1. Assessing market opportunities
Marketing research

2. Marketing research system
Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company

3. Suppliers of marketing research
Students and professors
Internet
Syndicated research firms
Specialty marketing research firms

4. Marketing research process
Define the problem and research objectives
Develop the research plan
Data sources
Research approaches
Research instruments
Sampling plan
Contact methods
Collect the information
Analyse the information
Present Findings

5. Characteristics of good marketing research
Scientific method
Research creativity
Multiple method
Value and cost of information

6. Market demand
Market demand for a product is the total volume that would be bought by the defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing programme

7. Demand measurement and forecasting
Types of demand measurement
Geographical
Product level
Time level

8. TERIMAKASI