What is marketing research? We will explain how to collect information using the web.

In marketing, it is important to understand user trends and market needs.

Marketing research involves collecting and analyzing such information.

In recent years, marketing research has been actively conducted not only by companies developing BtoC businesses but also by BtoB companies.

In this article, we will explain marketing research, focusing on how to collect information using the web.

What is marketing research? Definition and benefits

Marketing research

is the investigation of user trends and market needs in order for organizations such as companies to appropriately utilize management resources and provide products and services effectively and efficiently.

The benefit of conducting marketing research is that by being able to provide products and services that users like, you can reduce waste and risk in corporate activities.

In recent years, it has become important for marketing in BtoB businesses to acquire new potential customers, so properly understanding market needs has become the key to success.

Marketing research is also necessary for existing customers in order to improve their products and services in line with changing needs as the industry changes, and to appeal to them for continued use.

Marketing research methods using the web

Among the marketing research methods, the following are the main methods used by companies developing BtoB businesses.

・Literature research



·questionnaire



・Interview, hearing

Among these, marketing research using the web has the advantage of being low-cost and speedy. Let’s introduce it in detail below.

● Utilization of statistical data on the web

This method is classified as a type of literature research. We utilize and analyze survey results published on the web by government agencies, industry groups, newspaper companies, broadcasting stations, and research companies.

Recently, databases specializing in specific industries and fields have emerged, such as “survey data related to IT services” and “survey data targeting the medical industry,” which are easy to use for marketing research.

●Internet survey

Internet surveys have the advantage of receiving a large number of responses compared to surveys conducted by email, mail, or telephone.

By devising the question items, it is possible to collect not only quantitative information expressed in numbers (such as satisfaction with products and services), but also qualitative information (such as specific impressions and requests for products and services). is.

In addition, Internet surveys in BtoC business have the disadvantage that it is difficult to get responses from people in the generation with low Internet usage rates, and the answers are biased, but in BtoB business there is little need to worry about this point. .

When outsourcing a survey to a research company, you need to carefully consider whether they are good at conducting research for companies and whether the population and attributes of the registered monitors are appropriate for the research target.

Additionally, if you want to collect data on satisfaction levels and usage status for your existing products and services, you can conduct your own research using the customer data you have.

Marketing research flow

Marketing research is conducted as follows.

1. Extracting marketing issues and organizing marketing research objectives

Marketing issues may include things like “I want to increase sales,” “I want to improve products,” and “I want to prepare for risks.”

First, we clarify the current issues in detail, and formulate a hypothesis about where the solution to the issue lies. Then, let’s organize the purpose of marketing research in light of that hypothesis.

For example, in response to the problem of “I want to increase sales of an existing product,” a hypothesis can be formulated that “Maybe it is necessary to improve the functionality to match the usage situation.”

From that hypothesis, you can organize the purpose of your research: “I want to investigate the usage status and satisfaction level of existing products among clients.”

2. Design the survey

Set up a research method that matches the purpose of step 1, and decide on research items and research targets.

If your goal is to find out the usage status and satisfaction level of existing products among your clients, as mentioned above, methods such as internet surveys that utilize your company’s customer data may be suitable.

On the other hand, if your goal is to understand the latent needs of existing customers and utilize them in the development of new products and services, you can expand the range of targets and outsource the survey to a research company, or collect statistical data. It is also effective to use it.

Regarding survey items, it is necessary to break down elements such as “usage status”, “satisfaction”, and “potential needs” mentioned earlier into more detailed items.

For example, “satisfaction” can be divided into items such as “satisfaction with cost,” “satisfaction with quality,” “satisfaction with functionality,” “satisfaction with specifications,” and “satisfaction with after-sales service.”

It is important to note that the survey targets vary depending on the survey item. Particularly in the case of BtoB products and services, research targets should be set keeping in mind that the people who have the authority to make purchasing decisions are generally different from the users.

3. Information gathering

We actually do research. It is important to conduct surveys and interviews in such a way that the questions are not leading and do not interfere with respondents’ thinking.

4.Analysis

Analyze the collected data using simple aggregation, cross tabulation, etc. It is also effective to focus on keywords and summarize the free-text responses as data.

summary