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Market Research
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Eurokleis has more than 10 years of experience within the market research field and a permanent collaboration with several universities and international research institutions allow to develop reliable market research for both small businesses and major players
who have to plan important strategic choices.

Eurokleis develops different market researches:

  • marketing research
  • communication research
  • consensus research
  • cost-benefit analysis.

 

The context

 

Having detailed information is important to achieve competitive advantages, in order to gain the commercial success of a company. Market research consists in the systematic design, collection, analysis and presentation of data and information relevant to a specific marketing situation in which the company is faced. Market research analyses primary data (information collected from scratch) and secondary data (information available from external sources, public or private). Market research is divided into different phases:

  • definition of the research problem
  • definition of objectives
  • research planning
  • data collection
  • data processing and analysis
  • presentation of results
Market research can be classified in two macro-classes:

  • qualitative: to understand phenomena through the definition of the concepts and ideas characterizing the problem. The term qualitative refers to the way in which the results are expressed, impossible to represent in the form of numbers and quantitative relationships between variables. Qualitative research can be exploratory investigations when it is intended to evaluate certain assumptions, useful for decision making
  • quantitative: are designed to provide information from a numeric base, depending on the level of statistical error as agreed and accepted by the client. Quantitative research will also include descriptive and causal or experimental research. Descriptive research describes the characteristics of the population analysed. The causal research identifies the causal factors that underlie the behavior of the market and evaluates the cause-effect relationships between the characteristics of a the population.

More specific than the general market research, marketing research meets specific information needs and identifies the marketing leverages.  Communication researches are a prerequisite to achieve effective integrated communication strategies across different kind of analysis:

  • projective research
  • ethnographic analysis
  • semiotic study.
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