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Chapter One. Introduction to Marketing Research. Definition of 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

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Chapter One

Introduction to Marketing Research

Definition of marketing research
Definition of 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.

Market research
Market Research

  • Specifies the information necessary to address these issues

  • Manages and implements the data collection process

  • Analyzes the results

  • Communicates the findings and their implications

Classification of marketing research
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.

Problem solving research

Table 1.1

Problem Solving Research


  • Determine the basis of segmentation

  • Establish market potential and responsiveness for various segments

  • Select target markets

  • Create lifestyle profiles: demography, media, and product image characteristics


  • Test concept

  • Determine optimal product design

  • Package tests

  • Product modification

  • Brand positioning and repositioning

  • Test marketing

  • Control score tests

Problem solving research1


  • Optimal promotional budget

  • Sales promotion relationship

  • Optimal promotional mix

  • Copy decisions

  • Media decisions

  • Creative advertising testing

  • Evaluation of advertising effectiveness

  • Claim substantiation





  • Pricing policies

  • Importance of price in brand selection

  • Product line pricing

  • Price elasticity of demand

  • Initiating and responding to price changes

Table 1.1 (cont.)

Problem Solving Research

Problem solving research2



  • Types of distribution

  • Attitudes of channel members

  • Intensity of wholesale & resale coverage

  • Channel margins

  • Location of retail and wholesale outlets

Table 1.1 (cont.)

Problem Solving Research

Figure 1.4 The Marketing Research 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

Marketing research process
Marketing research process

  • Step 1: Problem Definition

    • Purpose of the study

    • Background information

    • Problem definition

      Discussion with the decision makers

      Analysis of secondary data

      Qualitative research such as focus group interview

Marketing research process1
Marketing research process

  • Step 2: Development of an approach to the problem

    Formulating objectives and theoretical framework

    Test the hypothesis

    Steps of Formulating research design

  • Secondary data analysis

  • Qualitative research

  • Methods of collecting primary date

  • Measurement and scaling procedure

  • Questionnaire design

  • Sampling process and Sampling size

  • Plan of data analysis

Marketing research process2
Marketing research process

  • Step 3: Research Design Formulation

  • Step 4: Field work or data collection

  • Step 5: Data preparation and analysis

    Editing, coding, transcription and verification of data.

    Data analysis: Univariate tech and

    Multivariate tech

Marketing research process3
Marketing research process

  • Step 6: Report preparation and presentation

    Written report which addresses the following issues:

    The specific research question

    Describe the approach

    Research design

    Data collection and

    Data analysis procedure

Criteria for selecting a research supplier
Criteria for Selecting a Research Supplier

  • What is the reputation of the supplier?

  • Do they complete projects on schedule?

  • Are they known for maintaining ethical standards?

  • Are they flexible?

  • Are their research projects of high quality?

  • What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one?

  • Do the supplier's personnel have both technical and non-technical expertise?

  • Can they communicate well with the client?

    Competitive bids should be obtained and compared on the basis of quality as well as price.

Figure 1.8 The Development of MIS and DSS

Internal Billing,

Production, and Other Records





Information Systems



Decision Support


Expert Systems

Figure 1 9 marketing information systems mis vs decision support systems dss
Figure 1.9 Marketing Information Systems (MIS) vs. Decision Support Systems (DSS)

Figure 1.9 Marketing Information Systems (MIS)


Decision Support Systems (DSS)

  • MIS

  • Structured problems

  • Use of reports

  • Information displaying restricted

  • Can improve decision making by clarifying new data

  • DSS

  • Unstructured problems

  • Use of models

  • Adaptability

  • Can improve decision making by using “what if” analysis