Market research and marketing
Research before promotion
Market research gathers information to reduce uncertainty about customers, competitors and the market. Primary research is new data collected for the current problem, such as surveys, interviews, observation and trials. Secondary research uses existing data such as reports, statistics and competitor websites. Samples represent a population; random and convenience sampling have different strengths. Questionnaires must avoid leading, double-barrelled and ambiguous questions. Marketing is broader than selling: it covers segmentation, targeting, positioning and the marketing mix. The classic 4Ps are product, price, place and promotion; services add people, process and physical evidence. Digital channels widen reach but require consistent messaging.
Traps
Candidates often call all marketing 'advertising', or confuse market research with marketing. A survey of friends is not automatically representative, and a small sample limits confidence. Do not confuse sales with marketing: selling seeks a transaction, marketing builds demand and value. Another trap is choosing a price without considering costs, competitors and customer perceived value.
Worked example
A bakery wants to sell lunch packs. It interviews 30 workers and observes nearby shops, then tests two prices for a week. The interviews are primary qualitative data; the price test is a field experiment. If 22 of 30 say they would buy at P25 but only 8 actually buy, stated intention overstates demand. Rule of thumb: define the research question first, then choose the method, sample and analysis.