Describe The Task of Marketing Research

1. Describe the task of marketing research.
The task of marketing research is to evaluate information needs and provide

management with relevant, accurate, reliable, valid, up-to-date and actionable
knowledge.
2. What decisions do marketing managers make? How does marketing research help
you make those decisions?
Marketing managers make the most frequent decisions such as opportunities,

evaluation and problem resolution.
Information is needed to improve the probabilities of making the best decision
and reduce uncertainties, due to this, market research helps them because it
provides a scientific methodology to produce systematic, objective and
decision-oriented information.
3. Define marketing research
It is the systematic and objective identification, collection, analysis,

dissemination and use of information with the purpose of improving decision
making related to the identification and solution of marketing problems and
opportunities.
4. Describe a classification of marketing research.
Problem identification research is carried out to help identify problems that may
not be obvious at first glance, but that exist or are likely to arise in the future.
This type of research provides information about the marketing environment
and helps diagnose a problem.
Once a problem or opportunity has been identified, problem-solving research is
conducted, the findings of which are used to make decisions that will solve
specific marketing problems.
5. Describe the steps in the marketing research process.
Step 1: define the problem

In doing so, the researcher must consider the purpose of the study, relevant
background information, what information is needed, and how it will be used for
decision making. Defining the problem involves talking to decision makers,
interviews with industry experts, analysis of secondary data, and perhaps some
qualitative research, such as focus groups. Once the problem has been
precisely defined, it is possible to design and conduct the research
appropriately.
Step 2: Developing the Problem Approach
It includes the formulation of an objective or theoretical framework, analytical
models, research questions and hypotheses, and identification of the
information needed. This process is guided by conversations with
administrators and field experts, secondary data analysis, qualitative research,
and pragmatic considerations.
Step 3: formulation of the research design
A research design is an outline for carrying out a marketing research project. It
sets out in detail the procedures necessary to obtain the required information,
and its purpose is to design a study that tests the hypotheses of interest,
determines possible answers to the research questions, and provides the
information needed to make a decision.
The design also includes conducting exploratory research, precisely defining
the variables, and designing appropriate scales to measure them. It is also
necessary to design a questionnaire and sampling plan to select study
participants. More formally, developing a research design includes the following
steps:
1. Definition of the necessary information.
2. Secondary data analysis.
3. Qualitative research.
4. Techniques for obtaining quantitative data (survey, observation and
experimentation).
5. Measurement and scaling procedures.
6. Questionnaire design.
7. Sampling process and sample size.
8. Plan for data analysis.
Those steps are discussed in detail in Chapters 3 through 12.
Step 4: Field Work or Data Collection
It involves having staff or a team that operates either in the field, as in the case
of personal surveys, from an office by telephone, by mail, or electronically.
Proper selection, training, supervision, and evaluation of field equipment helps
minimize errors in data collection.
Step 5: Data Preparation and Analysis
Data preparation includes review, coding, transcription, and verification. Each
questionnaire or form of observation is reviewed and, if necessary, corrected.
Numeric codes or letters are assigned to represent each response to each
question on the questionnaire. Data from the questionnaires are transcribed or
captured on tapes or magnetic disks, or entered directly into the computer. The
data are analyzed to obtain information related to the components of the
marketing research problem and, in this way, provide information to the
administrative decision problem.
Step 6: preparation and presentation of the report
The entire project should be documented in a written report presenting the
specific research questions that were identified; describing the approach,
research design and procedures used for data collection and analysis; and
where the results and main results are included.
They must be presented in an understandable format that makes it easy for
management to use them in the decision-making process. Additionally, an oral
presentation must be made to the administration. The Internet serves to
disseminate marketing research results and reports, placing them on the Web
so that they are available to managers around the world.
6. How should the decision to investigate be made?
This decision must be based on comparisons such as the comparison between

costs and benefits, the resources available to carry out the research and to put
its findings into practice, as well as the attitude of the administration towards its
implementation, the more important the decision facing the company.
administration and the greater the uncertainty or risk it implies, the greater the
value of the information obtained.
7. Explain one way to classify marketing research services and providers.
Market research providers and services supply most of the information required
to make marketing decisions. Most large suppliers have subsidiary companies
and divisions that cover various areas of market research.
Research providers are classified as internal or external.
An internal supplier is a marketing research department within the company.
Third party vendors are companies contracted to provide marketing research
data.
Full-service providers offer all the tasks included in marketing research:
defining the problem, developing the approach, designing questionnaires,
sampling, collecting and analyzing and interpreting data, and preparing and
presenting the report. It is made up of: syndicated services, standardized
services, personalized services and online services.
Limited service providers specialize in one or a few phases of the marketing
research project. These providers offer field services, data coding and capture,
data analysis, and branded products.
8. What are syndicated services?
They are companies that collect and sell common sources of data designed to
address the information needs shared by multiple customers.
In addition, they collect information of known commercial value that they
provide to numerous clients on a subscription basis. The main ways to collect
this data are surveys, panels, scanners and supervisions.
9. What is the main difference between a full service provider and a limited service
provider?
10. What are registered market research products?

11. List five guidelines for choosing an external marketing research provider.
12. What career opportunities can be found in marketing research? EXERCISES
Due to the need for market research, there are attractive professional opportunities in
market research companies, commercial and non-commercial companies, agencies
with market research departments and advertising agencies that become a great
opportunity for training and experience in different occupational areas
13. Discuss three ethical issues in marketing research that relate to: 1. the client, 2.
the supplier and 3. the respondent
In market research, the information obtained must serve different classes of users, so
the accuracy of the information must be guaranteed and not intentionally try to prove a
particular point of view. A code of ethics and good use of information must be followed
by the client, the supplier and the respondent, always basing the research on valid
data and correctly reporting the methods and results, and not disseminating
information that is not properly supported or supported by data.
14. What is a marketing information system?
15. How does a SAD differ from a SIM?

Describe The Task of Marketing Research

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1. Describe the task of marketing research.

The task of marketing research is to evaluate information needs and provide

Marketing managers make the most frequent decisions such as opportunities,

3. Define marketing research

It is the systematic and objective identification, collection, analysis,

4. Describe a classification of marketing research.

5. Describe the steps in the marketing research process.

Step 1: define the problem

6. How should the decision to investigate be made?

This decision must be based on comparisons such as the comparison between

7. Explain one way to classify marketing research services and providers.

8. What are syndicated services?

10. What are registered market research products?

12. What career opportunities can be found in marketing research? EXERCISES

14. What is a marketing information system?

15. How does a SAD differ from a SIM?

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