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Introduction to Marketing Research
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Used to identify anddefine marketopportunities andproblems
Generate, refine, andevaluate marketingperformance
Monitor marketing
performance
Improve understandingof marketing as aprocess
Redefining Marketing Research
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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 tothe
identification and
solution of problems and opportunities inmarketing.
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A Classification of Marketing Research
Marketing Research
ProblemIdentification Research
Problem SolvingResearch
Market Potential Research
Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting Research
Business Trends Research
Segmentation ResearchProduct Research
Promotion Research
Distribution Research
Fig 1.1
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Problem Solving Research
Determine the basis of segmentation
Establish market potential andresponsiveness for various
segments
Select target markets
Create lifestyle profiles:demography, media, andproduct image characteristics
SEGMENTATION RESEARCH
Test concept
Determine optimal product design
Package tests
Product modification
Brand positioning andrepositioning
Test marketing
PRODUCT RESEARCH
Table 1.1
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Problem Solving Research
Table 1.1 cont.
PRICING RESEARCH
Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand
Initiating and responding to price changes
$ALE
PROMOTIONAL RESEARCH
Optimal promotional budget
Sales promotion relationship
Optimal promotional mix
Copy decisions
Media decisions
Creative advertising testing
Evaluation of advertising effectiveness
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Problem Solving Research
Table 1.1 cont.
DISTRIBUTION RESEARCH
Determine…
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
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Marketing Research Process
Step 1: Problem Definition
Step 2: Development of an Approach tothe Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation andPresentation
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The Role of Marketing Research
ControllableMarketing
•Product
•Pricing
•Promotion
•Distribution
Variables
Marketing Research
MarketingDecision
Making
ProvidingInformation
AssessingInformation
Needs
Marketing Managers
• Market Segmentation
• Performance & Control
• Target Market Selection
• Marketing Programs
Uncontrollable
Environmental
Factors
•
Economy•Technology
•Laws &Regulations
•Social & CulturalFactors
•Political Factors
Customer Groups
• Employees• Shareholders
Suppliers•
• Consumers
Fig 1.2
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Marketing Research Suppliers & Services
LIMITED SERVICE
Branded
Products
and Services
Data
Analysis
ServicesAnalytical
Services
Coding and
Data Entry
Services
Field
Services
FULL SERVICE
Syndicate
Services
Standardized
Services
Customized
Services
Internet
Services
RESEARCH
SUPPLIERSEXTERNAL
INTERNAL
Fig 1.3
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Marketing Research Suppliers & Services
Internal suppliers External suppliers
Full-service suppliers Syndicated services
Standardized services Customized services
Internet services
Limited-service suppliers Field services
Coding and data entry services
Analytical services
Data analysis services
Branded marketing research products
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Criteria for Selecting a Research Supplier
1 What is the reputation of the supplier?
2 Do they complete projects on schedule?
3 Are they known for maintaining ethical standards?
4 Are they flexible?
5 Are their research projects of high quality?
6 What kind and how much experience does the supplierhave? Has the firm had experience with projects similar tothis one?
7 Do the supplier's personnel have both technical and non-
technical expertise?8 Can they communicate well with the client?
9 Competitive bids should be obtained and compared onthe basis of quality as well as price.