Marketing Research

Marketing 2 lecture
Prepared by: Irena Antošová
Marketing
Management
• knowledge of the market, customers,
competitors, and the entire business area
(STEP analysis)
• realistic evaluation of the business internal
capabilities (7S = strategy, structure, systems,
shared values, skills, style, staff)
• SWOT
• the aim – to meet business plans
• depends on having enough high-quality
information and its assessment
• consistency of analysis, planning and control
 Marketing Management

1. Analysis of the marketing opportunities

2. Research and selection of target markets

3. Putting together marketing strategies Marketing Research

4. Marketing mix

5. Organization, implementation and control

Marketing Research

Marketing research is a purposeful and

organized activity, consisting in the
specification, collection, analysis and
interpretation of information that allows us to:
• understand the market,
• identify problems,
• identify opportunities,
• formulate courses of action,
• evaluate the results.
Marketing Research
• a discipline based on scientific methods
(marketing, mathematics, statistics,
econometrics, psychology, sociology,
computer science)
• specific methodologies for working with
information (quantitative x qualitative
research)

• research/Marketing Research/market
research
Forms of Marketing Research

In terms of time:
• Surveying (shorter process)
• Research (complex project)

In terms of the methods of obtaining information:

• Secondary (desk research)
• Primary (field research)
Forms of Marketing
Research
In terms of the nature of the
information:
• ecoscopical
• demoscopical

In terms of usage or application:

• basic
• applied
 Forms of Marketing
Research
In terms of the subject matte investigated:
• the market
• the macro-environment
• the company

In terms of the system deployed:

• descriptive
• diagnostic
• prognostic
• conceptual
 Marketing Research Areas
Marketing Research

Researching the Researching Researching the

overall market attitudes and marketing mix
situation perceptions toolkit

• Market entities • Product • Product

• Segmentation • Brand • Price
• Market size* • Company • Place
• Needs • Promotion

*Market potential, market capacity

Marketing Research
Importance
The benefit directly depends on:
• the quality of the research itself
• scientific probity of methods, creativity, techniques
and technologies, qualified personnel, financial
resources
• business marketing management quality

Applying the results:

• identifying issues
• selecting issues
• solving problems
 Marketing Research Issues

Managers’
Intellectual Role-taking
excessive
disagreements issues
expectations

Lack of
Getting out of
financial Tool quality
date
resources
 Marketing Research Organization

Internally Externally
• overall understanding of • professionalism
the issues • costs
• communication between
staff and management
• high vested interest
Marketing Research
Companies

• providers of specific databases

(Czech Statistical Office, National
Information Centre, Eurostat)
• providers of turnkey information
(MEDIAN, STEM/MARK, MEDIA
RESEARCH, AISA, NIELSEN)
 • Selection procedure – tender
Choosing an
• Commissioning bespoke work
agency • Case study
• Design methodology, sample size,
survey scope, time schedule, costs,
forms of output
Marketing Information System

Good awareness simplifies the search for new market

opportunities, reduces business risks, helps streamline the decision
making process and makes it easier to control.

MIS encompasses:
• gathering and assembling information
• a system for its processing and incorporation
• a system for using the information
Marketing Information System

The administrative concept ensures a supply of information

about:
• continuously changing surroundings
• the specific conditions of the market
• business readiness to respond to them

MIS covers personnel, equipment and technologies for the collection,

sorting, analysis, evaluation and distribution of required and timely
information to decision makers.
Marketing Research Information

SPECIFIC MEASURABLE ACHIEVABLE RELEVANT TIME-BOUND

Marketing Research Ethics

• Individual and social ethics

• The consumer comes first
• SIMAR – Czech non-profit association of agencies for market
research and public opinion polling
• ESOMAR – world society for public opinion research
International Code
on Market, Opinion and Social Research and Data Analytics

• Researchers shall be governed by all national and international laws

• Special attention to children and young people
• Respondents’ cooperation is voluntary
• Disclosing the survey purpose
• All claims must be adhered to
• Protecting the respondent
Marketing Research Ethics

• Personal information is used only for the purposes of the project

• Project design, implementation and processing shall be accurate,
transparent and objective
• Principles of honourable competition
Thank you for your attention.