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Early Phases
of Market
Research
Definition
1 of Marketing
Research
Classification of
2 Marketing
Research
3 Marketing
Research Process
4
The Role of
Marketing Research
#1
Definition
of Marketing
Research
The American Marketing Association (AMA) redefined
Marketing Research as:
1 2 3 4
Used to identify Generate,
and define refine, and Monitor Improve
evaluate marketing understanding
market
marketing performance of marketing
opportunities
performance as a process
and problems
Marketing Research
Is The Systematic And Objective
Step 2 Step 4
collection Dissemination
1 2 3 4 5
Step 1 Step 3 Step 5
Identification And Use Of
Analysis
Information
For The Purpose Of
Improving Decision Making
Related To The …
• Identification and
• Solution of problems and opportunities in marketing.
• Specifies the information necessary to address these issues
• Manages and implements the data collection process
• Analyzes the results
• Communicates the findings and their implications
• Helps managers use this information to make decisions
#2
Classification
of Marketing
Research
Problem-Identification Research
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
Research undertaken to help solve
specific marketing problems.
Examples: segmentation, product,
pricing, promotion, and
distribution research
A Classification of Marketing Research
Marketing Research
Problem Problem-Solving
Identification Research Research
SEGMENTATION RESEARCH
Determine the basis of segmentation
Establish market potential and
responsiveness for various
PRODUCT RESEARCH
segments
Test concept
Select target markets
Determine optimal product design
Create lifestyle profiles:
demography, media, and Package tests
product image characteristics Product modification
Brand positioning and repositioning
Test marketing
Problem-Solving Research
PROMOTIONAL RESEARCH
Optimal promotional budget
0.00 APR
Sales promotion relationship
% Optimal promotional mix
Copy decisions
Media decisions
Creative advertising testing
Evaluation of advertising effectiveness
PRICING RESEARCH
Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand $ALE
Initiating and responding to price
changes
Problem-Solving Research
DISTRIBUTION RESEARCH
Determine…
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
#3
Marketing
Research
Process
11 – Steps in Marketing Research Process
Step 1 • Establish the need for marketing research
Marketing Managers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control
Power Decisions ’Methodology
Opportunity scan
Option generation
Solve Problem
Refine options
Decision
Client
Needs Find Seek Plan Act
Achieve Goal