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Marketing Research
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After studying this chapter, you should be able to:

Understand the purpose and functions of
marketing research.

Be familiar with the stages of the
marketing research process.

Discuss different types of research
designs, data collection methods, and
sources of secondary and primary
marketing research data.
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Understand many of the major issues
involved with survey design and sampling.

Appreciate the role of marketing research
within decision support systems.

After studying this chapter, you should be able to:

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What is Marketing Research?
Marketing Research:

Identifies and defines marketing
opportunities.

Generates, refines, and evaluates
marketing actions.

Monitors marketing performance.

Improves understanding of
marketing as a process.
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Marketing Research:

Specifies the information required to address
these issues .

Designs the methods for collecting information.

Manages and implements the data collection
process.

Analyzes the results.

Communicates the findings and implications.
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Questions Marketing Research Can Help Answer
1. Planning
2. Problem Solving
Produce
Price
Place
Promotion
3. Control

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Marketing Research in the New Millennium
Environmental Phenomena will affect the
marketing research industry in the next decade
and beyond.

The traditional time line of 4 to 6 weeks for the
typical research project will not be acceptable.

Marketing research is becoming a part of the
marketing strategy development process.
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Marketing Research in the New Millennium
Interactivity, e-commerce, and the Internet are
affecting the practice of marketing research.

How will data be managed?

Consolidation among companies has resulted in
market dominance by the top 25 firms.
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The Marketing Research Process
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Problem Definition
Problem Definition:
The first step in any marketing research
project and is critical to its success.

All parties involved must:
Focus on the real research problem, not the
symptoms.

Anticipate how the information will be used.

Avoid prescribing a specific study until the
problem is fully understood and defined.
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Research Designs
Exploratory Research:
Typically carried out to satisfy the researchers desire for better
understanding, or to develop preliminary background and suggest
issues for a more detailed follow-up study.

Descriptive Research:
Normally directed by one or more formal research questions or
hypotheses.
Cross-sectional study
Longitudinal research

Casual Research:
Experiments in which researchers manipulate independent variables
and then observe or measure the dependent variable or variables of
interest.

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Data Types
Primary Data Secondary Date
SURVEYS INTERNAL DATA
- Mail - Company records
- Telephone - Data from MDSS

INTERVIEWS EXTERNAL DATA
- Mall intercepts Proprietary
- Personal interviews - Custom Research
- Syndicated services
FOCUS GROUPS Nonproprietary
- Personal - Published reports
- Mechanical - Census data
- Periodicals