Marketing research

Markéta ZajarošováMarkéta Zajarošová

To carry out marketing analysis, planning, implementation and control, managers need information.

Marketing information system

A MIS consists of people, equipment and procedures to gather, sort, analyse, evaluate a disstribute needed, timely and accurate information to marketing decision makers.

The information needed by marketing managers comes from:

Internal company records Marketing intelligence Marketing research

Getting information:

From published materials a public documents

By observing competitors or analysis products

From people who do business with competitors

From recruits and competitor´s employees

Is the function linking the customers and public to the marketer through information that is used to identify and define marketing opportunities and problems to evaluate marketing action to monitor marketing performances

Consists of four steps

Defining the problem and research objectives

Developing the research plan Implementing the research plan Interpreting and reporting the findings

Secondary information

X

Primary information

Qualitative

Quantitative

Contact methods• Mail• Telephone• Personal interviews

Total consumer population

Sample is a segment of the population selscted to represent the population as a whole

Who is to be surveyed? What sample size? How are the people in the sample chosen?

Questionnaire

Implementing the research plan- Analysing information

Interpreting and reporting the findings