Marketing Research: A Detailed Understanding of Marketing

Definition of Marketing Research

Marketing Research can be defined as the methodology of connecting all the consumers, end users and customers to a particular brand marketer through information that is utilized to recognize and explain marketing opportunities and hindrances. This information is also utilized to generate, filter and assess various actions of marketing. It can also be defined as the systematic collection, recording, and examining of quantitative as well as qualitative data regarding issues concerned with marketing products.

Marketing Research is of two types as per the category of Target Marketing, and they are Consumer Marketing Research and Business-to-Business alias B2B Marketing Research. It can also be categorized into two types as per the methodological approach, and they are Qualitative Marketing Research and Quantitative Marketing Research.

Textbooks on Marketing Research

When it comes to an extensive topic like Marketing Research then, students need to choose the best of textbooks available at the shelf for studying. Here are the details of some crucial textbooks on the topic of Marketing Research:

• Marketing Research by A. Parasuraman, Dhruv Grewal and R. Krishnan (Published by Cengage Learning – Year 2006).
• Qualitative Marketing Research by David Carson (Published by SAGE – Year 2001).

Examples of Marketing Research

Example 1: An interesting example of a Marketing Research is Ad Tracking. In this methodology, a continuous in-market research is carried out to analyze the performance of a brand continuously by utilizing steps like awareness of the brand, Preference of the brand and usage of the product.

Example 2: Another interesting example of a Marketing Research is Advertising Research. In this methodology, the effectiveness of advertisements is tracked on any medium. This research also utilizes the advertisement’s ability to attain attention through Attention Tracking Mechanisms, then the message is communicated for building the brand image and the consumer is finally encouraged to buy the service or product.

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