Content deleted Content added
Reverted 1 edit by Ramgup400001 (talk): Spam |
rmv someone's random schoolwork |
||
| (46 intermediate revisions by 29 users not shown) | |||
Line 2:
{{see also|Market analysis}}
{{marketing}}
'''Market research''' is an organized effort to gather information about [[target markets]] and customers: know about them, starting with who they are.<ref name=MyResearchBway.NYT>{{cite news
It includes social and opinion research, and is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.<ref>{{cite book |year=2008
|title=International Code on Market and Social Research|publisher=ICC/ESOMAR Amsterdam, the Netherlands|edition=4 |url=http://www.esomar.org/uploads/pdf/professional-standards/ICCESOMAR_Code_English_.pdf|archive-url=https://web.archive.org/web/20180903185324/https://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ESOMAR_ICC-ESOMAR_Code_English.pdf|archive-date=
Market research, [[marketing research]], and [[marketing]] are a sequence of [[business process|business activities]];<ref>{{cite web|url=https://www.acq.osd.mil/dpap/Docs/cihandbooks.pdf|title=Commercial Item Handbook|quote=market research is a business operation|access-date=August 2, 2020|archive-date=October 6, 2021|archive-url=https://web.archive.org/web/20211006064312/https://www.acq.osd.mil/dpap/Docs/cihandbooks.pdf|url-status=dead}}</ref><ref>{{cite web
The field of ''marketing research'' is much older than that of ''market research''.<ref>{{Cite journal
==History==
Although ''market research'' started to be conceptualized and put into formal practice during the 1930s as an offshoot of the advertising boom of the [[Old-time radio|Golden Age of radio]] in the United States, this was based on 1920s work by [[Daniel Starch]]. Starch "developed a theory that advertising had to be seen, read, believed, remembered, and most importantly, acted upon, in order to be considered effective."<ref name=MaResearch.BriefHIST/> Advertisers realized the significance of [[demographic]]s by the patterns in which they sponsored
The [[Gallup (company)|Gallup Organization]] helped invent the public opinion poll; today, "Market research is a way of paying for it."<ref name=MaResearchGallop.NYT>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/1990/03/06/us/gallup-shifts-emphasis-toward-market-studies.html|title=Gallup Shifts Emphasis Toward Market Studies|author=Lisa Belkin|date=March 6, 1990|access-date=July 24, 2020|archive-date=July 24, 2020|archive-url=https://web.archive.org/web/20200724064337/https://www.nytimes.com/1990/03/06/us/gallup-shifts-emphasis-toward-market-studies.html|url-status=live}}</ref>
==Market research for business/planning==
Line 31 ⟶ 27:
*[[SWOT analysis]]: SWOT is a written analysis of the Strengths, Weaknesses, Opportunities and Threats to a business entity. A SWOT may also be written up for the competition to understand how to develop the marketing and product mixes. The SWOT method helps to determine and also reassess strategies and analyze a business's processes.
*[[PEST analysis]]: PEST is an analysis about external environment . It includes a complete examine of a firm's Political, Economical, Social and Technological external factors, which may impact firms' objectives or profitability. They may become a benefit for the firm or harm its productivity.
