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1-1© 2007 Prentice Hall
Chapter 1
Introduction and Early
Phases of Market
Research
1-2© 2007 Prentice Hall
Chapter Outline
1) Overview
2) Definition of Marketing Research
3) A Classification of Marketing Research
4) Marketing Research Process
5) The Role of Marketing Research in Marketing
Decision Making
6) Marketing Research and Competitive
Intelligence
7) The Decision to Conduct Research
1-3© 2007 Prentice Hall
Chapter Outline
8) Marketing Research Suppliers and Services
9) Selecting a Research Supplier
10) Careers in Marketing Research
11) The Role of Marketing Research in MIS and DSS
12) The Department Store Project
13) International Marketing Research
14) Ethics in Marketing Research
15) Summary
1-4© 2007 Prentice Hall
Redefining Marketing Research
The American Marketing Association (AMA)
redefined Marketing Research as:
The function that links the consumer, the
customer, and public to the marketer
through INFORMATION
1-5© 2007 Prentice Hall
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
Redefining Marketing Research
1-6© 2007 Prentice Hall
Definition of Marketing
Research
Marketing research is the systematic and objective

identification

collection

analysis

dissemination

and use of information
For the purpose of improving decision making related to the

identification and

solution of problems and opportunities in marketing.
1-7© 2007 Prentice Hall
Market Research
 Specifies the information necessary to address
these issues
 Manages and implements the data collection
process
 Analyzes the results
 Communicates the findings and their implications
 Helps managers use this information to make
decisions
1-8© 2007 Prentice Hall
Classification of Marketing
Research
Problem-Identification Research
 Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or
are likely to arise in the future. Examples: market
potential, market share, image, market characteristics,
sales analysis, forecasting, and trends research.
Problem-Solving Research
 Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.
1-9© 2007 Prentice Hall
Research
Marketing Research
Problem
Identification Research
Problem-Solving
Research
Market Potential Research
Market Share Research
Market Characteristics
Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
Fig. 1.1
1-10© 2007 Prentice Hall
Problem-Solving Research
 Determine the basis of segmentation
 Establish market potential and
responsiveness for various
segments
 Select target markets
 Create lifestyle profiles:
demography, media, and
product image characteristics
SEGMENTATION RESEARCH
 Test concept
 Determine optimal product design
 Package tests
 Product modification
 Brand positioning and repositioning
 Test marketing
PRODUCT RESEARCH
Table 1.1
1-11© 2007 Prentice Hall
Problem-Solving Research
Table 1.1 cont.
PRICING RESEARCH
 Pricing policies
 Importance of price in brand selection
 Product line pricing
 Price elasticity of demand
 Initiating and responding to price changes
$ALE
PROMOTIONAL RESEARCH
 Optimal promotional budget
 Sales promotion relationship
 Optimal promotional mix
 Copy decisions
 Media decisions
 Creative advertising testing
 Evaluation of advertising effectiveness
0.00% APR
1-12© 2007 Prentice Hall
Problem-Solving Research
Table 1.1 cont.
DISTRIBUTION RESEARCH
Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & resale coverage
 Channel margins
 Location of retail and wholesale outlets
1-13© 2007 Prentice Hall
Marketing Research Process
Step 1 : Problem Definition
Step 2 : Development of an Approach to the Problem
Step 3 : Research Design Formulation
Step 4 : Fieldwork or Data Collection
Step 5 : Data Preparation and Analysis
Step 6 : Report Preparation and Presentation
1-14© 2007 Prentice Hall
Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
1-15© 2007 Prentice Hall
The Role of Marketing
Research
Controllable
Marketing
• Product
• Pricing
• Promotion
• Distribution
Variables
Marketing
Research
Marketing
Decision
Making
Providing
Information
Assessing
Information
Needs
Marketing Managers
• Market Segmentation
• Performance & Control
•Target Market Selection
• Marketing Programs
Uncontrollable
Environmental
Factors
• Economy
• Technology
• Laws &
Regulations
• Social & Cultural
Factors
• Political Factors
Fig. 1.2
• Consumers
• Employees
• Shareholders
• Suppliers
Customer Groups
1-16© 2007 Prentice Hall
Client
Needs Find Seek Plan Act
Solve Problem
Achieve Goal
How We
Help
Clarify
Decisions
Research
Analysis
Evaluate
Interpret
Facilitate
Recommend
Market
Plan
Research
Advise
Assist
Execution
Opportunity scan
Option generation
Refine options
Decision
Fig. 1.3
Power Decisions’ Methodology
1-17© 2007 Prentice Hall
Management Information Systems
Vs. Decision Support Systems
 Unstructured Problems
 Use of Models
 User Friendly Interaction
 Adaptability
 Can Improve Decision
Making by Using “What if”
Analysis
DSSMIS
 Structured Problems
 Use of Reports
 Rigid Structure
 Information Displaying
Restricted
 Can Improve Decision Making
by Clarifying Data
Fig. 1.7

