Areas of Marketing Research -TU Solution- BBS Notes-TU Notes

Areas of marketing research indicate scope of marketing research. It refers to the areas covered or the aspects studied under marketing research. In other words, it implies where or on which areas marketing research can be applied. In fact, marketing research concerns with almost each and every activity of marketing management. It has a wide and comprehensive scope. The areas of marketing research cover following aspects:

1.    Product    Research    

Products  involve  goods  and  services.  This  branch  of  marketing  research  covers  all  the  issues  related to firm’s products.It studies and solves the product-related problems, such as:

 Study of products’ qualities and performance 

Study of physical and psychological characteristics of product 

Determining uses of the existing products 

Comparative study of competitive products 

Detecting consumers’ problems related to the products 

Determining need for developing new products 

Assessing success of a new product in market, including market testing 

Product life cycle and consumer adoption study 

Study of branding, packaging, labelling, after-sales services, and remarking 

2.    Market Research 

This  area  of  marketing  research  deals  with  market/consumers.  It  studies  characteristics  and  compositions of the target markets. It covers both current as well as potential markets. This branch includes: 

Defining and selecting target market 

Studying needs and wants of target market 

Study of size and location of current market 

Assessing the current market trends and pro

Analysis of territorial sales opportunities and potential 

Setting sales territories and sales quotas 

Market share analysis

Studies on relative profitability of different markets 

Estimating demand of a new product 

3.    Sales Research 

This  area  of  marketing  research,  particularly,  concerns  with  study  and  analysis  of  the  sales-  related activities. Various aspects covered under this head may be listed as below:

Study and analysis of sales records 

Analysis of sales territories in terms of products, size of orders, times, terms and conditions and methods 

Study on activities and effectiveness of salesmen 

Evaluating existing selling methods 

Sales force management including size, compensation, training, control, etc. 

Study  on  effect  of  various  promotional  tools  such  as  advertising,  personal  selling,  sales  promotion, and publicity tools on sales 

Study on organization structure of sales department 

4.    Advertising Research 

Advertising  is  one  of  the  powerful  methods  of  market  promotion.  Major  part  of  promotional  budget  is  devoted  to  advertising  activities.  Therefore,  it  is  imperative  to  conduct  research  on  various aspects related to advertising. Under this area, at least following aspects are covered: 

Comparative study of various elements of promotion 

Study  on  advertising  objectives,  media  and  media  selection,  advertising  message,  theme,  advertisement copy, and advertising agency 

Social aspects of advertising – negative and positive effects of advertising on society at large 

Advertising role in different stages of product life cycle 

Government restrictions on advertising 

Study on costs and contribution of advertising or evaluating advertising effectiveness 

Study of competitors’ advertising practices and strategy 

5.    Pricing Research 

Price is an important element of marketing mix. In developing and underdeveloped countries, price  plays  a  vital  role.  Suitable  pricing  policies  and  methods  can  contribute  positively  in  attainment of marketing goals. It is clear that price has remained a major determinant of buying decision. This branch covers: 

Study on pricing objectives 

Study on effectiveness of pricing policies and strategies 

Study of various methods for setting price 

Quality v/s value analysis 

New product and pricing policies 

Study on effect of discount, allowance, and seasonal variables 

Pricing strategies on different stages of product life cycle 

6.    Distribution Research 

In today’s marketing, distribution has unique role to determine success of product. A marketer can  contribute  to  total  consumer  satisfaction  by  designing  appropriate  distribution  network.  Physical distribution and distribution channel are two important components of such research. This area includes: 

Assessing role of distribution decisions in achieving marketing goals 

Comparative study between direct and indirect distribution 

Physical distribution and ancillary services 

Study on various types of channels of distribution 

Study on relevant factors affecting channel decision/selection 

Comparing company’s distribution strategies with competitors 

Relevance of online marketing 

Legal issues related to distributions 

7.    Research on Business Environment and Corporate Responsibility 

This area is not concerned with solving any marketing problem directly. In order to collect and analyze data related to broad business environment, such research is conducted. The study on the area helps manager formulate strategies for the current and the future market as well. It also helps   assess   strengths   and   weaknesses   of   marketing   department   in   relation   to   business   environment. In today’s dynamic business environment, the study on various economic, social, and  cultural  variables  is  extremely  important.  Similarly,  it  is  necessary  to  analyze  corporate  responsibility. Main aspects covered under the head include: 

Business   analysis   including   demand,   national   income,   per   capita   income,   trade   and   industry, economic growth rate, fiscal monetary policies, and export-import policy. 

Short-term and long-term business forecasting. 

Technological aspects. 

Availability and quality of productive resources. 

Impacts of legal provisions and Acts. 

Study on consumerism and the consumer rights. 

Social and cultural values affecting business policy. 

Pollution and ecological imbalance, and social responsibility of business.



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