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The Marketing Research System Marketing Research Defined

Marketing research is defined as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation. It can involve both consumer and business-to-business research, using either primary or secondary data collection methods. The goal of marketing research is to help management make decisions by identifying how elements of the marketing mix impact customer behavior. The marketing research process involves defining the problem, developing a research plan to collect and analyze information, presenting findings, and making decisions.

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203 views12 pages

The Marketing Research System Marketing Research Defined

Marketing research is defined as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation. It can involve both consumer and business-to-business research, using either primary or secondary data collection methods. The goal of marketing research is to help management make decisions by identifying how elements of the marketing mix impact customer behavior. The marketing research process involves defining the problem, developing a research plan to collect and analyze information, presenting findings, and making decisions.

Uploaded by

varundalmia
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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The Marketing Research System Marketing Research Defined

Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company.

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Cont..

The term is commonly interchanged with market research; market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes. Marketing research is often partitioned into two sets of categorical pairs, either by target market: Consumer MR B2B MR Or, alternatively, by methodological approach:
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Cont..

Marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.

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The Marketing Research Process


Define the problem Develop the research plan Collect information Analyze information Present findings Make decision

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Define the problem, Decision Alternatives and Research Objectives


Defining of problem not too broad not too narrow. 1) What is to be researched 2) Why it is to be researched

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Step 2 Develop the research plan


Data sources Research approach Research instruments Sampling plan Contact methods

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Data Sources
For gathering required information It involves: Data Sources
Primary

Data Secondary Data

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Research Approaches
Primary Data- It can be collected in 5 ways Observation Focus group Survey Behavioral Data Experimentation

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Research Instruments
Questionnaires Qualitative Measures

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Questionnaire

A questionnaire consists of a set of questions presented to respondents. Because of its flexibility, the questionnaire is by far the most common instrument used to collect primary data. Questionnaires need to be carefully developed, tested, and debugged before being administered.

The researcher carefully chooses the questions, wording, and sequence. The form of the question can influence the response.

Marketing researchers used both closed-end and openend questions


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Qualitative Measures
Depth Interviews Focus Groups Projective Techniques Random Probability Sampling Observational Research

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Projective Techniques
thematic apperception tests role playing

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