Contenido

Existen muchos criterios para analizar o clasificar la investigación de mercados, una misma investigación puede ser clasificada de múltiples maneras según sus características y el objetivo de la misma, los que se presentan en esta sección se incluyeron por su uso habitual en la industria:.

Classification according to research reasons

Marketing Research can be classified according to the reason or problem that you want to investigate, either to identify or solve the problem.

It is done with the goal of helping the researcher identify problems that may not be immediately evident, but that exist or could arise in the future. Examples of this type of research include studies on market potential, market share, brand or company image, market characteristics, sales analysis, short- and long-term forecasts, and business trends.

The findings from these studies are used to make decisions that solve specific marketing problems. Most companies carry out this type of research, covering topics such as market segmentation, product, pricing, promotion and distribution.

Classification by type of information source

To support the decision-making process, a business or organization can rely on internal information, such as results of its operations, or external information, such as that obtained through market research. This external information can come from primary or secondary sources, from which comes the first classification that is generally made when talking about types of market research.[7]​.

A primary source of information is what is considered first-hand material or source information, related to a phenomenon that you wish to investigate. Obtaining primary information data is done through surveys and interviews with people, observation of behaviors, facts, events and objects, or based on experimentation and simulation.[7]​.

Documentary research, also called desk research or secondary sources of information, is called this because it tries to obtain answers without doing field work and from published sources or "second-hand" data, that is, they were collected for different purposes than those of the research for which they will be consulted. This type of research is contrasted with that of primary sources, which uses data and information collected from the beginning to obtain questions related to the object of study.[7]​.

Exploratory and conclusive research

Based on the procedures used for collecting information and analyzing data, different research designs are recognized that can be applied:

This type of research is used in cases where it is necessary to define the problem more precisely, identify relevant courses of action, and obtain additional information before an approach can be developed. At this stage the information required is only vaguely defined and the research process adopted is flexible and unstructured.[1]​ It provides knowledge and understanding of the problem that the researcher has.

It is more formal and structured than exploratory. It is based on large representative samples and the data obtained is subjected to quantitative analysis.[1]​ It helps the decision maker determine, evaluate and select the best alternative.

Qualitative and quantitative research

Another way to classify market research is as qualitative or quantitative,[8]​ depending on the way of accessing the information.

Qualitative research is exploratory research that aims to determine various aspects of human behavior such as motivations, attitudes, intentions, beliefs, tastes, interests, preferences, etc.

The people to whom this research is applied represent the segments to which a product or service "Service (economy)" is directed, so the research subjects vary from one to another, so that the specific profiles (geographical, demographic, psychological, etc.) of each group of people are delimited.[2]​.

Regarding the applications of this type of research, it serves to obtain prior information on a field or problem for which no data exists. Determine behaviors, motivations, etc.; establish hierarchies between different behaviors and other psychological variables. Identify and exploit concepts, words, etc. As well as to reduce and limit the field of subsequent investigations, or to expand information on certain aspects that have not been clear in an initial investigation.

The techniques used in these investigations are called qualitative techniques. The main ones are:

Quantitative research allows information to be quantified through representative samples, in order to have the projection of a specific universe. It reflects what really happens in a market; That is, it offers answers to what, when, how much, where and how events happen in defined segments. This research is structured and decisive, and is carried out among a large number of subjects interviewed individually. It is capable of delving into the effects that a stimulus produces on interviewers. In addition, all this data is reflected numerically for their respective analysis.

Research methodology that seeks to quantify data and generally applies some type of statistical analysis:.

In recent years, the marketing research industry has transformed into the so-called "insights industry."[9]​ The reason is that while marketing research is characterized by methods of information collection and analysis, contemporary digital tools allow clients to conduct analytical analyzes based on large amounts of data produced in real time, called big data. Research with research industry experts reveals that the ease of obtaining information online at low cost and in real time is a catalyst that transforms the market research industry.[9]​.

La segmentación de mercados es un proceso esencial en el marketing que permite a las empresas identificar y categorizar grupos de consumidores con características y necesidades similares.

Types of market segmentation

Additionally, it is important to note that if many variables are combined to provide a deep view of a segment, it is called a deep segment. When enough information is provided to form a clear picture of a typical segment member, it is called a buyer profile.[11]​.

Market segmentation allows companies to optimize their products, marketing efforts, advertising and sales. It allows brands to create strategies for different types of consumers, depending on the way they perceive the total value of certain products and services. This way, they can enter a more personalized message with the certainty that it will be received successfully.

Increased commercial performance: By dividing the market into smaller segments, the company is more likely to have a strategy aimed directly at covering its sales to that portion of the market12.

Improvements in business expansion: Business targeting allows the business to direct its radius of action towards segments that would not otherwise be possible1.

Increase in the loyalty index: Implementing market segmentation techniques not only helps market expansion, but is also an essential element to ensure customer loyalty1.

Optimization of the use of resources: Market segmentation allows for better targeting of the marketing strategy and optimizes the use of the company's resources in terms of decision making and the logistics, production and marketing areas3.

Personalization of products and services: Better customer knowledge allows products and services to be personalized to satisfy the most specific needs of submarkets4.

Targeted advertising: By having our market niche identified, we can dedicate our efforts to the focus, without distractions5. https://emprendepyme.net/ventajas-y-desventajas-de-la-segmentacion-de-mercado.html.

