1. Marketing Research: Types & Trends #2
Objectives:
Identify types of marketing research
Understand trends and limitations of marketing research

2. Marketing Research: Types & Trends #2
Objectives:
Identify types of marketing research
Understand trends and limitations of marketing research

3. Types of Market Research
The type of research conducted depends on the problem trying to be solved
Quantitative – answers the question “how many” or “how much”
Targets large groups with predetermined questions (measurable)
Examples: Surveys – written, phone, internet
Qualitative – answers the questions “why” or “how”
Surveys a smaller group, usually less than 100
Typically analyzes what people say (not measureable)
Examples: individual interviews or focus groups

4. Types of Market Research, cont.
Attitude Research – determines how people feel about a product, service, company or idea
Example: Satisfaction surveys
Market Intelligence – determines the size & location of a market, the competition and the segmentation within a market
Goal: To develop true target market
and market segmentation

5. Types of Market Research, cont.
Media Research – focuses on media effectiveness, selection, frequency and ratings
Goal: Help select the correct advertising medium and know if what is being used is working
Product Research – evaluates product design, package design, product usage and consumer acceptance of new and existing products
Goal: Product/Service Management (one of our 7 original functions of marketing)

6. Trends in Marketing Research
Global marketplace
International competition
Results in frequent changes in product quality and features. Companies must be able to respond proactively

7. Questions - What advantages do . . .
Small companies have over large companies
Smaller companies are more focused and can make decisions quickly to adapt to changes that come quickly.
Large companies have over small companies
Larger companies must utilize market research focusing on customer satisfaction and product quality. They have
financial resources to make this happen.

8. Complete Unit Study Guide
Assignment
Complete Unit Study Guide