Marketing Research
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Marketing Research
Marketing research brings together consumers and the public to the marketer through information. The information is used to identify marketing opportunities and issues as well as evaluate marketing actions. With marketing research there comes a number of important decisions about potential opportunities, targeting the right marketing selection, planning marketing programs, performance and control. Marketing research helps marketers link together marketing aspects in the environment and the consumers, it helps eliminate some uncertainty with current information. Every event needs promotion without promoting your event correctly youre audience will be slim to none.
The first step of marketing research is planning. Researchers use a scientific approach where data is collected and then analyzed to test theories already made. There are different types of research methods that marketers use. The first two types of research are Primary and Secondary research. Primary research is when the information is gathered directly from the original source. Secondary research on the other hand is when research comes from pre-existing or published sources such as databases, newspapers, and internet. The other two types of research are Qualitative and Quantitative. Qualitative research method is when researchers try to understand how people feel about the event or product. Quantitative research on the other hand is when researchers try to find out how strongly they feel about the event or product.
When actually promoting the event you are marketing there are serval ways to do so you can promote by ads, TV, radio, internet, and many other ways. One event that has been marketed in all of these ways was an event held in Amarillo, Texas. The event was called “The Arts of the Great Outdoors” which is a new title from previous from years for this event. When the marketers where planning this event a year in advance they decided to try and stretch the “tourist season” meaning that tourist would only come for a short amount of time. They started their research by finding out the how many tourist usually visit the Amarillo area in this “tourist season”. Once they knew roughly how many tourist the advertisements would reach they needed to know how to appeal to these tourist. To try and keep a higher number of tourist coming to Amarillo and the surrounding areas “The Arts of the Great Outdoors” has been marketed on TV and radio stations in Amarillo. They have originally planned to put advertising in other larger cities but then decided that it would be at their best interest to keep focus on Amarillo which is roughly 200 miles away from the larger cities. They thought it would be best to do this that way they could spend more money on the advertisement in Amarillo and make sure it is seen more and