MARKETING RESEARCH

Contents
Introduction....................................................................................................................1
Theoretical research.......................................................................................................1
Importance of Marketing research.............................................................................1
Research proposal......................................................................................................2
Resources of Data......................................................................................................3
Conclusion......................................................................................................................4
References......................................................................................................................5

Introduction
The role of marketing itself has changed dramatically due to various crisesmaterial
and energy shortages, inflation, economic recessions, high unemployment, dying
industries, dying companies, terrorism and war, and effects due to rapid technological
changes in certain industries. Such changes, including the Internet, have forced
todays marketing executive to becoming more market driven in their strategic
decision-making, requiring a formalized means of acquiring accurate and timely
information about customers, products and the marketplace and the overall
environment.
Objectives

What is Marketing Research?

What kind of Marketing Research does marketers usually do for basic task?

Key words: Marketing Research

Marketing research- the process or set of processes that links the producers,
customers, and end users to the marketer through information information used to
identify and define marketing opportunities and problems; generate, refine, and
evaluate marketing actions; monitor marketing performance; and improve
understanding of marketing as a process. Marketing research specifies the information
required to address these issues, designs the method for collecting information,
manages and implements the data collection process, analyzes the results, and
communicates the findings and their implications. ((MASB), n.d.)

Theoretical research
Research is not only used for the purpose of learning, it is also a critical component
needed to make good decisions. Market research does this by giving marketers a
picture of what is occurring and, when done well, offers alternative choices that can
be made.

Importance of Marketing research

Good research may suggest multiple options for introducing new products or
entering new markets.
Marketing research can be viewed as the foundation of marketing.
Marketing decisions need the support of research in order to be viewed
favorably by customers and to stand up to competition and other external
pressures. (KnowThis.com., 2016)

We can do many types of researches based on what kind of decision.

Marketing Decision
Target Markets

Types of Research
sales, market size; demand for product, customer
characteristics, purchase behavior, customer satisfaction,

website traffic
Product

product development; package protection, packaging

awareness; brand name selection; brand recognition, brand
preference, product positioning

Distribution

distributor interest; assessing shipping options; online

shopping, retail store site selection

Promotion

advertising recall; advertising copy testing, sales promotion

response rates, sales force compensation, traffic studies
(outdoor advertising), public relations media placement

Pricing

price elasticity analysis, optimal price setting, discount

options

External Factors

competitive analysis, legal environment; social and cultural

trends

Other

company image, test marketing

Research proposal
Marketing research serves marketing management by providing information which is
relevant to decision making. Marketing research does not itself make the decisions,
nor does it guarantee success. Rather, marketing research helps to reduce the
uncertainty surrounding the decisions to be made. In order to do so effectively,
marketing research has to be systematic, objective and analytical.
Having received the research brief, the researcher responds with a research proposal.
The research proposal sets out the research design and the procedures to be followed.

Research design begins with an accurate and, as far as is possible, precise definition
of the problem. This is followed by the generation of hypotheses. Where the research
is more qualitative in nature then it is still recommended that hypotheses should be
developed. These should include alternative hypotheses; depending upon what is
already known about the research problem one of three types of study might be
undertaken. (exploratory study, a descriptive study or a causal study).
Before proceeding further, the researcher has to develop an analysis plan. It is only
when the analysis plan has been considered that fieldwork, in the form of data
collection, should be undertaken. The final step in the research design would be to
write the report. Customer oriented marketing researchers will have noted from the
outset of the research which topics and issues are of particular importance to the
person(s) who initiated the research and will weight the content of their reports
accordingly. (Green, 1993) (Kerlinger, 1994)

Resources of Data
There are two main sources of data primary and secondary. primary research is
conducted from scratch. It is original and collected to solve the problem in
hand. secondary research, also known as desk research, already exists since it has
been collected for other purposes.
We have given a general introduction to marketing research. Marketing research is a
huge topic area and has many processes, procedures, and terminologies that build
upon the points above. (Ltd, n.d.)

Conclusion
1. Marketing research serves marketing management by providing information
which is relevant to decision making.
2. There is classification, types, method, types of study in Marketing Research.
Also we should Marketing research depends on what do we really need to
make decision.

References
(MASB),
M.
A.
(
).
http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.as
px-
Green, P. T. (1993). Research For Marketing Decisions. Prentice-Hall.
Kerlinger, F. (1994). Foundations of Behavioural Research, 1st edition.
KnowThis.com.,
M.
R.
(2016).
http://www.knowthis.com/marketingresearch/importance-of-marketing-research-
Ltd, M. T. ( ). http://www.marketingteacher.com/introduction-tomarketing-research/-