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Chapter 1 Marketing Research Malhotra

  • 1. 1-1© 2007 Prentice Hall Chapter 1 Introduction and Early Phases of Market Research
  • 2. 1-2© 2007 Prentice Hall Chapter Outline 1) Overview 2) Definition of Marketing Research 3) A Classification of Marketing Research 4) Marketing Research Process 5) The Role of Marketing Research in Marketing Decision Making 6) Marketing Research and Competitive Intelligence 7) The Decision to Conduct Research
  • 3. 1-3© 2007 Prentice Hall Chapter Outline 8) Marketing Research Suppliers and Services 9) Selecting a Research Supplier 10) Careers in Marketing Research 11) The Role of Marketing Research in MIS and DSS 12) The Department Store Project 13) International Marketing Research 14) Ethics in Marketing Research 15) Summary
  • 4. 1-4© 2007 Prentice Hall Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as: The function that links the consumer, the customer, and public to the marketer through INFORMATION
  • 5. 1-5© 2007 Prentice Hall Used to identify and define market opportunities and problems Generate, refine, and evaluate marketing performance Monitor marketing performance Improve understanding of marketing as a process Redefining Marketing Research
  • 6. 1-6© 2007 Prentice Hall Definition of Marketing Research Marketing research is the systematic and objective  identification  collection  analysis  dissemination  and use of information For the purpose of improving decision making related to the  identification and  solution of problems and opportunities in marketing.
  • 7. 1-7© 2007 Prentice Hall Market Research  Specifies the information necessary to address these issues  Manages and implements the data collection process  Analyzes the results  Communicates the findings and their implications  Helps managers use this information to make decisions
  • 8. 1-8© 2007 Prentice Hall Classification of Marketing Research Problem-Identification Research  Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. Problem-Solving Research  Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.
  • 9. 1-9© 2007 Prentice Hall Research Marketing Research Problem Identification Research Problem-Solving Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research Segmentation Research Product Research Pricing Research Promotion Research Distribution Research Fig. 1.1
  • 10. 1-10© 2007 Prentice Hall Problem-Solving Research  Determine the basis of segmentation  Establish market potential and responsiveness for various segments  Select target markets  Create lifestyle profiles: demography, media, and product image characteristics SEGMENTATION RESEARCH  Test concept  Determine optimal product design  Package tests  Product modification  Brand positioning and repositioning  Test marketing PRODUCT RESEARCH Table 1.1
  • 11. 1-11© 2007 Prentice Hall Problem-Solving Research Table 1.1 cont. PRICING RESEARCH  Pricing policies  Importance of price in brand selection  Product line pricing  Price elasticity of demand  Initiating and responding to price changes $ALE PROMOTIONAL RESEARCH  Optimal promotional budget  Sales promotion relationship  Optimal promotional mix  Copy decisions  Media decisions  Creative advertising testing  Evaluation of advertising effectiveness 0.00% APR
  • 12. 1-12© 2007 Prentice Hall Problem-Solving Research Table 1.1 cont. DISTRIBUTION RESEARCH Determine…  Types of distribution  Attitudes of channel members  Intensity of wholesale & resale coverage  Channel margins  Location of retail and wholesale outlets
  • 13. 1-13© 2007 Prentice Hall Marketing Research Process Step 1 : Problem Definition Step 2 : Development of an Approach to the Problem Step 3 : Research Design Formulation Step 4 : Fieldwork or Data Collection Step 5 : Data Preparation and Analysis Step 6 : Report Preparation and Presentation
  • 14. 1-14© 2007 Prentice Hall Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report
  • 15. 1-15© 2007 Prentice Hall The Role of Marketing Research Controllable Marketing • Product • Pricing • Promotion • Distribution Variables Marketing Research Marketing Decision Making Providing Information Assessing Information Needs Marketing Managers • Market Segmentation • Performance & Control •Target Market Selection • Marketing Programs Uncontrollable Environmental Factors • Economy • Technology • Laws & Regulations • Social & Cultural Factors • Political Factors Fig. 1.2 • Consumers • Employees • Shareholders • Suppliers Customer Groups
  • 16. 1-16© 2007 Prentice Hall Client Needs Find Seek Plan Act Solve Problem Achieve Goal How We Help Clarify Decisions Research Analysis Evaluate Interpret Facilitate Recommend Market Plan Research Advise Assist Execution Opportunity scan Option generation Refine options Decision Fig. 1.3 Power Decisions’ Methodology
  • 17. 1-17© 2007 Prentice Hall Management Information Systems Vs. Decision Support Systems  Unstructured Problems  Use of Models  User Friendly Interaction  Adaptability  Can Improve Decision Making by Using “What if” Analysis DSSMIS  Structured Problems  Use of Reports  Rigid Structure  Information Displaying Restricted  Can Improve Decision Making by Clarifying Data Fig. 1.7