Professional Documents
Culture Documents
The Nature of Marketing Research
The Nature of Marketing Research
William G. Zikmund
It aint the things we dont know that gets us in trouble. Its the things we know that aint so.
Artemus Ward
Basic Research
Attempts to expand the limits of knowledge Not directly involved in the solution to a pragmatic problem
Applied Research
Conducted when a decision must be made about a specific real-life problem
Scientific Method
The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions
Marketing Concept
Central idea in marketing Evolved over time Not production-oriented Marketing-oriented
Marketing Concept
Consumer Oriented Long Run Profitability
Cross-Functional Effort
Performance-monitoring Research
Research that regularly provides feedback For evaluation And control Indicates things are Or are not going as planned Research may be required To explain why something went wrong
Yes
Is the Does the Information decision of Yes informationYes already on Yes strategic value hand or tactical exceed the inadequate? importance? research cost?
No No No
No
Global Research
Business Research is increasingly global Market knowledge is essential A.C. Nielsen - more that 67% international business
Internet Research
Seeking facts and figures about an issue Surveys on Web sites