Who conducts market research?

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Market research must be completely unbiased and truthful. This practice can be carried out by the Marketing department itself or by using agencies or consultancies that are specialized in market research. These types of agencies usually bring special knowledge and capabilities to the research, since they are experts in carrying it out. They must be able to provide intensive help in a temporary manner and offer a completely impartial point of view. The main sources used by market researchers are consumers, buyers and users.

How should a company use market research?
Market research can be understood as a consultancy activity that ghana phone number list in making decisions thanks to the information it offers. Although the Marketing department of a company or the expert company in charge of it can launch key conclusions from the research and even a proposal for decisions, this is not its role. Research does not offer decisions by itself, but rather it is the company's management that is in charge of deciding this. The CEO and the management of a company are the ones who know it best and who have the final decision in their hands. They must be able to translate the perceptions that have been provided by said research.
The person or people in charge of carrying out market research know the methodologies for the research approach and the techniques for collecting and statistically analyzing data. In turn, they have sufficient experience in interpreting the data collected to formulate a series of recommendations on the line that the company can follow based on the knowledge of consumer and market behavior.
Furthermore, before carrying out market research, the company's management must outline the existing problems, indicate the objectives to be achieved, set the scope of the study and provide all available information to obtain the best possible results.


Methodologies used in market research
Different types of methodologies are often used in market research.

Qualitative methodologies. Qualitative methods are used to find out the motivations, desires, feelings or attitudes of consumers. The information obtained is not quantifiable. It is based on theoretical principles such as phenomenology, hermeneutics and social interaction using methods of information collection. These methods are usually based on uncontrolled observation to obtain subjective, non-repeatable, non-generalized and non-representative data.