Vdocuments - MX - Chapter 1 Marketing Research Malhotra

Chapter 1
Introduction and Early Phases

of Market Research
© 2007 Prentice Hall 1-1

Chapter Outline
1) Overview
2) Definition of Marketing Research
3) A Classification of Marketing Research
4) Marketing Research Process
5) The Role of Marketing Research in Marketing

Decision Making
6) Marketing Research and Competitive Intelligence
7) The Decision to Conduct Research

Chapter Outline
8) Marketing Research Suppliers and Services
9) Selecting a Research Supplier
10) Careers in Marketing Research
11) The Role of Marketing Research in MIS and DSS
12) The Department Store Project
13) International Marketing Research
14) Ethics in Marketing Research
15) Summary

Redefining Marketing Research
The American Marketing Association (AMA)

redefined Marketing Research as:
The function that links the consumer, the

customer, and public to the marketer
through INFORMATION

Redefining Marketing Research
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
Definition of Marketing Research
Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination
 and use of information
For the purpose of improving decision making related to the
 identification and
 solution of problems and opportunities in marketing.

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
 Helps managers use this information to make
decisions

Classification of Marketing Research
Problem-Identification Research
 Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or

are likely to arise in the future. Examples: market
potential, market share, image, market characteristics,
sales analysis, forecasting, and trends research.
Problem-Solving Research
 Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,

promotion, and distribution research.

A Classification of Marketing Research
Fig. 1.1
Marketing Research
Problem Problem-Solving
Identification Research Research
Market Potential Research Segmentation Research

Market Share Research
Market Characteristics Research Product Research
Sales Analysis Research Pricing Research
Forecasting Research Promotion Research
Business Trends Research
Distribution Research
Table 1.1
SEGMENTATION RESEARCH
 Determine the basis of segmentation
 Establish market potential and
PRODUCT RESEARCH
responsiveness for various
segments  Test concept
 Select target markets  Determine optimal product design
 Create lifestyle profiles:  Package tests

demography, media, and  Product modification
product image characteristics
 Brand positioning and repositioning
 Test marketing

Table 1.1 cont. PROMOTIONAL RESEARCH
 Optimal promotional budget
0.00% APR
 Sales promotion relationship
 Optimal promotional mix
 Copy decisions
 Media decisions
 Creative advertising testing
PRICING RESEARCH  Evaluation of advertising effectiveness
 Pricing policies
 Importance of price in brand selection
 Product line pricing
 Price elasticity of demand $ALE
 Initiating and responding to price changes
Table 1.1 cont.
DISTRIBUTION RESEARCH
Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & resale coverage
 Channel margins
 Location of retail and wholesale outlets

Marketing Research Process
Step 1 : Problem Definition
Step 2 : Development of an Approach to the Problem
Step 3 : Research Design Formulation
Step 4 : Fieldwork or Data Collection
Step 5 : Data Preparation and Analysis
Step 6 : Report Preparation and Presentation

Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report

The Role of Marketing Research
Fig. 1.2 Customer Groups
• Consumers
• Employees
• Shareholders
• Suppliers
Uncontrollable
Controllable Environmental
Marketing Factors
Variables
Marketing • Economy
• Product
Research • Technology
• Pricing
• Laws &
• Promotion Regulations
• Distribution • Social & Cultural
Assessing Marketing Factors
Providing
Information Information Decision • Political Factors
Needs Making
Marketing Managers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control

Power Decisions’ Methodology
Fig. 1.3
Opportunity scan
Option generation
Solve Problem
Refine options
Decision
Client
Needs Find Seek Plan Act
Achieve Goal
Research Evaluate Market Advise

How We Clarify
Recommend Plan Assist
Decisions Analysis Interpret
Help Facilitate Research Execution

Management Information Systems
Vs. Decision Support Systems
Fig. 1.7
MIS DSS
 Structured Problems
 Unstructured Problems
 Use of Reports
 Use of Models
 Rigid Structure
 User Friendly Interaction
 Information Displaying
 Adaptability
Restricted  Can Improve Decision
 Can Improve Decision Making
Making by Using “What if”
by Clarifying Data
Analysis

Vdocuments - MX - Chapter 1 Marketing Research Malhotra

Uploaded by

Copyright:

Available Formats

Vdocuments - MX - Chapter 1 Marketing Research Malhotra

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Vdocuments - MX - Chapter 1 Marketing Research Malhotra

Uploaded by

Copyright:

Available Formats

Chapter 1

Introduction and Early Phases

© 2007 Prentice Hall 1-1

2) Definition of Marketing Research

3) A Classification of Marketing Research

4) Marketing Research Process

5) The Role of Marketing Research in Marketing

6) Marketing Research and Competitive Intelligence

7) The Decision to Conduct Research

© 2007 Prentice Hall 1-2

© 2007 Prentice Hall 1-3

The American Marketing Association (AMA)

The function that links the consumer, the

© 2007 Prentice Hall 1-4

© 2007 Prentice Hall 1-6

© 2007 Prentice Hall 1-7

not necessarily apparent on the surface and yet exist or

problems. Examples: segmentation, product, pricing,

© 2007 Prentice Hall 1-8

Market Potential Research Segmentation Research

 Select target markets  Determine optimal product design

 Create lifestyle profiles:  Package tests

© 2007 Prentice Hall 1-10

PRICING RESEARCH  Evaluation of advertising effectiveness

© 2007 Prentice Hall 1-12

Step 1 : Problem Definition

Step 2 : Development of an Approach to the Problem

Step 3 : Research Design Formulation

Step 4 : Fieldwork or Data Collection

Step 5 : Data Preparation and Analysis

Step 6 : Report Preparation and Presentation

© 2007 Prentice Hall 1-13

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

© 2007 Prentice Hall 1-14

© 2007 Prentice Hall 1-15

Research Evaluate Market Advise

© 2007 Prentice Hall 1-16

© 2007 Prentice Hall 1-17

You might also like