Copyright © 2008 by Nelson, a division of Thomson Canada Limited First Canadian Edition by H. Onur...

Copyright © 2008 by Nelson, a division of Thomson Canada Limited

First Canadian Edition byH. Onur Bodur, Concordia University

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Copyright © 2008 by Nelson, a division of Thomson Canada Limited

THE ROLE OF MARKETING RESEARCH Chapte

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Part 1

Introduction to Marketing Research Process

LEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVES

1. To understand the importance of marketing research as a management decision-making tool

2. To recognize that the essence of marketing research is to fulfill the marketing manager’s need for knowledge of the market

3. To define marketing research4. To understand the difference between basic and

applied marketing research5. To explain that marketing research is a means for

implementing the marketing concept and total quality management

What you will learn in this chapter

Copyright © 2008 by Nelson, a division of Thomson Canada Limited 1–1

LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)

6. To discuss the various categories of marketing research activities

7. To understand the managerial value of marketing research and its role in the development and implementation of marketing strategy

8. To understand when marketing research is needed and when it should not be conducted

What you will learn in this chapter


• Marketing Research DefinedMarketing Research DefinedThe systematic and objective process of generating

information to aid in making marketing decisions

• The process includes:The process includes:Specifying what information is requiredDesigning the method for collecting informationManaging and implementing the collection of dataAnalyzing the resultsCommunicating the findings and their implications

The Nature Of Marketing ResearchThe Nature Of Marketing ResearchThe Nature Of Marketing ResearchThe Nature Of Marketing Research


Basic and Applied ResearchBasic and Applied ResearchBasic and Applied ResearchBasic and Applied Research

• Basic (Pure) ResearchBasic (Pure) ResearchResearch conducted to expand the limits of

knowledge, to verify the acceptability of a given theory, or to learn more about a certain concept Attempts to expand the limits of marketing knowledge in Attempts to expand the limits of marketing knowledge in

generalgeneral Is not aimed at solving a pragmatic problemIs not aimed at solving a pragmatic problem

• Applied ResearchApplied ResearchResearch conducted when a decision must be made

about a real-life problem Example: SportChek


The Scientific MethodThe Scientific MethodThe Scientific MethodThe Scientific Method

• Scientific MethodScientific MethodThe techniques and procedures used to recognize

and understand marketing phenomenaThe analysis and interpretation of empirical evidence

(facts from observation or experimentation) to confirm or disprove prior conceptions


The Marketing ConceptThe Marketing ConceptThe Marketing ConceptThe Marketing Concept

• Marketing ConceptMarketing ConceptThe most central idea in marketing thinking, which

calls on managers to be consumer-oriented, to stress long-run profitability rather than sales volume, and to adopt a cross-functional perspective Consumer oriented—decisions are made with a conscious

awareness of their effect on the consumer Emphasis on long-run profitability rather than short-term

profits or sales volume Cross-functional perspective—marketing is integrated

across other business functions


• Relationship MarketingRelationship MarketingThe idea that a major goal of marketing is the

building of long-term relationships with the parties that contribute to an organization’s success A sale is not the end of a process but the start of an

organization’s relationship with a customer—marketers want customers for life

Managing the relationships that will bring about additional exchanges—satisfied customers will return to a company that has treated them well

Keeping Customers and Building RelationshipsKeeping Customers and Building RelationshipsKeeping Customers and Building RelationshipsKeeping Customers and Building Relationships


Total Quality ManagementTotal Quality ManagementTotal Quality ManagementTotal Quality Management

• Total Quality ManagementTotal Quality ManagementA business philosophy that focuses on integrating

customer-driven quality throughout an organization with continuous improvement of product quality and service Focuses on integrating customer-driven quality throughout

the organization by evaluating itself through the eyes of the customer

Stresses continuous improvement—quality improvement is every employee’s job


• Marketing research can help:Marketing research can help:Maximize customer satisfaction with purchaseIdentify after-sale servicesPrevent commercialization of products that are not

consumer-orientedIdentify optimal pricing to maximize profitabilityIncrease sales efficiency through effective use of

market data.

