1. Introduction and Early Phases of Marketing Research
Chapter 1
Introduction and Early Phases of Marketing Research

2. Education philosophy
You cannot teach a man anything, you can only help him to find it within himself.
Galileo Galilei

3. Marketing is the process of planning and executing the pricing,
promotion, distribution of products,
services, and ideas in order
to create exchanges that satisfy
both the firm and its customers

4. Redefining Marketing Research
The American Marketing Association (AMA) redefined Marketing Research as:
The function that links the consumer, the
customer, and public to the marketer
through INFORMATION

5. Redefining Marketing Research
Used to identify and define market opportunities and problems
Generate, refine, and evaluate marketing performance
Monitor marketing performance
Improve understanding of marketing as a process
Information

6. Definition of Marketing Research
Marketing research is the systematic and objective
identification
collection
analysis
dissemination
and use of information
For the purpose of improving decision making related to the
identification and
solution of problems and opportunities in marketing

7. Marketing Research
Specifies the information necessary to address these issues
Manages and implements the data collection process
Analyzes the results
Communicates the findings and their implications
Helps managers use this information to make decisions

8. Classification of Marketing Research
Problem-Identification Research
Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.
Problem-Solving Research
Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.

9. A Classification of Marketing Research
Problem
Identification Research
Problem-Solving Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
Fig. 1.1

10. Problem-Solving Research
Determine the basis of segmentation
Establish market potential and responsiveness for various segments
Select target markets
Create lifestyle profiles: demography, media, and product image characteristics
SEGMENTATION RESEARCH
Test concept
Determine optimal product design
Package tests
Product modification
Brand positioning and repositioning
Test marketing
PRODUCT RESEARCH
Table 1.1

11. Problem-Solving Research
Table 1.1 cont.
PRICING RESEARCH
Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand
Initiating and responding to price changes
$ALE
PROMOTIONAL RESEARCH
Optimal promotional budget
Sales promotion relationship
Optimal promotional mix
Copy decisions
Media decisions
Creative advertising testing
Evaluation of advertising effectiveness
0.00%
APR

12. Problem-Solving Research
DISTRIBUTION RESEARCH
Determine…
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets

13. Marketing Situation Analysis
Monitors the appropriateness of a firm’s marketing strategy and determines whether changes are necessary
Market analysis
Market segmentation
Competition analysis

14. Marketing Strategy Design
Information collected can be used to design marketing strategy
Target market analysis
Positioning
New product planning

15. Market Segmentation
Examine similarities and differences in consumer’s needs using
Benefit and lifestyle studies

16. Competition Analysis
Evaluates competitor’s strengths, weaknesses, and future plans using
Importance-performance analysis

17. New Product Planning
Provides information for improving products and planning new products
Concept and product testing
Test marketing

18. Marketing Program Development
Gathers information for total marketing mix
Product/customer portfolio analysis
Distribution decisions
Pricing decisions
Integrated marketing communications

19. Emerging Trends
Secondary data
Big data-Digital information acquisition and retrieval
Technology-based data management
A broader International client base
From data analysis to Information management

20. Careers in Marketing Research
Career opportunities are available with marketing research firms (e.g., AC Nielsen, Burke)
Careers in business and non-business firms and agencies with in-house marketing research departments (e.g., Procter & Gamble, Coca-Cola, the Federal Trade Commission, United States Census Bureau)
Advertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter Thompson)
Positions: VP of marketing research, research director/assistant director, project manager, field work director, statistician/data processing specialist, senior/junior analyst, and supervisor

21. The Role of Marketing Research
Controllable
Marketing
Product
Pricing
Promotion
Distribution
Variables
Research
Decision
Making
Providing
Information
Assessing
Needs
Marketing Managers
Market Segmentation
Performance & Control
Target Market Selection
Marketing Programs
Uncontrollable
Environmental
Factors
Economy
Technology
Laws & Regulations
Social & Cultural Factors
Political Factors
Fig. 1.2
Consumers
Employees
Shareholders
Suppliers
Customer Groups

22. Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report

23. Weekly Assignment
Is there any difference between Marketing Research and Market Research?

24. Copyright © 2010 Pearson Education, Inc.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc.