Professional Documents
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Chapter One: Introduction To Marketing Research
Chapter One: Introduction To Marketing Research
Chapter One: Introduction To Marketing Research
Chapter One
INTRODUCTION TO MARKETING RESEARCH
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1-2
Chapter Outline
1) Overview
2) Definition of Marketing Research
3) A Classification of Marketing Research
4) Marketing Research Process
5) The Nature of Marketing Research
6) Marketing Research Suppliers and Services
7) Selecting a Research Supplier
8) Careers in Marketing Research
1-3
Chapter Outline
Improve understanding
of marketing as a
process
1-8
identification
collection
analysis
dissemination
and use of information
identification and
solution of problems and opportunities in marketing.
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Market Research
DISTRIBUTION RESEARCH
Determine…
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
1-15
Kellogs
Marketing Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance & Control
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RESEARCH
INTERNAL SUPPLIERS EXTERNAL
LIMITED SERVICE
FULL SERVICE
Field Branded
Syndicate Internet Products
Services
Services Services and Services
Customize Coding and
Standardized
d Data Entry Data
Services
Services Services Analysis
Analytical
Services Services
1-20
Internal suppliers
External suppliers
Full-service suppliers
Syndicated services
Standardized services
Customized services
Internet services
Limited-service suppliers
Field services
Coding and data entry services
Analytical services
Data analysis services
Branded marketing research products
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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