*Brand health tracker: Brand tracking is way of continuously measuring the health of a brand, both in terms of
Another factor that can be measured is [[marketing effectiveness]]. This includes:
{{Columns-list|colwidth=29em|
* Advertisement research
* Audience research<ref>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/1992/12/20/arts/dear-museumgoer-what-do-you-think.html|title=Dear Museumgoer: What Do You Think?|author=Carol Vogel|date=December 20, 1992|access-date=July 24, 2020|archive-date=July 24, 2020|archive-url=https://web.archive.org/web/20200724071742/https://www.nytimes.com/1992/12/20/arts/dear-museumgoer-what-do-you-think.html|url-status=live}}</ref>
* [[Choice modelling]]
* [[Competitor analysis]]
Line 48 ⟶ 44:
==Data collection==
{{Main|Data collection}}
"Rigorous sampling methodologies combined with high-quality data collection" is what the magazine ''[[Ad Age|Advertising Age]]'' considers the backbone of market research.<ref>{{cite book|title=The Advertising Age Encyclopedia of Advertising|author1=John McDonough |author2=Karen Egolf |year=2015}}</ref> Data collection can be done by observing customer behavior through in-situ studies or by processing e.g. log files, by interviewing customers, potential customers, stakeholders, or a sample of the general population. The data can be quantitative in nature (counting sales, clicks, eye-tracking) or qualitative (surveys, questionnaires, interviews, feedback). Aggregating, visualizing, and turning data into actionable insights is one of the major challenges of market research and today, [[text analytics]] affords market researches methods to process large amounts of qualitative information and turn it into quantitative data, which is easier to visualize and use for formalized decision making.<ref name="openanswers">{{cite
Data collection can use larger audience samples than the few hundred or thousand typically used in market research.<ref>{{cite web|url=https://marketcast.com/when-data-science-and-traditional-market-research-collide/|title=When Data Science and Traditional Market Research Collide|publisher=MarketCast|date=November 24, 2020|access-date=August 28, 2022|archive-date=December 4, 2021|archive-url=https://web.archive.org/web/20211204125333/https://marketcast.com/when-data-science-and-traditional-market-research-collide/|url-status=live}}</ref> Also required is the (at least passive)<ref>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/2019/11/02/sunday-review/data-protection-privacy.html|quote=because Congress has never established an agency to|title=The Government Protects Our Food and Cars. Why Not Our Data?|author=Natasha Singer|date=November 2, 2019|access-date=July 26, 2020|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726104845/https://www.nytimes.com/2019/11/02/sunday-review/data-protection-privacy.html|url-status=live}}</ref> cooperation of those being surveyed;<ref>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/1993/08/23/business/media-business-advertising-latest-market-research-videogenic-self-analyzing.html|title=The latest in market research: videogenic self-analyzing shoppers.|author=Stuart Elliott|date=August 23, 1993|access-date=July 26, 2020|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726062824/https://www.nytimes.com/1993/08/23/business/media-business-advertising-latest-market-research-videogenic-self-analyzing.html|url-status=live}}</ref> trust<ref>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/2020/07/21/technology/us-china-technology.html|quote=it’s hard to know when to believe them.|title=Beware the 'But China' Excuses|author=Shira Ovide|date=July 21, 2020|access-date=July 26, 2020|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726075034/https://www.nytimes.com/2020/07/21/technology/us-china-technology.html|url-status=live}}</ref> is also helpful.<ref>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/2017/11/19/opinion/facebook-regulation-incentive.html|quote=prioritized data collection over user protection and regulatory compliance|title=We Can't Trust Facebook to Regulate Itself|author=Sandy Parakilas|date=November 19, 2017|access-date=July 26, 2020|archive-date=August 11, 2020|archive-url=https://web.archive.org/web/20200811110858/https://www.nytimes.com/2017/11/19/opinion/facebook-regulation-incentive.html|url-status=live}}</ref> [[Translation]] is an essential comprehension tool for global consumers and is not a simple act of replacing words in one language with words in another.<ref name=":0" />
Some data collection is incentivized: a simple form is when those on the road contribute to [[traffic reporting]] of which they are consumers. More complex is the relationship of [[consumer-to-business]] (C2B), which sometimes introduces reliability problems.<ref>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/2019/11/28/business/online-reviews-fake.html|quote=Customer reviews are incredibly important in e-commerce, but they can be unreliable or downright dishonest.|title=When Is a Star Not Always a Star? When It's an Online Review|author=Sapna Maheshwari |date=November 28, 2019}}</ref> Other data collection is to know more about the market,<ref>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/interactive/2017/04/02/technology/uber-drivers-psychological-tricks.html|quote=Faster pickup times mean more idle drivers ... armies of underemployed people looking for extra hours|title=How Uber Uses Psychological Tricks to Push Its Drivers' Buttons|date=April 2, 2017}}</ref> which is the purpose of market research.<ref>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/2019/12/19/technology/amazon-sellers.html|title=Prime Power: How Amazon Squeezes the Businesses Behind Its Store|author=Karen Weise |date=December 19, 2019}}</ref>▼
