MARKETING RESEARCH I MKT525 Linda F. Alwitt. What is marketing research? 4 Links consumer, customer...
-
date post
22-Dec-2015 -
Category
Documents
-
view
214 -
download
0
Transcript of MARKETING RESEARCH I MKT525 Linda F. Alwitt. What is marketing research? 4 Links consumer, customer...
What is marketing research?
Links consumer, customer and public to the marketer through information
Provides information necessary for marketing management decision-making process
THE PURPOSE OF MARKETING RESEARCH IS TO REDUCE RISK FOR MARKETING DECISION MAKERS.
Marketing Decision Making
Identifying opportunities and constraints Developing and implementing marketing
plans Evaluating effectiveness of marketing plans
Decision-making and Research Role
Decision Stage
1. Recognize decision situation
2. Define decision problem
3. ID courses of action
4. Evaluate courses of action
5.Select course of action
Research Role
1.Alert decision makers to trends.
2.Help formulate issues.
3.Broaden alternative set.
4.Key role for marketing research.
5.Researcher interprets results to direct course of action.
Case
A marketing manager responsible for CD-ROM-based video games for PCs has received a copy of 10 new books on this industry and 5 new industry reports prepared by industry consultants. The items total over 3000 pages. “All this data will be great help with the new games we are planning”, noted the analyst who delivered the documents to the manager.
Is there a problem with this scenario?
How should the manager proceed?
Decision situations
Problems and opportunities Alternative potential courses of action Routine and non-routine decisions When research is NOT needed
Define Research Problem and Objectives
Determine symptoms, possible causes, alternative courses of action
Establish role of research in selecting a course of action
What information is needed to solve the problem?
Rough guide to research approaches (after Wade, Marketing Research)
Unknownmarkets
Knownmarkets
Unknownproducts/services
Exploratoryresearch
Prescriptiveresearch;causalresearch
Knownproducts/services
Descriptiveresearch;causal rsch.
Track trends;causalresearch
Researching BackwardsResearching Backwards
How will the research results be used? What should the final report look like? What analyses are needed to ‘fill in the blanks’? What data is needed to carry out the analyses? Is the data available, and how have others solved similar
research problems? (Scan secondary data) Design instruments and sampling plan. Carry out field work. Do analyses, write report, watch it have intended effect.
(Andreasen, 1985)
Practicalities of researcher-manager relationship
No surprises Only as much technology as appropriate Keep manager involved Actionable and practical implications
Research Proposal
State marketing management problem/ opportunity/decision to be made:
background, issues, questions of concern Specify research objectives:what questons must
be asked to address management issues? Detail proposed research approach-sources,
data collection method, sampling, cost, timetable