CREATIVITY IN EVENTS MARKETING &

PROMOTION – EM 121
 ES
TIV
EC
B J
O
RE
T U 1. To understand what is marketing research.
C
LE 2. To know the objectives of marketing
research.

3. To know the types of marketing research.

4. To understand how to do marketing

research with SWOT analysis and PEST
factors.
What is marketing research?
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 MARKETING RESEARCH

Marketing research is the systematic For the reason of improving decision

and objective of making related to the
Identification of information needed Identification
Collection of data Opportunities in marketing.
Analysis of data Solution of problems.
Use of information to apply
NEED FOR MARKETING RESEARCH

Businesses need to research and up-to-date information

• To understand the consumer.

• To undertake marketing effectively.
• Changes in consumer tastes.
• Market demand.
• Changes in the product ranges of competitors.
• Changes in economic conditions.
 OBJECTIVES OF MARKETING
RESEARCH
• Gain a more detailed of understanding of
consumers needs:
e.g. views on products (event). Concept, Prices.
Location, Packaging.

• Reduce the risk of product/business failure:

There is no guarantee that any new idea will be a
new success.

• Understand future trends:

It can also used to understand future customer
needs.
TYPES OF MARKETING RESEARCH
Marketing research techniques come in many forms, including:

• Market segmentation- survey questions to understand the market,

demographics, company size, revenues and product category.
• Brand name testing- what consumers feel about the names of products.
• product testing- test the acceptance of a product concept by target consumers.
Able to make informed “go” or “not” decisions about new products.
• Advertising testing- test the impact of company advertising on consumers
TYPES OF MARKETING RESEARCH
• Brand awareness and reach- to understand how effective your marketing
really are. When presented with a list of brands.

does your audience identify the brand? Is your customer can trust the brand?

• Pricing research- research on the competitors pricing, how much the customers
can pay? What products are most valuable to your audience?

• Acceptance and loyalty analysis- acceptance of customers are not necessarily

loyal customers. This type of research is aimed at identifying key drivers of
acceptance and determine what factors influence loyalty.
 TYPES OF MARKETING RESEARCH

• Demand research- to determine the level of demand for the product and
how to improve the demand.

• Position research- how does the target audience see the brand relative to
competitors? What does the brand stand for?

• Online research- a group of individual who accepted to respond to

marketing research online. Research design, data gathering, analysing and
report writing.
 MARKETING RESEARCH METHODS

Marketing research uses the following types of research methods:

1. Based on questioning
Qualitative marketing research= exploratory data
Quantitative marketing research = numerical data

2. Based on observations
Product use analysis
Computer/ website monitor
MARKETING RESEARCH PROCESS
1. Define the problem – identify the problems that are relating to the current
situation. What information needed in order to solve problem ?
For example: poor sales within company are not the real problem, the real
problem is a weak marketing strategy.

2. Collect the data – primary research and secondary research.

3. Analyse the data – attach meaning to the collected data, determine how the
knowledge you have gained with researching your market can be applied to
develop effective business strategies.
4. Apply your research- put the final solution into practice.
CLASSIFICATION OF MARKETING RESEARCH

• Problem identification research – research undertaken to help identify

problems may happen in future. E.g. sales analysis, trends research and
brand image.

• Problem solving research – research undertaken to help solve specific

market problems. E.g. product, pricing, promotion and distribution
research.
 SWOT ANALYSIS

• What could to improve?

• What should to avoid?
• What advantages does the company have?
• What factors lose the sales?
• What the company do better than anyone
else?

• What are competitors doing?

• what good opportunities to spot? • What problems company have?
• What interesting trends ?
TASK

Choose one event or event organisation and do a marketing research by

using SWOT analysis
Thank you