1. Marketing Information The Key To Business Success

2. What is Marketing Information?  The data collected during the marketing research process  Types of data  Company and competitor records  Customer profile data  Buying behavior  Shopping patterns  Demographics and lifestyle research  Government data  Market research reports produced and sold by research firms

3. Marketing Information Used to identify marketing opportunities, solve marketing problems, implement marketing plans, and monitor marketing performance.

4. Why is marketing information important to a business?  The information obtained from research helps businesses plan their future operations to increase sales and profits  Research answers the what, where, how, and at what price the products should be produced  The information also helps businesses solve marketing problems or anticipate future marketing potential

5. Marketing Research Involves the marketing function that links the consumer, the customer, and the public to the marketer through information American Marketing Association American Marketing Association

6. Marketing Research Involves the methods used to gather information, analyze it, and report the findings related to marketing goods and services Marketing research can apply to any aspect of marketing.

7. Types of Market Research

8. Types of Marketing Research The type of research used is based on the problem to be solved.

9. Attitude Research  Also known as opinion research  Attitude research is designed to obtain information about how people feel  By using random samples of the population and interviewing techniques results can be generalized to the total population

10. Attitude Research Tells Us………….  People’s opinions on  Politics and Elections  Business  The Economy  Social Issues  Public Policy

11. Market Research  Involves the systematic gathering, recording, analyzing, and presenting information related to the marketing of goods and services  Research is needed before a product is put on the market and also during the life of the product  Research is not limited to products

12. Market Research Can Tell Us About……  Particular consumer and industrial markets through Market Analysis  Future sales estimates through Sales Forecasting  Future economic conditions through  Future economic conditions through Economic Forecasting

13. Media Research  Focuses on media selection and frequency  Measures the effectiveness of the ads message and the placement of the ad  Can help determine which media mix is most effective

14. Media Research Can Tell Us About……..  The effectiveness of the print media sent into the home through Consumer Panels  Broadcast media can be researched through Arbitron and Nielsen ratings obtained through diaries and special soft wear  Researchers are even developing systems to measure the effectiveness of online advertising

15. Product Research  Evaluating product design, product usage, and consumer acceptance of new and existing products  Research is also conducted to collect information about competitive products

16. Product Research Tells Us About………..  New product acceptance Product testersProduct testers Test MarketsTest Markets Product Rating BoardsProduct Rating Boards  Existing product research  Satisfaction questionnaires  Industrial Markets  Consumer Markets