Professor Kelli Frias, of TTU, explores the fundamental question of "What is Marketing Research?" Whether you're new to it, or need a refresher after some time off, be sure to give this thorough presentation a look!

1. WHAT IS MARKETING
RESEARCH?
By: Kelli Frias

2. OVERVIEW
Research is an important component
of marketing. It helps to influence
decisions related to products,
programs, and laws that affect
people everywhere. Companies
often use the data collected to
change the way they present
information to the public Those who
use marketing research may be
found in government agencies,
political parties, academia, the
media, legal professions, and even
non-profit or religious groups.
Businesses who develop goods for
industrial and consumer use often
benefit from market research, as
well.

3. GENERALLY,
MARKETING
RESEARCH IS EITHER
QUALITATIVE OR
QUANTITATIVE.
QUANTITATIVE
RESEARCH DEALS
WITH ANALYZING
STATISTICAL
INFORMATION
GENERATED FROM
QUESTIONNAIRE
RESPONSES.
Quantitative

4. QUALITATIVE
Qualitative research assesses
key aspects of a service or
product through conducting
group discussions or individual
interviews.

5. ANOTHER TYPE OF
QUALITATIVE RESEARCH
IS ETHNOGRAPHY. THIS
METHOD IS USED TO
STUDY CONSUMERS IN
THEIR EVERYDAY
ENVIRONMENT. SINCE THE
OBSERVATORY ASPECT IS
THERE, THE SOCIAL AND
ECONOMIC CUES CAN
ALSO BE ANALYZED IN
REGARD TO THE
DECISIONS OF THE
CONSUMER.
Ethnography

6. CODE OF CONDUCT
Similar to other professions, a code of conduct is used for
organizational and ethical purposes. Those committed to
conducting research may join a group which follows rules
such as the Marketing Research Association’s Code of
Marketing Research Standards and Bylaws.

7. RESEARCH IS EVERYWHERE!
Research can be implemented
in many different ways. While
shopping, one may stumble
upon a survey used to gauge a
particular experience or
opinion. Surveys are often also
given through the mail,
telephone, or online. Individual
interviews and focus groups
may even be done at a
research facility. The most
appropriate method depends
on the goals of the research.

8. THE RESPONDENTS ARE THE
KEY TO VALUED RESEARCH
THAT HAS THE POWER TO
IMPROVE THE QUALITY OF
AMERICAN LIFE. SINCE THOSE
PROVIDING THE RESPONSES
ARE SO IMPORTANT,
RESEARCH CONSULTANTS
MUST SHOW RESPECT. THIS
CAN BE SHOWN BY
UPHOLDING
CONFIDENTIALITY, ADHERING
TO RESPONDENT TIME AND
PRIVACY, AS WELL AS
ENFORCING THEIR RIGHT TO
DECLINE. ACCURATELY
REPORTING THE
INFORMATION COLLECTED IS
Valued Respondents

9. Marketing and Business Research
http://kellifrias.net/