Marketing Research Course


Various tactics help firms stand out from the crowd. While some leverage festive seasons to introduce a vast array of discounts on their products, others highlight certain products using LCDs. Though there are numerous methods by which brands can promote their products and services, all businesses share a component that gives them a tactical advantage over their rivals. 

Firms use the power of consumer research to gauge the preferences of their consumers and accordingly modify their products. Market research analysts, sometimes called market researchers, assist companies by establishing or maintaining a competitive edge by finding and delivering data-backed insights into potential markets, competitors and even consumer behaviour.

These skilled professionals scrutinise trending keywords, survey responses, social media mentions and other data to figure out the answers to a problem. They convert information into actionable insights that help companies in their operations like product launches, marketing campaigns and others. Though the requirements of companies vary, the responsibilities of a market research analyst include: –

  • Developing data collection tools and techniques.
  • Using data modelling tools.
  • Analysing data sets and communication findings.
  • Contributing data-backed insights to marketing strategy.
  • Conducting product research and brand testing.

For such analysts to thrive in their roles, they use diverse skills like – 

  • Storytelling

Market research analysis goes beyond the market survey; they need to make observations based on the consumer data. Their responsibilities are not restricted to only reporting the percentage of people who respond to a specific characteristic in a product. It will be better for them to explain the reasons behind it.

The ability to decipher the data accurately and craft a narrative to explain why the aspect is crucial. Decision-makers rely on an analyst’s ability to interpret and synthesise information.

  • Attention to detail

Market research analysts have to look for details that are worth something. While working with surveys or other questionnaires, details like the wording of a question can drastically alter the results. An eye for detail can detect such marketing information that can impact the conclusion of a research.

  • Organisational skills

A market research analyst may have to oversee multiple campaigns and work simultaneously with many individuals and departments. In such situations, it is crucial to develop exceptional organisational skills to ensure that projects are being completed on time and smooth communication between team members.

  • The knowledge of marketing strategies

Familiarity with marketing strategies is a crucial skill to develop as a market research analyst. This will assist analysts in forming an effective strategy for an organisation and provide helpful information that boosts a brand’s marketing efforts and achieve its promotional goals.

  • Computer skills

People utilise various software to help them conduct marketing research, advanced computer skills in such circumstances could help people navigate complex software programs for data collection and analysis.

An analyst’s research can cover numerous areas like –

  • Customers

From demographics to opinions, customer research helps a company develop more targeted marketing and align its products and services with customers’ differing needs. Market research analysts also help identify how companies find, acquire and retain customers to prevent customer loss.

  • Markets

As a company launches products, services, or ideas, research conducted into competitors, similar products, and potential sales can help successfully position individual launches. Market research analysts investigate both existing and new markets, learn as much as possible, and deliver precise suggestions.

  • Brands

Both new and established companies rely on advanced analytics to strengthen their position within markets. Conducting a competitive analysis to check how brands fare against their rivals and researching customers’ brand awareness and perception helps them remain competitive. These things can also yield insights into customer acquisition, retention and loyalty.

  • Campaigns

Understanding consumers’ reaction is crucial in all the phases of a marketing campaign and can produce specific messaging that results in more impactful campaigns. 

The marketing process involves six steps that are:

 Problem definition

  • Development of an approach to the problem
  • Research design formulation
  • Data collection
  • Data preparation and analysis
  • Report preparation and analysis

The first step in marketing is to define a problem. During this phase, a researcher must also study other aspects of the research, like its nature and the relevant background information. What is needed, and how it will assist in decision-making. This stage involves a discussion with the decision-makers, interviews with industry experts, and secondary data analysis. It may include qualitative market research such as focus groups too.

Three objectives can be deployed in marketing research: exploratory research, descriptive research, and causal research. Systematic planning is mandatory throughout the stages of the marketing research process. The protocols followed during every step are methodologically sound, well documented and planned. 

It uses scientific methods to collect and analyse the data to test prior notions or hypotheses. Since marketing research strives to provide accurate information that reflects an actual state of affairs, it should be conducted impartially. While studies are always influenced by the researcher’s principles regarding the study, they should be free from the personal or political preferences of the researcher or management.

Though market research analysis may seem tedious, this tool lies at the core of strategies that firms leverage to lure audiences towards them. Apart from defining a problem, this analysis has other components too. After identifying the problem, the researcher must figure out a method of dealing with it. This includes forming an objective or theoretical framework, analytical models, research questions, hypotheses and identifying factors influencing the research design.

This results in discussions with management and industry experts, case studies and simulations, secondary data analysis, qualitative research and pragmatic conditions. As soon as people figure out their approach to a problem, they should develop a research design. It is a blueprint for conducting a market research project. It explains the procedures required for obtaining the information. 

It helps create a study that will test the hypotheses of interest, determine possible answers to the research questions and provide the details required for decision-making. Decisions are also made regarding the methods of collecting responses from people, like conducting a survey or an experiment.

 A research design to has various steps involved in it, like –

  • Secondary data analysis based on secondary research.
  • Qualitative market research.
  • Methods of collecting quantitative data either through survey, observation or experimentation.
  • Definition of the information needed.
  • Measurement and scaling rules.
  • Questionnaire design.
  • Sampling process and sampling size.
  • Plan of data analysis.

As much as planning is vital for marketing research analysts, they must implement certain activities to get results. This is where the process of data collection enters the picture. This takes the form of staff that operates in the field that collects personal interviews through focus groups, in-home, mail intercept or computer-assisted personal interviewing from an office through telephone or mail. 

Proper selection, training, overseeing, and evaluation of the staff help minimise data-collection errors. An excellent example of data collection is when a consumer goods company appoints market research companies to conduct in-home ethnographies and in-store shops to collect primary research data.

There are different sources of information firms can use while collecting data. Analysing data is a process of inspecting, cleansing, transforming, and modelling data to highlight useful information, suggest conclusions, and support decision making. Data Analysis has multiple aspects and approaches, encompassing diverse techniques under various names in different industries, science and social science domains. Data mining is a particular Data Analysis tactic that focuses on modelling and knowledge discovery for predictive rather than descriptive purposes.

Marketers identify buyers’ customer patterns, characteristics, and behaviours using databases that extract applicable information. Business Intelligence refers to Data Analysis that relies heavily on aggregation and focuses on business details. In statistical applications, Data Analysis can further be divided into Descriptive Statistics, Exploratory Data Analysis (EDA) and Confirmatory Data Analysis (CDA). A market research consultant takes various forms. EDA discovers new features in the data, and CDA focuses on confirming or falsifying existing hypotheses.

The predictive analysis focuses on applying statistical or structural models for predictive forecasting. Text analytics uses statistical methods to extract and classify information from textual sources, a form of unstructured data. During the data collection phase in a marketing research project, data is carefully edited, coded, transcribed, and verified to be correctly analysed. Statistical market research tools are used.     

Since marketing research is a tool that lies at the core of the strategies of firms, the popularity behind this term is inevitable. From campaigns to customers, such analysts leverage diverse tactics to give firms a tactical advantage over their rivals. Some of these tools include Power BI, Excel, Tableau and others.

PG Program in Marketing Research


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