitors;
- Promotion analysis;
- Testing advertising concepts;
- Testing advertising materials (layouts);
- Testing marketing complex brands (packaging, names, prices, quality).
Marketing research of consumers
Consumer research allows you to identify and explore the whole range of motivating factors that guide consumers when choosing goods (income, education, social status, etc.). The subject of the study is the motivation of consumer behavior and the factors that determine it, the structure of consumption, the provision of goods, consumer demand trends are studied.
The purpose of consumer research is consumer segmentation, selection of target segments.
Competitor Research
The main task of competitor research is to obtain the necessary data to provide a specific advantage in the market, as well as to find ways of cooperation and cooperation with possible competitors.
For this purpose, the strengths and weaknesses of competitors are analyzed, the market share they occupy, the reaction of consumers to competitors' marketing tools, and the organization of business management are studied.
Exploring Potential Intermediaries
In order to obtain information about possible intermediaries through which the company will be able to be present in the selected markets, a study of the company's market structure is carried out.
In addition to intermediaries, the enterprise must have an idea about transport, forwarding, advertising, insurance, financial and other organizations, creating a set of marketing infrastructure for the market.
Research of the product and its values
The main purpose of product research is to determine the compliance of technical and economic indicators and the quality of goods with the needs and requirements of consumers, as well as an analysis of their competitiveness.
Product research allows you to get the most complete and valuable information from the point of view of consumers about the consumer parameters of the product, as well as data for the formation of the most successful arguments for an advertising campaign, the choice of the most suitable intermediaries.
Objects of product research: properties of analogue products and competitor products, consumer reaction to new products, product range, service level, prospective consumer requirements
The results of the research enable the company to develop its own range of products in accordance with the requirements of customers, increase their competitiveness, develop new products, develop a corporate identity, and determine the ability of patent protection.
Marketing price analysis
Price research is aimed at determining such a level and price ratio that allows you to get the most profit at the lowest cost.
The objects of study are the costs of development, production and marketing of goods, the degree of influence of competition, the behavior and reaction of consumers to prices. As a result of the conducted studies of the goods on prices, the most effective ratios of "cost-price" and "price-profit" are selected.
Merchandising and sales research
The study of product distribution and sales aims to determine the most effective ways, methods and means of quickly bringing the product to the consumer and its implementation. The objects of study are trading channels, intermediaries, sellers, forms and methods of sale, distribution costs.
It also analyzes the forms and features of the activities of various types of wholesale and retail strengths and weaknesses are identified. This allows you to determine the possibility of increasing the turnover of the enterprise, optimize inventory, develop criteria for choosing effective channels of product distribution.
Study of sales promotion systems
The study of the sales promotion system is one of the important areas of marketing research. The objects of research are: the behavior of suppliers, intermediaries, buyers, the effectiveness of advertising, the attitude of the consumer community, contacts with buyers. The result of the study makes it possible to develop a policy of "public relations", to determine the methods of forming the demand of the population, to increase the efficiency of commutative communications, including advertising.
Research of advertising activity
Stimulating the promotion of goods on the market concerns not only advertising, but also other aspects of the company's sales policy, in particular, research on the effectiveness of competitions, discounts, premiums and other benefits that can be applied by the company in their interaction with buyers, suppliers, intermediaries.
Research of the internal environment of enterprises
Studies of the internal environment of the enterprise aim to determine the real level of competitiveness of the enterprise as a result of comparing the relevant factors of the external and internal environment.
Marketing research can also be defined as the systematic collection, recording and analysis of data on marketing and marketing issues in order to improve the quality of decision-making and control procedures in the marketing environment.
Goals of marketing research
The objectives of marketing research can be divided as follows
- Search targets- collection of information for a preliminary assessment of the problem and its structuring;
- Descriptive purposes- description of the selected phenomena, objects of study and factors influencing their state;
- Causal goals- testing the hypothesis about the presence of some causal relationship;
- Test Goals- selection of promising options or assessment of the correctness of the decisions made;
- Forecast goals- predicting the state of the object in the future.
The principal feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or a set of marketing problems.
Each company independently determines the subject and scope of marketing research based on its capabilities and needs for marketing information, so the types of marketing research conducted by different companies may be different.
Basic concepts and directions, experience in conducting marketing research
Previously, it was emphasized that marketing research is a scientific analysis of all factors influencing the marketing of goods and services. It follows that the scope of this function is practically unlimited, and therefore we will consider only those types of research that are most often encountered in practice.
