Articles on Marketing Research

What is Marketing Research? Meaning, Nature, Scope, and MIS Differences

According to the American Marketing Association, “Marketing Research is the function that links the consumer, customer and public to the...

Limitations of Marketing Research

Following are the main limitations of Marketing Research: Marketing Research (MR) is not an exact science though it uses the...

Marketing Research: Step by Step Execution

The main purpose of marketing research is to lower the uncertainty and risk in marketing decision-making. To achieve this, several...

Data Collection in Marketing Research

Every great marketing decision starts with one thing: data. But not just any data will do. It has to be...

Qualitative vs. Quantitative Research: From Focus Groups and Interviews to Surveys and A/B Testing

As the names suggest, quantitative research produces numerical data while qualitative research generates non-numerical data — but that’s only a...

Types of Marketing Research and their Application

Research can be categorized either on the basis of technique (surveys, experiments, observation studies, etc) or on the basis of...

What is a Depth Interview?

A depth interview (often referred to as an “in-depth interview“) is a specific style of one-to-one interview used in qualitative...

What Is the Purpose of a Management Case Study?

A management case study is an in-depth study of a project, challenge, or phenomenon within a business. By focusing on...

Projective Techniques

Projective Techniques are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of...

Survey Method

The Survey method is the technique of gathering data by asking questions to people who are thought to have desired...

Techniques of Survey Method

There are mainly 4 methods by which we can collect data through the Survey Method Telephonic Interview Personal Interview Mail...

What is the Observation Method in Marketing Research?

It’s one thing to hear consumers describe their thoughts, habits, and preferences in a survey or interview. But it’s another...

Secondary Data: Meaning, Advantages, Disadvantages, and Sources

Secondary data is data that has already been collected by, and is readily available from, other sources. Such data is...

Sources of Data – Primary and Secondary Sources with Examples

A source of data is the place or method from which a researcher obtains the information needed for a study....

Big Data and its Importance: The Power to Predict Consumer Behavior

Big Data and its Importance: The Power to Predict Consumer Behavior If marketers had access to all the data about...

Attitude Scales – Rating Scales to measure data

Scaling Techniques for Measuring Data Gathered from Respondents The term scaling is applied to the attempts to measure the attitude...

Questionnaire Design – Guidelines on how to design a good questionnaire

A good questionnaire should not be too lengthy. Simple English should be used and the question shouldn’t be difficult to...

Statistical Tools and their Usage – Factor Analysis

Factor Analysis is a data reduction technique. Given a large number of attributes, factor analysis identifies a few underlying dimensions...

Conjoint Analysis – Meaning, Usage and its Limitations

Introduction During the sixties, when researchers tried to understand consumers’ decision making process, they used a simple questionnaire or a...

What is Mystery Shopping? – A Tool For Retail Optimization

Mystery Shopping is a fascinating method of gauging customer experience where individuals are recruited to portray actual customers that shop...

Statistical Tools and their Usage – Regression Analysis

Regression analysis can be used to find out the relation between a set of variables statistically. This is done by...

Concept Testing – Meaning, Methods, Process and Example

Concept testing is the process of testing new or hypothetical products or services before they are launched. The testing is...

Field Research – Definition, Methods, Sources and Examples

Field research deals with the creation and collection of actual and authentic information directly from an organization’s field of operation....

Brand Health Survey – Meaning, Metrics, Sample Questions and Process

A brand is a perception in its consumers’ minds. A strong brand can command a premium price. This power of...

Importance of Market Research to Organizations in an Age of Unpredictability

Market Research in the Age of Unpredictability We are living in an age of unpredictability. With sales forecasts and marketing...

What is the Efficient Market Hypothesis and How it Works and Doesn’t Work in Practice

Are Markets Really Efficient in Delivering Optimal Outcomes for All Stakeholders? Are Free Markets really “free” in the real world?...

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