There are 2 types of marketing research: field and desk research. Field - surveys, questionnaires, etc. Office collection, study of information from secondary sources. Marketing research is a rather complicated procedure, which has its own characteristics and difficulties.
By conducting desk marketing research, you can get information about the market situation (rising or falling); the actions, advantages and disadvantages of competitors; about the "portrait" of a potential consumer, his desires and capabilities. Of course, to obtain such information, it is better to contact specialized companies or marketing agencies, but if not so complete and voluminous information is required, then such work can be done by yourself. To do this, you need to take time and delve into some of the nuances.
It is necessary
- To start research, you need to draw up what is called a brief. Those. a list of questions that need to be answered when conducting research. this list should reflect the following items:
- 1.the purpose of the research
- 2.whom we investigate
- 3.research region
- 4. what we want to get in the end.
- Then we stock up on time, internet and patience.
Instructions
Step 1
We are writing a brief.
Purpose of the study. It can be different - determining the volume of effective demand for a product or service, studying competitors, finding out what is happening with the market (market analysis), etc.
Without setting a goal, it is difficult to conduct research You can direct your forces to the wrong directions that are really needed.
The subject of research is what or whom we will study, analyze. These are soap buyers, the market for banking products, competitors of an accounting company, etc.
What territory should you explore in your work? City, region, region, or entire country.
After conducting a marketing research, a conclusion should be made about why all this was done and what happened. At the end of the study, the specialist should receive information about the company's further actions regarding the subject of the study. Those. conclusions should be drawn about the level of competition, about the strengths and weaknesses of the initiator of the study, about a possible marketing strategy, about ways of influencing customers, etc.
Step 2
Preparing and conducting desk research includes:
1. Collection and analysis of state statistics data (2011 - 1st quarter of 2013):
• Federal Customs Service of the Russian Federation (FCS)
• Rosstat (FSGS RF)
2. Monitoring of mass media: federal, regional and specialized print media;
3. Specialized databases;
4. Industry statistics;
5. Collection and analysis of data from price lists;
6. Data from rating agencies;
7. Search work in open sources of information, including professional publications, websites of market participants, electronic media and other sources;
8. Search work on requests in the infrastructure organizations of the market under study (marketing agencies serving markets, expert companies, individual experts, analytical companies, etc.).
Step 3
After filling out the brief, we proceed to the study itself.
If the subject of research is the market, then we open sites on the subject of research, we study various newspapers, magazines, which have information on what we are analyzing. in these sources we are looking for information about where the market is going, what legislative acts and regulations related to the research topic have been adopted or are under consideration. we determine what may happen after the adoption of this or that legislative act. As soon as something is accepted or submitted for consideration, then any expert will necessarily speak in the media. you will need to collect all the statements and draw a conclusion based on your logic and practice, which of them is right.
If we investigate the buyer of a product or service, then we determine the gender, age, social status, and income level of the consumer. After that, we calculate the market share in quantitative terms. It is usually defined in terms of the number of potential buyers and the amount of money these buyers can give to the company. This stage of research is clearly tied to the geography of the research being conducted. The market is of several types: the entire market (for example, the Russian Federation, women), the potential market (the Russian Federation or women from 18 to 35 years old), accessible (region or women interested in sports), target (city or women involved in sports), main (area of the city or women living in the desired area).
Step 4
We convert all the information received into a research report. Typically, a report contains the following sections:
Project summary (goal, geography, subject of research, desired outcome)
Section 1. Characteristics of the project.
Description of what we are investigating. Portrait of the subject of research
Section 2. Analysis of the market of the subject of research.
2.1. Current state of the market, main trends.
2.2. The main factors of market development (factors of growth and market deceleration);
2.3. Demand analysis.
Conclusions.
The content of the report should correspond to the research brief and reflect all the information obtained in the course of the work.
