Every humna activity has purpose behind and marketin research as a deliberate intellectual activity has certain objectives. There are some objectives of marketing research they are:-
- To Know the Buyers:- Marketing is to do with people, product and process of transfer. Each firm is eager to know about all those persons who are willing to pay for the firm's products or serices.This knowledge pertains to buyer variables such as number of buyers-frequency of buying-regional location-social category and so on. Useful information may emerge if above based basic data are made available. Thus, the data may indicate that in some areas sales are highly concentrated while in some sporadic and widesperad. If such an useful information is made available for several years, growth rate can be found out; variance can be traced and enquired into so that market potential is made known.
- To Measure the Impact of promotional Efforts:- In modern days of changing marketing conditions, it is quite likely that a company may follow different strategies to promote a product of a service. promotion-mix or the communication-mix today is consisting of three major elements, namely, advertising, personal selling and sales promotion. Each element has sub elements. It is quite possible that some promotional strategies are strikingly appealing and some are total flop. Though some are successful, the overall analysis gies unexpected poor results. Reaserch in these areas of promotion mix effectiveness will enable the reasercher to guage the strength and weakness of the mix components so that it can ve suitably changed to better the results.It reduces to a very great extent in detcting the point of satisfation and contribution of a medium or a vehicle in a medium.
- To Know Consumer Response:- Any consumer oriented company cannot remain contended if it 'somehow' make it possible to reach the taregt sales. It is more keen on knowing consumer response for its efforts of delivering the products. Study of consumer response can also be known market product testing. An alert comapny monitors the consumer reactions to the product so released in the market. In other words, the company is eager to know the consumer feedback about there product.there product satisfied ther wants or not. this feedback help in the improvement of product quality, product design its colour, size etc.
- To Know Market Cost and Profits:- Reaserch relating to the total marketing cost and their break-up helps in appraising and indicating these marketing policies and procedures whose cost is not commensurate with the result. It makes marketing management cost conscious research has the objective of cost control and reduction so that the consumers are given reduction in prices and a rise in profit to the marketers. Cost analysis leads to profit analysis that gives profit performance by region, products, and coustomers.
- To Master the External Forces:- Each company needs reliable information about competitors moves, the companys share in market, developments in foreign markets, govermental policies, technological changes, ecological variations, consumer incomes, consumer spendings, new products substitutes and the like. These are the force that keep on changing themselves and making firms to change accodinglyReaserch in this area is a must survive and survive successfully.
- To design and Implement Marketing Control:- Marketing planning and sales forecasting leads to development of marketing control process. Plans have no meaning unless they are materialsed. Control decides whether the actual efforts are in tune with planned course. If there is any derailment, corrective actions are taken. Certain precautionary measures can be taken because research prevents the bad events from thei happening