The purpose and use of marketing research

1. The different roles of marketing research

Marketing research can play a different kind of role in your organisation depending on what you need to do. It can, for example, play:

  • a descriptive role: to find certain facts
    • e.g. What is the image of our company among its customers?
  • a diagnostic role: to explain certain phenomena
    • e.g. What was the influence of the last advertising campaign on sales of season tickets?
  • a prognosticating role: to help you anticipate changes or tendencies
    • e.g. Are we able to maintain market share if the individual motorisation index  goes up by 25% in the next 5 years?

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