The Marketing Research Role defined:
This is a function that links the consumer, customer, and public to the marketer through info to define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Market analysis is the collection of appropriate info demand, sales volume potential, production capabilities, and the resources necessary to produce and market a given product to determine if a market is worth pursuing.
Product research produces info about how pope perceive product attributes.
Consumer analysis is the monitoring of consumer behaviour changes so that marketing strategies can be adjusted accordingly.
The MARKETING RESEARCH PROCESS:
This is a function that links the consumer, customer, and public to the marketer through info to define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Market analysis is the collection of appropriate info demand, sales volume potential, production capabilities, and the resources necessary to produce and market a given product to determine if a market is worth pursuing.
Product research produces info about how pope perceive product attributes.
Consumer analysis is the monitoring of consumer behaviour changes so that marketing strategies can be adjusted accordingly.
The MARKETING RESEARCH PROCESS:
Exploratory Research includes the Funnel.
It brings it all together with Marketing Comms, Advertising, Creative, Appeal Techniques, and Humorous Style.
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| If we think that there is a problem start with the marketing mix to identify it and funnel all posibilities |
Secondary Data Collection
Internal Data Sources: are those available within the organization (Customer profiles, sales analysis reports, cost analyses, marketing budgets and profit and loss statements.
External Data Sources refer to Statistics Canada, surveys, online databases, directory databases.
PRIMARY RESEARCH
- Data collection method
- Data collected and recorded for the first time. Who is going to be a part of your sample?
Data Collection Methods
- Survey Research
- Observation Research which is a structured survey and an unstructured survey format. Where the questionnaires vary in format and the sequences in which they're asked.
- Experimental Research involves test marketing with experimental and ethnographic research.
Qualitative Research - Small group, Questions unstructured. OPINIONS
Quantitative Research - Collected data, statistically reliable. FACTS
Survey Methodology - online surveys, personal interviews, concept tests, mail interviews. The process involved in the survey decision is nature of info sought, cost vs time, respondent.
Data Transfer and Processing: Editing, data transfer, Tabulation, Cross tabulation
Data Analysis the evaluation in market research of responses on a question by question basis. A process that gives meaning to the data.
Recommendation and Implementation
Data Mining: The analysis of info so that relationships are established between pieces of information, and more effective marketing strategies can be identified.
PROBLEM - look into the issue through old data. Check out all aspects of historical data.
EXPLORATORY RESEARCH - within the company
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