Pesquisa de Marketing

O que é Pesquisa de Marketing?

Figura. Mapa Mental da Pesquisa de Marketing.
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O objetivo das pesquisas de marketing é gerenciar informações sobre consumidores, mercados, produtos, serviços, estratégias de negócios, mudanças em respostas as ações de marketing; se preocupam tanto com o conteúdo da informação, quanto com o processo de coleta, análise e distribuição.

A pesquisa é um estudo cuidadoso de um problema específico ou preocupação usando métodos científicos, ferramentas e instrumentos.
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Métodos de Pesquisa – Dedutivo e Indutivo

A pesquisa envolve métodos indutivos e dedutivos .

Raciocínio dedutivo Raciocínio indutivo
Na dedução, a conclusão apenas explicita ou ratifica o que já havia sido dado a conhecer pelas premissas. A conclusão enuncia uma verdade que ultrapassa o conhecimento dado pelas premissas.
Se todas as premissas são verdadeiras, então as conclusões são verdadeiras. Se todas as premissas são verdadeiras, então a conclusão é provavelmente (mas não necessariamente) verdadeira….

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Métodos de pesquisa indutiva são usados ​​para analisar o fenômeno observado, enquanto métodos dedutivos são usados ​​para verificar o fenômeno observado.
As abordagens indutivas estão associadas à pesquisa qualitativa e os métodos dedutivos são mais comumente associados à pesquisa quantitativa.
PESQUISA de MARKETING = QUALIDADE DA INFORMAÇÃO + QUANTIDADE DE INFORMAÇÃO + FERRAMENTAS + COLETA de DADOS + ANÁLISE + DISSEMINAÇÃO + AÇÕES + FEEDBACKS

A função da pesquisa de marketing é manter você informado.

As pesquisas de marketing fornecem informações relevantes, precisas, confiáveis para você reduzir incertezas e tomar melhores decisões nas várias etapas do planejamento de marketing; são categorizadas em três tipos:

  • MERCADO – pesquisas sobre cenário competitivo, segmentar e identificar mercados específicos, medir características, tais como, tamanho, demografia, geografia, psicografia e comportamento.
  • CONSUMIDOR – as pesquisas sobre consumidores visam identificar as preferências, motivações e comportamento de compra dos clientes alvos.
  • PRODUTO – as pesquisas de produto identificam necessidades, desejos, soluções do mercado, estratégias 7Ps  e diferenciais.

 

As informações para as pesquisas de marketing são coletadas a partir da observação direta dos consumidores (como em lojas de varejo), pesquisas por correio , entrevistas telefônicas ou presenciais e de fontes publicadas (como dados demográficos) e pesquisas via Internet. (midias sociais, SEO (otimização de motores de busca), análise de tráfego web, navegação)

A função da pesquisa de marketing é especificar as informações, métodos de coleta, análise e distribuição de dados e  informações.

 

Um elemento importante da pesquisa de mercado  é a segmentação de mercado – o processo de dividir a população maior em unidades menores que refletem melhor o público-alvo.

Perguntas respondidas por pesquisas

  • Qual a viabilidade de um novo produto ou serviço?
  • Qual o mercado alvo?
  • Qua a opinião do cliente alvo sobre algum componente do mix 7P da oferta?

O propósito principal da pesquisa de mercado é examinar o mercado alvo associado a um determinado produto ou serviço, para entender como ele reagirá a um produto ou serviço.

dequar as atividades de marketing / publicidade ou para determinar quais são as prioridades de recursos / requisitos de serviço (se houver) dos consumidores.

dequar as atividades de marketing / publicidade ou para determinar quais são as prioridades de recursos / requisitos de serviço (se houver) dos consumidores.

Tipos de pesquisa de mercado: métodos de pesquisa de mercado e exemplos

Existem diferentes tipos de pesquisa de mercado, que abrangem áreas variadas de estudo.

conhecer o comportamento de compra dos consumidores ou a probabilidade de os consumidores pagarem um determinado custo por um produto, a pesquisa de mercado ajuda a tirar conclusões significativas.

Os pesquisadores tendem a usar plataformas de pesquisa modernas e orientadas para a tecnologia para estruturar e projetar sua pesquisa para evocar a resposta máxima dos entrevistados.

Pesquisa primária

  • É focada numa questão específica e todo o foco é direcionado para obter soluções relacionadas. Qual a cor preferida?
  • Coleta dados novos, não usa dados anteriores.
  • Pode ser qualitativa (dados não numéricos) ou quantitativa (dados numéricos e estatística).
  • Pode ser feita pela empresa ou terceiros

Características da pesquisa

1. É  sistemática, com regras e procedimentos, ética e código de conduta para fazer observações ou tirar conclusões.

2. É baseada no raciocínio lógico e envolve métodos indutivos e dedutivos.

3. Os dados ou conhecimentos que são derivados são em tempo real, observações reais nos ambientes naturais.

4. Há uma análise aprofundada de todos os dados coletados da pesquisa para que não haja anomalias associadas a ela.

5. Cria um caminho para gerar novas perguntas e novas pesquisas.

6. É de natureza analítica e sem ambigüidade na inferência.

7. Busca precisão e fidelidade à sua natureza, instrumentos usados, calibrações e do resultado final do experimento.

 

Quais são os 3 propósitos das pesquisas?

 

Pesquisa exploratória Pesquisa descritiva Pesquisa explicativa
Propósito

 

Lidar com novas áreas problemáticas; Estabelecer as bases para pesquisas mais conclusivas Lançar mais luz sobre questões atuais; descrever, explicar e validar os resultados. Entender o impacto de mudanças nos procedimentos existentes. via experimentos, por exemplo.
Abordagem de pesquisa Não estruturada Estruturada Altamente estruturada
Pesquisa realizada através de Perguntas Perguntas Hipóteses de pesquisa
Quando? Primeiros estágios da tomada de decisão. Fases posteriores da tomada de decisão Fases posteriores da tomada de decisão

 

A pesquisa de mercado é uma atividade importante para empresas que esperam entender melhor seus clientes e mercados, melhorar seus produtos e melhor atender às necessidades do mercado.

Um elemento importante da pesquisa de mercado é a segmentação de mercado, o processo de dividir a população maior em unidades menores que refletem melhor o público-alvo.

Os clientes apreciam o marketing que é especificamente direcionado a eles e que apresenta de forma eficiente as informações necessárias para fazer uma boa compra.

Quanto melhor a segmentação do público, maior será a capacidade de desenvolver mensagens promocionais e selecionar ferramentas de comunicação específicas para alcançar e influenciar esses públicos; por exemplo, o público mais jovem pode ser bem adequado para os esforços de pesquisa on-line, enquanto os grupos mais idosos podem ser melhor direcionados por meio dos esforços de pesquisa tradicionais.

O posicionamento ou a proposição de valor é o próximo passo depois da segmentação, para promover o que a empresa tem a oferecer em comparação com as ofertas da concorrência.

A pesquisa de mercado informa não apenas quais segmentos são melhores para você, mas também como alcançá-los.

A pesquisa de mercado envolve a coleta de informações do público-alvo por meio de ferramentas que podem variar de grupos focais a entrevistas individuais a pesquisas distribuídas por correio tradicional, e-mail, telefone ou pesquisa on-line.

 

Palavras chaves

 

O que é pesquisa de marketing?

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