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

6. Marketing research can apply to any aspect of marketing.
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 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 testers
Test Markets
Product Rating Boards
Existing product research
Satisfaction questionnaires
Industrial Markets
Consumer Markets