Marketing Research
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TASK 4 – Marketing Information
Marketing information aims to help an organisation make effective marketing decisions which enable it to achieve its objectives. Information is gathered about customers, competitors and the market environment. This information is used to develop new products, devise promotional campaigns and help decide locations where the customer can obtain the product. Different marketing research methods such as surveys, interviews and focus groups are used to establish the lifestyles, preferences and aspirations of customers. Primary research is when the information does not already exist and the individual gathers the information themselves through questionnaires, interviews and observation. Secondary information already exists and can be found in books, magazines on the internet and leaflets.
Marketing research is the key success in most businesses as they need to be aware of their market and react to changing conditions. Customers, competitors and overall marketing environment are all themes of marketing research.
A) The Customers
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