Essentially, the goal of marketing research is to answer five basic questions: who? what? when? where? and as? Related question: why?- expands the study to contact with the field of social psychology and sometimes stands out in an independent area known as motivational analysis (motivation research), i.e., the study of the motives of consumer behavior.
Ways to organize marketing research
Marketing research can be organized and conducted either through a specialized research agency or through the firm's own research department.
Organization of research with the help of our own research department
Own research department is engaged in marketing research in accordance with the information needs of the company.
Organization of research with the help of a specialized research agency
Specialized research agencies carry out a variety of studies, the results of which can help the company solve existing problems.
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Marketing Research Department
Judging by how often one hears the statement that competition in business is becoming more and more intense, one would assume that most firms probably have marketing research departments. In fact, very few firms have such departments. The most recent data is hard to come by, but it is known that in a survey conducted by the British Institute of Management, only 40% of the responses were received from 265 companies surveyed (in all likelihood, because most firms did not have research departments).
However, it would be a mistake to assume that this fact means the same low level of use of the research results, since a significant part of the work on marketing research is carried out by specialized organizations. Also, in many companies, marketing research departments often go by other names, such as “Economic Information Department,” etc.
The decision to create your own marketing research department depends on an assessment of the role that it can play further in the activities of the company as a whole. Such an assessment is mainly qualitative and varies from firm to firm, which makes it difficult to establish precise criteria. For our purposes, it is sufficient to assume that the decision to create such a structural unit has been made and attention is focused on those issues that should be taken into account in this case.
They can be grouped as follows:
- The role and functions of the marketing research department;
- Position in the organizational structure of the company;
- The role and functions of the department manager.
Role and Functions of the Marketing Research Department
Considering the above list of types of research related to marketing, it is obvious that a very large department would be required to cover all the areas mentioned.
When a firm undertakes this kind of work for the first time, it is strongly advised to create a list of tasks, ranking them in order of importance, and limit yourself to trying to achieve the most important ones first. This does not mean that other studies should not be carried out at all, since setting too rigid demarcation lines between tasks can only lead to an inflexible approach and to the fact that auxiliary studies that complement the main ones are abandoned.
Too often, firms make the mistake of making a newly created marketing research department responsible for maintaining the company's accounting records. Transferring this function to him inevitably generates friction and reduces the efficiency of the company, since, on the one hand, this slows down the work of departments that need reporting data for their current activities, for example, the sales department, and on the other hand, it distracts the marketing research department from its main function - research.
In cases where the creation of a specialized research department is preceded by extensive data collection and reporting, it is better if other departments retain this function, providing information they have as needed. To avoid both duplication and dissipation of effort, the responsibilities of each department should be clearly defined, and only those reports that are essential to in-house research activities should be required from the marketing research department.
Place for marketing research in the organizational structure of the firm
The location of the marketing research department within a firm largely depends on its organizational structure. As a rule, he should have a direct relationship with the managing director, since this department performs an advisory function and in many cases provides the chief administrator with the initial data on which the general policy of the company is based (as opposed to operational decisions).
In large organizations where executive directors lead function-based divisions, the marketing director may be given the responsibility of setting the direction of the research department and deciding what reports should be presented to the head of the firm.
Even in this case, it is advisable to provide a direct link between the managing director and the research department, in order, on the one hand, to ensure that reports that criticize this or that aspect of the company's activities will be heard by the head of the company in order to avoid deterioration of relations between the director of marketing and directors responsible for other divisions.
In addition, it is the managing director who deals with the effectiveness of the company as a whole and. therefore, it is better than other managers to assess the significance of research results for a particular department.
Some authors believe that the manager of the marketing research department should have the same status as the heads of the main operational structural units, but this is not true in view of the usually existing differences in the size of departments and the level of responsibility. Provided that the manager has access to the board of directors, his status should be directly determined by the importance that the department has within the organization as a whole.
Role and Functions of the Marketing Research Manager
The nature of the job of the manager of the marketing research department depends on the size and function of the department, as well as on the degree of control and leadership from above. At the same time, in any case, the manager must be a person competent in his field and have personal integrity and honesty.
Competence implies not only the presence of experience and knowledge in the field of marketing and methods of its analysis, but also the ability to turn management problems into real research projects, carried out taking into account time and financial constraints.
