MARKETING RESEARCH George Brown College Janet Haist.
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MARKETING MARKETING RESEARCH RESEARCH George Brown College Janet Haist
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Marketing Research Definition: Marketing research is the function which 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 understanding of marketing as a process. (American Marketing Association, 1987)
Transcript of MARKETING RESEARCH George Brown College Janet Haist.
MARKETING MARKETING RESEARCHRESEARCH
George Brown College Janet Haist
What is Marketing Research?Which of the following requires research?1. What media patterns should we use?2. What price should we charge?3. What products do our competitors
have?4. What is our market share?5. Do our customers like our product?6. Where do our customers live?
Marketing Research Definition: Marketing research is the function which links the consumer, customer, and public to themarketer through information – informationused to identify and define marketingopportunities and problems, generate, refine,and evaluate marketing actions, monitormarketing performance, and improveunderstanding of marketing as a process. (American Marketing Association , 1987)
Parts of Research
1. Consumer /customer - who are they and how are their needs and wants met
2. Public – reputation and position in the public’s mind; stakeholders
3. Marketer – decision maker 4. Information- what is needed to make
the decisions for the company
Marketing Research • Not easy to define and is diverse• Includes areas like:
a) social researchb) psychological researchc) advertising researchd) political polling e) analysis of historical data
records
Who uses Marketing Research?
Any organization needing information fromthe public They are: Marketing managers
Product managersMedia plannerEducational institutionsPolitical parties Government agencies
Marketing Research Companies
1. Statistics Canada – through census but through other agencies as well
2. Research Houses – Specialize in a particular area
a) full serviceb) political pollingc) panel datad) new products
Ethics in Marketing Research What are Ethics?General character or ideals of acharacter of a race or a group of people.
Scribner-Bantam English Dictionary Ethics is conforming to the standards setby a profession.Scribner-Bantam English Dictionary
