What Is Marketing Research And Experiment Design?

Herbert Huffner

2 yıl önce

To Be Successful In Their Work, Marketers Must Conduct Detailed Research About The Target Market And Collect Information Based On Various Techniques.

Accordingly, various concepts have been invented in the marketing industry, “marketing research” and “experimental design” being two famous terms in this field.

What is marketing research?

Marketing research is the activities that establish the necessary communication between consumers, buyers, and marketing managers through the exchange of information. Initially, marketing aimed to find techniques to increase sales, and understanding and understanding customers had no place in marketing. Still, with the passage of time and the advancement of production technology, and the outpacing of production of goods and supply about demand, marketing managers increasingly recognized the importance of understanding and understanding customers.

They found out, and today, the slogan of marketers is: knowing and understanding buyers individually along with learning a specialized marketing department. Today, all the leading production and trade companies use marketing research techniques to make marketing more effective. Marketing research is one of marketing managers’ most influential and effective decision-making tools.

In the past, marketing research was a method of collecting and analyzing information to help managers make optimal marketing decisions. Still, since the 1990s, marketing research has been considered one of the complementary components of the decision-making process. In a simple definition, marketing research is a process that connects the organization to the target market through information gathering.

Marketing research is the first step in knowing buyers and analyzing competitors. As a result, it is the foundation of management of organizations that adjust their work plan according to the needs and demands of customers. The information obtained from market research, along with the experience and knowledge of strategic managers, is considered their guide in choosing the right decisions.

The target market is a part of the market to which sellers aim to sell products or services.

Naturally, the desired product or service is created for this category of people (suspicious customers). An example of a suspicious car tire customer is a car owner whose tires are worn out. Of course, those who don’t have a car or whose car tires are not worn out will not be suspicious customers. As a result, they cannot be part of the target market of car tires.

In marketing, the target market of any product or service is identified by the manufacturer or service provider, and advertising and marketing are done on them. Determining the target market depends on various factors. In the first step, a preliminary definition of the target market can be made by using the price and use of the product. Still, after that, the parameters of the suspicious customers, such as age, education, gender, place of residence, etc., are the components that define the target market more clearly.

In direct marketing, the correct determination of the target market is one of the most critical factors in sales success. In modern marketing, they usually make a precise definition of the target market to work better and more successfully. Of course, the more precisely the target market is chosen, the more appropriate advertising and the more sales will happen.

A target market is a group of people buying a product or service. The target market consists of customers with similar characteristics such as age, location, income, and lifestyle.

Marketing research is used in determining marketing policies; this way, the controllable and uncontrollable market factors are used best.

Market research helps manufacturing plants reduce the risk of making wrong decisions and find out what the audience likes in advertising campaigns or the effect of their advertising after the campaign.

Several attempts have been made to define marketing research, and some of them have caused “market research” to be used instead of ” marketing research ” and cover all its aspects.

However, there is a fundamental difference between the scope of activities covered by these two terms. The responsibility of market research is comprehensive, while marketing research is limited to finding information about the market for a particular product.

Today, marketing is a specific management task that includes all activities related to the development, production, and distribution of products to particular markets, that is, where the satisfaction of their consumers must be ensured; So marketing research includes product development, market recognition, appropriate sales methods, distribution, promotion and service/sales facilitation and covers all aspects of business activities from the “idea stage” to “customer satisfaction.”

Sampling in marketing research

Types of sampling in marketing research are divided into random (probability) and non-random (non-probability). Each population unit is equally likely to be selected in a random sample. It is not the case in non-random sampling, but it is judgmental and purposeful; That is, sample selection depends on individual judgment, not according to probability theory.

Primary market research and secondary market research

Data in marketing research are divided into primary and secondary categories. Primary market research is the collection of new data, Data not previously collected. Paper questionnaires, surveys, online questionnaires, and interviews are data collection methods in primary market research. Secondary market research involves gathering and analyzing data that already exists.

Secondary market research is conducted at every step of the market research process, where Data is not collected directly from methods such as interviews and questionnaires. The Secondary data can be analyzed regarding advantages, problems, and internal and external sources.

Market research results

After completing the process of collecting, analyzing, and reviewing data about the field of business activity and competitors, interest and psychological aspects of the target market audience, etc., measures should be taken in this field, including finding the strengths and The weakness of your own business and competitors is very important to reflect these factors for the benefit of your business. We can use analytical models such as SWOT, Boston matrix, and SEM matrix.

Knowing the potential of our business and competitors as much as possible allows us to find areas that are the basis of our business marketing activities. After the necessary investigations in this field, according to the importance of the activity areas, we should spend our money and time in such a way as to get the most feedback from these activities, and this will not be successful except by creating a platform. Operate in this field, and the first step is to choose a forum in the web space and develop and improve a website for your business.

