Marketing Research
The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current
information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that
marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.
Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and
services. It is intended for discovering what people want, need, or believe. It can also involve discovering how they act. Once
that research is completed, it can be used to determine how to market your product.
Marketing research can be categorized according to methodical approaches:
- Qualitative research: data is obtained from a relatively small group of respondents and not analyzed with inferential statistics.
- Quantitative research: statistical techniques are used to analyze data from surveys and other research methods.
Services offered
- Problem definition and research planning
- Data analysis and reporting
- Conjoint analysis
