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Introduction to Marketing Research

Introduction to Marketing Research

Professor Yu Hongyan

Sun Yat-Sen Business School, SYSU

April 19, 2023

What Types of Decisions Do Marketers Make?

Example: investment in Restaurant around university.

Here are some marketing decisions we need to make

Target options- SYSU; shopper OR Tourists

Menu – Breakfast; Lunch; Dinner; AND/OR Late Night

Sit down OR fast food (or takeout/delivery)

Prices – Super Cheap, Cheap, Average, High, OR Super High

How to advertise?

Contents

The Relationship of MKT and MR ?1

Defining Marketing Research?2

The Use of Marketing Research3

Classifying Marketing Research Studies4

The Relationship of MKT and MR

Marketing is An organizational function and a set of processes for creating, communicating and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.

1-4

American Marketing Association

The Relationship of MKT and MR

The Marketing Concept is a business philosophy that holds that the key to achieving organizational goals consists of the company’s being more effective than competitors in creating, delivering, and communicating customer value to its chosen markets.

1-5

The Relationship of MKT and MR

A Marketing Strategy Consists of selecting a segment of the market as the

company’s target market and designing the proper “mix” of the product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.

1-6

The Relationship of MKT and MR

Managers must make decisions.To make the “right” decisions, the following

kind of information is needed: objective accurate timely

1-7

Defining Marketing Research

Marketing research is the process of designing, gathering, analyzing, and reporting

information that may be used to solve a specific marketing problem.

Understand definiation Process

• Designing

• Gathering

• Analyzing

• Reporting

Purpose : • Solve a specific marketing probelm

1-8

Information

Defining Marketing Research

Marketing research: The function that links 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

1-9

Defining Marketing Research

Marketing research and market research Market research: the “systematic gathering, recording, and

analyzing of data with respect to a particular market, where ‘market’ refers to a specific group in a specific geographic area.”

1-10

The Uses of Marketing Research?

Identify marketing opportunities and problemsGenerate, refine, and evaluate potential marketing

actionsMonitor marketing performanceImprove marketing as a process

1-11

Classifying Marketing Research Studies

Identify marketing opportunities and problems:Market-demand determinationMarket segments identificationMarketing audits - SWOT analysis

1-12

Classifying Marketing Research Studies

Generate, refine and evaluate potential marketing actions:Proposed marketing-mix evaluation testingNew-product prototype testingAdvertising pretesting

1-13

Classifying Marketing Research Studies

Monitor marketing performance:Image analysisTracking studiesCustomer satisfaction studies

1-14

Classifying Marketing Research Studies

Improving marketing as a process Expand knowledge (basic research) of marketing as a

process rather than to solve a specific problem facing a company

1-15

Marketing Marketing ManagersManagers

Analysis

Planning

Implement-ing

Controlling

Marketing Marketing ManagersManagers

Analysis

Planning

Implement-ing

Controlling

AssessingAssessinginformationinformation

needsneeds

AssessingAssessinginformationinformation

needsneeds

DistributingDistributinginformationinformation

DistributingDistributinginformationinformation

InternalInternalreportsreports

InternalInternalreportsreports

MarketingMarketingdecisiondecisionsupportsupportanalysisanalysis

MarketingMarketingdecisiondecisionsupportsupportanalysisanalysis

MarketingMarketingintelligenceintelligence

MarketingMarketingintelligenceintelligence

MarketingMarketingresearchresearch

MarketingMarketingresearchresearch

Marketing Marketing EnvironmentEnvironment

Targetmarkets

Marketingchannels

Competitors

Publics

Macro-environment

forces

Marketing Marketing EnvironmentEnvironment

Targetmarkets

Marketingchannels

Competitors

Publics

Macro-environment

forces

Marketing Decisions and CommunicationsMarketing Decisions and Communications

Developing InformationDeveloping Information

Marketing Information System

Review

What is marketing research? Process

The use of marketing research function

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