MKTG 415 Graded A+
Marketing Research- ️involves specification, gathering, analysis and interpretation of info to help
management understand the environment, identify problems and opportunities and develop and
evaluate courses of marketing action
Why do it? ️Provide market intelligence ...
MKTG 415 Graded A+
Marketing Research- ✔️involves specification, gathering, analysis and interpretation of info to help
management understand the environment, identify problems and opportunities and develop and
evaluate courses of marketing action
Why do it? ✔️Provide market intelligence
Aid decision making
Minimize risk
Function of marketing research... ✔️link the consumer to the marketer by providing information that
can be used in making marketing decisions
Basic Research ✔️conducted to expand our knowledge rather than to solve a problem
Applied Research ✔️conducted to solve specific problem
Programmatic Research: ✔️develops market options through market segmentation, market
opportunity analysis, or consumer attitude and product usage studies
Selective Research: ✔️tests different decisions alternatives such as new product concept testing,
advertising copy testing, pretest marketing, and test marketing
Evaluative Research: ✔️evaluation of performance of programs
Customized service- ✔️work with individual clients
Syndicated Services- ✔️routinely collect information on several different issues and provide it to firms
that subscribe to their services (ex. Nielsen tv index)
, Standardized services- ✔️projects conducted in standard, pre-specified manner and supplied to several
different clients (starch readership survey)
Field Services- ✔️collecting data for research projects
Selective services- ✔️specialized in one or two aspects of research. (lab houses)
Branded Products Services- ✔️developed specialized data collection and analysis to address specific
types of research problems (claritas corporation)
The Research Process (6) ✔️1. formulate the problem
2. determine the research design
3. design the data collection method and form
4. design the sample and collect data
5. analyze and interpret the data
6. prepare the research report
Decision problem ✔️(manager perspective)- the problem facing the decision maker for which the
research is intended to provide answers (ACTION ORIENTED)
Discovery-Oriented Decision Problems: ✔️associated with unplanned change (what, why) -research
findings provide insights, which lead to further research
Strategy-Oriented Decision Problems: ✔️associated with planned change
Research problem (researchers perspective) - ✔️a restatement of the decision problem into what
information is required by the decision problem. (usually multiple research problems corresponding to a
decision problem)
When Not to Conduct Research ✔️Research costs exceeds the expected benefits
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