Do you shop?

Where do you shop?

 How do you get the best
bargain in your shopping trip?
 Choose the best deal!
In your own opinion, which of
the following represent:
1 = cheapest 4 = most
expensive
NTUC NTUC COLD STORAGE Yumtrade.com
PANTENE PANTENE PANTENE Pantene Hairfall
HAIRFALL HAIRFALL HAIRFALL control
CONTROL CONTROL CONTROL SHAMPOO
SHAMPOO SHAMPOO SHAMPOO SIZE:750ML
SIZE: 500ML SIZE:700ML SIZE:750ML PRICE$10.00
PRICE: $8.95 PRICE: PRICE: $12.80
$7.65
? ? ? ?
 The best deal is?

NTUC NTUC COLD STORAGE Yumtrade.com

PANTENE PANTENE PANTENE Pantene Hairfall
HAIRFALL HAIRFALL HAIRFALL control
CONTROL CONTROL CONTROL SHAMPOO
SHAMPOO SHAMPOO SHAMPOO SIZE:750ML
SIZE: 500ML SIZE:700ML SIZE:750ML PRICE$10.00
PRICE: $8.95 PRICE: PRICE: $12.80
$7.65
4 1 3 2
$17.90 / litre $10.92/litre $17.07/litre $13.30/litre
Why study marketing research?
 What is marketing research?
Marketing research is the function that links the consumer,
customer, and public to the marketer through information--
information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate
marketing actions; monitor 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 the results, and communicates the findings and their
implications. (Approved October 2004)
 Summary of definition YOUR
6 best friends:
1. Who? – consumer, customer, public, & marketer;
2. What? – information; specifies information needed
to address issues
3. Why? – identify and define marketing opportunities
& problems
4. Where? - Generate, refine and evaluate marketing
actions
5. When? – monitor marketing performance, improve
understanding of marketing process
6. How? – design the method for collecting
information, manages and implements data collection
process, analyzes results and present findings & their
implications (report writing and presentation)
Types of Marketing Research

Primary Secondary

Qualitative Internal Sources

Research • Internal sales data
• Focus Groups or
group interviews

Quantitative
Research External Sources
• Research agencies or
• Surveys
• Trade sources
Overview of Market Research Industry
Market Research Agencies
-Boutique research agencies
-Local & regional research
agencies
- Global research agencies
- Branding and media agencies
Principal / Marketing Research
Function
• Marketing research within
marketing department /
corporate planning
•Marketing intelligence
• Market research skills in the
marketing function
 Career Prospects
Research agencies Business function Further education
-Client and account -Corporate Planning -Bachelor’s degree
servicing Executive
-Masters degree
- Marketing Research - Marketing Research
Executive Executive

- Research Analysts / - Marketing

officer Intelligence Executive

- Field Asst/Executive -Sales Department

- Project Executive -Category

Management
-Data processor
 Ethics in Marketing Research
~the system of moral principles~
 Important Market research
organizations
• Market research society of Singapore
http://www.mrssingapore.org.sg/
• European Society for Opinion and Marketing
Research
http://www.esomar.org/
• Market Research Terms - GMI
http://www.marketresearchterms.com/