Conducting

Marketing
Research
Vo Nguyen Truong Khang
Nguyen Thi Hong Hoa
SUMMARY
01 Companies can conduct their own marketing research
or hire other companies to do it for them.
Some of ways companies can creatively and affordably
conduct research include:
+ engage students or professors to design and carry out projects
+ use the Internet
+ check out rivals
+ tap into marketing partner expertise
+ tap into employee creativity and wisdom.
02 Good marketing research is the :
+ scientific method
+ creativity
+ multiple research methods
+ accurate model building
+ cost-benefit analysis
+ healthy skepticism
+ an ethical focus.
03
+ defining the problem and objectives
+ developing the research plan
+ collecting the information
+ analyzing the information
+ presenting the findings to management

+ making the decision.

04
In conducting research, firms must decide
whether to collect their own data or use data
that already exist.
They must also choose a research approach and
research instruments.
In addition, they must decide on a sampling
plan and contact methods
05 Two complementary approaches to measuring marketing
productivity are:
 06
Assessing the ROI of social media is challenging
but
requires a range of short-term and long-term
financial and brand-related measures.
Although Facebook "likes“ and Twitter tweets
provide some sense of the engagement for a brand,
a more complete set of measures is typically
needed to get a more accurate picture of social
media or other online activities.
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