Test plan

Design of Experiments or Experimental Design is the design of a set of experiments to achieve the most optimal number of experiments. In statistics, experimental design is usually referred to as controlled experimental design, although there are other types of investigations, such as surveys and natural science experiments. At the same time, several variables are used in the process of converting input to output.

In the past, most of the research work was done by keeping all the factors and changing only one aspect and calculating the effect of that variable on the experiment; suppose that in a process, four factors affect it, it is investigated; if we want each element in three values (level ) different a, b, c are done, the total number of necessary tests will be equal to 3 (number of changes) to the power of 4 (number of variables), which is similar to 81 tests. If the same results can be obtained with 16 experiments (20% of all), this is a result of the science of experimental design.

In other words, all researchers in the field of experimental design have been to reduce the number of experiments by selecting a part of the total experiments necessary to achieve the goal. The main problem is choosing several tests from the total number of tests, which has led to the appearance of various types of test designs.

In experimental design, the designer is usually interested in investigating the effect of some variable or intervention (such as treatments) on the values or behavior of the response variables.

Experiment design is the subject of a wide range of natural and human sciences.

Among the most critical test applications, the design reduces process output fluctuations, reduces process development time, reduces overall costs, evaluates and compares various basic techniques, evaluates various materials, selects design factors so that the product works in different conditions, and determines critical factors. Design that affects the performance of the product is pointed out.

The main problem is selecting several tests from the total number of tests, which has led to the appearance of various types of test designs. In experimental design, the designer is usually interested in investigating the effect of some variable or intervention (such as treatments) on the values or behavior of the response variables.

Design that affects the performance of the product is pointed out. Among the most critical testing applications, the design reduces process output fluctuations, reduces process development time, reduces overall costs, evaluates and compares various basic designs, considers various materials, selects design factors so that the product works in different conditions, and determines critical factors. Experiment design is the subject of a wide range of natural and human sciences.

The main problem is the selection of several tests from the total number of tests, leading to the appearance of various types of test designs. In experimental design, the designer is usually interested in investigating the effect of some variable or intervention (such as treatments) on the values or behavior of the response variables.

Experiment design is the subject of a wide range of natural and human sciences.

Design that affects the performance of the product is pointed out. Experiment design is the subject of a wide range of natural and human sciences. Among the most critical testing applications, the design reduces process output fluctuations, reduces process development time, reduces overall costs, evaluates and compares various basic designs, considers various materials, selects design factors so that the product works in different conditions, and determines critical factors. Experiment design is the subject of a wide range of natural and human sciences.

Mobile marketing research

Mobile marketing research is an information-gathering method focusing on the capabilities of mobile phones and pocket computers. Online market research uses the strengths of online communication for research purposes. Mobile marketing research is not tied to a particular method. However, it will become one of the most critical research areas for researchers’ programs in daily work.

Mobile market research is not a side job today, but a central approach and many researchers predict that mobile will be the primary tool for collecting information in the next few years. As a portable technology, in addition to being digital, the mobile phone has unique characteristics that can be used in marketing research.

It has double efficiency. High speed and more accuracy are the features of the digitalization of online market research that improves marketing research. Marketing research must keep pace with the rapid evolution of businesses.

Mobile phone technology has become a trendy option in marketing research due to its nature, high portability, supremely high penetration rate, and technical and multimedia features such as audio and video recording capabilities or geographic capabilities.

Factor Analysis

In statistics, factor analysis is a method to analyze the variance between several dependent variables based on their description in terms of a small number of latent variables (factors). In other words, factor analysis aims to simplify complex data by describing it in terms of a smaller number of variables. Factor analysis first started in the field of psychometrics. In social sciences, Marketing is used in production management, operations research, and any area that requires the analysis of large amounts of data.

In today’s world, reducing the dimension or examining abstract structures that cannot be measured in the real world; can be one of the concerns of researchers in any scientific field; In this regard, various approaches, including factor analysis, are suitable tools to meet this need. Factor analysis is one of the multivariate methods in which all variables are interdependent, and the concept of modeling based on independent and dependent variables does not apply to it.

In other words, in factor analysis, we seek to answer the question:

Is it possible to reduce the dimension of primary variables to a smaller set of variables with the least amount of information loss? Due to its complex calculations, this statistical method was presented for years in the form of articles and writings, and theoretical concepts;

However, since the 1980s, various software such as BMDP, JMP, and SAS have been available to researchers to facilitate the calculation. After that, we witnessed an explosion in the development of this statistical method in theory and practical applications.

This analysis is one of the most widely used statistical methods in fields such as social and behavioral sciences, medicine, economics, and geography; So, the use of factor analysis in these branches has been able to create the fields of development of structures based on a set of variables.

And in This analysis is one of the most widely used statistical methods in fields such as social and behavioral sciences, medicine, economics, and geography; So, the use of factor analysis in these branches has been able to create the fields of development of structures based on a set of variables.