What is Marketing

Information?
The data collected during the
marketing research process
Types of data
Company and competitor records
Customer profile data

Buying behavior
Shopping patterns
Demographics and lifestyle research
Government data
Market research reports produced and
sold by research firms

Marketing Information
Used to identify marketing
opportunities, solve
marketing problems,
implement marketing
plans, and monitor
marketing performance.

Why is marketing information

important to a business?
The information obtained from
research helps businesses plan their
future operations to increase sales
and profits
Research answers the what, where,
how, and at what price the products
should be produced
The information also helps
businesses solve marketing problems
or anticipate future marketing
potential

Marketing Research
Involves the marketing
function that links the
consumer, the customer,
and the public to the
marketer through
information
American Marketing Association

Types of Market
Research

Types of Marketing
Research
The type of
research used is
based on the
problem to be
solved.

Attitude Research
Also known as opinion research
Attitude research is designed to
obtain information about how people
feel
By using random samples of the
population and interviewing
techniques results can be
generalized to the total population

Attitude Research
Tells Us.
Peoples opinions on

Politics and Elections

Business
The Economy
Social Issues
Public Policy

Market Research
Involves the systematic gathering,
recording, analyzing, and presenting
information related to the marketing
of goods and services
Research is needed before a product
is put on the market and also during
the life of the product
Research is not limited to products

Market Research Can

Tell Us About
Particular consumer and
industrial markets through
Market Analysis
Future sales estimates through
Sales Forecasting
Future economic conditions
through Economic Forecasting

Media Research
Focuses on media selection and
frequency
Measures the effectiveness of
the ads message and the
placement of the ad
Can help determine which
media mix is most effective

Media Research Can Tell

Us About..
The effectiveness of the print media
sent into the home through
Consumer Panels
Researchers are even developing
systems to measure the
effectiveness of online advertising

Product Research
Evaluating product design,
product usage, and consumer
acceptance of new and existing
products
Research is also conducted to
collect information about
competitive products

Product Research Tells

Us About..
New product acceptance
Product testers
Test Markets
Product Rating Boards

Existing product research

Satisfaction questionnaires

Industrial Markets
Consumer Markets

Marketing decision support

system

It is a model and computer software package

system.
It is a coordinated collection of data , system
tools and techniques with supporting
software and hardware by which an
organization gathers and interprets
relevant information from business and
environment and turns it into a basis for
making management decisions.

MDSS
Statistical
bank

Marketing
Regression
data
analysis
Correlation
analysis
Factor analysis

Model
bank
Product
design
Model
Pricing
model

Marketing
Evaluation
And
decision

Barriers to use of MR

A narrow conception of research

Uneven caliber of researchers
Poor framing of the problem
Late and occasionally erroneous findings
Personality and presentational differences
Cost barrier

Characteristics of good
MR

Use of scientific methods

Research creativity
Use of multiple methods
Interdependence of models and data
Ethical marketing
Qualified and experienced researchers