In the context of marketing, what does "applied research" refer to?

Applied research in the context of marketing refers to the direct application of scientific methods to improve products, processes, or services in a way that addresses specific practical issues. This form of research is typically focused on finding solutions to existing problems or enhancing specific aspects of a product or service based on analytical findings.

In marketing, applied research often involves using data collected from consumers, analyzing their behavior or preferences, and then using that information to make informed decisions about product development, marketing strategies, or service delivery. This practice helps businesses make informed changes that can lead to improved customer satisfaction and competitive advantage.

In contrast, the study of consumer preferences mainly falls into descriptive or exploratory research categories, which are used to understand consumer behavior rather than directly applying findings to product improvements. Research aimed at increasing knowledge without specific application is considered basic or fundamental research, which is more theoretical and does not focus on immediate practical application. Lastly, exploring new market opportunities usually involves market research that assesses potential profitability and feasibility, rather than directly applying existing knowledge to enhance products or services.