The requirement of personal integrity and honesty means that the manager of the marketing research department must interpret the results of the analyzes carried out objectively, in accordance with generally accepted principles of scientific research. “Statistics in the service of lies” - such a situation can only exist when unscrupulous people use facts fabricated through subjective selection, manipulation and deliberate presentation to prove baseless conclusions, i.e., as the researchers say, “looking for data” .
The manager must meet not only the basic requirements mentioned above, but, in addition, possess the qualities that are necessary for all leadership positions, namely: have the ability to administrative work, be able to understand the behavior of people and be able to effectively influence them.
Planning and conducting marketing research
Marketing Research Process
Marketing research can be divided into two main categories: permanent and episodic. Marketing is a continuous process taking place in constantly changing conditions. Therefore, systematic research is essential if a firm is to remain aware of changes in the underlying determinants of demand and be able to modify its policies accordingly. Extensive information of this type is collected by specialized organizations and government departments, but this information is often too generalized and may not meet the specific requirements of an individual firm. As a result, it has to be supplemented by research conducted by the firm itself.
In addition, many marketing situations are so peculiar (for example, launching a new product on the market) that they require special studies.
Such studies are carried out according to a certain scheme, consisting of the following stages:
- Justification of the need for the study;
- Analysis of the factors that determine this need, i.e. the formulation of the problem;
- Exact formulation of the purpose of the study;
- Drawing up a plan for an experiment or survey based on the analysis provided for in paragraph 2;
- Data collection;
- Systematization and analysis of data;
- Interpretation of results, formulation of conclusions, recommendations;
- Preparation and submission of a report containing the results of the study;
- Evaluation of the results of actions taken based on the findings of the researchers, i.e.
- Establishing feedback.
It is obvious that constant research is built according to the same scheme as at the beginning, however, in the future, the first four stages disappear.
Marketing research methods
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 of the organization, the most appropriate set of these methods is selected. The most widely used methods of conducting marketing research are the methods of document analysis, sociological, expert, experimental and economic-mathematical methods.
The goals of marketing research can be exploratory in nature, i.e. be aimed at collecting preliminary information designed to more accurately identify problems and test hypotheses, descriptive, i.e. consist in a simple description of certain aspects of a real marketing situation and casual, i.e. be aimed at substantiating hypotheses that determine the content of the identified cause-and-effect relationships.
Each such direction includes certain methods of collecting and analyzing marketing information.
Exploratory study is carried out in order to collect preliminary information necessary to better identify the problems and assumptions (hypotheses) put forward within which marketing activities are expected to be implemented, as well as to clarify terminology and set priorities among research tasks.
For example, it has been suggested that low sales are due to poor advertising, but exploratory research has shown that the main cause of undersales is poor distribution system, which should be studied in more detail in the subsequent stages of the marketing research process.
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.
Descriptive research aimed at describing marketing problems, situations, markets, for example, demographics, consumer attitudes towards the organization's products.
When conducting this type of research, answers are usually sought for answers to questions that begin 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 organization's products? "What" is considered as the products supplied by the organization 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" characterizes the way the purchased product is used.
Note that these studies do not answer questions that begin with the word “why”. “Why” increased sales volume after the advertising company? Answers to such questions are obtained by conducting casual research.
casual research conducted to test hypotheses regarding causal 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."
For example, the hypothesis being tested is: Will a 10% reduction in the fee for a given organization's service result in an increase in the number of customers sufficient to compensate for the loss from the fee reduction?
If we consider the methods of marketing research in terms of the nature of the information received, then they can be divided into two groups: quantitative and qualitative.
Quantitative Marketing Research aimed at studying consumer behavior, purchase motivation, consumer preferences, attractiveness and consumer qualities of the product, price / consumer qualities ratio, assessment of the capacity and characteristics of the real and potential markets (various segments) of the product or service.
Quantitative methods make it possible to obtain a characteristic of the socio-demographic, economic, psychological portrait of the target group.
Characteristic features of such studies are: a well-defined format of the collected data and sources of their receipt, the processing of the collected data is carried out using streamlined procedures, mostly quantitative in nature.
Data collection in marketing research
To the methods of collecting primary data when quantitative research relate polls, questioning, personal and telephone interviews based on the use of structured closed-ended questions that are answered by a large number of respondents.
