Marketing research an applied orientation pdf free download

The Marketing Research Decision 1. While all types of marketing research will be useful, product research will be most useful. Product research will help revitalize the Samsonite luggage line by possibly introducing new products. It will also help in identify other products such as casual bags to which the Samsonite brand name may be extended. Product research findings will provide the foundation for identifying new product opportunities and developing and marketing new products. The students should base their answers on the concepts discussed in this chapter and justify their recommendations.

An increased emphasis is being placed on the importance of sound managerial decision making. It is the task of marketing research to provide relevant, accurate, reliable, valid, and current information in order to make sound decisions. Marketing managers make strategic and tactical decisions in the process of identifying and satisfying customer needs.

They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. Marketing research helps the marketing manager link the marketing variables with the environment and the customer groups.

It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. Marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.

Marketing research can be classified as either problem identification research or problem solution research. Examples of problem identification research include market potential, market share, market characteristics, sales analysis, short-range forecasting, long-range forecasting, and business trends research.

Problem solution research solves specific marketing problems such as segmentation, product, pricing promotion, and distribution research see Figure 1. Problem definition: define the marketing research problem to be addressed in terms of: discussion with the decision maker s , interviews with industry experts, analysis of secondary data, and perhaps some qualitative research. Developing an approach to the problem: development of a broad specification of how the problem would be addressed, which involves the formulation of an objective or theoretical approach, analytical models, research questions, hypotheses, and an identification of characteristics or factors which influence the research design.

Research design formulation: this is a framework for conducting the marketing research project that specifies the details of the procedures necessary for obtaining the required information. Fieldwork or data collection: data collection involves the use of some kind of field force where the field force could operate either in the field, as in the case of personal interviewing, or from an office, as in the case of phone or mail surveys.

Data preparation and analysis: data preparation involves the editing, coding, transcription, and verification of data, and the purpose of data analysis is to derive meaning from the data which has been collected.

Report preparation and presentation: the report should address the specific research questions identified in the problem definition, describe the approach, the research design, data collection, and the data analysis procedures adopted, and present the results and the major findings. Marketing research suppliers can be classified into internal suppliers and external suppliers. An internal supplier is a marketing research department located within the firm where the research staff members are employees of the firm.

External suppliers can be further classified into full-service and limited-service suppliers. Full-service suppliers can be classified as syndicated services, standardized services, customized services, and Internet services.

Limited-service suppliers can be classified as field services, coding and data entry, data analysis, analytical services, and branded products see Figure 1. Syndicated services are offered by research organizations that provide information from a common database to different firms that subscribe to their services.

Surveys, diary panels, scanners, and audits are the main means by which such Data are collected. The difference between limited-service and full-service suppliers is that limited-service suppliers specialize in one or a few phases of the marketing research process and offer services only in the area of their specialization, whereas full-service suppliers offer the entire range of marketing research services.

Technical and analytical services are offered by firms that specialize in design issues and computer analysis of quantitative data, such as those obtained in large surveys. Firms such as SDR of Atlanta www. Sawtooth Technologies www. The firm selected should be capable of working on the project. This means that the firm should have the appropriate resources, such as well-trained employees, facilities for fieldwork, and good data analysis capabilities.

The client and the supplier should cooperate with one another and maintain a professional relationship.

Some of the ethical issues in marketing research that pertain to the client include protecting the public from misrepresentation. Full and accurate information should be provided to the supplier regarding the true purpose of the research, nature of the problem being addressed, time, cost, and resource constraints. Also, clients should not knowingly disseminate conclusions from a project that are inconsistent with or not warranted by the data.

Additionally, they should not solicit specialized research designs or techniques from one supplier and deliver them to another for execution without the approval of the design or technique originator.

Some of the ethical issues in marketing research which pertain to the supplier include adherence to the basic and commonly accepted standards of scientific investigation: research should be conducted in an objective manner free of personal biases and motivations, the accuracy and validity of the procedures or findings should not be misrepresented, details about the procedures and techniques used should be made available to the client upon request, and the confidentiality of the client and the subjects should be maintained.

