Marketing Research MR2300 Paul Tilley. What is Marketing Research? Marketing research is the systematic and objective process of gathering information.

Slides:



Advertisements
Similar presentations
Introduction to Marketing Research. It aint the things we dont know that gets us in trouble. Its the things we know that aint so. Artemus Ward.
Advertisements

Copyright Reserved by Dr. Kanlaya Vanichbuncha1 Business Research Methodology by Associate Prof. Dr. Kanlaya Vanichbuncha Faculty of Commerce & Accountancy.
Business Research Methods William G. Zikmund
Introduction to Research Methodology
The Nature of Marketing Research Dr. Zafer Erdogan
Research Basics PE 357. What is Research? Can be diverse General definition is “finding answers to questions in an organized and logical and systematic.
© 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter 1 Explaining Behavior.
Marketing Research The Marketing Research Process Dr. Zafer Erdogan.
Exploring Marketing Research William G. Zikmund
The Role of Business Research Theory Building
Information Reduces uncertainty Helps focus decision making.
Exploring Marketing Research William G. Zikmund
Types Of Research Exploratory Descriptive Causal.
Research Methodology MGT TYPES OF RESEARCH MR. I. MAYURRAN.
Introduction to Social Science Research
Business Research Methods William G. Zikmund
Types of Marketing Research
Market Research Stage 6 Business Studies. Success depends on a lot of things, but when you have information about a particular market segment, a geographic.
(Business Research Methods)
Causal Research Design: Experimentation. Concept of Causality A statement such as "X causes Y " will have the following meaning to an ordinary person.
1 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 1 The Role of Business Research © 2010 South/Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted.
Chapter Two Copyright © 2006 John Wiley & Sons, Inc. Problem Definition and the Research Process.
Marketing Research Audhesh Paswan Chapter 1: The Nature and Role of Marketing Research.
Research in Business. Introduction to Research Research is simply the process of finding solution to a problem after a thorough study and analysis of.
Scientific Inquiry Mr. Wai-Pan Chan Scientific Inquiry Research & Exploratory Investigation Scientific inquiry is a way to investigate things, events.
MODULE 3 INVESTIGATING HUMAN AND SOCIL DEVELOPMENT IN THE CARIBBEAN.
Chapter Eight. Lecture plan Concept of Causality Conditions for Causality What is Experimentation? Lab versus Field Experimentation Validity in Experimentation?
SEM II : Marketing Research
Introduction to Research
The Role of Marketing Research and Research Process
Sports & Entertainment Marketing II
An Examination of Science. What is Science Is a systematic approach for analyzing and organizing knowledge. Used by all scientists regardless of the field.
Business Research Methods William G. Zikmund
© 2008 McGraw-Hill Higher Education The Statistical Imagination Chapter 1. The Statistical Imagination.
Exploratory Research and Proper Problem Definition Lecture 3.
Conducting and Reading Research in Health and Human Performance.
Nursing research Is a systematic inquiry into a subject that uses various approach quantitative and qualitative methods) to answer questions and solve.
Copyright © 2008 by Nelson, a division of Thomson Canada Limited First Canadian Edition by H. Onur Bodur, Concordia University Student PowerPoint presentations.
Marketing Research An introduction. Marketing Research Marketing research is a combination of two words i.e marketing and research Marketing is essentially.
The Role of Business Research Theory Building. The scope of business research What is “business” anyway??? Is research applicable to all business units/functions?
Moazzam Ali Malik Research Methodology. Why do we Research? The possible motives for doing research may be either one or more of the following: Desire.
Research Methods Research Fundamentals Business Research Methods.
Exploring Marketing Research William G. Zikmund Chapter 1: The Nature of Marketing Research.
1 Prepared by: Laila al-Hasan. 1. Definition of research 2. Characteristics of research 3. Types of research 4. Objectives 5. Inquiry mode 2 Prepared.
Lesson 2: The Research Design.
Moshe Banai, PhD Editor International Studies of Management and Organization 1.
CHAPTER-3 RESEARCH DESIGNS Shrikant Diwan.
SEMINAR BUSINESS RESEARCH
MKT 300 Research Methods for Business Mishari Alnahedh
Introduction to Research Methodology
Research methodology.
Business Research Methods William G. Zikmund
BUSINESS MARKET RESEARCH
Problem Definition and the Research Process
Business Research Methods William G. Zikmund
Introduction to Research Methodology
Introduction to Market Research
Research Design Shamindra Nath Sanyal 12/4/2018 SNS.
The Process of Advertising Research
Unit 1 Scientific Inquiry
Introduction to Marketing Research
Research and the Research Process
Consumer Research and the Research Process.
BUSINESS MARKET RESEARCH
Introduction to Marketing Research
Business Research Methods
Research and the Research Process
BUSINESS MARKET RESEARCH
Psychological Experimentation
Presentation transcript:

Marketing Research MR2300 Paul Tilley

What is Marketing Research? Marketing research is the systematic and objective process of gathering information for aid in marketing decisions. Properly gathered, Marketing Research will be: – scientific; not intuitive or haphazardly gathered – objective – impersonal

Marketing Research and Marketing Strategy Marketing research: – Reduces uncertainty – Facilitates better decision making – Supports the Marketing Concept

Stages of Marketing research supporting Strategy development and Implementation Stage 1 — Identify and Evaluate Opportunities Stage 2 — Analyze Segments & Select Targets Stage 3 — Product, Price & Promotion Stage 4 — Analyze the Plan's Performance

Basic Uses of Marketing Research to expand the basic limits of knowledge - Such research is known as basic or Pure Research. for decision making about a specific real-life problem - Such practical application is known as Applied Research Both types of research employ the scientific method—the analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions.

Types of Marketing Research There are three basic types of Marketing Research Type 1 - Exploratory research. Exploratory Research is conducted to classify the nature of problems. Type 2 - Descriptive research. Descriptive research is conducted to discover and determine the characteristics of a population. It seeks to determine the answers to the questions “who,” “what,” “when,” “where,” and “how.” Type 3 - Causal research. Causal research attempts to identify cause-and-effect relationships between variables. It usually follows exploratory and descriptive research and, therefore, the researchers are quite knowledgeable about the subject. Causal research attempts to establish that when we do one thing (e.g., increase advertising), another will follow (e.g., increased sales). Before making a conclusion as to the cause, the researcher should: Establish the appropriate causal order or sequence of events. Measure the concomitant variation (the occurrence of the two phenomena or events varying together) between the presumed cause and the presumed effect. recognize the presence or absence of alternative plausible explanations or causal factors; there may be a “plurality of causes” for the observed effect