About This Chapter
Market Research- Chapter Summary
Refresh your memory of the types of market controls, like market research and test marketing, positioning in consumer marketing and others with this chapter of lessons. Take the self-assessment quizzes to test your progress. Additional topics in this lesson include these:
- Definition and analysis of market research
- Differences between quantitative and qualitative research
- Importance of public issues to modern corporation
- Analysis, application, and arrival at conclusions from research
- Types of market segmentation, such as geographic and psychographic
- Uses and purpose of market research
- Definition of external market research
This chapter is mobile-friendly, so you can view it on your tablet, laptop or smartphone from anywhere you have internet access. If you would like to quiz yourself while you're away from your device, print out the worksheets. Let our instructors know if you have any questions about the lessons or quizzes.
1. Marketing Controls: Market Research, Test Marketing & Marketing Statistics
In this lesson, we will explain the purpose of marketing controls and explore related concepts, such as market research, test marketing, and marketing statistics.
2. Market Research: Definition, Analysis & Methodology
Conducting a successful business is too complicated and costly to just wing it. In this lesson, you'll learn about market research and the six steps that are involved in it.
3. Quantitative vs. Qualitative Research in Marketing
After watching this video lesson, you will know the differences between quantitative market research and qualitative market research. You will see what strengths each has and how these can work together.
4. Public Issues & Their Significance in the Modern Corporation
In this lesson, you'll learn how corporations use environmental analysis and competitive intelligence to keep abreast of public issues and why this is important to keeping their stakeholders satisfied.
5. Analyzing, Applying, and Drawing Conclusions From Research to Make Recommendations
In this lesson, we'll explore how companies analyze, apply and draw conclusions from research to solve problems. Learn how effective recommendations can help a business survive and thrive.
6. Market Segmentation: Geographic, Demographic, Psychographic & More
Marketers must be effective at creating niche segments to promote and sell their products or services. There are five specific ways that markets can be segmented in order to create a successful sales opportunity.
7. Positioning and Differentiation in Consumer Marketing
Consumers' perceptions of products and brands are influenced by the marketing and promotional plan. Marketers must identify the key characteristics that are important to the target market and then ensure that their product stands out in the minds of the consumers as the best choice for purchase.
8. Marketing Research: Uses & Relevance
Marketing research allows companies to gain information about their business. In this lesson, we'll discuss how to determine which media channels to utilize, different types of communication, and product testing.
9. External Market Research: Definition & Sources
This lesson discusses and defines external sources of marketing information and its five main categories. Learn how this information is collected by a company or obtained from a third-party.
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