“Research is creating new

knowledge.”

—Neil Armstrong
Market
Research

Deborah Amoah
 Definition

1. Marketing research involves
collecting, organising,
analysing, and communicating
information that can be used
to make an informed
marketing decision.
2. Performing market
research will complement
your marketing mix strategy
as it enables you to make
educated decisions regarding
selecting markets, your image
or branding and products or
services.
Online research:
the use of computer networks, including the
Internet, to assist in any phase of the
marketing research process including
development of the problem, research design,
data gathering, analysis, and report writing and
distribution.
 Table of content

Analysis and interpret

Define the Problem
01 data
03

Collect the Data Reach conclusions

02 04
01.
Define the problem
Identify the actual problems
that are relating to the
apparent symptoms.

information needed to solve

problem

● Who are your target customers?

● What size is the consumer
market you are trying to
engage?
● What method could be
implemented to reach these
customers?
02.
Collect data
 Collect data

1. Primary research - collecting information from sources

directly by conducting interviews and surveys, and by talking to
customers and established businesses.
2. Secondary research - collecting information from sources
where the primary research has already been conducted. Such
information includes industry statistics, market research reports,
newspaper articles, etc.
 Collection methods and
techniques

 seek an understanding of
why things are a certain
Qualitative way
research
 Collection methods and
techniques

 measuring market
phenomena in a
Quantitative numerical sense
research
03.
Analyse and
interpret the data
 Analyse and interpret
the data
What is likely to
What happened? happen in the
future?

Descriptive Predictive

1 2 3 4
Diagnostic Prescriptive
What´s the best
Why did it happen?
course of action?
04.
Reach conclusions
Reach conclusion:
 Conclution
Market research is the process that you do to better understand
the demand for your product. After doing your research, you
should have a better idea of what your target audience is
interested in, where they shop, how they consume goods and
what their preferences are. You should know who your
competition is, what products they sell and what their prices are.
This becomes a part of your business plan that you can use to
access financing from a bank or private investors or other
things.