Marketing Research: A Means forMarketing Research: A Means forImplementing the Marketing ConceptImplementing the Marketing ConceptMarketing Research: A Means forMarketing Research: A Means forImplementing the Marketing ConceptImplementing the Marketing Concept


The Managerial Value of Marketing Research The Managerial Value of Marketing Research for Strategic Decision Makingfor Strategic Decision MakingThe Managerial Value of Marketing Research The Managerial Value of Marketing Research for Strategic Decision Makingfor Strategic Decision Making

• Developing and implementing a marketing Developing and implementing a marketing strategy involves four stages:strategy involves four stages:1. Identifying and evaluating opportunities

2. Analyzing market segments and selecting target markets

3. Planning and implementing a marketing mix that will satisfy customers’ needs and meet the

objectives of the organization

4. Analyzing marketing performance


Identifying and Evaluating OpportunitiesIdentifying and Evaluating OpportunitiesIdentifying and Evaluating OpportunitiesIdentifying and Evaluating Opportunities

• Monitoring the competitive environment for Monitoring the competitive environment for signals indicating a business opportunity:signals indicating a business opportunity:Helps managers recognize problems and identify

opportunities for enriching marketing effortsMotivates a firm to take action to address consumer

desires in a way that is beneficial to both the customers and to the firm

Identifies changes in customer needs, uses, and demand for products Example: Chatelaine


Analyzing and Selecting Target MarketsAnalyzing and Selecting Target MarketsAnalyzing and Selecting Target MarketsAnalyzing and Selecting Target Markets

• Analyzing and Selecting Target MarketsAnalyzing and Selecting Target MarketsDetermining which characteristics of market

segments distinguish them from the overall market Example: Maclean’s magazine


• Product ResearchProduct ResearchStudies designed to evaluate and develop new

products and to learn how to adapt existing product lines Concept testing Brand-name evaluation Package testing

• Pricing ResearchPricing ResearchInvolves finding the amount of monetary sacrifice

that best represents the value customers perceive in a product after considering various market constraints

Planning and Implementing a Marketing MixPlanning and Implementing a Marketing MixPlanning and Implementing a Marketing MixPlanning and Implementing a Marketing Mix


Planning and Implementing a Marketing Mix Planning and Implementing a Marketing Mix (cont’d)(cont’d)Planning and Implementing a Marketing Mix Planning and Implementing a Marketing Mix (cont’d)(cont’d)

• Distribution ResearchDistribution ResearchStudies aimed at selecting retail sites or warehouse

locations in support of the distribution channel

• Promotion ResearchPromotion ResearchInvestigates the effectiveness of premiums, coupons,

sampling deals, and other sales promotions

• The Integrated Marketing MixThe Integrated Marketing MixResearch studies investigate various combinations of

marketing ingredients to gather information to suggest the best possible marketing program


Analyzing Marketing PerformanceAnalyzing Marketing PerformanceAnalyzing Marketing PerformanceAnalyzing Marketing Performance

• Performance-monitoring ResearchPerformance-monitoring ResearchResearch that regularly provides feedback for

evaluation and control of marketing activity• “What went right/wrong and why?”


When is Marketing Research Needed?When is Marketing Research Needed?When is Marketing Research Needed?When is Marketing Research Needed?

• The determination of the need for marketing The determination of the need for marketing research centres on:research centres on:Time constraintsThe availability of dataThe nature of the decisionBenefits versus costs


Marketing Research in the 21st CenturyMarketing Research in the 21st CenturyMarketing Research in the 21st CenturyMarketing Research in the 21st Century

• Global Marketing ResearchGlobal Marketing ResearchBusiness research is increasingly globalMarket knowledge is essential:

General information about a country’s economic conditions and political climate

Cross-validation of cultural and consumer factors Market and competitive conditions—demand estimation

• Growth of the InternetGrowth of the InternetThe Internet and other information technologies are

dramatically changing the face of marketing research


Copyright © 2008 by Nelson, a division of Thomson Canada Limited First Canadian Edition by H. Onur...

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