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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.