Marketing Research: Your Complete A-Z Guide

Marketing research should be a priority for all brands, and here’s why: It keeps you informed. 

You wouldn’t buy a car, choose a retirement plan, or hire a daycare for your daughter without understanding the cost, the benefits, and the risks first. Right? Your best decisions are based on having the best information. 

Marketing research is the same. When you’re informed about your competitive landscape, understand your customer as well as yourself, and know what it takes to compete, you make better decisions and are more likely to succeed.

When you’re informed about your competitive landscape, you make better decisions. Click To Tweet

Your brand needs marketing research to set objectives, uncover opportunities, and fine-tune its strategy. But first you have to know where to start.

Our Complete Guide to Marketing Research will lead you through every part of the process. You’ll walk away knowing how to gather the information you need to optimize your strategy and deliver results.

What is Marketing Research?

BusinessDictionary.com defines marketing research as:

Scientific discovery methods applied to marketing decision making. It generally comprises:

  1. Market research


    Identification of a specific market and measurement of its size and other characteristics
  2. Product research


    Identification of a need or want and the characteristic of the good or service that will satisfy it
  3. Consumer research


    Identification of the preferences, motivations, and buying behavior of the targeted customer. Information for marketing research is collected from direct observation of the consumers (such as in retail stores), mail surveys, telephone or face-to-face interviews, and from published sources (such as demographic data).

Entrepreneur.com gives marketing research the following meaning:

The process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business’s target market, the industry as a whole, and the particular competitors you face.

Marketing Research Resources

Learn how to do market research better than anyone else in your industry. Know your target audience, so you can win their hearts.

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Uncover insights about your customers and industry with these top sites for market research. Pinpoint the needs and interests of your audience, so you can better reach them.

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Market research drives your marketing efforts. Learn more about primary, secondary, qualitative and quantitative research.

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Not all marketing strategies are created equal. Learn how to weigh the risks, rewards, and investments of each so you can choose the best ones for you.

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Use this buyer persona template to understand your audience and create compelling content that attracts them and guides them through their purchase journey.

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Marketing Research Tools

Marketing Research Topics

Explore the following market research topics.

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