Marketing research

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Marketing research is a means of solving practical business tasks. Complex marketing research is aimed at maintaining company’s successful operation in market environment, it helps increase business competitiveness, increase sales volume, improve quality of products/services and customer satisfaction, achieve financial stability.
Marketing research can be aimed at manufacturers, consumers, competitors, goods/services, market where a company operates.
Marketing research offer is developed in accordance with a particular client’s aims, that is why it is difficult to provide universal research scheme (key types of marketing research are listed in the table below).

Client’s aims and solutions offered by Profpoint

                                     Client’s aims

                     Solutions offered by Profpoint

 Determining a company’s development strategy

 Market research (potential, capacity, share, sales volume, segmentation)

 Looking for ways to enter new markets

 Analysis of mass media and statistical reports, statistical data, expert interviews

 Promoting goods/services

 SurveysCompetitor monitoringPrice monitoring, Mystery Shopping

 Opening new sales outlet

 Measuring customer frequencyCustomer flow

 Introducing new goods/service on the market

 Focus-groups, Surveys

 

 

 

 

 

 

 

 

 

 

Stages of marketing research include:

1.    Defining problem.

To analyze and determine a problem, it is necessary to understand what executive decisions should be made upon completion of research. At this stage of research Profpoint recommends to involve as many Client’s employees as possible to ensure everyone understands all the details of the work planned.

2.    Developing research design.

Profpoint develops so called research programme. Research programme usually includes goal, aims, object and subject of research, hypotheses, definitions of the main concepts. Procedures of data gathering and analyses are described, research tools (mass media, questionnaires, guided interview, etc.) and means of data processing are chosen.  Schedule of works is developed outlining stages of work and their duration.

3.    Data gathering.

There are quantitative and qualitative marketing research methods. Choice of method, i.e. means of data gathering, depends on research aims.

Quantitative research is held in accordance with a strict formalized procedure. It is conducted using a special questionnaire with mostly fixed-choice questions. Quantitative research results provide information on goods and services’ consumers, competitors and goods and services themselves. This kind of research allows reveal how much consumers know about goods and services, their preferences and special characteristics of consumer behavior and attitude to a particular brand/service. Profpoint conducts the following types of quantitative marketing research: surveyscompetitor monitoringprice monitoring
Qualitative research is held by means of observation, semi-formalized or guided interview (researcher asks questions based on the general ideas prepared in advance instead of using structured questionnaire). Qualitative research results help understand psychology of goods/services’ consumers, their motives for choosing a particular brand/goods/services.  Profpoint conducts the following types of qualitative research: focus-group, measuring customer frequencycustomer flowexpert interviewsMystery Shopping.

4.    Data processing and reports.

At this stage Profpoint uses statistical data processing systems (SPSS, Excel). Reports format and structure are discussed with clients at the stage of preparing for marketing research and defining problem.

For further information please e-mail Olga Karaseva and Eugenia Nemkina
You can also call us on +7 (812) 640-51-06  or fill in enquiry form on our website.

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