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Understanding the Purpose of Market Research

There are two main types of assumptions in marketing research: a priori and post hoc. A priori is the knowledge that is derived from theoretical deduction, whereas post hoc refers to experience and observation. A priori research involves assumptions about groups. For example, an assumption that young people are more likely to buy high-tech devices isn’t necessarily true for older generations. However, this assumption could change over time. For this reason, post hoc market research is essential for many businesses.


This article is an overview of market research’s principles, practices, and processes. It will help you better understand how to plan, organise, and analyse research to help you make informed business decisions. Many small businesses and companies commission market research to learn more about their markets, competitors, and consumers. Regardless of your company’s size or industry, it’s essential to conduct market research to get a competitive edge. In addition, students will learn how to conduct market research by using traditional academic sources.

The market research process is the systematic and objective gathering of information about a target market. The research is used for marketing decisions, such as determining the feasibility of a new product or service. It can also be used to determine what consumers want and need and can be conducted by companies themselves or by outside agencies with expertise in the area. Once you have the basics down, you can move to more advanced research. Here are some methods:

Quantitative research is the numbers side of market research. It involves collecting original data by conducting surveys and field tests.

 Qualitative research is about studying attitudes, satisfaction, and commitment. It can track over time and provide a wealth of information about the marketplace. The quantitative side is more complicated and requires knowledge of statistics and math. The quantitative side is about knowing what to measure and how to measure it. There are many types of quantitative market research, and it’s essential to understand how each method works to make informed business decisions.

What is market research?

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What is market research? Market research is a vital component of any successful business. It allows companies to determine what their target markets want and need. Market research affects every aspect of the business, including product development, sales, and marketing. It allows companies to avoid mistakes, stay on message, and predict customer needs. Once they have the correct information, they can implement, modify, and deliver a solution that meets those needs. Here are some tips for conducting market research.

Doing primary research is critical for new businesses. It validates the business idea. Secondary sources, such as industry benchmarks, market reports, and internal data can be used to compare primary research findings. Even if a business is relatively new, it should run primary research initiatives occasionally, especially when approaching strategic decisions. These efforts will prove helpful for the business as it grows. There are various types of market research.

Here are some tips on conducting market research:

Practical market research can help a company gauge the viability of a new product or service. This research allows a company to understand its target audience better and assess its viability. By obtaining these insights, a company can avoid wasting resources and spending money on products and services that fail to meet consumer expectations. This research can help businesses improve sales and marketing processes. Whether a company needs market research depends on its industry and location.

Why is market research necessary?

According to Bryan Mattimore, co-founder of The Growth Engine Co. and chief idea guy, market research can save your business from failure. Many companies struggle to find their target market, leading to wasted money and failed ventures. By researching your market, you can pinpoint what consumers want and tailor your product or service to meet their needs. 

The benefits of market research are clear:

Market research is essential to creating the perfect product or service. Not only will it help you develop the right product, but it will also give you a clear understanding of consumer attitudes. It will also help you identify any weaknesses or strengths of your competitors. Currently, there are two basic categories of market research: primary research and secondary research. While both types are essential to understanding your market, they have a few key differences.

Market research is essential to every business. It helps determine your competitive edge and provides you with accurate data. You can identify gaps in customer satisfaction early and use this information to make your business a winner. The market research also opens your eyes to trends beyond your company’s borders. You can gain insights into new technologies, regulations, and rising competitors that could affect your industry and company. By doing market research, you will understand the future of your business and what your customers want.

Why is it Important for all types of Companies? What is the Purpose of Market Research?

Performing market research is essential for startups and enterprises. The process is vital for the validation of business ideas. Market research can even change the course of a startup’s development. By studying consumer trends, a business can determine whether its product is viable. As the saying goes, “time is money.”

Market research can help businesses answer questions about their target market and develop products and services that fit their needs and preferences. For example, a clothing retailer needs to know its target audience, including half of the world’s population. Other details that can help determine a target audience are their age, gender, marital status, income, education level, geographic location, and spending habits—the more accurate and relevant the information you have, the better.

After collecting data from the target market, analyse the results to understand the problems and identify any knowledge gaps. Depending on your goals, you can break your market research into distinct categories and assign the work to the appropriate person. Marketing and sales teams should focus on market research to secure funding, while salespeople can use this information to understand buyer behaviour. It is also helpful to run a few rounds of market research to learn more about how buyers experience a product or service.

The cost of market research

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The cost of market research depends on several factors, including the size of the target audience and the research methodology used. While market research costs are comparable, smaller demographic groups tend to be more expensive than large ones. The cost difference is primarily due to the difficulty accessing the target group. Whether you need to interview existing customers or recruit a specific demographic will determine the cost. Once you have a clear understanding of your target audience, you can choose the methodology that will work best for you.

The market research location is essential when calculating the cost of qualitative market research. Geographic location affects facility rental fees and travel costs. Survey respondents must live in the geographic focus area of the research. Additionally, smaller target markets tend to require more expensive per survey complete. The location of the study also determines how many participants are required to obtain results. 

Some researchers can only conduct qualitative research in large cities so small market sizes can lead to higher survey costs.

In Conclusion

Market research costs money, but the results can be worth the expense. 

Many companies fail to invest in it because of their limited budgets, and it is also difficult to measure the ROI of the research. If the investment is high, however, the ROI is justified. It is more feasible to invest in market research in the long run. The cost of market research can be justified in many cases. If your target market is highly fragmented, you can use the results to inform your business strategy.

VocalViews specialises in both qualitative and quantitative research; we tailor research to the client’s specific requirements, including budget; for more information, get in touch.