Ch.1 - Chapter 1 The Role of M arketing Research What is...

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Chapter 1 The Role of Marketing Research
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8/15/11 What is Marketing Research? 2 1– Companies must produce bundles of benefits that consumers will view as valuable. Key questions: What do we sell? How do consumers view our company? What does our company/product mean? What do consumers desire?
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8/15/11 Marketing Research Defined 3 1– Marketing research is the application of the scientific method in searching for the truth about marketing phenomena. The process includes: idea and theory development problem definition searching for and collecting information analyzing data communicating the findings and their implications
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Marketing Research Defined 4 1– This definition suggests that marketing research information is: not intuitive or haphazardly gathered accurate and objective, using the scientific method relevant to all aspects of the marketing mix (4Ps) limited by one’s definition of marketing We explore marketing research as it applies to all organizations and institutions engaging in some form of marketing activity.
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Ch.1 - Chapter 1 The Role of M arketing Research What is...

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