Objectives of Marketing Research : Objectives of Marketing Research are as given below :
(1) Marketing Research is used in the formulation of all marketing plans, policies, programmes and procedures.
(2) It is employed for control and evaluation of plans, policies, etc., when they are brought into practice.
(3) It is used in reducing and minimizing all marketing costs, particularly selling, advertising, promotion and distribution costs.
(4) Marketing problems demanding best solution through marketing research, can be classified under three major heads:
(i) Problems relating to the product itself; product includes branding, packaging and labeling and service.
(ii) Problems relating to consumer markets.
(iii) Problems relating to each phase of the entire marketing process.
(5) Programmes of marketing research incidentally provide insurance cover for the survival and growth of the business in a dynamic economy.
(6) Marketing management through marketing research can bring about the sale of right product (brand and package) through right channels to right customers at right places and at right prices by evolving right plans, policies and programmes with the help of right personnel.
(7) The main objective of marketing research is to enable manufacturers to make goods acceptable and saleable and to see that they reach the market more easily, quickly cheaply and profitably without sacrificing consumer interest.
