Difference Between Market Research and Market Intelligence

关键区别 - 市场研究与市场情报

Market research and market intelligence are two terms that are often used interchangeably; however, the scope and the meaning of these two are different from one another.市场策略is a vital aspect for businesses to attract and retain customers, and thus, adequate market research and market intelligence should be carried out to gain maximum benefit from a marketing strategy. The key difference between market research and market intelligence is that the market research is a systematic process of collecting and analyzing data relevant to a specific marketing strategy whereas market intelligence is the information critical to a business’s markets, gathered and analyzed to make informed decisions to understand aspects such as market opportunity and business potential.

内容
1.Overview and Key Difference
2.什么是市场调查
3.What is Market Intelligence
4.并排比较 - 市场研究与市场情报
5。概括

什么是市场调查?

市场研究被定义为收集和分析与特定营销策略相关的数据的系统过程。市场研究涉及对产品市场规模，位置和构成的研究。在以下情况下进行彻底的市场研究至关重要。

• 开发新产品或产品类别
• Entering a new market
• 制定新的广告策略

Market Research Methods

收集成功的数据会直接影响营销策略的完成，并且可以使用以下方法。

• 调查

调查是收集市场研究数据的最广泛使用和最方便的方法。这是一个定量数据收集方法，其中提供了印刷或书面问题的清单，并提供了答案的选择。调查协助市场研究人员与大量客户接触以获取数据。

Survey results can be used for effective decision-making since a large number of data can be collected.

• One to oneinterviews和焦点小组讨论

这些是收集数据的定性方法，可以使市场研究人员询问有关产品体验，客户期望及其建议的问题。虽然非常有用，但一对一的访谈和焦点小组讨论很耗时。

• Product tests

Here, the potential customers are given the opportunity to try out the products for free, and their views are enquired. This is a very successful method since the customers directly interact with the product.

例如., According to the below chart, Kellogg’s is the market leader in the USA cereal market with a share of 34%. The market share of General Mills is 31% and the company is attempting to become the market leader. The management believes that if they increase the number of flavors available, they can capture more market share. To identify which new flavors should be introduced, the company decides to carry out a market research and collect data through surveys

What is Market Intelligence?

市场情报是与公司市场相关的信息，收集和分析，以做出明智的决定，以了解市场机会和业务潜力等方面。市场情报协助公司决定应用来实现营销目标的营销策略。因此，很明显，市场智能比市场研究方法取决于市场智能的市场研究更广泛。市场智能不仅认识到四个P在营销中的相互依存关系（产品，促销，价格和地点），还以使公司能够考虑多种选择和相关风险的方式相互依存的原型。

Continuing from the above example, by looking at the chart above regarding the cereal market in USA, General Mills can understand their market potential (the company is only 3% away from becoming a market leader) and can evaluate options to select the best option. Two potential option are,

1. Engage in an aggressive advertising campaign to directly compete with Kellogg’s
2. 获得另一个谷物品牌的份额并增加市场份额

What is the difference between Market Research and Market Intelligence?

Market Research vs Market Intelligence
Market research is a systematic process of collecting and analyzing data relevant to a specific marketing strategy.	市场情报是对公司市场至关重要的信息，收集和分析以做出明智的决定，以了解市场机会和业务潜力等方面。
范围
市场研究是作为营销策略的一部分进行的特定练习。	与市场研究相比，市场智能是一个更广泛的概念。
营销策略
营销研究的应用取决于营销策略。	营销策略是根据市场智能决定的。

概括– Market Research vs Market Intelligence

The difference between market research and market intelligence depends on their impact on the marketing strategy and their contribution to achieving market objectives. Market research provides various alternatives to achieve the marketing strategy while market intelligence provides situational insight and interpretation so that the company can anticipate which strategy to use. Once the company understands the potential of the market via market intelligence, it can develop plans to implement the necessary course of action.

参考
1. Staff, Investopedia. “Market Research.” Investopedia. N.p., 06 May 2016. Web. 02 May 2017.
2.“营销研究的数据收集方法。”YourArticleLibrary.com：下一代库。N.P.，2015年4月15日。2017年5月2日。
3. Goutham Matta, Student Senate-Stout Student Association at University of Wisconsin-Stout Follow. “Cereals and its products packaging.” LinkedIn SlideShare. N.p., 02 Dec. 2015. Web. 02 May 2017.
4. 2016年5月31日 /贾斯汀·布朗。“市场见解。”市场研究和市场情报之间有什么区别？N.P.，N.D。网络。2017年5月2日

Image Courtesy:
1.数据，信息和智能之间的关系。经过U.S. Joint Chiefs of Staff JP2-0, Public Domain, viaWikimedia