INTRODUCTION TO MARKETING RESEARCH

WHAT IS MARKETING RESEARCH?
 Define and address marketing problems or opportunities via systematically collecting and analyzing information and recommendation action

WHY MARKETING RESEARCH? Basically a risk management/reduction strategy for biz decision  to better understand the market condition

HOW IS MARKETING RESEARCH PERFORMED?  The MR Process: * define the problem NOT the symptoms * develop a research plan  how to collect data, what statistical tools to use, set parameters * collect relevant information * draw inferences based on thorough analysis  present findings to decision makers * take marketing actions  recommendations

ISSUES IN MARKETING RESEARCH
Types of data: 
primary vs secondary
Primary: * observational -- ethnographic * focus groups * questionnaire data * experiments * panels
How mass data is collected: Survey methods – personal interviews, online, mail, faxes, mall intercepts
Types of questions used: * Open-ended vs closed-ended * dichotomous * Scaling methods: Semantic Differential Scale, Likert scale
Secondary data: * internal – sales data * external – Census Bureau, Journals, industry, data services, syndicated

see also:

• INTRODUCTION TO MARKETING MANAGEMENT. pdf
• INTRODUCTION TO MARKETING... by BRIAN MOAT.pdf
• INTRODUCTION TO MARKETING.pps
• INTRODUCTION TO MARKETING.ppt
• INTRODUCTION TO MARKET RESEARCH...Dr. Paurav Shukla