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Chapter One

Chapter One. Introduction to 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

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Chapter One

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  1. Chapter One Introduction to Marketing Research

  2. 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.

  3. 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

  4. 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.

  5. Table 1.1 Problem Solving Research SEGMENTATION RESEARCH • Determine the basis of segmentation • Establish market potential and responsiveness for various segments • Select target markets • Create lifestyle profiles: demography, media, and product image characteristics PRODUCT RESEARCH • Test concept • Determine optimal product design • Package tests • Product modification • Brand positioning and repositioning • Test marketing • Control score tests

  6. PROMOTIONAL RESEARCH • Optimal promotional budget • Sales promotion relationship • Optimal promotional mix • Copy decisions • Media decisions • Creative advertising testing • Evaluation of advertising effectiveness • Claim substantiation $ALE 0.00% APR PRICING RESEARCH • Pricing policies • Importance of price in brand selection • Product line pricing • Price elasticity of demand • Initiating and responding to price changes Table 1.1 (cont.) Problem Solving Research

  7. DISTRIBUTION RESEARCH Determine… • Types of distribution • Attitudes of channel members • Intensity of wholesale & resale coverage • Channel margins • Location of retail and wholesale outlets Table 1.1 (cont.) Problem Solving Research

  8. 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

  9. Marketing research process • Step 1: Problem Definition • Purpose of the study • Background information • Problem definition Discussion with the decision makers Analysis of secondary data Qualitative research such as focus group interview

  10. Marketing research process • Step 2: Development of an approach to the problem Formulating objectives and theoretical framework Test the hypothesis Steps of Formulating research design • Secondary data analysis • Qualitative research • Methods of collecting primary date • Measurement and scaling procedure • Questionnaire design • Sampling process and Sampling size • Plan of data analysis

  11. Marketing research process • Step 3: Research Design Formulation • Step 4: Field work or data collection • Step 5: Data preparation and analysis Editing, coding, transcription and verification of data. Data analysis: Univariate tech and Multivariate tech

  12. Marketing research process • Step 6: Report preparation and presentation Written report which addresses the following issues: The specific research question Describe the approach Research design Data collection and Data analysis procedure

  13. Figure 1.6 The Information Value Chain

  14. 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.

  15. Figure 1.8 The Development of MIS and DSS Internal Billing, Production, and Other Records External Market Information Marketing Information Systems + = Decision Support Systems Expert Systems

  16. Figure 1.9 Marketing Information Systems (MIS) vs. Decision Support Systems (DSS) 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

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