Marketing Research Chapter 1

Introduction to Marketing Research

  • Marketing Research: An Applied Orientation, Seventh Edition

  • Copyright © 2019, 2010, 2007 by Pearson Education, Inc. All Rights Reserved.

Chapter Outline - Part 1

  • Overview

  • Definition of Marketing Research

  • Classification of Marketing Research

  • Marketing Research Process

  • Role of Marketing Research in Decision Making

  • Marketing Research and Competitive Intelligence

  • Decision to Conduct Research

  • Marketing Research Suppliers and Services

  • Selecting a Research Supplier

Chapter Outline - Part 2

  • Careers in Marketing Research

  • Department Store Project

  • International Marketing Research

  • Marketing Research & Social Media

  • Mobile Marketing Research

  • Ethics in Marketing Research

  • Summary

Redefining Marketing Research - Part 1

  • The American Marketing Association (AMA) redefined Marketing Research as:

    • Function: Links consumer, customer, and public to the marketer

    • Through: INFORMATION

Redefining Marketing Research - Part 2

  • Information Used To:

    • Identify and define market opportunities and problems

    • Generate, refine, and evaluate marketing performance

    • Monitor marketing performance

    • Improve understanding of marketing as a process

Definition of Marketing Research

  • Systematic and objective:

    • Identification, collection, analysis, dissemination, use of information

  • Purpose: Improve decision making related to problems and opportunities in marketing

Components of Marketing Research

  • Specifies information necessary for addressing issues

  • Manages and implements data collection process

  • Analyzes results

  • Communicates findings and their implications

  • Assists managers in using information for decision-making

Classification of Marketing Research

Problem-Identification Research

  • Helps identify latent problems

  • Examples:

    • Market potential

    • Market share

    • Image

    • Market characteristics

    • Sales analysis

    • Forecasting

    • Trends research

Problem-Solving Research

  • Addresses specific marketing problems

  • Examples:

    • Segmentation

    • Product analysis

    • Pricing strategies

    • Promotion efficacy

    • Distribution research

Marketing Research Process - Part 1

  1. Problem Definition

  2. Development of an Approach to the Problem

  3. Research Design Formulation

  4. Fieldwork or Data Collection

  5. Data Preparation and Analysis

  6. Report Preparation and Presentation

Marketing Research Process - Part 2

  1. Defining the Problem

  2. Developing an Approach

  3. Formulating a Research Design

  4. Conducting Field Work

  5. Preparing and Analyzing Data

  6. Preparing and Presenting the Report

The Role of Marketing Research

  • Figure outlining the role and importance of marketing research in supporting management decisions

Marketing Research Suppliers & Services - Part 1

  • Depend on various suppliers:

    • Internal suppliers

    • External suppliers:

      • Full-service suppliers:

        • Syndicated services

        • Standardized services

        • Customized services

        • Internet/social media services

      • Limited-service suppliers:

        • Field services

        • Focus groups and qualitative services

        • Technical and analytical services

Marketing Research Suppliers & Services - Part 2

  • Criteria for Selecting a Research Supplier:

    • Reputation, project completion, ethical standards, flexibility, quality, experience, communication, competitive bidding