THE MARKETING RESEARCH

Think how did President Rodrigo Duterte

came up with the decision to put the
entire Metro Manila under Enhanced
Community Quarantine (ECQ) last March
16, 2020. Is there any on your mind?
MARKETING INFORMATION SYSTEM

It is primarily responsible for gathering, analysis

and timely distribution of information for the use
of marketing decision makers.
MARKETING RESEARCH
-It is a function under the business organization’s MIS.
-It is a function responsible for acquiring and
evaluating market and consumer-based information
for decision making and the determination of
marketing strategic direction.
-It is the systematic design, collection, analysis, and
reporting of data relevant to a specific marketing
situation facing an organization.
MARKETING RESEARCH
-Is the process of gathering, analyzing and
interpreting information about a market, about a
product or service to be offered for sale in that
market, and about the past, present and potential
customers for the product or service; research into
the characteristics, spending habits, location and
needs of your business's target market, the industry
as a whole, and the particular competitors you face
Marketing research is need by the managers on
assessing market and its purchasing motivation,
behaviour, and satisfaction. Information about the
effectiveness of the designed and implemented
marketing activity, product, price and distribution.
Not all situations or challenges faced by a company
needs marketing research. Some of these challenges
has been anticipated and has been planned on how
to resolve. Remember, if the company is always
aware of its environment (Micro and Macro), they
will consider these on their planning and so, various
risks and contingencies will be stated and solutions
will be decided.
1. Define The Problem Or Opportunity
– it is a must that a firm must find the problem for
which the research is to be conducted. Defining the
problem to be solve will help the researcher know
what information is needed and how to get these
information.
- Develop questions that will allow you to define
your problem (or opportunity) and examine all
possible causes so that research can go down to the
actual needed information to solve the problem and
take action on the opportunity.
2. Develop Marketing Research Plan
- After defining problem to be solved, it’s time to build the
research plan. It can include any method that will help
answer the research problem or explore an opportunity.
a. Interviews – getting opinion or feedback about the
research problem
b. Survey – usually use to test observation. Respondents
are relatively large and randomly selected.
c. Observation – observe natural setting
d. Experiments – use laboratory or test marketing. It must
be in two sets to be compared.
3. Collect Relevant Data And Information
– Normally, it is done in two types of data. Quantitative
which is numerical and qualitative which is descriptive
and observational. When collecting data, make sure it is
valid and unbiased. Research interviewee should never
be asked with something that will influence him/her with
the interviewer’s opinion or idea. Example; “You think
that we should offer a higher pricing tier with additional
services, correct?” Try asking both open-ended and
closed-ended questions (for instance, a multiple-choice
question asking what income range best describes you).
4. Analyze Data And Report Findings
– After all gathering and collecting data, it’s time to
summarize and analyze the result. Sometimes, it’s
important to write up a summary of the study, including
the process that you followed, the results, conclusions,
and what steps you recommend taking based on those
results. Even if you don’t need a formal marketing
research report, be sure that you review the study and
results so that you can articulate the recommended
course of action. Sharing the charts and data you
collected is pointless if it doesn’t lead to action.
5. Put Your Research Into Action
- It’s time to present your findings and take action.
Start developing your marketing strategies and
campaigns. Put your findings to the test and get
going!
Problem Statement: Physical environment affects the
customer’s motivation to buy. These past few month,
sales of the store has been declining. Many customers
were complaining due to the facilities and physical
arrangements of the store. These were brought the
management’s knowledge through the employees who
received complains. They said, the store was untidy, it’s
not well lighted and not well ventilated, goods are mixed
arranged and it made customer confused and dizzy.
Research Question: What motivates customer to buy? Is
the physical environment affects customer’s mood to
buy?
Develop Marketing Research Plan
Mix method will use Survey Question – about 500 randomly
selected respondents from nearby places. Observation within
the store and the nearby supermarket to be done in a week.
Collect Relevant Data and Information – to be done in a week
Analyze Data and Report Findings – after gathering and
collecting data, it shows that respondents are motivated to
buy in a supermarket due to: 35% product’s arrangement, 30%
Store lightning and ventilation, 15% store cleanliness and 20%
product price. It is recommended to fix the physical
environment of the store. Its lightning and ventilation, tidiness,
and product arrangement in the shelves as soon as possible.
Put Your Research Into Action
– Renovation starts at the back to the front so that the
operations of the store will not stop. This will last for not
more a month from _______ to ________.