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Marketing Research Objectives and marketing theory Essay Example

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Marketing Research Objectives and marketing theory

Research objectives would and can be directly tailored according to the goal expected to be achieved through the process of the marketing research (McDaniel & Gates, 1998). If the aim of the marketing research by a marketer was to determine whether his food and drinks company for example should introduce a new ‘energy drink’, the research objectives of that specific marketing research campaign could be;Identify the differences between the tastes of the various drinks being offered by the competitors and compare them with their respective consumption levels. This would give clues to the consumer’s tastes and preferences.While the probable research objectives required to be followed in this scenario have been explained to us in order to make the marketing research satisfying, it should be noted that there are certain issues which need to be taken into account when setting relevant research objectives. If we take the previous example of the food and drinks company hoping to introduce a new ‘energy drink’ into the market, the following issues need to be considered while designing its objectives;The previous answer would also enable the company to decide whether there is a potential market which would be willing to consume energy drinks in the targeted areas of the food and drinks company? The potential market/ clientele could vary to and from, age differentiation where either the market would consist of adults only or specifically youth, or gendered differentiation whereby either males or females would be the target? Once the potential market is identified then specific techniques to target them alone can be employed to maximise sales. The most damaging issue which can be caused in this situation is of incorrect identification of the market/clientele which can lead to declines in sales.What are the differences between the tastes of the various drinks being offered by the competitors? This is a very important point since incorrect identification of the consumer’s tastes and preferences could again go against the company’s success and degenerate sales.Thus it can be said that in order to make a marketing research a success, an accurate identification of the research objectives is a definite prerequisite (Kaden, Linda & Levinson, 2009). However it should be noted that there are certain issues which need to be taken into account when setting relevant research objectives and solving such issues can serve to make our research a definite

REFERENCES

Silk, A.J., 2006. What Is Marketing?, Boston, Mass.: Harvard Business School Press.

Malhotra, N.K., 2008. Marketing Research: An Applied Orientation, 5/E. Pearson Education India.

Kaden, R.J., Linda, G. & Levinson, J.C., 2009. More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way and Effectively Using the Answers to Make More Money, London; Philadelphia: Kogan Page Limited. pg: 340

McDaniel, C.D. & Gates, R.H., 1998. Marketing Research Essentials, Cincinnati, Ohio: South-Western College Pub. pg: 28.

Berkowitz, E.N., 2011. Essentials of Health Care Marketing, Sudbury, MA: Jones & Bartlett Learning.

Pride, W.M. & Ferrell, O.C., 2011. Foundations of Marketing, Mason, OH: South Western Cengage Learning.

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preview essay on Marketing Research Objectives and marketing theory
  • Pages: 4 (1000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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