The manager (or any other person who acts as a user) is given formatted data with specific, understandable, clear conclusions, recommendations, and an indication of the research methods used.
The user receives the results, becomes familiar with them, and makes a decision about what to do to solve the business problem.
Common Mistakes in Marketing Analysis
Incorrect survey of respondents
People in a group are often afraid band database of "getting out of line", of answering differently from others. Respondents in a general focus group meeting will try to come to a unified opinion, even if it does not suit everyone.
Corrective Action: To obtain accurate and fair results, conduct individual interviews.
Survey of unqualified respondents
It is very important not to make a mistake in the sample. If the problem is with the product for the female audience, then the survey should be conducted among the fair sex.
Correction: Include only the target audience in the focus group. If this is not possible, then try to contact only those who have an expert opinion on the issue at hand.
Unequal conditions
The circumstances of comparison of one or another product must be identical. For example, it is impossible to compare different information carriers (video and audio), samples of different sound quality (loud and quiet), logos of incomparable color (black and white).
Inaccurate or unconfirmed information
You need to work on the given material, focusing on verified facts. A competent marketing research should pursue one goal - to improve something specific, and not everything at once. Otherwise, you simply won’t be able to achieve positive results in your work.
So, marketing analysis is a systematic collection, recording and analysis of qualitative and quantitative data on issues related to the marketing of products and services. The goal is to determine and evaluate how changing elements of the complex affect customer behavior. Research of this kind is necessary in any organization whose work is related to the sale of goods. This activity actualizes the business, helps to eliminate shortcomings at the outset and contributes to attracting customers and making a profit.