CONTRIBUTIONS OF MARKETING RESEARCH AND ORGANIZING MARKETING RESEARCH DEPARTMENTS Benefits Products would be better adapted for demand

nd Stimulate sale and income Cut marketing costs Isolate companys problem Engender progressive spirit Organizing Research Departments No definite form of organizational structure Depends on the size of company Attached to top-level management Dynamic and continously changing

QUALIFICATIONS OF MARKETING RESEARCHER

Inquisitive mind Curiosity Analytic and critical thinker Honest Respect Good sense of humor Enthusiasm Cooperativeness METHODS OF RESEARCH Secondary Data Primary Data

 Experimentation-provide reliable and valid data. Observation Unstructure -how people shop Structured what brands do people buy

Respondents-can obtain data fromas king questions Personal interview Mail surveys Telephone Interviewing

Qualitative research ---often used at the the start of the project

---assuming that the company know how people think about products ---produce substantial data Qualitative research ---tries to measure things,to put numbers on them

Choice of Methods 1. Define the problem 2.Communicate the result

Sampling o Random samples-entire population being sampled has known probability of being selected. o Quota samples-set qoutas for each category

 Generating conclusions and making recommendations

Recommendations-what decision makers rely on

Conclusions-the study results should presented clearly.