Slide 1.3

WHAT MARKETINGRESEARCHER PEOPLE DO?

Marketing researchers support decision-makers by;collecting, analysing andinterpreting INFORMATION needed to identifyand solve marketing problems.

Slide 1.3

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

Marketing researchers support decision-makers by;collecting, analysing andinterpreting INFORMATION needed to identifyand solve marketing problems.

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

Slide 1.4

Two broad categories of research

1. Basic research: To extend knowledge

2. Applied research: To solve a specificproblem/grasp a specific opportunity

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

Two broad categories of research

1. Basic research: To extend knowledge

2. Applied research: To solve a specificproblem/grasp a specific opportunity

Slide 1.5

Time to clarify some terms…

• Product vs. Service

• Customer vs. Consumer

• Marketing research vs. Market research

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

• Product vs. Service

• Customer vs. Consumer

• Marketing research vs. Market research

Slide 1.6

Figure 1.1 The role of marketing research within the marketing system

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

Slide 1.7

The role of marketing research

Marketingresearch

Controllablemarketing

• Product• Pricing

variablesMarketingresearch

Uncontrollableenvironmentalfactors

• Economy• Technology•

Uncontrollableenvironmentalfactors

• Economy• Technology• Laws and

• Consumers• Employees• Shareholders• Suppliers

Customer groups• Consumers• Employees• Shareholders• Suppliers

Customer groups• Consumers• Employees• Shareholders• Suppliers

Customer groups

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

• Pricing• Promotion• Distribution

Assessinginformationneeds

Marketingdecisionmaking

ProvidinginformationProviding

needs

Marketing managers

• Market segmentation

• Performance & control

•Target market selection• Marketing Programs

Marketing managers

• Market segmentation

• Performance & control

•Target market selection• Marketing Programs

Marketing managers

Market segmentation

Marketing managers

• Market segmentation

• Performance and control

• Target market selection• Marketing programs

•regulations

•factors

• Political factors

• Laws andregulations

• Social and culturalfactors

• Political factors

Slide 1.8

LETS SUM UP WHAT WE HAVE DONESO FAR…

‘Marketing research is a key element within the totalfield of marketing INFORMATION. It links theconsumer, customer and public to the marketerthrough INFORMATION, which is used to identifyand define marketing opportunities andproblems; generate, refine and evaluatemarketing actions; and improve understanding ofmarketing as a process and of the ways in whichspecific marketing activities can be made moreeffective’

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

‘Marketing research is a key element within the totalfield of marketing INFORMATION. It links theconsumer, customer and public to the marketerthrough INFORMATION, which is used to identifyand define marketing opportunities andproblems; generate, refine and evaluatemarketing actions; and improve understanding ofmarketing as a process and of the ways in whichspecific marketing activities can be made moreeffective’

Slide 1.9

WHY INFORMATION IS SO IMPORTANT?

• INFORMATION is the lifeblood of marketing• To manage a business well, you need to

manage its future,• To manage the future, you need to manage

information• INFORMATION is not just an input to make

good decisions but provides a competitiveadvantage.

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

• INFORMATION is the lifeblood of marketing• To manage a business well, you need to

manage its future,• To manage the future, you need to manage

information• INFORMATION is not just an input to make

good decisions but provides a competitiveadvantage.

Slide 1.12

Classification of marketing research

Problem identification research• Research undertaken to help identify problems

that are not necessarily apparent on the surfaceand 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 distributionresearch.

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

Problem identification research• Research undertaken to help identify problems

that are not necessarily apparent on the surfaceand 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 distributionresearch.

Slide 1.15

Figure 1.4 A classification of marketing research

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

Slide 1.16

Table 1.1 Examples of problem-solving research

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

Slide 1.20

Misconceptions of marketing research

• Marketing research does not make decisions.

• Marketing research does not guarantee success.

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

• Marketing research does not make decisions.

• Marketing research does not guarantee success.

Slide 1.21

TO BE A GOOD MARKETING RESEARCHER,YOU NEED TO UNDERSTAND;

• Marketing

• Psychology and consumer behaviour

• Statistics and quantitative methods

• Qualitative methods

• Internet and computer skills.

• Effective written and verbal communication skills.

• Creative thinking

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

• Marketing

• Psychology and consumer behaviour

• Statistics and quantitative methods

• Qualitative methods

• Internet and computer skills.

• Effective written and verbal communication skills.

• Creative thinking

Slide 1.22

ESOMAR: European Society for Opinion andMarketing Research (www.esomar.nl)

MRS: The Market Research Society (UK)(www.marketresearch.org.uk)

CASRO: The Council of American Survey ResearchOrganizations (www.casro.org)

MRSA: The Market Research Society ofAustralia (www.mrsa.com.au)

PMRS: The Professional Marketing ResearchSociety (Canada) (www.pmrs-aprm.com)

Marketing research associations online

Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, © Pearson Education Limited 2007

ESOMAR: European Society for Opinion andMarketing Research (www.esomar.nl)

MRS: The Market Research Society (UK)(www.marketresearch.org.uk)

CASRO: The Council of American Survey ResearchOrganizations (www.casro.org)

MRSA: The Market Research Society ofAustralia (www.mrsa.com.au)

PMRS: The Professional Marketing ResearchSociety (Canada) (www.pmrs-aprm.com)