Marketing Research
Friday, November 10
What is marketing research
Marketing research is the link between the marketer and the market…
It is the starting point of marketing…
Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
MIS: consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Marketing research goals
UNDERSTAND
EXPLAIN
MEASURE
FORECAST
VERIFY
Marketing research content
PRODUCT ANALYSIS
CONSUMER ANALYSIS
COMPETITOR ANALYSIS
DISTRIBUTOR ANALYSIS
ENVIRONMENTAL ANALYSIS
Marketing research process
Define problem and research objectives
Develop the research plan
Collect the information
Analyze the information
Present the findings
Research design
The research design formally describes the characteristics of the survey and the procedures used to conduct the study.
It is the methodological framework of the research.
Contents:
Goals
Information sources
Variables
Survey method
Sampling method
Data analysis
Calendar
Budget
Internal validity
External validity
Types of marketing research
EXPLORATORY

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