Many of our local firms, creating in his State of the marketing department are limited to those that acquire the necessary literature on marketing research. Pocherpnuv knowledge of the books they themselves are trying to develop their own methods of conducting market research, for which recruits are hired (study of customers), and issued all sorts of periodicals (research of existing competitors). Here is where 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 in this market segment. And because business prosperity 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 engaged in marketing research, not always put the issues aligned with research topic, because what are they erroneous assumptions. This is because of their inadequate assessment of the market that arose because of the extra knowledge that is lacking in customers. Staff firms engaged in marketing, and have other responsibilities that do not allow to give the necessary amount of time studies. Unfortunately, such market research is not distinguished by quality, because They practically do not use special processing technology to the information received. And the money they spent so much more. There is another option. As a rule, the purpose of marketing research is consumer market segmentation and reorientation of the product, which involves changes in technology promotion and advertising.
Therefore, such studies often give into the hands of advertising agencies, which gladly accept it as money saved. 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 favorable 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 the firm, professionally engaged in marketing research. Which agency preference? At the nuances need to be addressed first? What is the guarantee of a qualified marketing research? Often, a specialized agency of choice depends primarily on the cost of their services. So try to choose a company that actively uses in his work, all existing technology and adequate price for the offering consistent quality. When selecting the agency will pay special attention to the proposed research methods you. The company, oriented toward the final result, but not on its own opportunities will offer you two types of studies that provide qualitative and quantitative approach to the study. The qualitative method allows you to create certain assumptions, whereas the quantitative confirm or refute their figures. For such studies can companies with a staff of non-leading focus groups (the so-called moderators). You should not withhold from the selected company, dealing market research, certain aspects of your business, as all this is, firstly, in the strictest confidence, and secondly, helps to more quickly and more completely identify the problem and solve it. The goals that you want to achieve conducting marketing research, describe on paper. Such a description is called "brief." Also include in his own vision of the ways and methods of sampling. But the company may offer you other solutions. Sending out Brief to the selected agencies, including timelines, allotted to answer you, and received various offers, you will be able to choose the most suitable artist to you and value, and on how to conduct marketing research.