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Continuous research is undertaken repeatedly and continually as opposed to ad hoc surveys or surveys carried out at specific times. Ad Hoc Marketing Research In basic terms this means 'as and when' required.
Continuous research tracks changes among the same set of respondents over a period of time. 1. Ad-hoc research: A company faces a problem, such as decline in sales of one of its major brands, and it sanctions a research project to investigate the problem.
Though market research is a continuous process throughout any marketing efforts, I suggest it should not be one long repetitive process. Research should have specific goals: Research should have very specific goals and results should be gathered for analysis. Continuous research can provide valuable information and in combination with the right marketing strategy can thus sometimes make a big difference compared to %(1).
The benefits of continuous research for agencies Mar 25, , By iperceptions, When doing a site redesign or making site improvements, conducting a Voice of the Customer (VoC) study is a great way for agencies to gather customer feedback for their clients and prioritize the changes that need to be made to the site. As the leading voice, resource and network of the marketing research and data analytics community, the Insights Association empowers intelligent business decisions.