1. Chapter 1
Introduction and Early
Phases of Market
Research
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2. RESEARCH
R Recognition of information needs
E Effective decision making
S Systematic and objective
E Exude or disseminate information
A Analysis of information
R Recommendation for action
C Collection of information
H Helpful to managers
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3. Marketing
Research
The American Marketing Association (AMA)
defined Marketing Research as:
The function that links the consumer, the
customer, and public to the marketer through
INFORMATION
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4. Definition of Marketing Research
Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination

and use of information
For the purpose of improving decision making related to the

identification and
 solution of problems and opportunities in marketing.
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5. A Classification of Marketing
Research
Problem-Identification Research
 Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or
are likely to arise in the future. Examples: market
potential, market share, image, market characteristics,
sales analysis, forecasting, and trends research.
Problem-Solving Research
 Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.
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6. Research
Marketing Research
Problem Problem-Solving
Identification Research Research
Market Potential Research Segmentation Research
Market Share Research
Market Characteristics Product Research
Research
Pricing Research
Sales Analysis Research
Forecasting Research Promotion Research
Business Trends Research Distribution Research
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7. Problem-Solving Research
SEGMENTATION RESEARCH
 Determine the basis of segmentation
 Establish market potential and
PRODUCT RESEARCH
responsiveness for various
segments  Test concept
 Select target markets  Determine optimal product design
 Create lifestyle profiles:  Package tests
demography, media, and  Product modification
product image characteristics
 Brand positioning and repositioning
 Test marketing
 Control store tests
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8. Problem-Solving Research
PROMOTIONAL RESEARCH
 Optimal promotional budget
0.00% APR
 Sales promotion relationship
 Optimal promotional mix
 Copy decisions
 Media decisions
 Creative advertising testing
PRICING RESEARCH  Evaluation of advertising effectiveness
 Pricing policies
 Importance of price in brand selection
 Product line pricing
 Price elasticity of demand $ALE
 Initiating and responding to price changes
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9. Problem-Solving Research
DISTRIBUTION RESEARCH
Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & retail coverage
 Channel margins
 Location of retail and wholesale outlets
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10. Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
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11. The Role of Marketing
Research
Customer Groups
• Consumers
• Employees
• Shareholders
• Suppliers
Uncontrollable
Controllable Environmental
Marketing Factors
Variables
Marketing • Economy
• Product
Research • Technology
• Pricing
• Laws &
• Promotion Regulations
• Distribution • Social & Cultural
Assessing Marketing Factors
Providing
Information Information Decision • Political Factors
Needs Making
Marketing Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance & Control
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