The main stages of classical marketing analysis
Posted: Wed Jan 22, 2025 5:47 am
Foreign Trade Research
Europeans, for example, systematically follow one rule that can be called outdated these days. However, for them it still plays one of the main roles in doing business. It is about personal contact. All issues are usually resolved not by phone or on social networks, but in private. At the same time, it is not necessary to sit in a negotiation room around the clock. You can discuss important issues related to close cooperation during lunch in a restaurant.
When studying marketing, one band database can come across the concept of "Country of Origin Effect". In other words, the main features of perception of a particular product are determined by associations based on the geographical factor. The concept is used when the Russian Federation is described as successful in supplying raw materials to other countries. However, Russia can hardly be called a leader in selling some finished product to other countries. It is very difficult to work through such stereotypes, and it is difficult to get rid of them. The help and support of local co-founders can make the task easier. In any case, cooperation will be successful only if a preliminary detailed development of the concept is carried out and the sales scheme is honed down to successful scripts.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
The main stages of classical marketing analysis
Marketing research in its classic form consists of six important steps. Let us dwell on each of them in more detail.
Step 1: Identify the problematic area
We identify the research question. This could be a decline in demand or a failed advertising campaign. Then we need to define a goal that would determine the only correct way to solve the problem. From this, we can formulate tasks and real actions to achieve the goal.
Example: a company is faced with active competitors, sales have fallen. The goal in this case is to determine the factor that led competitors to a rush demand for the product. And the tasks are to compare the cost of the company and competitors, analyze product reviews, and so on.
Step 2. Research plan
It should include: the research budget, methods, sources of information (primary or secondary), description of the audience for the sample, methods of obtaining materials.
Stages of classical marketing analysis
Step 3. Collecting informative data
This is a time-consuming step. There is a risk of making a serious mistake. Respondents may provide erroneous data, researchers may pursue some personal benefits. There are many obstacles to obtaining the correct result of marketing analysis.
To try to avoid mistakes, you need to carefully prepare for the study.
Step 4. Analysis of the received information
It is carried out electronically or manually, but under strict control of specialists. The following processes are involved in this step:
verification of data from questionnaires, interviews and other sources;
editing information to exclude incorrect and unsuitable responses;
classification of data, bringing them to a “common denominator”;
transferring numbers to a pivot table using a special service;
data correction;
analysis of the information received.
Europeans, for example, systematically follow one rule that can be called outdated these days. However, for them it still plays one of the main roles in doing business. It is about personal contact. All issues are usually resolved not by phone or on social networks, but in private. At the same time, it is not necessary to sit in a negotiation room around the clock. You can discuss important issues related to close cooperation during lunch in a restaurant.
When studying marketing, one band database can come across the concept of "Country of Origin Effect". In other words, the main features of perception of a particular product are determined by associations based on the geographical factor. The concept is used when the Russian Federation is described as successful in supplying raw materials to other countries. However, Russia can hardly be called a leader in selling some finished product to other countries. It is very difficult to work through such stereotypes, and it is difficult to get rid of them. The help and support of local co-founders can make the task easier. In any case, cooperation will be successful only if a preliminary detailed development of the concept is carried out and the sales scheme is honed down to successful scripts.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
The main stages of classical marketing analysis
Marketing research in its classic form consists of six important steps. Let us dwell on each of them in more detail.
Step 1: Identify the problematic area
We identify the research question. This could be a decline in demand or a failed advertising campaign. Then we need to define a goal that would determine the only correct way to solve the problem. From this, we can formulate tasks and real actions to achieve the goal.
Example: a company is faced with active competitors, sales have fallen. The goal in this case is to determine the factor that led competitors to a rush demand for the product. And the tasks are to compare the cost of the company and competitors, analyze product reviews, and so on.
Step 2. Research plan
It should include: the research budget, methods, sources of information (primary or secondary), description of the audience for the sample, methods of obtaining materials.
Stages of classical marketing analysis
Step 3. Collecting informative data
This is a time-consuming step. There is a risk of making a serious mistake. Respondents may provide erroneous data, researchers may pursue some personal benefits. There are many obstacles to obtaining the correct result of marketing analysis.
To try to avoid mistakes, you need to carefully prepare for the study.
Step 4. Analysis of the received information
It is carried out electronically or manually, but under strict control of specialists. The following processes are involved in this step:
verification of data from questionnaires, interviews and other sources;
editing information to exclude incorrect and unsuitable responses;
classification of data, bringing them to a “common denominator”;
transferring numbers to a pivot table using a special service;
data correction;
analysis of the information received.