Download Marketing research provides information to help

Chapter 1
An Introduction to
Marketing Research
Marketing research provides information to
help implement…
• The Study of Marketing
• The Use of the Marketing Concept
• Marketing Strategy
Let’s look at each of these in turn
Marketing research provides information to
help implement…
• Marketing: process of all activities necessary for
the conception, pricing, promotion, and
distribution of ideas, goods, and services to
create exchanges that satisfy individual and
organizational objectives
Marketing research provides information to
help implement…
• Marketing Concept: the business philosophy that
holds the key to achieving organizational goals
consists of determining the benefits sought by
target market members and delivering these
benefits more effectively & efficiently than
competitors. This is to be done at a “profit.”
Marketing research provides information to
help implement…
• Marketing Strategy: consists of selecting one or
more segments of the market as the company’s
target market(s) and designing the proper “mix”
of the “4Ps”
Key Point: To practice marketing; to
implement the marketing concept; to carry
out a marketing strategy, managers must make
informed decisions.
Many decisions require additional information
and marketing research may be needed in
order to supply that information.
What is marketing research?
• Marketing research: is the process of designing,
gathering, analyzing, and reporting information
that may be used to solve a specific marketing
problem. (Burns & Bush)
…is the function that links the consumer, customer, and
public to the marketer through information—information
used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve the
understanding of marketing as a process. (AMA)
What is online research?
• Online research: the use of computer networks,
including the Internet, to assist in any phase of
the marketing research process including
development of the problem, research design,
data gathering, analysis, and report writing and
distribution
What is online research?
• Web-based research: research that is conducted
to evaluate various facets of Web applications;
may use traditional methods as well as on-line
research methods in conducting research on
Web-based applications
• Online survey research: collection of data using
computer networks
Marketing Information System
• Marketing Information System (MIS): a structure
consisting of people, equipment, and procedures
to gather, sort, analyze, evaluate, and distribute
needed, timely, and accurate information to
marketing decision makers19
Components of an MIS
• Internal Reports System … existing
organization/company reports and
records (sometimes called “accounting
information system”)
• Marketing Intelligence System …
everyday info about pertinent
developments in the environment
Components of an MIS
• Decision Support System (DSS) … collected
data that may be accessed and analyzed using
tools and techniques that assist managers in
decision making (“playing what if?”).
• Marketing Research System…provides
information not available from other systems.
When specific problem must be solved,
marketing research may be needed. This is
“project-based” not continuous as with other
systems.