The Purpose of Market Research
- Market research is the objective collection, compilation and analysis of information about a market
- Effective market research will help the business
- To reduce risk when launching new products or entering new markets
- To identify and understand the future needs and wants of customers
- To identify potential gaps (market niche's) in the market which can be exploited to increase the sales volume
- To identify competitors and gauge their potential strengths and weaknesses
- Market research helps the business to make informed decisions about the most effective way to use their valuable resources
- Market research enables the firm to develop the correct marketing mix
- On-going market research helps businesses to keep changing their marketing strategy in line with customers changing needs and preferences