Chapter 1 - The Role of Marketing Research

Marketing Research Activities

Product:



Pricing:



Distribution:



Sales:



Advertising:




Marketing links the consumer, customer, and public to the
 marketer through information that is used to:  
- 


-


-


-



The task of marketing research is to help specify and supply
 accurate information to reduce the uncertainty in decision making.



Marketing Research - the systematic and objective process of
 generating information to aid in making marketing decisions.

The marketing research process includes:
  specifying what information is required (Ch. 5 & 6)
  designing the method for collecting information (Ch. 7, 8, & 9)
  managing and implementing the collection of data (Ch. 7-15)
  analyzing the results (Ch. 19-24) and
  communicating the findings and their implications (Ch. 25)


Basic vs. Applied Research 
  Basic research - research conducted to expand the boundaries
 of knowledge itself; conducted to verify the 
  acceptability of a theory.
    Ex:




  Applied research - research undertaken to answer questions about
 specific problems or to make decisions 
  about particular courses of action.
    Ex:




  The marketing concept is a management philosophy stating that
 an organization should strive to satisfy customers' needs through
 a coordinated set of activities that also allow the organization
 to achieve its objectives.

<----------------------------------------------------------------->

Customer needs                                                                                                         Organizational needs

Important considerations:
  customer needs - 



  long-run profit orientation - 



  integration of marketing and other corporate functions - 


What determines when marketing research should be used?  Time constraints -


  Availability of data - 



  Nature of the decision -



  Benefits vs. costs -