Chapter1 An Introduction to Marketing Research. The Importance of Information Companies Need Accurate Information About:..The marketing environment..Customer.

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Presentation transcript:

Chapter1 An Introduction to Marketing Research

The Importance of Information Companies Need Accurate Information About:..The marketing environment..Customer needs and wants..Competitors..Strategic decision making

Marketing research provides information to help implement… Marketing Marketing Concept Marketing Strategy

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 needs & wants of target markets and delivering the desired satisfactions more effectively & efficiently than competitors

Marketing research provides information to help implement… Marketing Strategy: consists of selecting a segment of the market as the company’s target market and designing the proper “mix” of the “4Ps”

Definition of Marketing Research (MR) Marketing research is the systematic and objective approach to the development and provision of information for the marketing management decision-making process.

Definition of MR --contiuned Objective---unbiased and unemotional in gathering, analyzing, and interpreting of information. Systematic---the research project should be well organized and planned.

Definition of MR-- contiuned Information--- providing information, not data, for the management decision-making process.

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 on 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 makers 19