The description is the primary function of marketing research. For this purpose, it is necessary to collect and analyze basic data about the company, its competitors, customers, served markets and other aspects of external environment. What information should be collected and how necessary to make it depends of what is Client considers as valuable and relevant to his problem
The purpose of explanatory research is to understand what is happening. This may include a description of the conditions under which the event changes or identification of any preceding events, as well as cause or consequence of events. For such research, it is important to define what type of explanation Client consider as important.
The prediction is based on the consideration of the results of activity in the past and present, as well as attempts to predict future events. Depending on the Client's problem, researcher can predict the social and economic trends, possible market share, competitors' reactions, the acceptance of product by target audience and other, based on statistical procedures named by predictive techniques.
Methods of evaluation activities often are used as the basis for control. By evaluation of the past performance or future potential of marketing activity it is possible to determine the success of what has been done, or the probability what will be successful in the future. Evaluation of past activities includes a comparison with actual activities on concrete criteria. For example, to evaluate the extent of task solution you can use the comparison with planned indicators. Evaluation of future potential activity, for example, in terms of market share, includes of the prediction of results future activities.
Recommendations contain relevant alternatives of Client actions directed on the decision of his marketing problem and evaluation of likely consequences of that.
In this section there are fragments of research based on various methodologies (see menu at the left)
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Case studies
