1. Types of Marketing Research
Qualitative & Quantitative Research
Attitude Research
Market Intelligence
Media Research
Product Research
Mail surveys
Telephone interviews
Opinion polls
Sales forecasting
Economic forecasting
Competitive products
Brand awareness
Advertisement recall
Brand image
Effectiveness of advertising copy
Audience size
New product research includes concept testing
Existing product research includes questionnaires and interviews

2. How might a company use Marketing Research?
TACO BELL used new product development research to uncover the potential sales and market for a new version of the taco. Doritos Locos Tacos was the MOST successful product in 2012 with over 370 million sold. That’s over 1 Million Tacos daily! Doritos Locos Tacos Commercial
VW performed customer satisfaction research on its Volkswagon Beetle convertibles which sparked the idea for the following commercial:
VW Convertible Commercial

3. Issues in Marketing Research
Trends in Marketing Research
Global Trends in Marketing Research
Globalization of the marketplace means increased competition.
Product quality and customer satisfaction are more important than ever.
Use of internal and external information for managing a business is mandatory.
Research of other cultures is important to a product’s success in a foreign market.
MCDONALD'S EGYPT COMMERCIAL
MCDONALD'S JAPAN COMMERCIAL
MCDONALD'S INDIA COMMERCIAL

4. International Marketing Research
Global Corporations like McDonald’s perform intensive new product development research before launching new menu items in the marketplace.
McDonald's Menu Items From Around the World

5. Issues in Marketing Research
Limitations of Marketing Research
The amount of information that can be gathered is limited by money and time.
Favorable customer reviews do not guarantee a product’s success.
Fast-changing markets may not allow time for research.

6. Assignment Products & Countries