Slide 1.1 Near East University MARKETING RESEARCH MARK 401 Preliminary Understanding of Naresh Malhotra and David Birks, Marketing Research, 3 rd Edition, ゥ Pearson Education Limited 2007 Preliminary Understanding of Marketing Research SESSION 1 Rana SERDAROGLU Source:Malhotra and Birks, et al. Chp 1 Dr. Eric Shiu lecture notes
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MARKETING RESEARCH MARK 401 - Near East Universityold.staff.neu.edu.tr/~rserdaroglu/files/MR CHPTERLER/MR CHP SESSI… · Naresh Malhotra and David Birks, Marketing Research, 3rd
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‘Marketing research is a key element within the totalfield of marketing INFORMATION. It links theconsumer, customer and public to the marketerthrough INFORMATION, which is used to identifyand define marketing opportunities andproblems; generate, refine and evaluatemarketing actions; and improve understanding ofmarketing as a process and of the ways in whichspecific marketing activities can be made moreeffective’
‘Marketing research is a key element within the totalfield of marketing INFORMATION. It links theconsumer, customer and public to the marketerthrough INFORMATION, which is used to identifyand define marketing opportunities andproblems; generate, refine and evaluatemarketing actions; and improve understanding ofmarketing as a process and of the ways in whichspecific marketing activities can be made moreeffective’
Slide 1.9
WHY INFORMATION IS SO IMPORTANT?
• INFORMATION is the lifeblood of marketing• To manage a business well, you need to
manage its future,• To manage the future, you need to manage
information• INFORMATION is not just an input to make
good decisions but provides a competitiveadvantage.
Problem identification research• Research undertaken to help identify problems
that are not necessarily apparent on the surfaceand 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 distributionresearch.
Problem identification research• Research undertaken to help identify problems
that are not necessarily apparent on the surfaceand 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 distributionresearch.
Slide 1.13
Example 1• A marketing research study has been conducted on
Europe’s developing beer market, which gives signalsthat the market is in danger of an increasing oversupplyof brands. As a result, consumers are likely to turn backto brands that they have tried and liked before.
SO what kind of research does this particular studybelong to?
• A marketing research study has been conducted onEurope’s developing beer market, which gives signalsthat the market is in danger of an increasing oversupplyof brands. As a result, consumers are likely to turn backto brands that they have tried and liked before.
SO what kind of research does this particular studybelong to?
Slide 1.14
EXAMPLE 2
• Kellogg's was originally popular during 1990’s as abreakfast cereal. However, it began to lose market sharein the 2000’s. this forced the management to conductmarketing research for reversing the trend.
SO AGAIN what kind of research does this particularstudy belong to?
PLEASE give some recommendations about how themanagement can improve lost?
• Kellogg's was originally popular during 1990’s as abreakfast cereal. However, it began to lose market sharein the 2000’s. this forced the management to conductmarketing research for reversing the trend.
SO AGAIN what kind of research does this particularstudy belong to?
PLEASE give some recommendations about how themanagement can improve lost?