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 to the identification and solution of problems and opportunities in marketing.
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.
Marketing Research Process: consisting of six steps.
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,
6: Report preparation and presentation
Marketing Research Proposal: consisting of 10 steps. Preparing a research proposal ensures that the researcher and management agree about the nature of the project and helps sell the project to management, as it helps the researcher conceptualize and execute the marketing research project.
1: Executive summary, 2: Background, 3: Problem Definition and Objectives of the research, 4: Approach to the problem, 5: Research Design Formulation, 6: Fieldwork/ Data Collection, 7: Data preparation and Analysis, 8: Reporting, 9: Cost and time, 10: Appendices
Problem Definition: A broad statement of the general problem and identification of the specific components of the marketing research problem.
The Problem Audit: The problem audit is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature (Example– McDonald’s) The Seven Cs of Interaction
The interaction between the DM and the researcher should be Characterized by the
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.
Marketing Research Process: consisting of six steps.
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,
6: Report preparation and presentation
Marketing Research Proposal: consisting of 10 steps. Preparing a research proposal ensures that the researcher and management agree about the nature of the project and helps sell the project to management, as it helps the researcher conceptualize and execute the marketing research project.
1: Executive summary, 2: Background, 3: Problem Definition and Objectives of the research, 4: Approach to the problem, 5: Research Design Formulation, 6: Fieldwork/ Data Collection, 7: Data preparation and Analysis, 8: Reporting, 9: Cost and time, 10: Appendices
Problem Definition: A broad statement of the general problem and identification of the specific components of the marketing research problem.
The Problem Audit: The problem audit is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature (Example– McDonald’s) The Seven Cs of Interaction
The interaction between the DM and the researcher should be Characterized by the