The survey is conducted at points of sale or by address/route sampling at the place of residence (place of work) of the respondent. The reliability of the results is ensured by the use of a representative sample of respondents (respondents), the use of qualified interviewers, control at all stages of the study, professionally compiled questionnaires and questionnaires, the use of professional psychologists, sociologists, marketing specialists in the analysis, the use of modern computer tools for statistical analysis of the results, constant contact with the customer at all stages of work.
Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and conclusions are of a qualitative nature and are carried out in a standardized form. Qualitative data can be quantified, but this is preceded by special procedures.
The basis of qualitative research is observational methods, which involve observation rather than communication with respondents. Most of these methods are based on approaches developed by psychologists.
Qualitative analysis methods make it possible to describe the psychographic characteristics of the studied audience, behavior patterns and reasons for preferring certain brands when buying, as well as to receive from consumers the most in-depth information that gives an idea of the hidden motives and basic needs of consumers.
Qualitative methods are indispensable at the stages of developing and evaluating the effectiveness of advertising campaigns, studying the image of brands. The results are not numeric, i.e. presented solely in the form of opinions, judgments, assessments, statements.
Types of marketing research
An enterprise in the modern world can only succeed if it does not ignore the needs of consumers. To increase efficiency, research and satisfaction of the maximum number of customer requirements is required. Marketing research contributes to the solution of such problems.
Marketing deals with the study of consumer behavior, which includes its needs and requirements.
The principal feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or a set of marketing problems. This purposefulness turns the collection and analysis of information into marketing research. Thus, marketing research should be understood as a targeted solution to the marketing problem (set of problems) facing the company, the process of setting goals, obtaining marketing information, planning and organizing its collection, analysis and reporting on the results.
The main principles of conducting marketing research include objectivity, accuracy and thoroughness. The principle of objectivity means the need to take into account all factors and the inadmissibility of accepting a certain point of view until the analysis of all the information collected is completed.
The principle of accuracy means the clarity of setting research objectives, the unambiguity of their understanding and interpretation, as well as the choice of research tools that provide the necessary reliability of the research results.
The principle of thoroughness means detailed planning of each stage of the study, high quality of all research operations, achieved through a high level of professionalism and responsibility of the research team, as well as an affective system for monitoring its work.
Summary
In a competitive environment and constantly changing market conditions, a lot of attention is paid to marketing research. The results of these studies in the future are the basis for the formation of sales estimates, and based on this, the planned levels of revenue and profit from product sales.
The most frequent problems arise in the process of selling goods. Therefore, the main tasks of marketing research are the study of:
- market;
- buyers;
- competitors;
- suggestions;
- goods;
- prices;
- effectiveness of the product promotion policy, etc.
Marketing research helps the company to solve the following tasks:
- Determine the possibility of mass production of goods or services;
- Establish a hierarchy of characteristics of goods or services that can ensure their success in the market;
- Conduct an analysis of the typologies and motivations of existing and potential clients;
- Determine prices and optimal conditions for the sale of goods and services.
The purpose of marketing research is to resolve the following problems of the enterprise:
- Studying and establishing the potential of the market or product on the possible volume of its sales, terms of sale, price levels, the ability of potential clients;
- Study of the behavior of competitors, the direction of their actions, potential opportunities, pricing strategies;
- Sales research to determine the best territory in terms of sales, sales volume in the market, which is the most effective.
Companies develop a general marketing research plan, which is drawn up in the context of marketing of individual goods or services, by type of buyer, by region.
Thus, we can say that marketing research is a comprehensive system for studying the organization of production and marketing of goods and services, which is focused on meeting the needs of specific consumers and making a profit based on market research and forecasting.
The most difficult tasks of marketing research are the analysis and decision-making on pricing and sales promotion.
The result of marketing research is the development marketing strategy a firm whose goal is to select a target market and marketing mix that will help ensure the maximum effect of selling a product and services.
When choosing a target market, it is necessary to justify the answer to the question: what product does the consumer need? To do this, it is necessary to establish rational segments of a concentrated, differentiated or undifferentiated market that the organization will serve.
The choice of a marketing complex is associated with the establishment of the optimal combination of its elements: the name of the product, its price, place of distribution and sales promotion. On the basis of the adopted marketing strategy, the main management decisions are developed that orient the company's activities to resolve problems that arise or may arise for a potential consumer of goods, works and services.
