Marketing research
Marketing research refers to research into the effects of marketing situations and the marketing situation.
Marketing research is divided into:
- internal marketing research ( internal marketing influence, e.g. warehousing, financing and logistics / shipping, which only indirectly represent a connection to the sales market), and
- external marketing research (all activities directly related to the sales market). Due to the intersection with market research , we speak of sales market research here .
In general, it aims to identify trends and fashions and thus opportunities and risks for the company's success in good time. The basis for this is the improvement of the information supply for decision-makers. In addition to researching marketing instruments, the behavior of customers and other influencing groups is also examined. Research into competitors and the corporate environment is also part of marketing research.
literature
- Diller, Hermann: Quantitative Marketing Research in Germany , ISBN 3-933286-38-7
- Geml, Richard / Lauer, Hermann: Marketing and Sales Lexicon , 4th edition, Stuttgart 2008, ISBN 978-3-7910-2798-2
- Raab, Gerhard: Methods of Marketing Research , ISBN 3-409-12074-2
- Esch, Franz-Rudolf : Realization of global communication strategies in European markets - a pragmatic approach in behavioral marketing research, in: Scholz, C./Zentes, J. (Ed.): Strategisches Euro-Management, pp. 175–199, ISBN 3- 7910-0846-3