Marketing Research: Why It Is Needed, How to Conduct It, and What Is Needed for That

Nadezhda Arlenko is a professional marketer with over 13 years of experience in various niches and fields: from heavy machinery to FMCG. In addition to practice, the author also has a strong academic foundation: a master's degree and postgraduate studies in marketing. From 2018 to 2023, Nadezhda worked as a project manager for market research at Procter&Gamble in the Republic of Belarus. During her entire practice, more than 50 projects were conducted under her supervision. Marketing research helps businesses identify new areas for development, assess the effectiveness of strategies, study the target audience, analyze competitors, and monitor market trends. There is an opinion that marketing research is expensive, complicated, and ineffective. In the book, you will learn how to optimize the costs of conducting research, which methods are best to use to achieve goals, and how to implement the recommendations obtained into the business. The author places particular emphasis on practice: provides specific recommendations for conducting research and analyzing results. The book is written in simple and accessible language. Thus, anyone can prepare and conduct research, and most importantly, use the results to improve the product, business processes, and increase sales. The book will be useful for: • business owners who want to find new opportunities for company growth and correctly assess changes in the market, as well as learn to evaluate the results of their marketers; • marketers who face difficulties when forming questions for a questionnaire or in-depth interview; • bloggers who want to better understand their target audience; • experts who want to independently conduct research and obtain results to improve the product, and identify growth points.