Pinpointing The Target Audience Needs Through Marketing Surveys

By Author: Maria Gini
Total Articles: 505
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The traditional method of taking product differentiation decisions was by gut feel. This was a hit-or-miss method. The more scientific way is to conduct market research surveys. Marketing surveys ensure that you can pinpoint the needs of the target audience. Companies can now save valuable time and resources using surveys. They are then able to adjust their product offerings and marketing plans accordingly. T he basis of a good marketing strategy is understanding customer behavior.
Market research surveys allow companies to use the resulting data to make informed marketing decisions by questioning customers and potential customers on their tastes, habits, and preferences. In this way marketing surveys have taken much of the guesswork out of marketing, brand positioning and product development. So much so that it has become a necessary component of all marketing efforts inclusive of promotion.
While utilities enjoyed a monopoly business they did not make any major marketing efforts. However, now with even utilities having to contend with ...
... a level playing field they have to outdo a number of rival companies and stay ahead of the competition. Gradually they have also begun to appreciate the need for conducting market research surveys to upgrade the quality and variety of services offered.
Marketing strategy is increasingly being defined by marketing surveys. This means that when companies run promotional campaigns they take into account purchaser preferences with regard to pricing; place of purchase with virtual marketing eating into large chunks of market shares; discount schemes; premiums offered etc. The means used to carry out the marketing survey would in some ways influence the nature of the findings. This is because people hate to fill in and mail back mail surveys. On the other hand, all households of a universe may not be online making a probable online or web based survey results lopsided.
Face to face market research surveys are very costly and can be influenced by interviewer bias. People are also very chary of responding to telephonic marketing surveys. So you need to analyze all aspects before choosing the medium for carrying out such surveys.

Author Bio

Internexium provides cutting edge solutions for text surveys/sms surveys, customer surveys, mobile surveys and online surveys.