FUNCTIONS AND TYPES OF MARKETING RESEARCH; FIELDS

Transcript:FUNCTIONS AND TYPES OF MARKETING RESEARCH; FIELDS:
FUNCTIONS AND TYPES OF MARKETING RESEARCH; FIELDS OF APPLICATION. Alena Klapalová klapalov@econ.muni.cz Sources: Exploring Marketing Research, 10th Edition William G. Zikmund, Barry J. Babin. 2010 Cengage Learning. Marketing Research David A. Aaker; V. Kumar; George Day John Wiley & Sons, Inc., 2001 An Introduction to Marketing Research , Scott M. Smith and Gerald S. Albaum, 2010 What is the nature and purpose of marketing research? http://www.youtube.com/watch?v=_X5CfPGYx-o What Must Be Considered When Using Research in Marketing Decision-Making http://www.youtube.com/watch?v=PgxDXOmMmHU&feature=related Companies/organizations and marketing research Existence of companies/organizations = many questions to answer: What is the purpose of our existence? …………………….? …………………….? many decisions to make: Which product should we offer? Which price to set? ……………………….? ………………………? many problems to solve: competition is stronger and stronger… Customers are no loyal enough……….. …………………………………………………….. Information is needed!!! Primary marketing research’s function is: to supply information that helps provide these answers, thereby leading to more informed and more successful decision making. Managers that use this information reduce the risk associated with decision making. Marketing research seeks to deliver accurate and precise information that can make marketing strategy and management more effective. Marketing research attempts to supply accurate information that reduces the uncertainty in decision making. Marketing research helps decision makers shift from intuitive information gathering to systematic and objective investigating. Marketing research is the application of the scientific method in searching for the truth about marketing phenomena. providing relevant, accurate, and timely (RAT) information = research quality, conformity to prior expectations, clarity of presentation, political acceptability within the firm, challenge to the status quo In other words….. The context for decisions where the information from marketign research can be needed is… the MARKETING PLANNING PROCESS – ALL STAGES: Situation analysis Strategy development Marketing programe development Implementation Evaluation Marketing Information System and Marketing research ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens MIS and MDSS and MKT R and MI An information system (IS) is a continuing and interacting structure of people, equipment, and procedures designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers. While marketing research is concerned mainly with the actual content of the information and how it is to be generated, the information system is concerned with managing the flow of data from many different projects and secondary sources to the managers who will use it.