A marketing information system consists of a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis. They combine the use of models or analytical techniques with the traditional access and retrieval functions. For each organization, many types of marketing research are appropriate.

Some of the more likely candidates are given here. ZOO—sales analysis; segmentation research; long-range forecasting; pricing research; product research; promotion research; distribution research. The relevant URL is already given in Exercise 2. The report should focus on the retailing and marketing activities of Sears. For Exercise 3, the market potential for the marketing researchers should be strong.

The employment for the marketing researchers is expected to grow at a rate between 10 to 20 percent over the next decade. You are the research director for a major insurance company. You are to recruit a fieldwork director who would be responsible for the selection, training and supervision of interviewers to enhance fieldwork operations related to research conducted by your company.

With a fellow student playing the role of an applicant for this position, conduct the interview. Does this applicant have the necessary background and skills? Reverse the roles and repeat the exercise. You are a project director working for a major research supplier. You have just received a call from one of your clients, who was annoyed because you were late in delivering the research findings for his survey, and he has received no formal apology or justification for this delay.

The client expressed several ethical concerns. Ask a fellow student to play the role of this client. This exercise is intended to show the students that a variety of marketing research jobs exist for qualified people.

Interview someone who works for a marketing research supplier. Write a report of your interview. The objective is for the students to gain a first hand report of a marketing research career as an external supplier. They can learn how research is actually conducted in practice, the challenges and rewards of the profession and the future outlook for new entrants into the industry. Interview someone who works in the marketing research department of a major corporation. The objective is for the students to gain a first hand report of a marketing research career within a corporation.

Group Discussion As a small group of four or five, discuss the following issues. What type of institutional structure is best for a marketing research department in a large business firm? The authors present a discussion of that the organization of the book is according to a fieldwork and the preparation of data ready for analysis.

Seven chapters introduce and discuss basic and advanced However, the initial confusion quickly gives way to a techniques in detail, including frequency distributions, full understanding when the framework is explained in cross- tabulations, hypotheses testing, analysis of vari- Chapter 1 and the progression through the steps is high- ance, regression analysis, discriminant analysis, factor lighted on the framework at the commencement of each analysis, cluster analysis, multi-dimensional scaling and of the following chapters 2 - This step-by-step conjoint analysis.

Emphasis is placed on a thorough consideration of the marketing research process makes explanation of procedures, interpretation of results and perfect sense and favourably distinguishes this book managerial implications, although with little attention from a number of similar publications that start belated- given to alternative statistical approaches.

Part 7 deals with communicating the research project, constituting the sixth and final step in each marketing Part 1 of this book contains four chapters. They cover the research process. Details and issues of report preparation first three steps in the marketing research process by and oral presentation are presented in the corresponding providing an introduction to the topic, defining the single chapter. A distinct The following Parts 2, 3 and 4 then expand on the third improvement compared to the first edition is that chap- step in the framework: the formulation of the research ters have been reorganized and now provide an enhanced design.

Accordingly, Chapter 1, introduction to market- Among the beneficiaries of this book are research ing research, has been expanded. Moreover, the World Wide Web as an on-line source of secondary data. The inclusion of additional tools provides a good coverage of related techniques and such as the research brief outline and the research applications addressing focus groups, in-depth inter- proposal outline emphasizes the business and manageri- views, projective techniques and the analysis of qualita- al orientation.

Nevertheless, a familiarity with basic tive data. Although not as extensive as the seven chapters marketing concepts e. A and varied use of qualitative research. Few marketing sufficient number of indices and glossary terms at the research texts give adequate coverage to observation as a end of the edition also make for easy use of the text as a research technique.

This chapter provides a rationale for reference book. The depth and breadth two-colour layout black and red added to the ease of of topics encompass both levels. The support package navigation in the second edition. International and Internet examples es in marketing research, and a test bank. While the Web have been added to most chapters making the book more site www. On-line Supplement. We're sorry! We don't recognize your username or password.

Please try again. The work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. You have successfully signed out and will be required to sign back in should you need to download more resources. Naresh K.