MAL 1 Introduction to Marketing Research

Slide 1: 

vddf 1 Introduction to Marketing Research

Redefining Marketing Research : 

Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as: The function which links the consumer, the customer, and public to the marketer through INFORMATION

Redefining Marketing Research : 

Information Redefining Marketing Research

Definition of Marketing Research : 

Definition of Marketing Research Marketing research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.

Market Research : 

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

Classification of Marketing Research : 

Classification of Marketing Research Problem Identification Research Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. Problem Solving Research Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.

A Classification of Marketing Research : 

A Classification of Marketing Research Marketing Research Fig 1.1

Problem Solving Research : 

Problem Solving Research Table 1.1

Problem Solving Research : 

Problem Solving Research Table 1.1 cont.

Problem Solving Research : 

Problem Solving Research Table 1.1 cont.

Marketing Research Process : 

Marketing Research Process Step 1: Problem Definition Step 2: Development of an Approach to the Problem Step 3: Research Design Formulation Step 4: Fieldwork or Data Collection Step 5: Data Preparation and Analysis Step 6: Report Preparation and Presentation

The Role of Marketing Research : 

The Role of Marketing Research Fig 1.2

Marketing Research Suppliers & Services : 

Marketing Research Suppliers & Services Fig 1.3

Marketing Research Suppliers & Services : 

Marketing Research Suppliers & Services Internal suppliers External suppliers Full-service suppliers Syndicated services Standardized services Customized services Internet services Limited-service suppliers Field services Coding and data entry services Analytical services Data analysis services Branded marketing research products

Criteria for Selecting a Research Supplier : 

Criteria for Selecting a Research Supplier What is the reputation of the supplier? Do they complete projects on schedule? Are they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one? Do the supplier's personnel have both technical and non-technical expertise? Can they communicate well with the client? Competitive bids should be obtained and compared on the basis of quality as well as price.