Download Marketing Information Management

Marketing Information
Management
Marketing Research
Objectives:

Define marketing research

Discuss the primary uses of marketing research
and why it is important

List the four types of marketing research

Explain the limitations of marketing research
What is marketing research?
The systematic gathering, recording, and
analyzing of information about problems
related to marketing goods and services.
Primary uses of marketing research
Obtain information about potential customer:

Preferences

Opinions

Habits

Trends

Plans
Why is marketing research
important?
Marketing research helps companies answer the
following questions:

What products to produce

Who is your primary customer

Where should the products be sold

How will the products be promoted

At what price will the product sell
4 Areas of Marketing Research:
 Market
Research
 Product
Research
 Advertising
 Sales
Research
Research
1. Market Research
Focuses on the customer and the market
Customer Trends
Market Trends
Buying behavior or how
buying decisions are
being made
What the customers are
buying
Common Techniques for
Market Research

Questionnaires

Focus Groups

Mall Interviews

Phone Interviews

Mystery Shoppers
2. Product Research
Focuses on the product itself
 Product
design
 Product
usage
 Product
acceptance
 Package
design
 Competitive
products
Common Techniques for
Product research
Test Market
 Product Samples

Mail
 Newspaper
 In Store

3. Advertising Research
Two Areas:
Media Type
Advertisement Itself
Media Type
Focuses on:




TV
Radio
Newspaper
Magazine
 Is it reaching your target?
 Reach
 Do they remember the message?
 Recall
 How many times are they seeing it?
 Frequency
 Return on cost
Advertising Design
Ad Layout
Message
Testing Advertising Research
Consumer panels
Usually a group of people who share common
characteristics
Target audience
Ad recall
Written Diaries
4. Sales Research
The study of sales data
Primary use

Sales Forecasting: determining the
potential sales for a product

Economic Forecasting: determining the
potential economic conditions
Limitations of Marketing Research

Cost $$

Time

Customer commitment / Validity of data

The time lag between research and the
application
Review

What is marketing research?

Primary uses of marketing research is to
obtain what type of information about
potential customers?