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Do you shop?Where do you shop?

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How do you get the best

bargain in your shopping trip?

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oose t e est eaIn your own opinion, which of

the following represent:1 = cheapest 4 = most

expensiveNTUC NTUC COLD STORAGE Yumtrade.com

PANTENE

HAIRFALL

CONTROL

SHAMPOOSIZE: 500ML

PRICE: $8.95

PANTENE

HAIRFALL

CONTROL

SHAMPOOSIZE:700ML

PRICE:

$7.65

PANTENE

HAIRFALL

CONTROL

SHAMPOOSIZE:750ML

PRICE: $12.80

Pantene Hairfall

control

SHAMPOO

SIZE:750MLPRICE$10.00

? ? ? ?

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NTUC NTUC COLD STORAGE Yumtrade.com

PANTENE

HAIRFALL

CONTROL

SHAMPOO

SIZE: 500MLPRICE: $8.95

PANTENE

HAIRFALL

CONTROL

SHAMPOO

SIZE:700MLPRICE:

$7.65

PANTENE

HAIRFALL

CONTROL

SHAMPOO

SIZE:750MLPRICE: $12.80

Pantene Hairfall

control

SHAMPOO

SIZE:750ML

PRICE$10.00

4 1 3 2

$17.90 / litre $10.92/litre $17.07/litre $13.30/litre

The best deal is?

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Why study marketing research?

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What is marketing research?Marketing research is 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; andimprove understanding of marketing as a process. Marketing

research specifies the information required to address these

issues, designs the method for collecting information,

manages and implements the data collection process,analyzes the results, and communicates the findings and their

implications. (Approved October 2004)

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Summary of definition YOUR

6 best friends:1. Who? consumer, customer, public, & marketer;

2. What? information; specifies information needed

to address issues

3. Why? identify and define marketing opportunities

& problems4. Where? - Generate, refine and evaluate marketing

actions

5. When? monitor marketing performance, improve

understanding of marketing process6. How? design the method for collecting

information, manages and implements data collection

process, analyzes results and present findings & their

implications (report writing and presentation)

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Types of Marketing Research

Primary

QualitativeResearch

Focus Groups orgroup interviews

QuantitativeResearch

Surveys

Secondary

Internal Sources

Internal sales data

External Sources

Research agencies or

Trade sources

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Overview of Market Research Industry

Market Research Agencies Principal / Marketing ResearchFunction

-Boutique research agencies

-Local & regional researchagencies

- Global research agencies

- Branding and media agencies

Marketing research within

marketing department /

corporate planning

Marketing intelligence

Market research skills in the

marketing function

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Career Prospects

Research agencies Business function Further education

-Client and accountservicing

- Marketing Research

Executive

- Research Analysts /

officer

- Field Asst/Executive

- Project Executive

-Data processor

-Corporate PlanningExecutive

- Marketing Research

Executive

- Marketing

Intelligence Executive

-Sales Department

-Category

Management

-Bachelors degree

-Masters degree

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Ethics in Marketing Research

~the system of moral principles~

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Important Market research

organizations

Market research society of Singapore

http://www.mrssingapore.org.sg/

European Society for Opinion and MarketingResearch

http://www.esomar.org/

Market Research Terms - GMIhttp://www.marketresearchterms.com/

http://www.mrssingapore.org.sg/http://www.esomar.org/http://www.esomar.org/http://www.mrssingapore.org.sg/