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Marketing Research Notes

This document provides an introduction to marketing research. It defines marketing research as linking consumers to the market through information that is used to identify opportunities and problems and improve marketing performance. The document then outlines the three main types of marketing research: exploratory, descriptive, and causal research. It also summarizes the typical marketing research process, including problem definition, design, data collection, analysis, and reporting. Finally, it lists the key components of a marketing research proposal.

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SinYu Ow
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467 views2 pages

Marketing Research Notes

This document provides an introduction to marketing research. It defines marketing research as linking consumers to the market through information that is used to identify opportunities and problems and improve marketing performance. The document then outlines the three main types of marketing research: exploratory, descriptive, and causal research. It also summarizes the typical marketing research process, including problem definition, design, data collection, analysis, and reporting. Finally, it lists the key components of a marketing research proposal.

Uploaded by

SinYu Ow
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Research Notes

Week 1 Introduction to Marketing Research

Marketing Research
Definition: Marketing research is the function that LINKS the
CONSUMER, CUSTOMER, and PUBLIC TO THE MARKET
through information-information used to IDENTIFY and
DEFINE MARKETING OPPORTUNITIES and PROBLEMS;
generate, refine, and evaluate marketing actions; monitor
Marketing Research marketing performance; and improve understanding of
marketing as a process. Marketing research specifies the
information required to address these issues, designs the
method for collecting information, manages and implements
the DATA COLLECTION process, ANALYZES, and
COMMUNICATES the FINDINGS and their IMPLICATIONS.

Role of Marketing Research in an


Organisation

//Types of Marketing Research


EXPLORATORY RESEARCH DESCRIPTIVE RESEARCH CAUSAL RESEARCH
(Ambiguous Problem) (Aware of Problem) (Problem Clearly Defined)

What kind of people are


If we introduce a new
Is there a market for buying our products? What
design, will sales increase
customized wine? kind of people are buying our
compared to current sales
competitors products?
volume?
The Research Process
A broad statement of the issue
Problem Definition Analysis of the problem prognosis
Outcome setting the research scope
Type of research & study setup
Hypothesizing outcomes & problem resolution
What: Information areas to be covered
Design Who: Sampling and sample size
When, Where and How: Data collection methods
(introduction)
Outcome clear understanding of next steps and how results will
address the problem.
Instrument design
Data collection method detailed review
Data Collection Data management & on-the-ground issues
Outcome Data availability awaiting analysis and interpretation
Data summarization, bivariate and multivariate
Analysis
Outcome Drawing conclusions from the data
Tables and report delivery - addressing research scope
Reporting
Outcome Drawing implications & providing recommendations

The Research Proposal


Title
Executive summary
Motivation
Research Purpose and Objective
o Problem statement
o Research questions
Research Design
Time and Cost Estimates
Deliverables
o Relevance + (possible) managerial implications

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