Areas of Marketing Research

There are five major areas of market where marketing research can used effectively.

1. Advertising research
2. Business economics and corporate research
3. Corporate responsibility research
4. Sales and market research
5. Product research

Advertising research

The specialized from of marketing research that is aimed at improving the efficiency of advertising is termed as advertising research. Advertising research involves:

• Motivation research
• Copy research
• Media research
• Studies of advertising effectiveness

Business economics and corporate research

The specialization form of marketing research that is aimed at the economic aspect of business is termed as business economics and corporate research. Business economics and corporate research involves:

• Short-range forecasting
• Long-range forecasting
• Studies of business trend
• Pricing studies
• Plant and warehouse location studies

Corporate responsibilities research

Corporate responsibilities research is a specialized form of marketing research conducted to improve the efficiency of corporate social responsibility of marketing firm. Corporate responsibility research involves:

• Consumer’s right-to-know studies
• Ecological impact studies
• Study legal constrains
• Social values and policies study

Sales and market research

Sales and market research is the systematic gathering and analysis of information that is crucial in development of sales and market-based strategies. Sales and market research involves:

• Measurement of market potentials
• Market share analysis
• Determination of market characteristics
• Sales analysis
• Establishment of sales quota, territories
• Distribution channels studies
• Test market’s store audits
• Consumer panel operations
• Sales compensation studies
• Promotional studies of premiums, coupons, sampling and so on

Product research

The scope of product marketing research primarily revolves around the different facts of product development process. Product research involves:

• New product acceptance and potential studies
• Competitive product studies
• Tasting of existing products
• Packing research- design or physical characteristics