Using Google Apps in Marketing Research

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  • 0:04 Market Research
  • 1:00 Google Trends
  • 2:39 Google Surveys
  • 3:21 Google Forms
  • 4:01 Lesson Summary
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Lesson Transcript
Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

Google has a lot of free tools that can be used for market research. Learn what tools these are and how to use them to find out more about your industry in this lesson.

Market Research

What is market research? Market research is about finding out what is happening in a particular industry. This includes the businesses in the industry along with their products and what the customers want from that industry. For example, market research in the pet industry might reveal that people want more clothes and shoes for their dogs to wear during inclement weather or that customers are switching from feeding their pets by-products to whole meats and vegetables. If a company doesn't follow what the market research reveals, that company will probably go out of business as the industry changes over time. This is why market research is so important for businesses.

To help companies perform their market research, there are tools and other companies that will do the research. For those companies that perform their own market research, Google has a selection of services and tools that can help. These are Google Trends, Google Surveys, and Google Forms. Let's take a look at each in detail.

Google Trends

Google Trends is a free service and tool provided by Google that lets users look at the popularity of any keyword. Keywords are the words used by internet searchers to find what they are looking for. It doesn't show how often a keyword has been searched. Instead, it uses a percentage system where 100 represents the day when that search term was searched for the most. 78 represents the day when that search term was searched 78 percent as much as the most popular day. So, if a particular keyword was searched for 200 times on the most popular day (represented by 100 percent), then on the day with a percentage of 78, the keyword was searched for 156 times (because 156 is 78 percent of 200 searches).

Google Trends is used in market research to determine whether a keyword is popular and is worth pursuing or continuing. So, for a dog food company, a search for the keyword ''dog food'' can show you just how popular the search term is and whether there will be continued demand for dog food. Here are the results from the ''dog food'' keyword search:

marketing research google apps

Our research shows that demand for the keyword ''dog food'' is pretty steady with a rise towards the beginning of a new year. This means that ''dog food'' will most likely continue to be in demand. Google Trends shows its highest value when used as a comparison tool.

The dog food company may want to research the demand for grain-free dog food versus that of natural dog food. Searching for both of these keywords at the same time gives these results:

marketing research google apps

The red represents grain-free dog food and the blue is for natural dog food. Our research shows there is more demand for grain-free dog food. To increase sales, the dog food company can then focus more on grain-free dog food as that has more demand.

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