Marketing Research Course Introduction

Dr N L Reynolds

Lecture Objectives

• To provide a detailed introduction to the course– The course objectives– Assessment methods – Lecture and tutorial expectations

• To provide an overview of marketing research and its contribution to marketing

The Course Objectives

To allow you to be able to use Marketing Research effectively

Specifically, to allow you to – Effectively identify and describe business/ marketing

problems and formulate relevant research objectives – Use appropriate research methodologies to answer

the set objectives– Ensure the information gathered is analysed and

communicated effectively to enable improved decision making

Course Assessment (& how to pass)

• Group project (50%)– To design, conduct and report on a research project – Organise a group with complementary skills, do each

project stage as early as possible

• Individual assignment (50%)– Identify a code of ethics, or set of ethical principles,

and apply to three scenarios– Identify your preferred ethical framework, think

through all six scenarios and choose those with the strongest arguments

Lecture & Tutorial Expectations

My (Our) contribution

• Materials

– Overheads, extra reading

• Time keeping

– Lectures, feedback

• Course information

– Availability

• Contact

– Access

Your contribution

• Preparation

– Chapters, cases, questions

• Time keeping

– Lectures, appointments, assignments

• Behaviour

– Lectures, groups

• Problems

Importance of Marketing Research to Marketing…

• MarketingMarketing is the management process responsible for identifying, anticipating & satisfying customers’ requirements profitably (British Chartered Institute of Marketing)

• Marketing ResearchMarketing Research is the collection, analysis and communication of information undertaken to assist decision making in marketing.

Marketing Research Information

• Information on customers

• Information on other organisations

• Information on the marketing environment

Roles of information:– Descriptive– Comparative– Diagnostic– Predictive

e.g., Selling New Products

Marketing Research can determine

• The prospect profile for the new product

• The buying rationale for different decision makers

• How the product compares to the competition

• Which selling approaches work, and which don’t

Source: Marketing News, Sept 24th 2001

e.g., C.R.M. (Customer Relationship Management)

C.R.M.• Behavioural• Individual• Longitudinal

MR• Attitudinal • Aggregate• Cross-sectional

Marketing Research fills in the whywhy behind the behaviour but, it– Needs to be integrated

with operational data– Needs to be linked with

actual behaviour (or financial metrics)

Sources: Marketing News, January 21st 2002 & May 13th 2002