Many of our local firms, creating in his State of the marketing department are limited only by the fact that they have the necessary literature on marketing research. Pocherpnuv knowledge from books, they themselves are trying to develop their own methods of conducting market research, which hired recruits (research buyers) and written all sorts of periodicals (to investigate existing competitors). Here's the difficulties arise. Marketing team did not see the whole macroeconomic picture as a whole, no doubt, having a fairly extensive knowledge of all the secrets of doing business is in its market segment. And because prosperity of the business depends on many external factors, it is better to deserve the attention of the study was carried out after all these specialists. Specialists of the company, market research, not always put commensurate research topic issues, resulting in erroneous assumptions are born. This stems from their inadequate assessment of the market that arose because of the extra knowledge that is lacking in customers. Employees firms engaged in marketing, have other duties that do not allow to give the necessary amount of time to research.
Unfortunately, these marketing studies do not differ in quality because They practically do not use special processing technology to the information received. Yes, and means for them to spend far more. There is another option. As a rule, the purpose of marketing research is segmentation of the consumer market or re-products, which entails changes in technology promotion and advertising. Hikmet Ersek often says this. Therefore, such studies are often delivered into the hands of advertising agencies, which happy to agree to this, so how to save money. In this case there is a risk that you will not be available the results of the study.
And the advertising agency will not be difficult to obtain necessary and advantageous to them the results. Moreover, in most cases, advertising agencies rely on such studies to other companies. Increasingly, companies, despite the presence in the structure of the marketing department, apply to firms professionally engaged in marketing research. Which agency to choose? What are the nuances necessary to pay attention first of all? What is the guarantee of a qualified marketing research? Often the choice of a specialized agency depends primarily on the cost of their services. So try to choose a company that is actively used in his work all the existing technology and for an adequate price offer consistent quality. When you select the agency, pay special attention to the proposal you will research methods. The firm, adhered to the end result and not on its own opportunities will offer you two types of studies that provide qualitative and quantitative approach to the investigation. Qualitative method allows you to create certain assumptions, whereas quantitative confirm or refute their figures. For such studies can companies with a staff of non-leading focus groups (the so-called moderators). Should not be withheld from the selected company, dealing marketing research, certain aspects of your business, as all this, firstly, in the strictest confidence, and secondly, helps to more quickly and more completely identify the problem and solve it. Goals that you want to achieve conducting market research, describe on paper. Such a description is called "brief." Also include in his own vision of how the sample and methods. But the company may offer you other solutions. Sending out brief the selected agencies, including timelines, designated by you to respond, and received various proposals, you will be able to choose the most suitable artist to you and value, and on how to conduct marketing research.