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1、Conducting Marketing ResearchChapter 4studyLearning Objectives01What is the scope of marketing research?02What steps are involved in conducting good marketing research?03What are the best metrics for measuring marketing productivity?The Scope of marketing researchAmerican Marketing AssociationMarket
2、ing research is the function that links the consumer,customer,and public to the marketer through informationinformation used to identify and define marketing opportunities and problems;generate,refine,and evaluate marketing actions;monitor marketing performance;and improve understanding of marketing
3、 as a process.The Scope of marketing researchImportance of marketing insightsGenerating insights(how and why we observe certain effects in the marketplace)The Scope of marketing researchWho Does Marketing Research?Marketing departments in big firms Everyone at small firms Syndicated-service research
4、 firms Custom marketing research firms Specialty-line marketing research firmsResearch conducted at small companiesEngage students/professorsUse InternetCheck out rivalsTap partner expertiseTap employee creativityThe Scope of marketing researchOvercoming Barriers to the Use of Marketing ResearchMany
5、 companies still fail to use it sufficiently or correctlyFigure 4.1The Marketing Research ProcessStep 1Define the problemDefine the decision alternativesDefine the research objectivesStep 2:Develop the Research PlanData sourcesSecondary data vs.primary dataStep 2:Develop the Research PlanResearch ap
6、proaches Observational research Focus group research Survey research Behavioral researchStep 2:Develop the Research PlanResearch approachesQuestionnairesQualitative measuresTechnological devicesQuestionnaireQuestionnaireQualitative measuresZMET approachWord associationProjective techniquesVisualizationBrand personificationLaddering