This principle may be feasible if the basis for decision-making on organizational, technological, social and production issues is the result of an analysis of the needs and requests of potential buyers.
The market is an economic system of relations between producers and.
It has the following indicators required for analysis:
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10. Sales forecasting
To plan the further production and marketing work of the enterprise, you need a sales forecast. This is the total potential sales of a company's goods or services.
The forecast gives an understanding of what resources the company needs, what distribution channels to use, how to expand production and what innovations will be needed.
Of course, the forecast does not give exact results, only an approximate picture. However, the company cannot do without it.
Now let's look at where and how we can get the data we are interested in for research.
Here are the sources of information:
Buyers. Polls or questionnaires are conducted, as a result of which you can find out the opinion of customers - held or potential.
Social networks and reviews. People's opinions about products or services can be found on the Internet. If you have your own company social media communities, just invite your followers to write an honest review. For some already popular products, people can make detailed reviews on various review sites. So there you can look for information about the products of competitors.
Workers. You can also ask your own staff about the work of the company. Who, if not they, know the most about the work of the company. It is best to do an anonymous survey so that no one is afraid to speak the truth.
Own experience. Take your products and competitors' products. Check them out in action. Just try to be impartial and not intentionally underestimate or overestimate, otherwise this experiment will not work. If you want to get a more accurate result, connect employees, let them also compare.
Behavior monitoring. You can independently come to the points of sale or send other employees to observe the progress of sales.
There are 3 ways to do market analysis.
On one's own
You can manage on your own if there is simply no money for professional research. Well, or if you need only one type of analysis.
This option is cheaper, but takes a lot of time and effort. Doing everything yourself is energy-intensive, it is better to delegate such tasks, if possible. Especially if you are not very good at doing market research. There is a high chance of being wrong here.
With the help of the marketing department
If the company has its own marketing department, it would be logical to entrust the collection of information and research to it. Just do not forget to agree on the plan in advance, this will help to avoid unnecessary work.
With the help of a marketing agency
Perhaps this is the best option. Especially if a comprehensive study is required. Yes, you will have to allocate a budget to hire specialists. But in exchange, you will get quality work and relieve your own schedule. It is quite difficult to carry out such a voluminous work on your own, and in the agency several employees will work on the analysis at once, who will be able to assess the problem from all sides.
Structure the information you collect. Sort by blocks, divide into parts, sign. Do not forget to draw conclusions and constantly analyze this array. Otherwise, information will accumulate and in the end will fall on you like an avalanche. It is much easier to understand them gradually than to sort out a bunch of heterogeneous information at the end.
Do not do analysis for show. If you read the article and decided that you need to do research, but you don’t understand how it will be useful in your work, don’t do it. The research should have a clear purpose. The analysis is carried out for the sake of the result, not the process itself.
Don't forget people. Some make the following mistake: they conduct research based solely on statistical indicators. Of course, they are more objective than someone else's opinion. But you'd be surprised how much you can learn about the market by asking customers, employees, and marketers.
Don't start work without a clear plan. It is not necessary to describe in detail each step of the analysis. But you still need a plan, otherwise you risk being scattered on unnecessary actions. In a toga, the study may be delayed, acquiring unnecessary information, and some really important information will be lost - it is easy to forget about it without a plan.
Do small studies if there is no budget for in-depth ones. Sometimes this is enough. Sitting in the dark and waiting for the company to have more money is often unjustified.
findings
Now let's summarize, briefly outline the most important thing to remember.
Market research is one of the types of marketing analysis, which consists of collecting and processing data from different sources.
With the help of research, the strengths and weaknesses of the company, the position in the market, the level of competition are revealed, they find a suitable niche and distribution channels. In general, this is a great way out for those who do not understand why it does not generate income.
There are several methods for finding information for analysis. Use the ones that work Don't forget that not only statistics and numbers are important, but also the opinions of customers, employees and experts.
A complete study includes 10 stages. But you don't have to do everything. If the analysis is needed only in specific area- exclude the rest.
If possible, contact a marketing agency. So you get a better result.
If you have any questions about the topic, write in the comments! Good luck!
Capacity - the volume of goods or services that a particular market segment offers.
Final result.
The purpose of market research is to identify the company's capabilities and assess the competitive environment.
To know what exactly needs to be investigated, it is necessary to divide the market into types.
