"So, a Marketer will do Market Research so they can then do Marketing Research so they can then do the Marketing Campaign? But it doesn't work in reverse? Do I have that right???
Market Research
Primary Market Research
Research you conduct yourself (or hire someone to do for you)
Gathering information from customers / prospective customers in the target market
Brand Research
Campaign Effectiveness
Competitive Analysis
Consumer Insights
Customer Satisfaction
Customer Segmentation
Product Development
Usability Testing
Common Methodologies:
Interviews (telephone or face-to-face)
Surveys (online or mail)
Questionnaires (online or mail)
Focus groups
Visits to competitors' locations
Cost: Time and/or $$$$$
Secondary Market Research
Research that has already been compiled, gathered, organized and published by others
Looking up free, relevant info. on the web is considered a form of this - only cost is time
Usually the most affordable option for small businesses / entrepreneurs
Examples:
Reports and Studies by:
Government Agencies Time
Trade Associations $$ (membership)
The Market Report Industry $$$$$
Articles in:
Business Magazines $$
Trade Journals $$
Other Industry Publications $$
Certain Reference Sources about Industries or Companies:
Directories $$
Indexes $$
MarketING Research
Not necessarily synonymous with 'Market Research', some of which will have proceeded it
Research focused to lead to (hopefully) better choices for the "4 Ps" of Marketing: Product, Price, Place, Promotion
Example: "Is there any 'what works' evidence regarding what form of marketing / price point / ad platform / type of advertising is most effective with our identified typical market segment customer?"
