On the whole, marketing research can be defined as the use of various qualitative and quantitative methods in order to derive relevant information about certain marketing phenomena such as the demand for certain products or services (Zikmund & Babin, 2010, p. 5). This is one of the ways in which this notion can be described. Nevertheless, one should take into consideration that there are many other definitions of this term.
It is important to understand the difference between pure and applied marketing research. The first one is aimed at testing or elaborating existing theories or concepts that describe the behavior of potential clients or competitors (Belk, 2007). In other words, such studies are not supposed to serve the interests of a certain organization (MacDaniel, 1998, p. 9). For instance, researchers may try to examine the factors that affect purchasing decisions of consumers. Moreover, they can investigate how buyers evaluate products that are available to them. In turn, applied research is supposed to serve the needs of a particular organization that operates in a certain market (MacDaniel, 1998, p. 9). This is one of the distinctions that should be considered. However, one should take into account that the distinctions between applied and pure research are not always clear. In many cases, theoretical studies can be used for the development of practical guidelines that companies often follow. This is one of the main arguments that can be put forward.
One can say that applied research is most likely to be used in sports because in this case, it should serve the practical purposes of companies.
As a rule, these organizations prefer to conduct empirical studies which can throw light on the preferences of clients or the strategies that can be adopted by other firms. They can carry out both qualitative and quantitative research in order to derive relevant information. For instance, one can mention the use of such methods as surveys, interviews, focus groups, and so forth.
It is possible to argue that the stages of the research process are consistent with the principles of the scientific method. The main principle that marketing professionals should consider is that empirical evidence should be the basis of theories, models, or recommendations. Facts should not be distorted or misinterpreted so that they could fit theoretical assumptions. Such an approach is completely unacceptable for any study that is aimed at examining the behavior of clients. The collection and analysis of data are the most critical steps that a marketing manager should undertake (Zikmund Babin, 2010, p.58). Certainly, marketing research can test a certain conjecture or a hypothesis, but it has to be tested against empirical evidence. Therefore, marketing research should also meet the standards that are set for scientific studies.
Additionally, one can argue that ethical principles also play a vital role in marketing research. Organizations that carry out such studies must uphold the rights of the participants. For instance, one of the main tasks is to receive the informed consent of people. They should know what kind of goals researchers strive to achieve (Schlegelmilch, 1998, p. 391). It should be mentioned that some unscrupulous companies disguise their marketing campaigns as empirical studies (Zikmund & Babin, 2010). Furthermore, researchers should ensure that the confidential data of subjects is not transferred to third parties (Kimmel, 2008, p. 206). These are some of the pitfalls that should be avoided.
Reference List
Belk, R. (2007). Handbook of Qualitative Research Methods in Marketing. New York: Edward Elgar Publishing.
Kimmel, A. (2008). Ethical Issues in Behavioral Research: Basic and Applied Perspectives. Boston. John Wiley & Sons.
MacDaniel, C. (1998). Marketing Research Essentials. New York: Taylor & Francis.
Schlegelmilch. B. (1998). Marketing Ethics: An International Perspective. New York: Cengage Learning EMEA.
Zikmund, W., & Babin, B. (2010). Exploring marketing research. Mason, Ohio: Thomson South-Western.