You are on page 1of 15

Marketing Research

Introduction to marketing research

Recommended text for: Marketing Research Available from: Waterstones .

Learning objectives At the end of this session students should be able to: • Define marketing research • Understand the nature and scope of marketing research and its role in supporting the design and implementation of successful marketing decisions • Describe a framework for conducting marketing research and the steps in the marketing research process .

Introduction to marketing research Marketing researchers support decisionmakers by collecting. analysing and interpreting information needed to identify and solve marketing problems. Marketing Research 2nd Euro Edition © Pearson Education 2003 . Malhotra & Birks.

The role of marketing research within the marketing system Malhotra & Birks. Marketing Research 2nd Euro Edition © Pearson Education 2003 .

Marketing Research 2nd Euro Edition © Pearson Education 2003 .Supporting the marketing decision-maker •Describe the nature and scope of customer groups •Understand shaping forces •Test marketing variables •Monitor and reflect upon successes and failures Malhotra & Birks.

ESOMAR definition of Marketing Research ‘Marketing research is a key element within the total field of marketing information. generate. It links the consumer. refine and evaluate marketing actions. and improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective’ Malhotra & Birks. Marketing Research 2nd Euro Edition © Pearson Education 2003 . customer and public to the marketer through information which is used to identify and define marketing opportunities and problems.

pricing. sales analysis. Problem-solving research • Research undertaken to help solve specific marketing problems. promotion and distribution research. market characteristics. image. Examples: market potential. market share. product. . Examples: segmentation.A classification of marketing research Problem identification research • Research undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future. forecasting and trends research.

Marketing Research 2nd Euro Edition © Pearson Education 2003 .A classification of marketing research Malhotra & Birks.

Marketing Research 2nd Euro Edition © Pearson Education 2003 .Examples of problem-solving research Malhotra & Birks.

Marketing research suppliers Malhotra & Birks. Marketing Research 2nd Euro Edition © Pearson Education 2003 .

The marketing research process Malhotra & Birks. Marketing Research 2nd Euro Edition © Pearson Education 2003 .

Marketing Research 2nd Euro Edition © Pearson Education 2003 .The marketing research process Malhotra & Birks.

Misconceptions of marketing research • • Marketing research does not make decisions Marketing research does not guarantee success Malhotra & Birks. Marketing Research 2nd Euro Edition © Pearson Education 2003 .

Marketing Research 2nd Euro Edition © Pearson Education 2003 .Seminar • Teams finalised • Team brainstorm ideas • Introduce idea to class Malhotra & Birks.