marketing research for managerial descision-making


  • marketing research defined by practitioners 
  • the business function that links the organization to its markets through gathering information 
  • information must be made useful 
  • where is market research used for 
  • who do you want to sell to, what do the like 
  • how about 4 p's 
  • where do you want to sell it 
  • marketing research and marketing mix variables 
  •  place/distribution 
  • decision include choosing and evaluating locations 
  • how is information using market research 
  • information facilities decision making 
  • identifying and defining making driven opportunities and problems 
  • developing and evaluating marketing actions 
  • monitoring marketing performance and improved understanding of marketing as a business process 
  • how is information collected 
    • marketing research is a systematic process that: 
      • designs methods to collect information or data 
      • manages the data collection product 
      • analyze the data and interperts results 
      • marketing research methods 
      • the methods used are diverse qualitative and quantitative 
      • borrows from disciplines such as psychology, sociology and anthropology 
      • characteristic of good research 
      • use of multiple methods 
  • concern of cost/benefit 
  • anticipation of how research to be used/relevance 
  • consideration of theory data 
    • theory - generalize relationships between concepts in a way that inapplicable to a wide variety of business 
  • Research Methods 
  • Market Research providers can be classified as either 
    • internal or external 
    • custom or standardized 
    • marketing research environments 
    • external parties ( research suppliers) 
    • syndicated research suppliers (e.g. nielsen, retail data from scanner methods for many brands) 
    • standardized research suppliers 
  • ethical issues 
    • ethics - moral rules, standards, codes or principles which provide guidlines for right and truthful behavior 

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