Functions and Types of Marketing Research
Functions and Types of Marketing Research
Functions and Types of Marketing Research
ALENA KLAPALOVÁ
klapalov@econ.muni.cz
http://www.youtube.com/watch?v=_X5CfPGYx-o
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
MIS and MDSS and MKT R and MI
Exploratory Research. Exploratory research is used when one is seeking insights into
the general nature of a problem, the possible decision alternatives, and relevant
variables that need to be considered. Typically, there is little prior knowledge on which
to build. The research methods are highly flexible, unstructured, and qualitative (need
not to be always), for the researcher begins without firm preconceptions as to what will
be found. The absence of structure permits a thorough pursuit of interesting ideas and
clues about the problem situation.
Descriptive Research. Descriptive research embraces a large proportion of marketing
research. The purpose is to provide an accurate snapshot of some aspect of the market
environment. In othr words, this research describes data and characteristics about the
population or phenomenon being studied. However, it does not answer questions about
eg: how/when/why the characteristics occurred
Find new
Measuring customer
territories for
satisfaction to find out
products or
how to maintain a
services
competitive edge
ANALYZING MARKETING PERFORMANCE (5)
serve to inform managers whether planned activities were
properly executed and are accomplishing what they were
expected to achieve = marketing research may be conducted
to obtain feedback for evaluation and control of marketing
programs.
Performance-monitoring research refers to research that
regularly, sometimes routinely, provides feedback for evaluation
and control of marketing activity.
Marketing metrics refer to quantitative ways of monitoring and
measuring marketing performance.
TWENTY DIFFERENT TYPES OF
MARKETING SURVEYS (6)
+++++
Ethical issues in marketing research
Summary – functions and tasks
of marketing research
The task of research is:
To provide and maintain for management the research
systém, to work with management in such a way as to be
able to understand its needs, to help define informational
requirements, to specifiy the filter and generate, through
application of professional methodology, meaningful
information in the most efficient manner. Its role is to
broaden managerial decision alternatives and reduce the
range of decision error through application of the scientific
method to analysis of data and evaluation of information.
(Cayley, 1968, p. 36)