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Doing Research in Marketing

Date Created: 29/10/2021

Research in marketing is essential to understand the pattern of marketing. This is possible by searching the existing knowledge about business marketing. It is a form of business research, business-to-business marketing research, and corporate marketing research. Marketing research comes in many forms and all these forms are known as problem identification research.


Research in advertising is conducted to determine the test of advertising copy. It is also used to determine the effectiveness of advertisements placed in any medium, to attract the attention of customers, to convey the message, and to motivate customers to buy the product. Commercial eye tracking is done to understand the visual behavior of the customers. For this, advertisements, websites, etc. are analyzed. Before an advertisement is launched, its performance can be predicted using copy tests that take into account the consumer's level of attention, motivation, preference for the brand, and entertainment. 

When a customer buys something online, they analyze it to make a decision. This is one of the criteria by which decision research is conducted. Interviews and surveys can be conducted to understand the level of satisfaction of consumers, which is known as customer satisfaction studies. The demographics and psychology of people in a particular geographic region can be studied through segmentation research. 


When it comes to analyzing brand awareness, brand performance, brand preference, and brand recognition, ad tracking is done. A favorite brand can be identified with the help of brand equity research. Tests are conducted to find out what customers think about a brand or product, which is specifically known as brand testing. Demand for a product can be determined through demand estimation. After the demand for the product is clarified, the quality should be checked from time to time. This is done by using mystery shoppers, who are usually employees of the market research company. He buys the goods from a seller and notes down the entire experience. This procedure can also be used to research the products of competing companies.

Before a concept is applied in practice, a concept test should be carried out to find out whether the target audience will like the idea or not. In test marketing, a product is launched in small numbers and sales are observed before the product is introduced on a large scale. If the company is thinking of increasing the price of the product after the initial phase, a price elasticity test should be carried out to show how customers react to price fluctuations. Channel audits are conducted to understand the attitude of retailers and distributors towards certain products and brands. 


The more technically savvy form of marketing research is strategic internet research. Customers' likes and dislikes can be directly ascertained through chats, blogs, and forums. Online panels are a group of experts who accept marketing research conducted online. 

All research conducted can be divided into primary research, where original research findings are collected, and secondary research, which is based on primary research and information published by other sources. Secondary research is less expensive because the research is based on data that has already been researched, but the result is not efficient.


The research designs used by marketing research are based on either surveys or observations. Quantitative marketing research and qualitative marketing research are based on surveys. Quantitative marketing research is conducted to conclude, such as questionnaires and surveys. The number of respondents is high. Qualitative marketing research is conducted to understand something, such as in-depth interviews and projective techniques.

Marketing research based on observation is called experimental technique and ethnographic studies. Test markets and purchasing laboratories are examples of experimental techniques. The quantity measured is determined by understanding the factors responsible for the success of a product. Then one or some of the factors are changed and the result is observed. In ethnographic studies, observations are made longitudinally or at multiple points in time, or cross-sectionally or only at a specific point in time.


Marketing research is similar to exit polling in politics. The market is studied from different angles, at different points in time, and under different circumstances. If you would like to learn more about marketing, feel free to contact the experts at OneTeam.


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