Chapter 1
Introduction and Early Phases of
Marketing Research
Redefining Marketing Research
The American Marketing Association
(AMA) redefined Marketing Research as:
The function that links the consumer, the
customer, and public to the marketer
through INFORMATION
Redefining Marketing Research
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
Definition of Marketing Research
Marketing research is the systematic and
objective
§ identification
§ collection
§ analysis
§ dissemination
§ and use of information
For the purpose of improving decision making
related to the
§ identification and
§ solution of problems and opportunities in marketing
Group Discussion
• Read the Real Research: Boeing – Taking Flight (E-book Marketing Research: An
Applied Orientation, pg. 38, 39)
• Discuss in group these following questions:
1. What is the background info about Boeing Company?
2. What is the problem or gap that leads to research marketing?
3. What are the aims of the research/study?
4. How can the researchers enhance the validity and reliability of the research?
5. What are the research findings in general?
6. What are the research methods and who are the participants?
7. What are key findings of the study in specific?
8. What are the impacts of the study's insight? what benefits are drawn from the
research insights?
Market Research
• Specifies the information necessary to address
these issues
• Manages and implements the data collection
process
• Analyzes the results
• Communicates the findings and their implications
• Helps managers use this information to make
decisions
Classification of Marketing Research
Problem-Identification Research
• Research undertaken to help identify problems which are not
necessarily apparent on the surface and yet exist or are likely
to arise in the future.
Examples: market potential, market share, image, market
characteristics, sales analysis, forecasting, and trends research.
Problem-Solving Research
• Research undertaken to help solve specific marketing
problems.
Examples: segmentation, product, pricing, promotion, and
distribution research.
A Classification of Marketing Research
Marketing Research
Problem Problem-Solving
Identification Research Research
Market Potential Research Segmentation Research
Market Share Research Product Research
Market Characteristics Research
Pricing Research
Sales Analysis Research
Forecasting Research Promotion Research
Business Trends Research Distribution Research
Problem-Solving Research
SEGMENTATION RESEARCH
§ Determine the basis of segmentation
§ Establish market potential and
responsiveness for various
segments PRODUCT RESEARCH
§ Select target markets § Test concept
§ Create lifestyle profiles: § Determine optimal product design
demography, media, and § Package tests
product image characteristics
§ Product modification
§ Brand positioning and repositioning
§ Test marketing
§ Control score tests
Problem-Solving Research
PROMOTIONAL RESEARCH
§ Optimal promotional budget
0.00% APR § Sales promotion relationship
§ Optimal promotional mix
§ Copy decisions
§ Media decisions
§ Creative advertising testing
§ Evaluation of advertising effectiveness
PRICING RESEARCH § Claim substantiation
§ Pricing policies
§ Importance of price in brand selection
§ Product line pricing
§ Price elasticity of demand
§ Initiating and responding to price changes $ALE
Problem-Solving Research
DISTRIBUTION RESEARCH
Determine…
§ Types of distribution
§ Attitudes of channel members
§ Intensity of wholesale & resale coverage
§ Channel margins
§ Location of retail and wholesale outlets
Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report