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Goals and objectives of marketing research

The importance of customer data for business cannot be overestimated. The more you learn them, the more successful you will communicate and formulate sales offers more accurately. Collect information about customers and their behavior from all available sources online and offline. 

But you can not only track the actions of users but also learn the necessary information directly from them. To this end, create a poll to get more useful data.

Marketing research function

The tasks of marketing research arise from the functions of marketing research that are associated with the decision-making process. By learning how to create a survey, you eliminate inaccurate estimates, risk, overhead costs, and time in all marketing activities. In fact, it is a general function of marketing research. The main tasks of marketing research are formed in accordance with the general function. These include the following aspects:

  • Ensuring the work of the management of the enterprise;
  • Assessment in advance of chances and risks;
  • Assistance at every phase of the search for objective solutions;
  • Promoting understanding of goals;

Particular tasks are guided by the main goals and structural elements of the marketing decision-making process.

Presentation of goals

Presentation of goals starts from the top level, and at the bottom goes the main goal, which forms a hierarchy of goals and sub-goals of marketing research. Using the target planning methodology, it is possible to calculate the coefficients of the significance of goals, mutual support, and competitiveness. 

Analysis of the structure of goals and their ordering makes it possible in some cases to identify the necessary resources and means that are needed to achieve the goals and subgoals of all hierarchical levels, and then, on this basis, to compile a resource tree for marketing research. The tasks of marketing research arise from the functions of marketing research that are associated with the decision-making process.