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Introduction to Marketing
Research
NigelBradley:
Bradley:Marketing
Marketing
Research
Tools
andTechniques,
Techniques,
Second
Edition
Nigel
Research
– –Tools
and
Second
Edition
Oxford
University
Press
2010.
©©
Oxford
University
Press
2010.
Introduction
To understand Marketing Research,
we must answer these questions:
• What is marketing?
• What is the marketing concept?
• What is marketing strategy?
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
What is Marketing?
Marketing has been defined by the AMA as
an organizational function and a set of
processes for creating, communicating and
delivering value to customers, and for
managing customer relationships in ways
that benefit the organization and its
stakeholders.
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
What is the Marketing
Concept?
The Marketing Concept is a business
philosophy that holds that the key to
achieving organizational goals consists of
the company’s being more effective than
competitors in creating, delivering, and
communicating customer value to its chosen
markets.
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
What is Marketing
Strategy?
A Marketing Strategy consists of selecting
a segment of the market as the company’s
target market and designing the proper
“mix” of the product/service, price,
promotion, and distribution system to meet
the wants and needs of the consumers
within the target market.
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
To Practice, Implement or
Develop the “Right” Strategy:
• Managers must make decisions.
• To make the “right” decisions, the
following is needed:
Specific objective
Accurate information
timely information
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
1-6
What is Marketing
Research?
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Marketing Research vs.
Market Research
Market research: the “systematic
gathering, recording, and analyzing of data
with respect to a particular market, where
‘market’ refers to a specific group in a
specific geographic area.”
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
What is the purpose of
Marketing Research?
To link the consumer to the marketer by
providing information that can be used in
making marketing decisions
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
What are the uses of
Marketing Research?
• Identify marketing opportunities and
problems
• Generate, refine, and evaluate potential
marketing actions
• Monitor marketing performance
• Improve marketing as a process
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Classifying Marketing
Research Studies
Studies that identify marketing
opportunities and problems:
• Market-demand determination
• Market segments identification
• Marketing audits - SWOT analysis
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Classifying Marketing
Research Studies
Studies that generate, refine, and
evaluate potential marketing actions:
• Proposed marketing-mix evaluation testing
• New-product prototype testing
• Advertising pretesting
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Classifying Marketing
Research Studies
Studies that monitor marketing
performance:
• Image analysis
• Tracking studies
• Customer satisfaction studies
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Classifying Marketing
Research Studies
• Improving marketing as a process
The purpose of these studies is to expand
knowledge (basic research) of marketing as a
process rather than to solve a specific
problem facing a company
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Steps in Marketing
research
1. Problem Definition: The problem is the focus
of your research. Example: Why are sales soaring in
the Gauteng, but it is dismal in other parts of the
country?
2. Data Collection Method and Needs: How
will you collect the data that you will need to solve
the problem? Will you use surveys, telephone calls
or focus groups on the internet?
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Steps in Marketing
research
3. Determine Sample Method: What sampling
method will you use? Sampling represents those
you will collect information from. Will it be a random
sampling, a sampling that contains a similar element
or a natural sampling?
4. Data Analysis: How will you analyze the data?
Will you use software or do it by hand? How
accurate do the results need to be?
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Steps in Marketing
research
5. Determine Budget and Timeframe: How
much are you willing to spend on the research and
how soon must the research be complete?
6. Data Collection: Proceed in data collection
based on answers in Steps 1- 5.
7. Analysis of the Data: Conduct the analysis of
the data that has been collected in previous Step.
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
.
© Oxford University Press 2010.
Steps in Marketing
research
8. Error Check: Check for errors in data. It is not
uncommon for errors to be found in data collected.
Errors can be in the sampling method, data
collections as well as just analytical mistakes.
9. Create Your Report: The final step of
marketing research is to draft a report on your
findings. Your report should contain tables, charts,
and or diagrams. It's important that your report
clearly communicate the results that you found in
your
research.
Your
findings
should
Nigel
Bradley:
Marketing Research
– Tools
and Techniques,
Second lead
Edition to a
© Oxford University Press 2010.
solution to the problem you identified in Step 1.
Marketing Information
system (MKIS)
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
© Oxford University Press 2010.
Marketing Decision
Support System
Marketing manager
Modeling
Analysis
Reports and
displays
Database
Environment
Nigel Bradley: Marketing Research – Tools
and Techniques, Second Edition
© Oxford University Press 2010.
Legislative and
ethical considerations
Researchers must conform to the professional
codes of conduct and the relevant data protection
laws.
Professional body guidelines exist for:
• Research with children
• Internet research
• Mystery shopping
• Qualitative research
• Questionnaire design
Legislation requires that the principles of
Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition
transparency
and consent are put into practice.
© Oxford University Press 2010.