Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Marketing Information
Used to identify marketing opportunities, solve marketing problems, implement marketing plans, and monitor marketing performance.
Marketing Research
Involves the marketing function that links the consumer, the customer, and the public to the marketer through information
American Marketing Association
Marketing Research
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.
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
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
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
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
Basic Research
Attempts to expand the limits of knowledge Not directly involved in the solution to a pragmatic problem
Applied Research
Scientific Method
The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions
Performance-monitoring Research
Research that regularly provides feedback for evaluation and control Indicates things are or are not going as planned Research may be required to explain why something went wrong
Time constraints Availability of data Nature of the decision Benefits versus costs
Yes
No
Potential Value of a Marketing Research Effort Should Exceed Its Estimated Costs
Decreased uncertainty Increased likelihood of correct decision Improved marketing performance and resulting higher profits
Research expenditures Delay of marketing decision and possible disclosure of information to rivals Possible erroneous research results
Value
Costs
ALWAYS Remember
Marketing Research is a tool. It assists marketing managers in their decision making. IT IS NOT A REPLACEMENT FOR MANAGERIAL JUDGEMENT!!