Marketing Research

Marketing ResearchAaker, Kumar, Day and LeoneTenth EditionInstructor’s Presentation Slides

Chapter Two

Marketing Research in Practice

Marketing Research 10th Edition http://www.drvkumar.com/mr10/

Marketing Research in Practice

Information System

• A continuing and interacting structure of people, equipment, and procedures, designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers.

Databases

Contain 3 types of information:

• Recurring day-to-day information

• Intelligence relevant to the future strategy of the business

• Research studies that are not of a recurring nature

Decision Support Systems (DSS)

• DSS models are developed and adapted to support each firm’s own decision problems

• Used to retrieve data, transform it into usable information, and disseminate it to users

• Allow managers to interact directly with database

• Provides a modeling function to help interpret

retrieved information

Marketing Decision Support Systems

• Combines marketing data from diverse sources into a single database, enabling product managers, sales planners, market researchers, financial analysts, and production schedulers to share information

Marketing Decision Support Systems (Cont.)

Managers’ need for decision-relevant information:

Characteristics of MDSS

Components of MDSS

Components of MDSS (Contd.)

Manager

Modeling

Analysis

Display

Database

Environment

Comparison of Brand Performance with Industry Trend

Gaining Insights from a MDSS

Regional Market Share Changes – Alpha and Beta

Change in Beta’s

Regional Market Share Changes – Alpha and Delta

Participants in Marketing Research Activities

Information Users

Information Suppliers:Inside the Company

Information Suppliers:Outside the Company

• General management

• Planning

• Marketing and sales managers

• Product managers

• Lawyers

• Marketing research department

• Sales analysis group

• Accounting department

• Corporate strategic planning

• Research consultants

• Marketing research suppliers

• Advertising agencies

Information Suppliers and Services

Factors Influencing Choice of Information Supplier

Growth in Research Spending in United States

Source: Jack Honomichl, “Top 50 Report,” Marketing News, June 30, 2009: 13

Type and Nature of ServicesCustomized Services

▫ Work with individual clients

Syndicated Services

▫ Routinely collect information on several different issues and provide it to firms that subscribe to their services (e.g., Nielsen television index)

Standardized Services

▫ Projects conducted in standard, pre-specified manner and supplied to several different clients. (e.g., Starch readership survey)

Type and Nature of Services (Contd.)

Field Services

▫ Suppliers concentrate only on collecting data for research projects

Selective Services

▫ Specialize in just one or two aspects of marketing research, mainly concerning data coding, data editing or data analysis

Branded Products Services

▫ Specialized data collection and analyses procedures to address specific research problems that are marketed as branded products

Criteria For Selecting External Suppliers

Steps in deciding if supplier can deliver promised data, advice, or conclusions:

International Market Research Industry

United States 60%United Kingdom 18%

Japan 3%

Rest of World 19%

Percentage of Worldwide Market Research Expenditure Per Country

Source: Jack Honomichl, “Top firms consolidated grip on industry,” Marketing News, August 15, 2008: H2

Career Opportunities in Marketing Research

• Marketing Research Analyst

• Marketing Information Manager

• Project Manager

• Director of Market Research

• Research Account Manager

• Research Analyst

• Methodologist

Marketing Research

Documents

Marketing Research: Marketing Research: It’s Everywhere!

E-Marketing (Marketing Research) Rethinking Marketing Research for the Digital Environment Arvind Rangaswamy

Marketing essencials and marketing research

Marketing Information Management Marketing Research

Marketing Research Marketing Information Systems

Chapter 29 Conducting Marketing Research 1 Marketing Essentials Chapter 29 Conducting Marketing Research Section 29.1 Marketing Research

Chapter One Introduction to Marketing Research. 1. Definition of Marketing Research 2. A Classification of Marketing Research 3. Marketing Research Process

Marketing Research An Applied Orientation 7th Edition Malhotra … · 2020. 11. 15. · 11. Marketing Research Proposal 12. International Marketing Research 13. Marketing Research

Marketing Research and Information Systems. (Marketing and ... › marketing › Marketing research FAO.pdf · Marketing Research and Information Systems. (Marketing and Agribusiness

Overview of Research Designs. The Marketing Research Process Figure 1.4 The Marketing Research ProcessFigure 1.4 The Marketing Research Process Step 1:

Marketing Research Process and Types of Marketing Research

Marketing research

Chapter 28 Marketing Research 1 Marketing Essentials Chapter 28 Marketing Research Section 28.2 Types, Trends, and Limitations of Marketing Research

Review of Marketing Research - pdfs.semanticscholar.org · Review of Marketing Research Emerald Book Chapter: ... Malhotra, in (ed.) Review of Marketing Research ... Marketing Research

Introduction to Marketing Research. Definition of Marketing Research Marketing research is the systematic and objective identification collection

Marketing Research The Marketing Research Process Dr. Zafer Erdogan

021-87984777 marketing research training|pelatihan marketing research|marketing research adalah

Marketing Research (Marketing, 8th Edition)

1 MARKETING RESEARCH. 2 Introduction to Marketing Research

Marketing Research I-Marketing Research