Эссе на тему: "Product research is the process of determining the compliance of technical and economic indicators"

Product research is the process of determining the compliance of technical and economic indicators and product quality (testing of goods and packaging) with standards in a particular area, safety requirements and determining the main consumer properties. Product research is the process of determining the compliance of technical and economic indicators and product quality (testing of goods and packaging) with standards in a specific area, safety requirements and determining the main consumer properties. The study of the product is carried out both with the aim of detecting shortcomings, inconsistencies of the product, identifying and improving its positive consumer qualities, and with the aim of establishing the brand awareness of the product and its popularity with the consumer, as well as researching the psychological connection between the price and the value of the product.
As one of the directions of marketing research, product research can be divided into two parts: research of already produced brands of a product or product, and research of new products. They are carried out using tests, questionnaires, analysis of data obtained from the results of sociological and marketing research.When researching an already manufactured product, the opinions of consumers, services, and employees of the retail network are studied. First of all, the attitude of consumers to a particular brand of goods is measured, for which the degree of its popularity is established. Information is obtained by questioning and polling the consumer about the brands of goods known to him in the studied class. Next, the opinion of the consumer about this product is studied, to what extent it meets the requirements of the consumer and the market, after which the degree of consumer loyalty to the product is determined, etc. Such studies allow for a clearer identification of potential consumers. Methods for researching new products include both setting up specially designed experiments and conducting surveys of consumers and specialists. Marketing research, therefore, boils down to identifying groups of buyers who are more or less loyal to a certain brand of goods, as well as studying the volumes in which a product is purchased, research on brand recognition, etc.
Generally speaking, marketing research methods are divided into methods of collecting primary and secondary data. Primary data means information specially collected to solve a specific problem. Secondary data is considered to be information collected once for some purpose that has nothing to do with the current task. Marketing research is most often understood as the collection of primary data.Market research for goods and services is the determination of demand and market share indicators for market segments of goods. The actual market demand is the entire volume of sales in the private or aggregate market of a product or a set of products for a certain period of time. Demand depends on uncontrollable environmental factors and marketing factors, which are the aggregate of marketing efforts made by competing firms. It is customary to distinguish (depending on marketing efforts) primary or non-stimulated demand, which is the demand for all brands of a given product that are sold without the use of marketing, responsive and non-responsive to the use of marketing, expanding and non-expanding markets, potential market capacity as a side of the market demand aspiration, as well as the absolute potential of the market.
When studying a product (in this case, services are not singled out separately), in contrast to the analysis of the market structure, consumer behavior and the like, the role of marketing research seems to be less significant, especially when it comes to survey techniques, qualitative methods. In reality, this is not the case: in the process of marketing research, the study of the product must be given considerable attention for the following reasons.First, it is the product that acts as the main instrument of competition in the market. Consequently, its quality, uniqueness, competitiveness, and a number of other characteristics are the most important objects of consumer demand, factors of consumer behavior in the market.Secondly, a product in marketing is what it appears in the perception of a consumer. In the well-known expression of one of the American marketing and advertising specialists, customers do not buy a product, they buy the satisfaction they experience when using this product: "in the factory we make cosmetics, in the store we sell hope." Therefore, consumer assessments, the results of marketing research that relate to, are present and have a huge impact on all processes of development, implementation and improvement of the product.
Thirdly, the most important marketing problem is the development and launch of new products and services on the market. And this process requires creativity, the use of various, including special (expert assessments, focus groups, etc.) marketing research methods.