ST.
CLARE COMMUNITY  Determine consumer price awareness and
FOUNDATION SCHOOL INC.
LEVISTE, LAUREL BATANGAS
THINGS TO REMEMBER:
Subject: Business Marketing 12
Lesson no. 9
Topic: MARKETING RESEARCH
Name of Teacher: Magdalena C. De Roxas
MARKETING RESEARCH
Marketing research is a function under a business
organization’s Marketing Information System (MIS). MIS is
primarily responsible for the gathering, analysis, and timely
distribution of information for the use of marketing decision
makers.
Definition
Market research is the process of determining the viability
of a new service or product through research conducted
directly with potential customers. Market research allows a
company to discover the target market and get opinions and
other feedback from consumers about their interest in the
product or service.
The Purpose and Importance of Marketing Research
Companies have complete information about their
products from production to distribution. However, it is a
challenge for the companies to know what happens to the
product after it was purchased. Who uses the product, how it is
used, how much or how little of it used, and the general
attitudes of the consumer toward the product are not known
explicitly. Thus, for new products or new markets, the company
may not be completely certain whether the product will be
accepted by the market. The value of the product to the
consumer is difficult to measure because perceptions of the
value are subjective.
Although marketing research can be costly, it is
indispensable. The following are some of the issues that can be
addressed by marketing research:
 Identify viable new products and services
 Enable risk reduction
 Identify market opportunities and threats
 Determine the level of customer satisfaction
 Pinpoint and anticipate market trends or changes
 Decide on the best advertising medium
 Pre-test and post-test advertising and
promotional campaigns
 Evaluate the results of test marketing
 Evaluate the results of packaging, brand name,
and label testing
sensitivity
 Undertake location studies
Here are the 11 steps to conducting marketing research,
but note that not all marketing research follows these steps.
1. Establishing the need for marketing research
2. Defining the problem
3. Establishing research objectives
4. Determining research design
5. Identifying information types and sources
6. Determining methods of accessing data
7. Designing data collection forms
8. Determining sample plan and size
9. Collecting data
10. Analyzing data
11. Preparing and presenting the final report
Making Marketing Research-based Decisions
 External factors research- The information from
these researches helps marketers identify macro-
environmental shifts. These are bases in pinpointing
opportunities and anticipating threats.
 Observation research - This is an invaluable aid in
determining consumer behavior. It assists marketers
in determining the retail shelf placement strategy to
use. It also reveals the effectiveness of point-of-
purchase collateral materials.
 Test marketing- Based on test marketing results, the
company shall gauge the acceptability of a proposed
product/service. The company can, have the
opportunity to re-calibrate elements in the marketing
mix and to measure their effects on consumer
demand and overall satisfaction. Its finding can result
in the discontinuance of a proposed product/service if
results indicate a general lack of interest.
 Target market studies- These help identify, quantify,
and understand the target market better. Companies
may decide to redefine its target market by including
characteristics the market should possess
 Concept, product development, and product
studies- Using the results generated by concept,
product development, and product studies, marketing
organizations shall select the proposed
product/service concepts that have the highest level
of market acceptance. It can also be used to decide
on the packaging, to determine the market
acceptance. It can also be used to decide on the
packaging, to determine the market reaction, and to
justify brand positioning.
 Pricing tests- Pricing tests can be utilized by
marketers to calculate a product’s or service’s optimal
price, to determine price elasticity, or to determine
how price adjustment can effect total demand for the
product or service.
 Location studies- Location studies determine ideal
retail store locations and is a valuable tool in site
selection.
 Advertising pre- and post-testing- These tests can
determine advertising copy effectiveness, advertising
recall, sales promotion response rates, outdoor
 advertising traffic results, and the effectiveness of
public relations media placement. A
product’s/service’s advertising theme or message and
the mechanics of consumer sales promotions can be
adjusted based on these results.
 Usage,attitude, and image studies- These studies
can provide cost- effective ways on how to increase a
product’s/ service’s awareness level and brand trial.
In addition, the results can reveal product usage and
allow the company to develop strategies to increase
usage frequency. The effectiveness of current
distribution outlets can be ascertained. This can help
in determining if distribution outlets can be
ascertained. This can help in determining if
distribution should be expanded or alternate
distribution outlets should be developed. Finally,
product/service purchase drivers can be quantified to
calibrate its value offer effectively

ST.CLARE COMMUNITY FOUNDATION SCHOOL

INC.
LEVISTE, LAUREL BATANGAS

THINGS TO DO:

Subject: Business Marketing 12

Lesson no. 9

Topic:

Name of Teacher: Magdalena C. De Roxas

Reflection:

1. Why is marketing research important for business

owners?

2. In what ways can marketing research help you as a

consumer? Explain

Newspaper Research

Directions: You may look for a newspaper articles

pertaining to an actual marketing
research done in the Philippines. Paste the
articles inside the box and answer the following
questions below.
 1. What was their research about?

2. Why was this marketing research made? What were its

goals and objectives?

INTEGRATION:
Doing the Activity, will also help you develop your critical
and analytical ability in identifying situation that can be
3. What were the outcomes of their research?
related to above activity. You can apply your learning in
the real business world
ENJOY LEARNING!!!