Articles on Marketing Research

Marketing Research is systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services.

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Data Collection in Marketing Research is a detailed process in which a planned search for all relevant data is made by researcher. Lets discuss the various types of data and data collection methods.

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The article gives an insight into qualitative and quantitative research by describing the focus of each method, business situations in which the respective methods are apt to use and techniques for executing both types of research.

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Focus groups are also known as group interviews or group discussions. They are used to understand the attitude or behaviour of the audience.

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Depth Interviews are conducted to customize individual responses. The success of interviews depends on the rapport of the interviewers established with the respondents. Lets discuss the advantages and disadvantages of depth interview.

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The Survey method is the technique of gathering data by asking questions to people who are thought to have desired information. A formal list of questionnaire is prepared.

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This article discusses the latest trend in marketing which is the use of Big Data to predict and model consumer behavior. Unlike traditional models that map consumer behavior, the use of Big Data can be a game changer for marketers and businesses as it can be used to predict things like whether someone is pregnant or not based on the data available.

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This article discusses the ongoing revolution in marketing and predicting consumer behavior by using Big Data which is the combination of large datasets of consumer data used with advanced computing and algorithmic capabilities. The key theme in this article is that Big Data allows marketers and companies to know consumers better than they know themselves and hence, is similar to a magical ability to predict, sense, and intuit consumer behavior.

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Attitude is a resultant of number of external and internal factors. Depending upon the attitude to be measured, appropriate scales are designed.

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A good questionnaire should not be too lengthy. Guidelines on how to design a good questionnaire are discussed in detail

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This article gives an insight into a popular statistical tool deployed in marketing research, Factor Analysis. It also describes the technique for executing this method, real life examples where implementation of factor analysis is relevant and the conditions that must hold true for applying this tool.

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This article describes a technique of marketing research, mystery shopping. It elaborates the procedure of this exercise and situational examples where in can be used.

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This article describes how to generate a regression equation and use it for trend analysis or for making predictions using a case based scenario.

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The article above gives an overview of concept testing, market research scenarios in which it is applicable and the procedure for executing this study.

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The above article explains the importance of brand health survey in marketing research, describes the four components of this study and advices on the situations in which it is applicable.

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