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Introduction AMR FINAL

The document discusses marketing research and its purpose of providing information to assist marketing managers make better decisions. It defines marketing research as the systematic process of generating information to aid in decision making. The marketing research process involves 6 steps - defining the problem, developing an approach, formulating a research design, collecting data, analyzing data, and presenting findings. It also discusses various types of marketing research and roles of marketing research professionals. The case study highlights the importance of clearly defining the research problem before collecting and analyzing data.

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Shakti Teotia
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61 views19 pages

Introduction AMR FINAL

The document discusses marketing research and its purpose of providing information to assist marketing managers make better decisions. It defines marketing research as the systematic process of generating information to aid in decision making. The marketing research process involves 6 steps - defining the problem, developing an approach, formulating a research design, collecting data, analyzing data, and presenting findings. It also discusses various types of marketing research and roles of marketing research professionals. The case study highlights the importance of clearly defining the research problem before collecting and analyzing data.

Uploaded by

Shakti Teotia
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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ADVANCED MARKETING

RESEARCH
Purpose of Marketing Research

Providing information to assist


marketing managers to make better
decisions.
The Iceberg Principle
The role of a marketing researcher must
include consulting skills, technical
proficiency and sound management. The
focus of the role is to provide information to
identify marketing problems and solutions
in such a way that action can be taken.

- Michael Baumgardner, President & CEO,


Burke, Inc.,
Marketing Research - Definition
The systematic and objective
process of generating
information for aid in making
marketing decisions
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.
Redefining Marketing Research
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
Classification of Marketing Research
Marketing Research

Problem Problem
identificatio Solving
n research research

• Market Potential research • Segmentation Research


•Market Share Research •Product Research

•Image Research •Pricing Research

•Market Characteristics •Promotion Research


Research •Distribution Research
•Sales Analysis Research
•Forecasting Research
•Business Trends Research
Problem Identification Research
 Research that is undertaken to help identify
problems that are not necessarily apparent
on the surface and yet exist or are likely to
arise in the future.
Problem Solving Research
 Research undertaken to help solve specific
marketing problems.
Identifying and Evaluating
Opportunities
 Home cooking is on the decline.
Purchase of precooked home
replacement meals is on the rise.
 Number of investors trading stock on
the Internet is growing.
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


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


Role of Marketing Research
Customer Groups
• Consumers
• Employees
• Shareholders
• Suppliers
Uncontrollable
Controllable Environmental
Marketing Factors
Variables
Marketing • Economy
• Product
Research • Technology
• Pricing
• Laws &
• Promotion Regulations
• Distribution • Social & Cultural
Assessing Marketing Factors
Providing
Information Information Decision • Political Factors
Needs Making

Marketing Managers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control
Selected Marketing Research Career
Descriptions
Research Director
Vice President of Marketing
Research • Also part of senior
management
• Part of company’s top
management team • Heads the
development and
• Directs company’s entire market execution of all
research operation research projects

• Sets the goals & objectives of the


marketing research department Assistant Director of Research
• Administrative assistant to director
• Supervises research staff members

Senior Project Manager


• Responsible for design, implementation, &
research projects
Chain Restaurant Study

One day I received a


phone call from a research
analyst who introduced
himself as one of our
alumni.
He was working for a
restaurant chain in town
and wanted help analyzing
the data he had collected
while conducting a
marketing research study.
Chain Restaurant Study

When we met, he presented me with a copy of


the questionnaire and asked how he should
analyze the data. My first question to him was,
Chain Restaurant Study
When he looked
perplexed, I
explained that
data analysis is not
an independent
exercise.

Rather, the goal of data analysis is to PROVIDE


INFORMATION RELATED TO THE PROBLEM
COMPONENTS.
Chain Restaurant Study
I was surprised to learn that he
did not have a clear understanding
of the marketing research problem
and that a written definition did
not exist. So before going any
further, I had to define the
marketing research problem.

Once that was done, I found that


much of the data collected was not
relevant to the problem. In this
sense, the whole study was a waste
of resources. A new study had to be
designed and implemented to
address the problem defined.

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