Contenido

Existen muchos criterios para analizar o clasificar la investigación de mercados, una misma investigación puede ser clasificada de múltiples maneras según sus características y el objetivo de la misma, los que se presentan en esta sección se incluyeron por su uso habitual en la industria:.

Classification according to research reasons

Marketing Research can be classified according to the reason or problem that you want to investigate, either to identify or solve the problem.

It is done with the goal of helping the researcher identify problems that may not be immediately evident, but that exist or could arise in the future. Examples of this type of research include studies on market potential, market share, brand or company image, market characteristics, sales analysis, short- and long-term forecasts, and business trends.

The findings from these studies are used to make decisions that solve specific marketing problems. Most companies carry out this type of research, covering topics such as market segmentation, product, pricing, promotion and distribution.

Classification by type of information source

To support the decision-making process, a business or organization can rely on internal information, such as results of its operations, or external information, such as that obtained through market research. This external information can come from primary or secondary sources, from which comes the first classification that is generally made when talking about types of market research.[7]​.

A primary source of information is what is considered first-hand material or source information, related to a phenomenon that you wish to investigate. Obtaining primary information data is done through surveys and interviews with people, observation of behaviors, facts, events and objects, or based on experimentation and simulation.[7]​.

Documentary research, also called desk research or secondary sources of information, is called this because it tries to obtain answers without doing field work and from published sources or "second-hand" data, that is, they were collected for different purposes than those of the research for which they will be consulted. This type of research is contrasted with that of primary sources, which uses data and information collected from the beginning to obtain questions related to the object of study.[7]​.

Exploratory and conclusive research

Based on the procedures used for collecting information and analyzing data, different research designs are recognized that can be applied:

This type of research is used in cases where it is necessary to define the problem more precisely, identify relevant courses of action, and obtain additional information before an approach can be developed. At this stage the information required is only vaguely defined and the research process adopted is flexible and unstructured.[1]​ It provides knowledge and understanding of the problem that the researcher has.

It is more formal and structured than exploratory. It is based on large representative samples and the data obtained is subjected to quantitative analysis.[1]​ It helps the decision maker determine, evaluate and select the best alternative.

Qualitative and quantitative research

Another way to classify market research is as qualitative or quantitative,[8]​ depending on the way of accessing the information.

Qualitative research is exploratory research that aims to determine various aspects of human behavior such as motivations, attitudes, intentions, beliefs, tastes, interests, preferences, etc.

The people to whom this research is applied represent the segments to which a product or service "Service (economy)" is directed, so the research subjects vary from one to another, so that the specific profiles (geographical, demographic, psychological, etc.) of each group of people are delimited.[2]​.

Regarding the applications of this type of research, it serves to obtain prior information on a field or problem for which no data exists. Determine behaviors, motivations, etc.; establish hierarchies between different behaviors and other psychological variables. Identify and exploit concepts, words, etc. As well as to reduce and limit the field of subsequent investigations, or to expand information on certain aspects that have not been clear in an initial investigation.

The techniques used in these investigations are called qualitative techniques. The main ones are:

Quantitative research allows information to be quantified through representative samples, in order to have the projection of a specific universe. It reflects what really happens in a market; That is, it offers answers to what, when, how much, where and how events happen in defined segments. This research is structured and decisive, and is carried out among a large number of subjects interviewed individually. It is capable of delving into the effects that a stimulus produces on interviewers. In addition, all this data is reflected numerically for their respective analysis.

Research methodology that seeks to quantify data and generally applies some type of statistical analysis:.

In recent years, the marketing research industry has transformed into the so-called "insights industry."[9]​ The reason is that while marketing research is characterized by methods of information collection and analysis, contemporary digital tools allow clients to conduct analytical analyzes based on large amounts of data produced in real time, called big data. Research with research industry experts reveals that the ease of obtaining information online at low cost and in real time is a catalyst that transforms the market research industry.[9]​.

La segmentación de mercados es un proceso esencial en el marketing que permite a las empresas identificar y categorizar grupos de consumidores con características y necesidades similares.

Types of market segmentation

Additionally, it is important to note that if many variables are combined to provide a deep view of a segment, it is called a deep segment. When enough information is provided to form a clear picture of a typical segment member, it is called a buyer profile.[11]​.

Market segmentation allows companies to optimize their products, marketing efforts, advertising and sales. It allows brands to create strategies for different types of consumers, depending on the way they perceive the total value of certain products and services. This way, they can enter a more personalized message with the certainty that it will be received successfully.

Increased commercial performance: By dividing the market into smaller segments, the company is more likely to have a strategy aimed directly at covering its sales to that portion of the market12.

Improvements in business expansion: Business targeting allows the business to direct its radius of action towards segments that would not otherwise be possible1.

Increase in the loyalty index: Implementing market segmentation techniques not only helps market expansion, but is also an essential element to ensure customer loyalty1.

Optimization of the use of resources: Market segmentation allows for better targeting of the marketing strategy and optimizes the use of the company's resources in terms of decision making and the logistics, production and marketing areas3.

Personalization of products and services: Better customer knowledge allows products and services to be personalized to satisfy the most specific needs of submarkets4.

Targeted advertising: By having our market niche identified, we can dedicate our efforts to the focus, without distractions5. https://emprendepyme.net/ventajas-y-desventajas-de-la-segmentacion-de-mercado.html.