‘Marketing research’ has often been called ‘market research’, and there has been
much confusion about what these terms actually mean. Indeed, some writers
have been so worried about the terminology that they have called their books
‘research for marketing decisions’ to overcome the problems. The term marketing
research, of which market research is but one element, encompasses the full range
of research and evaluation activities undertaken by marketing professionals to
guide them in decision making, and it is marketing research that I address in this
Market research is the process of collecting and analyzing information about the customers you want to reach, called your target market. This information provides you with the business intelligence you need to make informed decisions. Market research can help you create a business plan, launch a new product or service, fine tune your existing products and services, expand into new markets, develop an advertising campaign, set prices or select a business location.
The field of marketing has experienced unprecedented developments in the 20th century
which have continued at no lesser pace in the 21st century. Within the last few decades shifts
have been observed in the marketing thought, marketing practice and every direct and indirect
issue and function related to marketing. The constant shift in the field has led to many
interesting developments including the field of marketing research.
In this chapter you will learn: To review the marketing concept and the marketing mix, to comprehend the marketing environment within which managers must make decisions, to define marketing research, to understand the importance of marketing research in shaping marketing decisions, to learn when marketing research should and should not be conducted.
After completing this unit, you should be able to: To understand the problem definition process; to learn the steps involved in the marketing research process; to understand the components of the research request; to learn the advantages and disadvantages of survey, observation, and experimental research techniques; to become familiar with how the research process is initiated.
In this chapter, students will be able to: Understand the nature of experiments, gain insight into requirements for proving causation, learn about the experimental setting, examine experimental validity, learn the limitations of experimentation in marketing research, compare types of experimental designs, gain insight into test marketing.
In this chapter, you will: Become aware of the primary purposes of a research report, learn how to organize and prepare a research report, learn how to make a personal presentation, understand the effective use and communication of marketing research information, appreciate the role of trust in a researcher-client relationship.
In this chapter, you will learn to: Understand what clients want from a research supplier or department; appreciate the role of communications in managing marketing research; learn about the research management goals of assurance of data quality, cost control, adherence to time schedules, maintenance of client profitability, and staff development;...
Chapter 10: Marketing research. In this chapter you will learn: Identify the five steps in the marketing research process, describe the various secondary data sources, describe the various primary data collection techniques, summarize the differences between secondary data and primary data, examine the circumstances in which collecting information on consumers is.
Mục tiêu chương 4: Giới thiệu nghiên cứu marketing và vai trò của nó đối với các quyết định marketing của doanh nghiệp. Giới thiệu các loại hình nghiên cứu marketing. Mô tả qui trình nghiên cứu marketing.
The objective of this document is to provide a quick overview of market
research techniques. More detail can be found in the Market Research
Handbook (PD Net #6229) or by contacting a marketing science specialist.
Recent advances in data collection and data storage techniques enable
marketing researchers to study the characteristics of a large range of
transactions and purchases, in particular the effects of household-specific
characteristics and marketing-mix variables.
This book presents the most important and practically relevant quantitative
models for marketing research. Each model is presented in detail
with a self-contained discussion, which includes: a demonstration of the
mechanics of the model, empirical analysis, real-world examples, and
interpretation of results and findings.
Good instincts and intuition certainly play important roles in business. But gut feelings about your
customers' needs and preferences aren’t enough. If you want to minimize risk and improve your chances
of success, you need sound, objective data. That's where market research comes in.
The Marketing Research Process: 11 Steps
Establishing the Need for Marketing Research • Step Two: Defining the Problem • Step Three: Establishing Research Objectives • Step Four: Determining Research Design • Step Five: Identifying Information Types and Sources
The Marketing Research Industry: Evolution of the Industry
• Charles Coolidge Parlin is known as the “father of marketing research.”
The Marketing Research Industry: Evolution of the Industry
• Parlin conducted the first continuous marketing research in the early 1900s for the Curtis Publishing Company.
Defining the Problem and Determining Research Objectives.
The Importance of Properly Defining the Problem
• Properly defining the problem is the most important step in the marketing research process. • If the wrong problem is defined, all the remaining steps in the marketing research process are wrong.
2 Features of marketing research data. The purpose of quantitative models is to summarize marketing research data such that useful conclusions can be drawn. Typically the conclusions concern the impact of explanatory variables on a relevant marketing variable, where we focus only on revealed preference data.