Market research/analysis, basic concepts

This step is the essential source of variables and information, fundamental in the definition of your marketing plan, to be done as a ground for the Segmentation and the Positioning.
The market analysis, which needs a specific design for each case to be assessed, is normally defined as:
1) Primary (single or multi-client)
1.1) Qualitative (psicological) through Focus groups and individual interviews to extrapolate the variables
1.2) Quantitative (statistical) through ad hoc researches (e.g tactical: concept, product, copy, vitality tests or strategic: through evaluation of a representative sample), omnibus, panel.

2) Secondary (Marketing information: through existing studies, statistics, reports)

Market Researches use consolidated techniques and are useful to determine:
Consumer habit
Image research
Customer satisfaction
Area test

The analysis of the results can be:
a) Monovariate (through statistical evaluation of the answers to a questionnaire)
b) Multivariate (cluster analysis, factor analysis, brand mapping)
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