MARKETING RESEARCH

- marketing research compliments marketing intelligence in providing useful, information to the marketing department

Market potentials

Market Share

Market Characteristics

Current market size

Number of competitors

Intensity of competition

Technological skills required

Production/operationsskills required

Social, political and environmental factors

Sales

Business Trends

Financial trends

Market trends

Industry trends

Short-range forecast

Competitive products

Long-range forecast

“don’t just DO one sales forecast”

…nowhere

…now here

Existing products

The marketing research process

Definition of the problem

Situation analysis

Obtaining primary data

Interpretation of data

Problem solution

Sources of Data

Primary sources

Secondary sources

observation

survey

experiment

Company records

Libraries

Governmentagencies

Private researchorganization

Information analysis

Distributing information

“In the 21st century, we are not talking aboutthe ‘Have or the Have-not’ but the ‘Know andThe Know-not’.”

-Billy Lim

JanePatriceXhu :]