Essentials of Marketing Research: Putting Research Into Practice by Kenneth E. Clow and Karen E. James

Marketing research can be used during all product development stages. For example, companies may use research in the concept stage to gather customer input about ideas for new products or adjustments to current products. Product testing identifies how a product meets consumer needs and necessary modifications to increase attractiveness. Test markets provide insights into the performance of a new product or a modified product before launch. The results from the test markets can be used to inform changes that increase the likelihood of a successful new product.

Research helps companies choose marketing communications and media. Advertising effectiveness research examines the success of advertising and other marketing communications efforts. It allows marketers to develop more effective advertising and marketing communications and can signal when customers stop paying attention or an ad is becoming stale. Media studies identify the most appropriate media to reach a specific target market. Media studies can also identify the best vehicles, such as specific magazines or television shows.

A market analysis looks at the existing marketing situation a company or brand faces and identifies potential markets.These studies are crucial for new products entering new markets and for existing products, as market dynamics shift.Companies may lose market share if they do not adapt to current consumer behavior trends. Competitive analyses should be done frequently to ensure companies are not losing market share to competitors. Many companies use a marketing information system to continuously gather market and competitive information.

Pricing heavily influences buying decisions. Companies use pricing studies to evaluate the elasticity of a brand's price and how pricing changes will impact demand. Pricing studies include examining competitor prices and how consumers and businesses evaluate price in relation to other product features. Sales forecasts and potential studies estimate future sales, which many departments use for budgeting, production, and staffing decisions.

Site selection studies can help retailers determine the best locations for their stores. Other research helps determine whether a single or multichannel distribution system is most effective, the best channels for manufacturers, ways to improve logistics, and so on.

1. Exploratory Function comes into play when researchers have little to no understanding of a marketing situation or outcome.
2. Descriptive Function involves gathering and presenting information about a marketing phenomenon or situation.
3. Diagnostic Function utilizes data analysis to investigate relationships and patterns within collected data.
4. Predictive Function leverages data to predict the outcomes of marketing decisions or consumer behaviors.

• Full-service agencies can handle various research types, including focus groups, interviews, and different survey methods. They design the study, collect and analyze data, and generate reports.
• These firms maintain panels and databases, making it faster and cheaper to reach specific target audiences.
• Sample aggregators leverage their industry knowledge and network of sample providers to assemble high-quality samples that meet client needs.
• Outsourcing research can provide an objective, external perspective, minimizing potential internal biases that could influence results. 

The Writeler Co. can conduct various research types, like exploratory research to uncover the reasons for sales declines or customer loss, descriptive research to understand customer characteristics and market trends, and causal research to investigate the impact of specific marketing actions.

They can provide valuable data and insights to help companies make informed choices in areas like segmentation and targeting, product development, marketing communications, pricing, and site selection.

If you want your business to be data-driven in decision-making, message them here.

Ad hoc surveys: These are sent to individuals randomly or through a selection process from a database. These surveys are often used to understand attitudes and opinions.

Customer surveys: These are sent to individuals who have purchased a specific product. They are often used to follow up on purchases and assess customer satisfaction.

Consumer panel surveys: These are sent to individuals who have agreed to participate in research studies, either for a small gratuity or a chance to win a prize. These panels allow researchers to reach a specific group of respondents consistently.