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Intro to marketing research

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					Chapter 1



    An Introduction to
    Marketing Research
Marketing research provides information to
             help implement…




  • The Study of Marketing
  • The Use of the Marketing Concept
  • Marketing Strategy

  Let’s look at each of these in turn
 Marketing research provides information to
              help implement…




• Marketing: process of all activities necessary for
  the conception, pricing, promotion, and
  distribution of ideas, goods, and services to
  create exchanges that satisfy individual and
  organizational objectives
 Marketing research provides information to
              help implement…




• Marketing Concept: the business philosophy that
  holds the key to achieving organizational goals
  consists of determining the benefits sought by
  target market members and delivering these
  benefits more effectively & efficiently than
  competitors. This is to be done at a “profit.”
 Marketing research provides information to
              help implement…




• Marketing Strategy: consists of selecting one or
  more segments of the market as the company’s
  target market(s) and designing the proper “mix”
  of the “4Ps”
Key Point: To practice marketing; to
implement the marketing concept; to carry
out a marketing strategy, managers must make
informed decisions.
Many decisions require additional information
and marketing research may be needed in
order to supply that information.
            What is online research?




• Online research: the use of computer networks,
  including the Internet, to assist in any phase of
  the marketing research process including
  development of the problem, research design,
  data gathering, analysis, and report writing and
  distribution
           What is online research?




• Web-based research: research that is conducted
  to evaluate various facets of Web applications;
  may use traditional methods as well as on-line
  research methods in conducting research on
  Web-based applications
• Online survey research: collection of data using
  computer networks
         Marketing Information System




• Marketing Information System (MIS): a structure
  consisting of people, equipment, and procedures
  to gather, sort, analyze, evaluate, and distribute
  needed, timely, and accurate information to
  marketing decision makers19
      Components of an MIS

• Internal Reports System … existing
  organization/company reports and
  records (sometimes called “accounting
  information system”)
• Marketing Intelligence System …
  everyday info about pertinent
  developments in the environment
       Components of an MIS

• Decision Support System (DSS) … collected
  data that may be accessed and analyzed using
  tools and techniques that assist managers in
  decision making (“playing what if?”).
• Marketing Research System…provides
  information not available from other systems.
  When specific problem must be solved,
  marketing research may be needed. This is
  “project-based” not continuous as with other
  systems.
ision making (“playing what if?”). • Marketing Research System…provides information not available from other systems. When specific problem must be solved, marketing research may be needed. This is “project-based” not continuous as with other systems.


				
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posted:3/12/2008
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