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  2. What’s “Marketing research” (and research of market)?

What’s “Marketing research” (and research of market)?

About Marketing research


Here it is explained what is marketing research without complicated terms or concepts for those who think: “I know the term by some news or magazines, but what it is really?” “I’ve been interested, but it seems tough.” and “What I need to implement it?”


The target will be, specifically, someone like followings:


  1. Someone who came to a department to do “marketing research” but does not know what the department is about;
  2. Someone whose boss told him/her to do “marketing research” enough and is totally at a loss;
  3. Someone whose friend or such a person recommended “marketing research” but find it too embarrassing to ask what it is now;
  4. Someone who has just known the term, “marketing research”, by news or magazines, and is now interested in it;
  5. Someone who knows the meaning of “marketing” and “research” but vaguely;
  6. Someone who is now confused because people refer to “marketing research” in too many ways;
  7. Someone who wants to be skilled about “marketing research” but does not know what to know first;

And so on.

Before delving into “what is marketing research”

We have 3 premises for you to know beforehand, all of which are crucial.

1) The difference between “Marketing research” and “research of market”

Fig.1: The graph showing the relationship of marketing research and research of market

Fig.1: The graph showing the relationship of marketing research and research of marketThe conclusion is that you can say that “marketing research” and “research of market” are the same, for “marketing research” encompasses “research of market”. Furthermore, “marketing research” is a part of marketing, which is a way to solve “problems or issues for companies or individuals”.


The difference between marketing research and research of market is explained differently by numerous experts and their books about this area, and they sometimes agree and disagree. The Figure.1 shows this relationship.

Dare I say, it’s commonly explained as follows: Research of market is collecting, recording, organizing, tallying and analyzing the measurable information about every possible objects related to the flow of service or asset, including producers and consumers, by various methods, for a company or individual to be determined; and Marketing research is colleting, recording, organizing, tallying and analyzing other information which is immeasurable in addition to that gained by research of market by various methods.


What is important is getting the whole picture of “marketing research”

The goal here is not writing a thesis about marketing research but grasping the concept of marketing research, so all you remember is what the Fig. 1 shows. That’s enough!


Do you have to explain what is marketing research though?

If you have to explain what is marketing research succinctly, you can say that marketing research is collecting the data that will be the basis of making decision to solve a problem through some survey and analyzing.


The meaning of marketing research is, if not unimportant, less important than the position, concept, how to implement, the method to collet data of it. Here was the explanation about the difference, but, in fact, you don’t have to distinguish them.

2) Marketing research is not a purpose but a way to solve issues

The second premise is that marketing research is not a purpose but a way for companies or individuals to solve their issues.


Marketing research is just a part of an effort or marketing activity to solve some issues

This is very important to understand; although marketing research is just a part of an effort or marketing activity, many companies regard marketing research as purpose itself or a panacea for every problem, only to fail to solve the actual problems.

3) Marketing research will be repeated if necessary

The last premise is that marketing research will be repeated if necessary. Please see the following Figure.2:

Fig.2: The story to solve an issue and where marketing research will come in

Fig.2: The story to solve an issue and where marketing research will come in

In the process of a solution, we need to do marketing research several times

The Figure 2 visualizes the story of a company or individual to solve an issue; here, you will understand the necessity to do marketing research several times to “collect the data that will be the basis of making decision to solve a problem through some survey and analyze”.


Now, you must be well ready to understand what is marketing research with the 3 premises explaining the position, necessity and concept.


Now, sorry to tantalize you (but the explanation so far was so important, as you know);On the next page, let’s look at the actual marketing research and how companies utilize it with some actual cases and examples.