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1、.,Exploring Marketing ResearchWilliam G.Zikmund,Chapter 1:The Nature ofMarketing Research,Copyright 2000 by Harcourt,Inc.All rights reserved.,Marketing Research Defined,Marketing research is defined as:the systematic and objective process of generating information for aid in making marketing decisio
2、ns.This process includes:specifying what information is required;designing the method for collecting information;managing and implementing the collection of data;analyzing the results;and communicating the findings and their implications.,Copyright 2000 by Harcourt,Inc.All rights reserved.,The Natur
3、e of Marketing Research,Marketing research is one of the principal tools for answering questions because it:Links the consumer,customer,and public to the market through information used to identify and define marketingGenerates,refines,and evaluates marketing actionsMonitors marketing performanceUnd
4、erlines the understanding of marketing as a process,.,INFORMATIONREDUCESUNCERTAINTY,Copyright 2000 by Harcourt,Inc.All rights reserved.,Copyright 2000 by Harcourt,Inc.All rights reserved.,Marketing Research Types,Basic ResearchApplied Research,Copyright 2000 by Harcourt,Inc.All rights reserved.,Basi
5、c Research,Attempts to expand the limits of knowledgeNot directly involved in the solution to a pragmatic problem,Copyright 2000 by Harcourt,Inc.All rights reserved.,Basic Research Example,Do consumers experience cognitive dissonance in low-involvement situations?,Copyright 2000 by Harcourt,Inc.All
6、rights reserved.,Applied Research,Conducted when a decision must be made about a specific real-life problem,Copyright 2000 by Harcourt,Inc.All rights reserved.,Applied Research Example,Should McDonalds add Italian pasta dinners to its menu?Marketing research told McDonalds it should not?Should McDon
7、alds add a“Whopper Stopper”burger to its menu?The MBX is now being researched.,Copyright 2000 by Harcourt,Inc.All rights reserved.,Scientific Method,The analysis and interpretation of empirical evidence(facts from observation or experimentation)to confirm or disprove prior conceptions,Copyright 2000
8、 by Harcourt,Inc.All rights reserved.,Stages in Developing and Implementing a Marketing Strategy,Identifying and evaluating opportunitiesAnalyzing market segments and selecting target marketsPlanning and implementing a marketing mixAnalyzing market performance,Copyright 2000 by Harcourt,Inc.All righ
9、ts reserved.,Identifying and Evaluating Opportunities,Examples:Mattel Toys investigates desires for play experiencesHome cooking is on the decline.Purchase of precooked home replacement meals is on the riseNumber of investors trading stock on the Internet is growing,Copyright 2000 by Harcourt,Inc.Al
10、l rights reserved.,Analyze Market Segments and Select Target Markets,Examples:Cadillac investigates buyers demographic characteristicsMTV,monitoring demographic trends,learns the Hispanic audience is growing rapidlySears learns women,age 25-54 with average household income of$38,000,are core custome
11、rs.Targets this market with“softer side of Sears.”,Copyright 2000 by Harcourt,Inc.All rights reserved.,Plan and Implement a Marketing Mix,Price:Safeway does a competitive pricing analysisDistribution:Caterpillar Tractor Co.investigates dealer service programProduct:Oreo conducts taste test,Oreo cook
12、ie vs.Chips AhoyPromotion:How many consumers like“Always Coca Cola!”slogan?,Copyright 2000 by Harcourt,Inc.All rights reserved.,Analyze Marketing Performance,This years market share is compared to last years.Did brand image change after new advertising?,Copyright 2000 by Harcourt,Inc.All rights rese
13、rved.,Performance-Monitoring Research,Research that regularly provides feedback for evaluation and controlIndicates things are or are not going as plannedResearch may be required to explain why something“went wrong”,Copyright 2000 by Harcourt,Inc.All rights reserved.,Determining When to Conduct Mark
14、eting Research,Time ConstraintsAvailability of DataNature of the DecisionBenefits versus Costs,Copyright 2000 by Harcourt,Inc.All rights reserved.,Determining When to Conduct Marketing Research,Is sufficient time available?,Information already on handinadequate?,Is the decision of strategicor tactic
15、al importance?,Does theinformationvalueexceed the research cost?,ConductMarketingResearch,Do Not Conduct Marketing Research,Time Constraints,Availability of Data,Nature of the Decision,Benefits vs.Costs,Yes,Yes,Yes,Yes,No,No,No,No,Copyright 2000 by Harcourt,Inc.All rights reserved.,Potential value o
16、f a marketing research effort should exceed itsestimated costs,Value,Decreased UncertaintyIncreased Likelihood of a Correct DecisionImproved Marketing Performance and Resulting Higher Profits,Costs,Research ExpendituresDelay of Marketing Decision and Possible Disclosure of Information to RivalsPossi
17、ble Erroneous Research Results,Copyright 2000 by Harcourt,Inc.All rights reserved.,Global Research,Marketing Research is increasingly globalMarket knowledge is essentialA.C.Nielsen-more than 60%international business,Copyright 2000 by Harcourt,Inc.All rights reserved.,Global Marketing Research,General information about country-economic conditions and political climateCultural and consumer factorsMarket and competitive conditions-demand estimation,
