Chapter 4 - Marketing Research

Source of Information for marketing

Internal Data: Within the company(from: accounting, sales force, marketing, manufacturing, sales)

•Marketing Intelligence: Collection and analysis of publicly available information about consumers, competitors, changes in the market

•Marketing Research: Systematic design, collection, analysis, and reporting of information relevant to a marketing situation. –conducted by the firm itself, or via a market research agency

Marketing Research Process

Define the Problem (Research Objectives and Research Design )

Determine Research Plan (Data Type, Collection Method and Sampling)

Collect and Analyze Data

Interpret and Report the Findings

MR P1. Define Problem

MR P2.A Determine Research Plan - TYPES OF DATA

MR P2.B Determine Research Plan - DATA COLLECTION

Primary Data Collection (orderly)

Qualitative Research (initial insights)

•Focus groups, In-depth interviews, Projective techniques (•Word association •Sentence completion). •Exploratory

Observational Research Pos video, Exploratory / Descriptive

Survey Research Exploratory / Descriptive

Experimental Research •Using groups of people to determine cause-and-effect relationships. •Causal

MR P2.C Determine Research Plan - SAMPLING