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Examples of marketing research topics

examples of marketing research topics

by Rick Suttle
Small businesses use phone surveys to better meet the needs of customers.

Small businesses use phone surveys to better meet the needs of customers.

Jupiterimages/Polka Dot/Getty Images

Marketing research is usually the first step in the marketing process, after ideas for products are conceived. Small companies conduct marketing research to obtain information from the marketplace. They use it to solve problems, obtain information on competitors and determine the needs and wants of non-paying consumers and customers. Marketers then analyze the data and develop various marketing strategies. There are several main types of marketing research.

Focus Groups

Focus groups are usually conducted at focus group facilities. These facilities have one-way mirrors so managers can listen to consumers' feedback about their products and services. A moderator, or special interviewer, usually runs the focus group. She develops a discussion guide of five to 10 questions related to the product. She then asks participants various questions about the product. The ideal size for a focus group is six to 10 people. A moderator may speak to customers about a small restaurant's new chicken sandwich meal. She may ask them if they like the idea of a new chicken sandwich, how much they would pay for it and whether or not they would purchase it. Companies often use focus groups to narrow several versions of a product down to the best offering -- the one the customers like.

One-on-One Interviews

One-on-one interviews are conducted in a similar manner to focus groups, but with one person. One-on-one interviews go a step beyond typical personal interviews. Company managers use these interviews to watch someone actually use their product. For example, a computer software firm may want to test a new program, so they set up a computer and watch as individuals use the software. Like focus groups, managers observe behind one-way mirrors. Moderators then sit in the room with each person and ask them questions, including how they like the software, or how easy it is to use. Companies then determine whether they need to make changes to the software, based on actual consumer usage.

Phone Surveys

Companies use phone surveys to further validate information obtained from focus groups and one-on-one interviews. Marketers conduct phone surveys among higher numbers of consumers and customers. Consequently, data obtained from the higher number of phone surveys are more indicative of what the average consumer thinks about a particular product or service. For example, a bank may conduct 300 phone surveys to measure how satisfied customers are with its customer service. Marketers would develop a questionnaire from which to ask the questions. They may include key measurable elements like friendliness, timeliness and accuracy in the questionnaire, and then ask customers to rate those elements on a scale of 1 to 10, with 10 being the highest rating. The bank may ask customers to elaborate on their responses. The bank manager would then use the information to make improvements in customer service.

Testing

Companies often take marketing research one step further with actual test marketing. For example, the restaurant company may actually roll its chicken meal out into five of its 10 local restaurants, advertising the meal on local television and radio and through coupon magazine ads. Corporate marketing managers may then track sales and profits to validate the success of the new meal. The restaurant would then know if its marketing research was an accurate indicator of success.

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Companies often use focus groups to narrow several versions of a product down to the best offering -- the one the customers like.

One-on-One Interviews

One-on-one interviews are conducted in a similar manner to focus groups, but with one person. One-on-one interviews go a step beyond typical personal interviews. Company managers use these interviews to watch someone actually use their product. For example, a computer software firm may want to test a new program, so they set up a computer and watch as individuals use the software. Like focus groups, managers observe behind one-way mirrors. Moderators then sit in the room with each person and ask them questions, including how they like the software, or how easy it is to use.

Marketers conduct phone surveys among higher numbers of consumers and customers. Consequently, data obtained from the higher number of phone surveys are more indicative of what the average consumer thinks about a particular product or service. For example, a bank may conduct 300 phone surveys to measure how satisfied customers are with its customer service. Marketers would develop a questionnaire from which to ask the questions. They may include key measurable elements like friendliness, timeliness and accuracy in the questionnaire, and then ask customers to rate those elements on a scale of 1 to 10, with 10 being the highest rating. The bank may ask customers to elaborate on their responses. The bank manager would then use the information to make improvements in customer service.
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Published on Feb 03, 2016

Marketing Research Topics or Ideas

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For instance, “Marketing mix of Google” can be a good topic for a marketing paper prepared for “Introduction to Marketing” class. However, such kind of a topic for a marketing paper is not relevant to such classes as “International Marketing” or “Marketing Management”. Therefore, when choosing among possible topics for your marketing paper, one should consider its relevancy to the course title and marketing issues covered in class.

A List of Topics for Marketing Papers

  • E-commerce and internet marketing
  • What is customer opinion good for?
  • Economics crisis and inflation
  • How to improve brand recognition in TV ads
  • The birth of market of modern Indian art
  • How to understand uses of social networks
  • How to design a good corporate culture
  • How to manage price increases
  • Shaping you brand management skills
  • How to build an effective social network marketing campaign

These are some examples that can be used for a marketing paper of “Introduction to Marketing” class:

Please, remember that these topics for a marketing paper should cover some ideas or information from the marketing course.

Unfortunately, many tutors let students decide on the topic to use for a marketing paper. On the one hand, this gives freedom of choice to any student. On the other, it may bring possible misunderstandings. Topics for marketing paper can be too vague or too concise, which can affect a student's grade. For instance, if your teacher gives you the following topic for your marketing paper: “Marketing mix and its usage”, you should directly describe this tool in your college paper. “Marketing mix of Verizon” or “Marketing Concepts” would be bad topics for your marketing paper as the information described in these themes does not answer the question of your tutor. Finally, do not choose too complicated or too easy topics for a college paper as it may also affect your grade. Low quality essays will never receive a good grade. However, a difficult topic for a marketing paper, like marketing ideas essay, requires hours of reading and researching to turn it into a logical, credible, and well-planned piece of writing.com\/stm\/images\/placeholders\/default_paper_1.png","\/\/stm-study.netdna-ssl.com\/stm\/images\/placeholders\/default_paper_2.png","\/\/stm-study.netdna-ssl.com\/stm\/images\/placeholders\/default_paper_3.png","\/\/stm-study.netdna-ssl.com\/stm\/images\/placeholders\/default_paper_4.png","\/\/stm-study.netdna-ssl.com\/stm\/images\/placeholders\/default_paper_5.png"],"thumb_default_size":"160x220","thumb_ac_size":"80x110","isPayOrJoin":false,"essayUpload":false,"site_id":1,"autoComplete":false,"isPremiumCountry":false,"userCountryCode":"RU","logPixelPath":"\/\/www.smhpix.com\/pixel.gif","tracking_url":"\/\/www.smhpix.com\/pixel.gif","cookies":{"unlimitedBanner":"off"},"userType":"member_guest","ct":10,"ndocs":"1,500,000","pdocs":"6,000","cc":"10_PERCENT_1MO_AND_6MO","signUpUrl":"https:\/\/www.studymode.com\/signup\/","joinUrl":"https:\/\/www.studymode.com\/join","payPlanUrl":"\/checkout\/pay","upgradeUrl":"\/checkout\/upgrade","freeTrialUrl":"https:\/\/www.studymode.com\/signup\/?

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