Categories of Market Research Objectives

This content is on the principles guiding marketing research objectives (Bloom at al, 2000), suggests three categories of research objective as;

The Cognitive Domain

This category of research objective consists of that call for the recall or recognition of market research tools and the development of intellectual abilities and skill. When it comes to the launching of a new product or service of organizations achievement, cognitive domain is the most relevant of the marketing objectives. Here, research objectives are said to be clearly defined if they are phrased in such a way that describes the desire customer/consumer buying behaviour.

The Effective Domain

Has to do with functionality of a product/service in relation to values, the feelings, interest the customer has on, attitude of customers and appreciation based on satisfaction derived.

The Psychomotor Domain

This has to do with the skills and astute sales technique requires to arrest the customer emotions and perception towards a product or services. Here, assessment and evaluation is based on the customer relationship managers’ participation, cooperation, individual practice, achievement resourcefulness, creativity and initiative.

The Objectives of Marketing Research

Marketing decisions require that important information must be collected, and collated in an objective and systematic manner. The process of doing this is called market research. American Marketing Association (2004) define market research as the function that links the consumer, customer and public to the marketer through information-used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

However, marketing research is useful in the following ways; 

1. It can be used to generate new product. 
2. It brings about product improvement and can make it more attractive to new and old customers. 
3. It can help target the people who are likely to buy the product or service. It helps in packaging and advertising design. 

All the objectives above are achieved through a well designed research plan.
SELF ASSESSMENT EXERCISE


Assess the nexus between routine research objective and time related research objective.

CONCLUSION

Great job, well done on unit three of marketing research. This unit is very interesting. The unit has exposed you to why objective is so crucial in any research process. You have now studied the meaning and definition of research objective. The roles played by research objective comparison between business objective and research objective. This unit has also taught you the various characteristics of research objective the nature of customer behavioural objective. Not only that, you have also studied the categorization of marketing research objectives taking cognizance of the cognitive, effective domain and psychomotor research objectives.

SUMMARY

The main objective of marketing research is to provide information to the marketing manager. The marketing manager uses this information to make marketing decision and to solve persistent marketing problem.

Research is the act of seeking and obtaining knowledge by studying books, literature, the internet; performing experiments and tests in order to prove or disprove a theory, and even realize a new discovery.

Research objective are a specification of the ultimate reason for carrying out research in the first place. They help in developing a specific list of information needs. Only when the researcher knows the problem that management wants to solve can the research project be designed to provide the pertinent information.

How to write research objectives – write down the research problem. This means to identify what product or service you want to evaluate. Specify the stakeholders in the decisions to be made from the research.

 TUTOR MARKED ASSIGNMENT

In five sentences, how useful is marketing research (if any)?

ANSWER TO SELF ASSESSMENT EXERCISE

• Time Related Research Objectives Routine Research Objective 

These are short term, medium term and long These set of objectives do not have specific time term ranging from one month to many years. frame but deal with expected results from routine, continuous activities.