Слайд 2Ch 1
Introduction to Marketing Research
![Ch 1 Introduction to Marketing Research](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-1.jpg)
Слайд 3Ch 1
Learning by Doing:
Let’s Apply Marketing to
a Restaurant
Target market segment?
Marketing
![Ch 1 Learning by Doing: Let’s Apply Marketing to a Restaurant Target](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-2.jpg)
strategy
Location?
Menu?
Prices?
Type?
Advertising?
Слайд 4Ch 1
Restaurant Marketing Decisions
What if you owned a restaurant located in the
![Ch 1 Restaurant Marketing Decisions What if you owned a restaurant located](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-3.jpg)
center of Ekaterinburg near the Ural state University of Economics?
What would be your marketing strategy?
How certain are you that you made the right decisions?
Слайд 5Ch 1
Restaurant Marketing Decisions
What if the restaurant was located near a university
![Ch 1 Restaurant Marketing Decisions What if the restaurant was located near](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-4.jpg)
in a foreign country like China, Thailand, Italy, Iceland, or Peru?
What would be your decisions?
How certain are you that you made the right decisions now?
So, what’s going on? Class comments?
Слайд 6Ch 1
Key Point
To practice marketing; to implement the marketing concepts; to implement
![Ch 1 Key Point To practice marketing; to implement the marketing concepts;](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-5.jpg)
marketing strategy, managers must make decisions.
Many decisions require additional information and marketing research is needed in order to supply that information.
Слайд 7Ch 1
We need Marketing Research to:
Make the “right” decisions to
Implement marketing
Practice the
![Ch 1 We need Marketing Research to: Make the “right” decisions to](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-6.jpg)
marketing concept and
Make the right decisions to select the right marketing strategy
Слайд 8Ch 1
What is Marketing Research?
(Burns and Bush Definition)
Marketing research is the process
![Ch 1 What is Marketing Research? (Burns and Bush Definition) Marketing research](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-7.jpg)
of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
Слайд 9Ch 1
What is Marketing Research? AMA definition
Marketing research: the function that links
![Ch 1 What is Marketing Research? AMA definition Marketing research: the function](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-8.jpg)
the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process.
Слайд 10Ch 1
Market Research vs. Marketing Research
Market research: the “systematic gathering, recording, and
![Ch 1 Market Research vs. Marketing Research Market research: the “systematic gathering,](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-9.jpg)
analyzing of data with respect to a particular market, where ‘market’ refers to a specific group in a specific geographic area.”
Слайд 11Ch 1
What is the purpose of Marketing Research?
To link the consumer to
![Ch 1 What is the purpose of Marketing Research? To link the](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-10.jpg)
the marketer by providing information that can be used in making marketing decisions
Слайд 12Ch 1
What are the uses of
Marketing Research?
Identify marketing opportunities and problems
Generate,
![Ch 1 What are the uses of Marketing Research? Identify marketing opportunities](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-11.jpg)
refine, and evaluate potential marketing actions
Monitor marketing performance
Improve marketing as a process
Слайд 13Ch 1
Classifying Marketing Research Studies
Identifying marketing opportunities and problems
Market-demand determination
Market segments identification
Marketing
![Ch 1 Classifying Marketing Research Studies Identifying marketing opportunities and problems Market-demand](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-12.jpg)
audits SWOT analysis
Слайд 14Ch 1
Classifying Marketing Research Studies
Generating, refining, and evaluating potential marketing actions
Proposed marketing-mix
![Ch 1 Classifying Marketing Research Studies Generating, refining, and evaluating potential marketing](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-13.jpg)
evaluation testing
New-product prototype testing
Advertising pretesting…
Слайд 15Ch 1
Classifying Marketing Research Studies
Monitoring marketing performance
Image analysis…bank image analysis
Tracking studies...sales, market
![Ch 1 Classifying Marketing Research Studies Monitoring marketing performance Image analysis…bank image](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-14.jpg)
shares of all brands in our category
Customer satisfaction studies
Слайд 16Ch 1
Classifying Marketing Research Studies
Improving marketing as a process
The purpose of these
![Ch 1 Classifying Marketing Research Studies Improving marketing as a process The](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-15.jpg)
studies is to expand knowledge (basic research) of marketing as a process rather than to solve a specific problem facing a company…How does background music affect perceptions of products…How preshopping information affects product returns…Understanding cultural differences in consumer impatience…all in Journal of Marketing.
Слайд 17Ch 1
The Marketing Information System
An MIS is a structure consisting of people,
![Ch 1 The Marketing Information System An MIS is a structure consisting](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-16.jpg)
equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Слайд 18Ch 1
Components of an MIS
Internal Reports System… Accounting information system…data from income
![Ch 1 Components of an MIS Internal Reports System… Accounting information system…data](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-17.jpg)
statement, etc.
Marketing Intelligence System... Information coming from outside the firm…
Marketing Decision Support System (DSS)…database with analytical tools
Marketing Research System
Слайд 19Ch 1
The Marketing Research System has a role in MIS because…
It gathers
![Ch 1 The Marketing Research System has a role in MIS because…](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-18.jpg)
information not gathered by the other MIS component subsystems.
Marketing research studies are conducted for a specific situation facing the company. People Magazine study – which of three different cover stories should we use?
Marketing research projects unlike other MIS components are not continuous – they have a beginning and an end. Ad hoc studies/Projects
Слайд 20Ch 1
Hot Topics in Marketing Research
Online Marketing Research
Growing Consumer/Respondent Resentment
Globalization
![Ch 1 Hot Topics in Marketing Research Online Marketing Research Growing Consumer/Respondent Resentment Globalization](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-19.jpg)
Слайд 21Ch 1
Hot Topics – Online Marketing Research
Online research: the use of computer
![Ch 1 Hot Topics – Online Marketing Research Online research: the use](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-20.jpg)
networks, including the Internet, to assist in any phase of the marketing research process including development of the problem, research design, data gathering, analysis, and report writing and distribution.
Слайд 22Ch 1
Hot Topics – Online Marketing Research
Web-based research: research that is conducted
![Ch 1 Hot Topics – Online Marketing Research Web-based research: research that](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-21.jpg)
on web applications; may use traditional methods as well as on-line research methods in conducting research on web-based applications… Usability studies
On-line survey research: collection of data using computer networks… Ordering samples online via Survey Sampling, Inc.
Слайд 23Ch 1
Hot Topics – Online Marketing Research
On-line survey research: collection of data
![Ch 1 Hot Topics – Online Marketing Research On-line survey research: collection](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-22.jpg)
using computer networks… Ordering samples online via Survey Sampling, Inc.
Слайд 24Ch 1
Hot Topics – Growing Consumer/ Respondent Resentment
Marketing research is invasive.
Telemarketers and
![Ch 1 Hot Topics – Growing Consumer/ Respondent Resentment Marketing research is](/_ipx/f_webp&q_80&fit_contain&s_1440x1080/imagesDir/jpg/377301/slide-23.jpg)
direct marketers have abused “marketing research.”
The marketing research industry is so far excluded from the ban of the “do not call” regulations.