Researches of marketing represent process of collecting, processing and the analysis of data on competitors, the market, the prices, consumers, capacity of the enterprise. Absolutely concrete developments which are used further when choosing strategy and tactics of activity of the enterprise in the sphere of marketing are result of such study. Depending on the purposes of firm, different types of market researches are used.
Features of systematization of market researches
At the description of methods and types of market researches begin with their classification.
Main types of market researches can be divided globally into groups – on a scope, in the directions of the conducted researches, on the studied goods and on the organization of process.
More specifically types of market researches look so:
- Analysis of a macrosystem. This method is directed to a research and studying environmental conditions.
- Market research. It is one of the most widespread methods and types of market researches of the market. It needs to be studied because for decision-making with the choice of the market, scopings of the sold products, forecasting and planning of activity it is necessary to collect, to analyze and compare information on the market.
- Analysis of potential. This type of market researches pursues such aims as conducting check of resources of the enterprise and also compliance to their strategic plan of firm.
- Analysis of chances of risk. This method is intended for early identification of changes in the market which in one way or another have communication with concrete advantages and shortcomings of firm.
- Research of the internal environment of the enterprise. This method pursues the aim – to determine the actual level of competitiveness of the enterprise, comparing factors of the internal and external environment.
- Research of competitors. This method helps to obtain the data necessary for competitive stay in the market, for search of opportunities of cooperation with competitors. Search of means and ways to take in the market the most advantageous position in relation to competitors will become result of such research.
- Research of consumers. The specified method gives the chance to define a full range of factors by which buyers are guided, choosing goods or service (it can be income, education, a sex, age, a social status). The main objective of this research is to carry out segmentation of consumers and to define a target segment of the market for the enterprise.
- Research of goods. This method allows to define as far as indicators offered on commodity market (technical, physical, economic) answer inquiries of consumers. Result – a possibility of development of the unique product for certain requirements.
- Price research. The method is directed to determination of price level and their ratio which will allow to receive to firm the greatest benefit, minimizing at the same time the expenses.
- Advertizing research. This method allows to carry out test tests of advertizing, to compare the desirable and received results, to estimate duration of its influence and also to decide on the new directions of impact on the consumer.
- Researches of potential intermediaries. This type of the analysis represents carrying out a market research in which the enterprise estimates potential trade and commercial intermediaries and also other possible partners – the advertizing, law, insurance, freight forwarding firms.
Types and types of market researches traditionally adjoin therefore the certain type has each appearance of a research. The last in turn can be:
- prospecting;
- innovative;
- descriptive;
- experimental.