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Chapter 1



  

 


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Chapter Outline
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Chapter Outline
8) Marketing Research Suppliers and Services
9) Selecting a Research Supplier
10) Careers in Marketing Research
11) The Role of Marketing Research in MIS and DSS
12) The Department Store Project
13) International Marketing Research
14) Ethics in Marketing Research
15) Summary


  c"
jedefining Marketing jesearch

The American Marketing Association (AMA)


redefined Marketing Research as:

The function that links the consumer, the


customer, and public to the marketer
through INFORMATION


  c%
jedefining Marketing jesearch
‰sed to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance

Improve understanding
of marketing as a
process

  c&
efinition of Marketing jesearch
Marketing research is the systematic and objective
Î identification
Î collection
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Î dissemination
Î and use of information

For the purpose of improving decision


making related to the
Î identification and
Î solution of problems and opportunities in marketing.

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Classification of Marketing jesearch
problem-Identification Research
ü Research undertaken to help identify problems which are

not necessarily apparent on the surface and 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
ü Research undertaken to help solve specific marketing

problems. Examples: segmentation, product, pricing,


promotion, and distribution research.


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Î Importance of price in brand selection


Î Product line pricing
Î Price elasticity of demand ëïE
Î Initiating and responding to price changes

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Marketing jesearch process

Step 1 : Problem Definition

Step 2 : Development of an Approach to the Problem

Step 3 : Research Design Formulation

Step 4 : Fieldwork or Data Collection

Step 5 : Data Preparation and Analysis

Step 6 : Report Preparation and Presentation


  c c"
Marketing jesearch process
Step 1: Defining the problem

Step 2: Developing an Approach to the problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: preparing and Analyzing Data

Step 6: preparing and presenting the Report


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The jole of Marketing jesearch
/ !1c1 Customer Groups
8 Consumers
8 Employees
8 Shareholders
8 Suppliers
ncontrollable
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Marketing Factors
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8 Market Segmentation
8Target Market Selection
8 Marketing programs
8 performance & Control


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power ecisionsƍ Methodology
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Option generation
Solve problem
jefine options
ecision
Client
Needs Find Seek plan ïct

ïchieve Goal

jesearch Evaluate Market ïdvise


How We Clarify
jecommend plan ïssist
ecisions ïnalysis Interpret
Help Facilitate jesearch Execution


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Marketing jesearch Suppliers & Services

ü Internal suppliers
ü External suppliers
ü Full-service suppliers
ü Syndicated services

ü Standardized services

ü Customized services

ü Internet services

ü Limited-service suppliers
ü Field services

ü Coding and data entry services

ü Analytical services

ü Data analysis services

ü Branded marketing research products


  c &
Criteria for Selecting a jesearch Supplier
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