Download Marketing Research Essentials 5th ed

The Role of
Marketing Research
in Management
Decision Making
Chapter One
Copyright © 2006
John Wiley & Sons, Inc.
Nature of Marketing
•
Marketing
–
•
To review the marketing concept
and the marketing mix.
The process of planning and executing the
conception, pricing promotion, and distribution
of ideas, goods, and services to create exchanges
that satisfy individual and organization objectives
Marketing Concept
1. Consumer Orientation
2. Goal Orientation
3. Systems Orientation
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Nature of Marketing
To review the marketing concept
and the marketing mix.
• Opportunistic Nature of Marketing Research
– Identify the target
– Marketing mix
• The External Marketing Environment
– Marketing research is the key to understanding
the environment
– Provides information for altering marketing
mix
– Identifies new opportunities
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Marketing Research
and Decision Making
To define marketing research.
• Marketing Research Defined
– The planning, collection, and analysis of data
relevant to market decision making and
communication of the results of this analysis to
management.
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4
Marketing Research
and Decision Making
To define marketing research.
• The Importance of Marketing Research to
Management
– Descriptive function
– Diagnostic function
– Predictive function
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Marketing Research
and Decision Making
To define marketing research.
– Paramount importance of existing customers
• Customer retention
• Marketing research
– Used to understand customers’ needs and to satisfy those
needs
– Leads to customer satisfaction
– Understand the ever-changing market place
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Marketing Research
and Decision Making
To understand the importance of
marketing researching shaping
marketing decision.
• Proactive Role of Marketing Research
– Proactive management:
• alters the marketing mix to fit newly emerging
patterns in economic, social, and competitive
environments
• new opportunities
• develops a long-run marketing strategy
– Proactive manager
– Proactive marketing strategic plan
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Marketing Research
and Decision Making
To understand the importance of
marketing research.
• Applied Research versus Basic Research
– Applied research
• To better understand the market.
Basic research
• To expand the frontiers of knowledge.
• Nature of Applied Research
– Programmatic research
– Selective research
– Evaluative research
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Decision to Conduct
Marketing Research
To learn when marketing research
should and should not be
conducted.
• Decision to Conduct Marketing Research
– Reasons not to conduct marketing research
• Resources are lacking
• Research results would not be useful
• Opportunity has passed
• The decision has already been made
• Managers cannot agree on what they need to know
• Decision-making information already exists
• The costs of conducting research outweigh the
benefits
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Profound Impact of the
Internet on Marketing
Research
To learn how the Internet is
changing marketing research
• Impact of the Internet
• Growth Drivers of the Internet
– Provides more rapid access
– Improves response time to customer needs
– Increases follow-up studies and longitudinal
research
– Creates cost cutting opportunities
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Profound Impact of the
Internet on Marketing
Research
To learn how the Internet is
changing marketing research
• Internet Surveys Have Several Specific
Advantages
–
–
–
–
–
Rapid development, real-time reporting
Dramatically reduced costs
Personalization
Higher response rates
Ability to contact the hard-to-reach
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Profound Impact of the
Internet on Marketing
Research
To learn how the Internet is
changing marketing research
• Internet Enhances the Research Process and
Dissemination of Information
– Virtually replacement of printed material
– Distributions of request for proposals (RFPs)
and the proposals themselves
– Collaboration between effected parties
– Data management and online analysis
– Publishing and distribution of reports
– Online presentation
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The End
Copyright © 2006 John Wiley & Sons, Inc.
John Willey & Son, Inc
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