Académique Documents
Professionnel Documents
Culture Documents
for
Chapter 1
Introduction, Evolution
and Emerging Issues
Marketing Research
Text and Cases
by
Rajendra Nargundkar
1
Role of Marketing Research
2
Segmentation
Marketing
LEVEL 1 Strategy Target Market Selection
(Strategic)
Positioning
Information for
Marketing Decisions
Ps of Marketing
LEVEL 2 Marketing PRODUCT
(Tactical) Plan PRICING
PROMOTION
PLACE
3
Marketing Information System
4
4. Examples of Intelligence - Industry Data,
Competitors Announcements
5. Marketing Research - data collected for
specific action or decision problem,
focused, with a time and budget, done by
external marketing research company or by
company staff, usually with a written report
and/or presentation to the studys sponsor
5
Marketing Intelligence Marketing Research
10
Limitations of Marketing Research
12
3. Some common sources of secondary data are
newspapers, magazines, the internet, and internal or
external reports compiled or published by various
organizations.
13
Ethical Considerations in Marketing Research
14
4. Marketing Researcher should not be biased
towards any conclusions, and should report
accurately the findings of the research study.
15
Emerging Issues
18
3. Huge amounts of data are involved, and
require hardware, specialized software, and
creative and analytically skilled people to
make use of it.
19