Overview of MR © Associate Professor Dr.

Jamil Bojei, 2014 Slide 1

 RESEARCH

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 2

 MARKETING
 Is the performance of all activities necessary for the
conceptions of pricing, promotion and distribution
of ideas, goods and services to create exchanges that
satisfy individuals and organizational objectives

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 3

 MARKETING RESEARCH

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 4

 WHAT IS MR?

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 5

 WHAT IS MR?
 The systematic and objective identification,
collection, analysis, and dissemination of
information that is undertake to improve decision
making related to identifying and solving problems.

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 6

 WHAT IS MR?
 As a 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 performance; and improve
understanding of marketing as a process.

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 7

 DEFINITION OF MR
• AMA def : Marketing research is a 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.

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 8

 MARKETING RESEARCH
PROCESS
• A set of six steps that defines the task to be
accomplished in conducting a marketing
research study.

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 9

 MARKETING RESEARCH
PROCESS
• Step 1: Defining the problem
• Step 2: Developing an approach to the problem
• Step 3: Formulating a research design
• Step 4: Doing field work or collecting data
• Step 5: Preparing and Analyzing Data
• Step 6: Preparing and Presenting the Report

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 10

 PURPOSE OF MR
• The purpose of marketing research is to link the
consumer to the marketer by providing
information that can be used in making
marketing decision.
• Marketing research should be used to ensure the
firm is consumer oriented, but some firms do
not use marketing research.

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 11

 USES OF MR
• Identifying market opportunities and problems.
• Generate, refine, and evaluate potential
marketing actions.
• Monitor marketing performance
• Improve marketing as a process

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 12

 CHARACTERISTICS OF MR
• Basic or applied research
 Basic (pure) research conducted to expand the
knowledge, to verify the acceptability of a given
theory, or to learn more about a certain concept.
 Applied research is conducted when a decision

must be made about a real-life problem. Marketing

research is almost applied research.

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 13

 CHARACTERISTICS OF MR
• Sometimes Inaccurate
 Because MR attempts to predict human behavior, it
is not foolproof in its predictions.
 Example, the rise and fall of new coke: what’s the

problem?

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 14

 CHARACTERISTICS OF MR
• Shaped by budget and time constraints
 MR are typically conducted under time and budget
constraints

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 15

 MR INDUSTRY
Research Suppliers

Internal External

Full Service Limited Service

Syndicated Data Services Field Services

Standardized Services Market Segment Specialists

Sample Design and

Customized Services
Distribution Services

Online Research Services Data Analysis Services

Specialized Research
Technique Services

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 16

 RESEARCH AGENCIES IN
MALAYSIA
• ACNielsen (M’sia) Sdn.Bhd –
http://www.acnielsen.com.my
• Department of statistics Malaysia –
http://www.statistics.gov.my
• Orient Pacific Century –
http://orientpacific.com

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 17