Professional Documents
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RESEARCH
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TABLE 4 -SYLLABUS
Mode of learning:
LECTURE
FOCUS GROUP
Chapter One
Introduction to
Marketing
Research
BAMINI KPD BALAKRISHNAN, PhD.
bamini@ums.edu.my
1-3
Figure 1.1 Introduction to Marketing Research:
An Overview
ASSIGNMENTS
Research Proposal
Research Project (+Research meeting Log)
Research Presentation
The Role of Marketing Research in MIS and DSS (Fig 1.8 & Fig 1.9)
› identification,
› collection,
› analysis,
› dissemination, and
› use of information
› identification and
› solution of problems and opportunities in marketing
Collection of
Data
Analysis of
Data
Dissemination of
Information
Use of
Information
Copyright © 2011 Pearson Education, Inc. Chapter 1 - 11
Market Research
Specifies the information necessary to address
these issues
Manages and implements the data collection
process
Analyzes the results
Communicates the findings and their implications
Marketing
Research
Problem- Problem-
Identification Solving
Research Research
0.00% APR
Copyright © 2011 Pearson Education, Inc. Chapter 1 - 16
Problem-Solving Research (Cont.)
DISTRIBUTION RESEARCH
Determines…
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
Assessing Providing
Marketing
Information Decision Making
Information
Needs
Marketing Managers
• Market Segmentation • Marketing Programs
• Target Market Selection • Performance and Control
Yes
Are enough resources available to collect No
additional information and implement the
findings?
Yes Do Not
Is additional information needed to No Conduct
make the decision? Marketing
Research
Yes
Yes
Yes
Conduct Marketing Research
Copyright © 2011 Pearson Education, Inc. Chapter 1 - 20
Figure 1.7
Marketing Research Industry: Suppliers and Services
Research
Suppliers
Internal External
Full Service
Limited Service
Field Services
Syndicated Internet/
Services Social Media
Services Other Services
Qualitative Services
Customized
Services Analytical Services
1-22
Table 1.1 TOP 10 GLOBAL MARKET RESEARCH ORGANIZATIONS
Research Director
Senior Analyst
Junior Analyst
Fieldwork Director
• Secondary data analysis
• Edits and codes questionnaires • Handles selection, training, supervision, and
• Conducts preliminary analysis of data evaluation of interviewers and field workers
Client
Marketing
Public
Researcher
Respondents
I. Problem definition
› Incomplete reporting
› Biased reporting
› Inaccurate reporting
ESOMAR (www.esomar.nl)
European Society for Opinion and Marketing Research
MRS (www.marketresearch.org.uk)
International
MRSA (www.mrsa.com.au)
The Market Research Society of Australia
PMRS (www.pmrs-aprm.com)
The Professional Marketing Research Society (Canada)