1、Exploring Marketing ResearchWilliam G. ZikmundChapter 1: The Nature ofMarketing Research Marketing Research DefinedMarketing research is defined as: the systematic and objective process of generating information for aid in making marketing decisions. This process includes:specifying what information

2、 is required; designing the method for collecting information;managing and implementing the collection of data;analyzing the results; and communicating the findings and their implications.The Nature of Marketing ResearchMarketing research is one of the principal tools for answering questions because

3、 it:Links the consumer, customer, and public to the market through information used to identify and define marketingGenerates, refines, and evaluates marketing actionsMonitors marketing performanceUnderlines the understanding of marketing as a processINFORMATIONREDUCESUNCERTAINTYI dont know if we sh

4、ould enter the Australian Market.Copyright 2000 by Harcourt, Inc. All rights reserved.Marketing Research TypesBasic ResearchApplied ResearchBasic Research Attempts to expand the limits of knowledge Not directly involved in the solution to a pragmatic problemBasic Research Example Do consumers experi

5、ence cognitive dissonance in low-involvement situations?Applied Research Conducted when a decision must be made about a specific real-life problemApplied Research Example Should McDonalds add Italian pasta dinners to its menu? Marketing research told McDonalds it should not? Should McDonalds add a “

6、Whopper Stopper” burger to its menu? The MBX is now being researched.Scientific Method The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptionsStages in Developing and Implementing a Marketing Strategy Identifying and

7、evaluating opportunities Analyzing market segments and selecting target markets Planning and implementing a marketing mix Analyzing market performanceIdentifying and Evaluating OpportunitiesExamples: Mattel Toys investigates desires for play experiences Home cooking is on the decline. Purchase of pr

8、ecooked home replacement meals is on the rise Number of investors trading stock on the Internet is growingAnalyze Market Segments and Select Target MarketsExamples: Cadillac investigates buyers demographic characteristics MTV, monitoring demographic trends, learns the Hispanic audience is growing ra

9、pidly Sears learns women, age 25-54 with average household income of $38,000, are core customers. Targets this market with “softer side of Sears.”Plan and Implement a Marketing Mix Price: Safeway does a competitive pricing analysis Distribution: Caterpillar Tractor Co. investigates dealer service pr

10、ogram Product: Oreo conducts taste test, Oreo cookie vs. Chips Ahoy Promotion: How many consumers like “Always Coca Cola!” slogan?Analyze Marketing Performance This years market share is compared to last years. Did brand image change after new advertising?Performance-Monitoring Research Research tha

11、t regularly provides feedback for evaluation and control Indicates things are or are not going as planned Research may be required to explain why something “went wrong”Determining When to Conduct Marketing Research Time Constraints Availability of Data Nature of the Decision Benefits versus CostsDet

12、ermining When to Conduct Marketing ResearchIs sufficient time available?Information already on handinadequate?Is the decision of strategicor tactical importance?Does theinformationvalueexceed the research cost?ConductMarketingResearchDo Not Conduct Marketing ResearchTime ConstraintsAvailability of D

13、ataNature of the DecisionBenefits vs. CostsYesYesYesYesNoNoNoNoPotential value of a marketing research effort should exceed itsestimated costsValue Decreased UncertaintyIncreased Likelihood of a Correct DecisionImproved Marketing Performance and Resulting Higher ProfitsCostsResearch ExpendituresDelay of Marketing Decision and Possible Disclosure of Information to RivalsPossible Erroneous Research ResultsGlobal Research Marketing Research is increasingly global Market knowledge is essential A.C. Nielsen - more th