Market types
Consumer market - consists of everyone who buys goods for personal use.
Producer market - this includes legal entities who purchase goods and services for use in production.
The government agency market is a collection of state-owned enterprises that buy goods and services for use in work.
The reseller market is people and companies that buy products and then resell them.
International market - includes all intermediaries, as well as legal and individuals who are abroad.
Why you need market research
Here are the tasks it performs:
Analyze consumer behavior to understand what products people are currently interested in. This will help to find out if the goods or services offered by the company are in demand.
Assess the level of competition, find the strengths and weaknesses of competitors. This is necessary to understand in which direction to move the business.
Define a profitable distribution channel.
Find unoccupied market niches.
Determine the market capacity and the company's share in it.
Assess the prospects of the market and the current distribution channel.
To form the basis of further company and products on the market.
For market analysis, we use different types research. Each of them has its own methods of collecting and processing information, but they are all divided into two main types.
quality
These are hypotheses that are based on the opinions of analysts and, as well as data on and consumers. The results of such studies are subjective, they do not have a clear structure.
With the help of qualitative research, the motives of consumer behavior, their perception of the company and specific products are determined. This allows us to find non-standard and creative solutions for the company's tasks.
quantitative
These include statistical data: numbers, indicators, calculations. They are visual and can be compared with each other.
Such information is considered more reliable. It allows you to track the performance of the company in different periods of time.
Also, market research will be divided into subspecies. Before you start searching for information, decide which of them the company needs in order to avoid unnecessary work.
Look at this list, the types of research are indicated here by subject and purpose.
Market structure research. An analysis of market trends, capacity and conjuncture is carried out.
Product research. The share of the company's products in a certain segment is studied.
Target segment research. To select the most suitable market segment for the enterprise, a general analysis is carried out.
Study of consumer behavior. It is required to find out the pains and interests, to understand how people feel about the company and its products.
Research of market prices. Comparison of company prices and .
Research of free niches. Search and selection of possible niches, selection of the most suitable and profitable ones.
Research of competitors. The goal is to find out the strengths and weaknesses of the opponents.
To understand what kind of analysis a company needs, ask a simple question: “What exactly do you need to know?”. Take a piece of paper and write in a column the areas where you feel there is a lack of information. Then, under each one, write the questions you want answered. Based on these data, a further research plan is drawn up.
It also happens that a company needs a complete analysis of the market on all counts. This is a very voluminous work, but quite feasible if you use proven methods and proceed in stages.
The overall plan will consist of just the types of research that the firm needs. For some this list will be short, for others it will be long.
The primary collection of information for analysis is carried out using several methods.
Observation
This method helps you gather information by observing an object. You don't need to act on it.
Observation takes place in field or laboratory conditions. The field is a natural environment. For example, observing the behavior of buyers and sellers in a store.
And laboratory are artificially created situations.
The efficiency of this method is quite high, although it is costly and can greatly depend on the opinion of the observer.
Interview
This is the name of obtaining information from specific respondents. This is a popular method used by up to 90% of marketers.
Surveys can be conducted orally (interviews) or in writing (questionnaires), depending on the situation.
This method allows you to find out the opinion of consumers about goods and services, the company and its service.
Experiment
With it, you can track some factors in order to understand how they affect the activities of the company. The experiment requires the active participation of the organizer. It can be carried out in laboratory and field conditions.
Panel
4. Market segmentation
The market is divided into segments - groups of people according to certain criteria. When we segment the market, we find that part of consumers who are most interested in the company's products.
This stage of the study will determine:
Most effective methods promotion.
Marketing tactics of the company in the market.
Profitable points of sale.
Properties of goods that need to be changed in order to interest buyers.
Now it's time to find out the wishes of the segments that are most loyal to the company. At the same stage, a portrait of a potential buyer emerges. The analysis will include: the attitude of buyers to specific products, market behavior, habits, inclinations, preferences.
Polls - interviews and questionnaires will help to conduct research.
This will help to determine the weaknesses of the company and products, to predict the reaction of consumers.
6. Studying distribution channels
In order for the start of sales of goods or services to be successful, promotion is necessary. Without it, the process will stall. This point should be given special attention, it largely affects the sales and profits of the company, as well as the image.
The result of the work will be the definition:
The best promotion tools and methods.
