Chapter One: Introduction To Marketing Research
Chapter One: Introduction To Marketing Research
Chapter One: Introduction To Marketing Research
Experiential Learning
Opening Vignette
Definition of Marketing Research
Fig. 1.2
Be an MR!
Fig 1.4
The Role of Marketing Research in Decision Making The Information Value Chain for Marketing Research
Fig 1.5
Be a DM!
Fig 1.6
Experiential Learning
Opening Vignette
Marketing Research Industry
Fig 1.7
Table 1.1
Be an MR!
Be a DM!
for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.
Collection of Data
Analysis of Data
Market Research
Specifies the information necessary to address these issues Manages and implements the data collection process Analyzes the results Communicates the findings and their implications
Marketing Research
Problem Identificatio n Research Problem Solving Research
Market Potential Research Market Share Research Image Research Market Characteristics Research Forecasting Research Business Trends Research
Segmentation Research
Product Research
Pricing Research Promotion Research Distribution Research
Table 1.1
PRODUCT RESEARCH
Test concept Determine optimal product design Package tests Product modification
Copy decisions
Media decisions Creative advertising testing Evaluation of advertising effectiveness Claim substantiation
PRICING RESEARCH
Pricing policies
Product Research
- test concept - determine optimal product design
- package tests
- product modification - brand positioning and repositioning - test marketing - control store tests
determine type of distribution attitudes of channel members intensity of wholesale and retail coverage channel margins location of retail and wholesale outlets
Figure 1.4 The Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report
Uncontrollable Environmental Factors Economy Technology Competition Laws and Regulation Social and Cultural Factors Political Factors
Marketing Research
Marketing Decision Making Providing Information
Marketing Managers Market Segmentation Marketing Programs Target Market Selection Performance and Control
Data
Information
Knowledge
Decision Making
Processes Outcomes
Implementing Action
Expertise in measurement
Internal
External
Syndicated Services
Customized Services
Competitive bids should be obtained and compared on the basis of quality as well as price.
Research Director
Also part of senior management
management team
Directs companys entire market research operation Sets the goals & objectives of the marketing research department
Analyst
Handles details in execution of project Designs & pretests questionnaires Conducts preliminary analysis of data
Statistician/Data Processing
Serves as expert on theory and application on statistical techniques Oversees experimental design, data processing, and analysis
Junior Analyst
Secondary data analysis Edits and codes questionnaires Conducts preliminary analysis of data
Fieldwork Director
Handles selection, training, supervision, and evaluation of interviewers and field workers
Think creatively. Creativity and common sense command a premium in marketing research.
Expert Systems
Figure 1.9 Marketing Information Systems (MIS) vs. Decision Support Systems (DSS)
MIS
Structured problems Use of reports Information displaying restricted Can improve decision making by clarifying new data
DSS
Unstructured problems Use of models Adaptability Can improve decision making by using what if analysis
Client
Marketing Researcher
Public
Respondents