Ch 1 PP - Introduction to Marketing Research (pp. 1 32)...

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Introduction to Marketing Research (pp. 1 – 32) Marketing Research MKT 3370
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Marketing Research Defined Marketing Research is the systematic and objective identification, collection, analysis, and dissemination of information that is undertaken to improve decision making related to identifying and solving problems (also known as opportunities) in marketing.
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Marketing Research Links…. the customer and public to the marketer through INFORMATION Used to identify and define market opportunities Improve understanding of marketing as a process Monitor marketing performance
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Classification of Marketing Research Problem Identification Research Market Potential, Market Share, Image, Market Characteristics, Forecasting, and Business Trends Research Problem-Solving Research Segmentation, Product, Pricing, Promotion, and Distribution Research
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Some Examples of Problem Solving Research Segmentation Research Determine basis of segmentation, establish market potential for segments, select target markets and create profiles Product Research Test concept, package tests, brand positioning, product modification, test marketing Pricing Research Importance of price, pricing policies, price elasticity of demand, product line pricing
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Some Examples of Problem Solving Research (cont.) Promotional Research Optimal promotional budget, sales promotion relationship, copy decisions, evaluation of advertising effectiveness Distribution Research Determine type of distribution, attitudes of channel members, channel margins, location of retail and wholesale outlets
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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 the Data Step 6: Preparing and Presenting the Report (Figure 4)
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The Role of Marketing Research Uncontrollable
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This note was uploaded on 09/29/2011 for the course MKT 3370 taught by Professor Staff during the Spring '09 term at Texas State.

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Ch 1 PP - Introduction to Marketing Research (pp. 1 32)...

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