| Marketing research also plays a pivotal role in
monitoring current marketing programmes. In order to overcome
hiccups and readjust activities so that set targets can be met,
marketing practitioners need up-to-date information. Ensuring
that EasyJet's
target audience understands their 'You are here. Why?' campaign
or assessing if customers will accept price changes at an amusement
park are some questions that marketing research can help answer.
Tracking studies
Waste in marketing can be avoided through the use of tracking
studies. For example, marketing research can systematically examine
ways through which media consumers are being reached and whether
or not advertising messages are being understood. Tracking studies
are a type of continuous and systematic research into consumers
that can be used to measure brand awareness, attitudes to brand,
brand preferences and brand usage.
Pricing research
Are consumers responding well to the price change? Is the above
60 market paying for luxury trips aboard the Queen
Mary II? Pricing research during the implementation stage
aims to measure the market's response to a product's price, whether
this is a new product or a modified price for an existing product.
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