The world's leading brands invest large sums in marketing research, the results of which largely influence the adoption of key management decisions. The cost of such studies starts from 60,000 rubles and more - cosmic sums, especially for small businesses. However, knowing how to analyze the market, you can get key information on one's own.
Kinds
First of all, you need to clearly define goals. The subject of research depends on what kind of information you want to receive. The main structural components of the market analyzed by the entrepreneur are:
- state of the market (capacity, conjuncture, trends, reaction to new products);
- share of different companies in the market, their opportunities and prospects;
- target segments, their behavior and requirements for the product, the level of demand;
- the price level and rate of return in the industry;
- free niches in which you can do business;
- competitors, their strengths and weaknesses.
Speaking about how to properly analyze the market, it is worth emphasizing that a specific, understandable goal allows you to reduce costs, not waste time processing useless information and immediately choose the most effective research methods.
General market analysis plan
Comprehensive marketing research is usually carried out at the stage of starting or expanding a business. Its goal is to collect as detailed and comprehensive information about a particular niche as possible. How to analyze the market?
Stage 1: Gathering basic information
The "starting point" in conducting a comprehensive analysis is Market Research (actually, studying the market and its prospects). Ideally, it is necessary to analyze the information for the last 3-5 years.
The key indicator here is market capacity. talking in simple terms, this is the amount of goods that consumers can buy in a certain period of time - a month or a year. For calculations, the formula is used:
| V=A×N |
where: V is the size of the market, A is the size of the target audience (thousand people), N is the rate of product consumption for the period.
Based on this indicator, it is calculated what maximum level of sales a company can achieve in a given region.
The next criterion to pay attention to is the level of demand. It is important to take into account the dynamics of the market, whether it is developing or, on the contrary, declining. In the first case, it is necessary to determine its potential and the boundaries of growth, and at the stage of stagnation, to understand how long this will continue.
In addition, they study the factors affecting the market, the share of key competitors in the total sales volume, and the ways of selling products.
Based on the data obtained, it is necessary to identify the main trends and directions of development, as well as analyze the market prospects - what consumers are choosing now and how their preferences may change in the foreseeable future.
Tip: Up-to-date statistics and research results of individual markets at the international and national levels can be found in trade journals and economic reports.
Stage 2: Identification of target segments
So, we know the volume of the analyzed market as a whole. Now it is necessary to determine which groups of consumers bring the company the main profit, what unites them. Different criteria are used to segment the audience - gender, age, profession, income level, social status, interests, etc. Depending on the priorities, the significance of individual factors may differ.
To decide which segments to focus on in the first place, they additionally analyze:
- volume of each segment (number of potential customers);
- geographical location;
- availability of various consumer groups;
- Estimated costs of time and finances to start the activity.
A competent choice of target audience in the future will save the entrepreneur from unnecessary costs and will allow directing resources to attract the most "profitable" buyers.
Stage 2: Study of external factors
Any market is constantly exposed to outside influences. Modern marketers identify 6 types of external factors that affect organizations:
- political (state policy in the areas of transport, employment, education, etc., taxes);
- economic (inflation rate, loan interest rate);
- social (population, worldview, level of education);
- technological;
- legal (laws regulating the creation and operation of enterprises);
- ecological.
Some trends appear slowly, they are easy to predict - for example, back in the 70s, protection problems began to be discussed in society environment, and now eco-friendly business has become a global trend. At the same time, the economic situation can change at any moment, and it is simply impossible to say with certainty what will happen in 3-5-10 years.
Stage 4: Analysis of competitors
Speaking about how to learn how to analyze the market, special attention should be paid to the study of enterprises that are already operating in this industry. First of all, you need to learn as much as possible about the companies themselves and their capabilities:
- technologies that are used in the production of goods and services;
- availability of patents and unique technological advantages;
- staff qualification level;
- access to limited, scarce resources;
- opportunity for additional investment.
The next step is to study the products and services of competitors. It is necessary to evaluate "through the eyes of the consumer", taking into account both rational and emotional factors.
It remains to systematize the data and objectively compare the main market players. For convenience, we suggest using a simple template.
By filling out the table, you will get a basic understanding of the main market players and their activities, as well as be able to compare their performance with your own.
Stage 5: Price Analysis
To see the full picture, it is necessary to break down all market players into price segments - economy, premium, etc. It is also important to understand the price structure (cost, promotion and advertising costs, margin) and approximately calculate the profit from each sale.
