12/18/2020 Difference between Market Research and Marketing Research

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DIFFERENCE BETWEEN MARKET RESEARCH AND MARKET

RESEARCH – WHAT IS MARKETING RESEARCH?
written by Maximilian Claessens 9th January 2018 14175 views

There is considerable debate about the difference between market research and marketing research. What is marke
research, what is marketing research, and what is different between the two? In this article, we are going to dive dee
each of the two types and explain the difference between market research and marketing research clearly. A special
be on the concept of marketing research.

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Market Research
Let’s start with a definition of market research. Market research can be defined as the process of gathering, analysin
interpreting information about a market, about a product or service to be offered for sale in that market, and about th
present and potential customers for the product or service. That is, research into the characteristics, spending habits

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12/18/2020 Difference between Market Research and Marketing Research

and needs of a company’s target market, the industry as a whole, and the particular competitors the company faces
Entrepreneur).

The basic aim of market research is to assess the viability of a new good or service and the attractiveness of a targe
It allows a company to discover a promising target market and understand consumer needs and wants.

Marketing Research
Let’s now take a look at marketing research. Marketing research can be defined as the process of finding out about t
market in which the firm hopes to succeed, and assessing all aspects of the firm’s marketing strategies and tactics.

In particular the first part may sound quite similar to the above defined market research process. In marketing resear
however, also the firm’s marketing efforts are researched, meaning a slight change of perspective. To get this aspect
more clear-cut, we will in the following investigate the difference between market research and marketing research.

Di erence between Market Research and Marketing Research

There is considerable debate about the difference between market research and marketing research. The basic diffe
that market research is concerned with investigating markets (customers, consumers, distribution, etc.) while market
research is concerned with investigating any issues related to marketing (consumer behaviour, advertising effectiven
salesforce effectiveness, etc. as well as everything contained in market research).

Marketing research therefore encompasses market research.

Difference between Market Research and Marketing Research

Breaking down Marketing Research

As said before, marketing research encompasses everything contained in market research. We will now take a close
the contents of marketing research by breaking it down into several components.

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12/18/2020 Difference between Market Research and Marketing Research

Marketing research breaks down into the following, separate components:

What is Marketing Research? Breaking down Marketing Research

We will now investigate each of these six components of marketing research more closely.

Customer Research
Customer research is concerned with the motivation and behaviour of customers, their geographic and demographic
their number and spending power and their creditworthiness. It is mainly used for segmentation and targeting purpos
also useful for predicting trends and developing new products (NPD).

Advertising Research
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12/18/2020 Difference between Market Research and Marketing Research

Advertising research is used to measure the success of advertising campaigns. The intention is to gain information a
which media are most effective, which advertisements are most effective, and which messages reach through to cus
best. Advertising research involves the perceptions of customers. Consequently, it overlaps considerably with custom
research.

Product Research
New products and new product ideas need to be tested on customers, sometimes at the concept stage and sometim
prototypes. Product research provides information on which features and benefits are most appealing to customers,
also provide information on competitors’ products. Packaging is further aspect of product research, since packaging
some of the benefits of the product itself. Issues here include the extent to which the product is protected from the
environment and vice versa, as well as the degree to which the design of the packaging appeals to distributors such
warehouses and retailers as well as consumers. Product research is an integral part of New Product Development.

Distribution Research
Distribution research is concerned with finding the most effective distribution channels. Usually, the company (or the
researchers) will be looking for retailers who are already active in the firm’s target market, and wholesalers who deal
appropriate retailers.

Sales Research
Sales research aims to assess the effectiveness of individual salespeople, different sales techniques and different sa
management methods. It can also be used to design sales territories to ensure that they are of equal potential. This g
beyond geographical size, as it also includes factors such as the number of potential customers, distances to travel w
territory and the overall wealth of the region.

Environment Research
Environment research is concerned with scanning the firm’s environment for potential threats and opportunities. This
be and usually is an ongoing process for most firms. Environment research looks at the social, political, economic an
technological factors that might affect the firm and its brands in the future.

MARKET RESEARCH MARKETING RESEARCH

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