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Marketing research class lectures_18934873-Marketing-Research-Lecture

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MARKE TI NG RES EAR CH Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell MA RKETI NG RESE ARCH • Marketing Research is the systematic design of data collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Educational Research 2e: Creswell Burns and Bush Definition) • Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem Educational Research 2e: Creswell AMA definition • Marketing research: 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; and improve the understanding of marketing as a process. Educational Research 2e: Creswell Market Research vs. Marketing Research • Market research: the “systematic gathering, recording, and analyzing of data with respect to a particular market, where ‘market’ refers to a specific group in a specific geographic area.” Educational Research 2e: Creswell What are the uses of Marketing Research? • Identify marketing opportunities and problems • Generate, refine, and evaluate potential marketing actions • Monitor marketing performance • Improve marketing as a process Educational Research 2e: Creswell MARKETING RESEAR ...
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