▲Some data collection is incentivized: a simple form is when those on the road contribute to [[traffic reporting]] of which they are consumers. More complex is the relationship of [[consumer-to-business]] (C2B), which sometimes introduces reliability problems.<ref>{{cite news|newspaper=[[The New York Times]]|url=https://www.nytimes.com/2019/11/28/business/online-reviews-fake.html|quote=Customer reviews are incredibly important in e-commerce, but they can be unreliable or downright dishonest.|title=When Is a Star Not Always a Star? When It's an Online Review|author=Sapna Maheshwari
==International influence from the Internet==
The international growth of available research both from and via the Internet<ref name=MaResearch.BriefHIST>{{cite web|url=https://www.keltonglobal.com/perspectives/a-brief-history-of-market-research|title=A Brief History of Market Research|author=Kuba Kierlanczyk|publisher=Kelton Global|date=February 4, 2016|access-date=July 23, 2020|archive-date=July 23, 2020|archive-url=https://web.archive.org/web/20200723163833/https://www.keltonglobal.com/perspectives/a-brief-history-of-market-research/|url-status=live}}</ref> has influenced a vast number of consumers and those from whom they make purchases.<ref name=MaResearch>{{cite news
▲|url=https://www.keltonglobal.com/perspectives/a-brief-history-of-market-research|title=A Brief History of Market Research|author=Kuba Kierlanczyk|publisher=Kelton Global|date=February 4, 2016}}</ref> has influenced a vast number of consumers and those from whom they make purchases.<ref name=MaResearch>{{cite news |newspaper=[[The New York Times]]|url=https://www.nytimes.com/2008/06/23/business/worldbusiness/23iht-research23.1.13861329.html|title=Market research is getting a makeover|author=Eric Pfanner|date=June 22, 2008}}</ref> Although emerging [[global markets]], such as China, Indonesia and Russia are still smaller than the US in [[B2B e-commerce]], their internet-fueled [[growth factor]] is stimulated by product-enhancing websites, graphics, and content designed to attract corporate and [[consumer]]/[[B2C]] shoppers. Estimates for 2010 show between US$400 billion and $600 billion in revenue was generated by this medium.
A report titled "Global B2C E-Commerce and Online Payment Market 2014" indicated a decrease in overall growth rates in North America and Western Europe, even as absolute growth numbers rose.
Line 61 ⟶ 58:
==Research and market sectors==
Regarding details for worldwide corporate market research, "most of them are never written about because they are the consumer research done by the country's manufacturers."<ref name=MaResearchUnpublished.NYT>{{cite news
Market research data has loss prevention aspects; that less than 60 percent of all proposed modifications and new products are deemed failures.<ref name=MaResearchUnpublished.NYT/> When information about the market is difficult to acquire, and the cost of "going ahead with the decision" to offer the product or service is affordable, the research cost may be more profitably used "to ensure that the new line got the advertising send-off it needed to have the best chances of succeeding."<ref name=MaResearchCostCon.HBR>{{cite magazine|magazine=[[Harvard Business Review]]|url=https://hbr.org/1983/07/cost-conscious-marketing-research|title=Cost-Conscious Marketing Research|author=Alan R. Andreasen |date=July 1983}}</ref>
As measured in revenue,
===Market research for the film industry===
Line 80 ⟶ 77:
==Insights industry==
Market research is an industry that overlaps with and is often referred to as the "
Market research aims to produce so-called "actionable knowledge" that firms find useful in their operations:<ref>{{Cite journal|url=https://www.sciencedirect.com/science/article/pii/S0019850117306156|title=Actionable marketing knowledge: A close reading of representation, knowledge and action in market research|first1=Carlos|last1=Diaz Ruiz|first2=Maria|last2=Holmlund|date=October 1, 2017|journal=Industrial Marketing Management|volume=66|pages=172–180|via=ScienceDirect|doi=10.1016/j.indmarman.2017.08.005}}</ref>
Line 88 ⟶ 85:
==Small businesses and nonprofits==
Small organizations and non-profits can derive needed information by observing the environment of their location. Small scale surveys and focus groups are low cost ways to gather information from potential and existing customers and donors. While secondary data (statistics, demographics, etc.) is available to the public in libraries or on the internet, primary sources, done well, can be quite valuable: talking for an hour each, to twelve people, two apiece from six potential clients, can "get inside their minds.. get a feel for their needs, wants and pain. You
|magazine=[[Harvard Business Review]]|url=https://hbr.org/2019/01/customers-surveys-are-no-substitute-for-actually-talking-to-customers|title=Customer Surveys Are No Substitute for Actually Talking to Customers|author=Graham Kenny |date=January 17, 2019}}</ref>
==See also==
* [[ESOMAR]] - European Society for Opinion and Marketing Research
* [[Marketing Research Institute International]]
* [[Insights Association]]
* [[Mystery shopping]]
* [[Nielsen ratings]]
Line 112 ⟶ 111:
[[zh:市場調查]]
[[Category:Marketing]]
| |||