Essays on Marketing Research Methods - Nivea Case Study

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The paper "Marketing Research Methods - Nivea " is a great example of a marketing case study.   The company was involved in quantitative market research for the purposes of determining the levels of customer satisfaction. The research was also for highlighting whether changes should be made to the products and services of the company so as to improve on customer satisfaction. As a skin a company specialized in skincare products, the research was also aimed at determining whether the products of the company met the preferences of the customers. The quantitative research of the company also targeted brand awareness of the company and its rating among the customers (Jobber & Ellis-Chadwick, 2012). How the topic has enhanced understanding of market research The research has enhanced the understanding of market research by highlighting some of the important factors that should be considered.

Market research needs to have a clear objective as has been heightened in the research. This is important in providing guidance to the research. Market research plays an important role in identifying the opportunities as well as potential problems that an organization is facing (Kotler & Armstrong, 2013).

A questionnaire is an important tool that is used during the process of data collection. This ensures that the information is obtained directly from the customers. A high number of people can be reached through the use of the questionnaire. According to Jobber and Ellis-Chadwick (2012), Secondary data is also required during market research and can be obtained directly from the company. The secondary data is used for comparison purposes and it highlights the actual position of the company with regards to the aspects under investigation.

The main challenge during the market research involves recruiting respondents who will answer the questionnaires. During the market research, it is better to record the information obtained from the respondents and then take the notes later (Jobber & Ellis-Chadwick, 2012). Relying on one’ s memory may not be effective during market research. A survey should be avoided during the market research as it is usually too long. This has the potential of making it boring leading to low response rates. It is important to ensure that the questionnaires are piloted before being used in the research.

The quantitative market research is useful in obtaining the response of the customers (Percy, 2014). Other readings Other readings have also highlighted the importance of quantitative market research. According to the market research theory, market research requires high levels of accuracy. This is for the purposes of ensuring that the organization obtains actual information about its products and services. It is also important for market research to meet all the goals and objectives of the research. Quantitative market reach requires a lot of expertise.

This is because it deals with statistical figures that require proper analysis. In order to support the findings of quantitative research, secondary information may also be used (Jobber & Ellis-Chadwick, 2012). Information about the industry can be obtained from books and journals. The reliability of the information is an important aspect that needs to be considered during the research. The relationship between a business organization and the customers is usually strengthened through market research (Percy, 2014).

References

Kotler, P., & Armstrong, G. (2013). Principles of Marketing 15th Global Edition. NY: Pearson.

Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.

Huang, R. & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.

Chaffey, D. & Ellis-Chadwick, F. (2012). Digital marketing. Pearson Higher Ed.

Hatten, T. S. (2015). Small business management: Entrepreneurship and beyond. Cengage Learning.

Brooks, W. (2014). The International Business Environment. New York: Prentice Hall.

Bharadwaj, A. et al. (2013). "Digital business strategy: toward a next generation of insights." MIS Quarterly 37.2: 471-482.

Longenecker, J. et al. (2011). Small business management: Launching and growing entrepreneurial ventures. Cengage Learning.

Percy, L. (2014). Strategic Marketing Communication. London: Routledge.

Johanson, J. (2013). International Marketing and Internationalization Processes: A Network Approach Jan Johanson and Lars Gunnar—Mattsson University of Uppsala and Stockholm School of Economics, Research in International Marketing (RLE International Business), 234.

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