The Various Types of Marketing Research
Market research types include audience research, product research, brand research and psychological research. Each provides valuable information used to develop new products and promote existing products.
Other People Are Reading
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Audience Research
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Audience research is information about the viewing, reading and listening habits of consumers, according to the Reference for Business website. Examples of audience research data includes, but is not limited to, the age of the audience, the time of day the audience is viewing, reading or listening to information and how long the audience is engaged with the media being researched. An advertiser might use audience research to decide on which radio stations to advertise and what time of day is best to broadcast the advertising. Audience research data may be purchased from many companies that specialize in providing this data, such as The Nielsen Company.
Product Research
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Product research provides information on what the needs of the market are and what products are ideal for that market. After a product is developed, product research involves getting market feedback about a product or service. According to Reference for Business website, one example of product research is a consumer taste test deployed in a mall.
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Brand Research
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A brand is how a consumer perceives a product or service. According to the site Neubert Web, a brand also includes a consumer's perception of a company as well. Examples of strong brands in the marketplace are Coca Cola and FedEx. A focus group is often used to research a brand. Such a group involves representative consumers that share their perceptions and feelings about a brand. Questions asked in a focus group are either open- or closed-ended. Closed-ended questions are those that have a yes/no or multiple choice answer choice. Open-ended questions allow consumers to voice their opinions without being constrained in the information they can provide.
Psychological Research
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Psychological research seeks to determine the reason people purchase products or services, according to Reference for Business. Advertising messages are often associated with the psychological reasons a consumer purchase a product or service.
Internet Impact
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According to Forrester Research, the Internet has changed the role of market research. For example, the Internet allows marketers to interact with a large number of consumers on a real-time basis regardless of their location. The Internet also provides massive amounts of information for market researchers, such as what type of consumers visit product websites and what related sites they visited.
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References
Resources
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