Marketing ResearchCourse Introduction Dr N L Reynolds
Lecture Objectives• To provide a detailed introduction to the course – The course objectives – Assessment methods – Lecture and tutorial expectations• To provide an overview of marketing research and its contribution to marketing
The Course ObjectivesTo allow you to be able to use Marketing Research effectivelySpecifically, to allow you to – Effectively identify and describe business/ marketing problems and formulate relevant research objectives – Use appropriate research methodologies to answer the set objectives – Ensure the information gathered is analysed and communicated effectively to enable improved decision making
Course Assessment (& how to pass)• Group project (50%) – To design, conduct and report on a research project – Organise a group with complementary skills, do each project stage as early as possible• Individual assignment (50%) – Identify a code of ethics, or set of ethical principles, and apply to three scenarios – Identify your preferred ethical framework, think through all six scenarios and choose those with the strongest arguments
Lecture & Tutorial ExpectationsMy (Our) contribution• Materials Your contribution – Overheads, extra reading • Preparation• Time keeping – Chapters, cases, questions – Lectures, feedback • Time keeping• Course information – Lectures, appointments, – Availability assignments• Contact • Behaviour – Access – Lectures, groups • Problems
Importance of Marketing Research to Marketing…• Marketing is the management process responsible for identifying, anticipating & satisfying customers’ requirements profitably (British Chartered Institute of Marketing)• Marketing Research is the collection, analysis and communication of information undertaken to assist decision making in marketing.
Marketing Research Information• Information on customers• Information on other organisations• Information on the marketing environmentRoles of information: – Descriptive – Comparative – Diagnostic – Predictive
e.g., Selling New Products Marketing Research can determine • The prospect profile for the new product • The buying rationale for different decision makers • How the product compares to the competition • Which selling approaches work, and which don’tSource: Marketing News, Sept 24th 2001
e.g., C.R.M. (Customer Relationship Management) C.R.M. • Behavioural Marketing Research fills in the why behind the • Individual behaviour but, it • Longitudinal – Needs to be integrated MR with operational data – Needs to be linked with • Attitudinal actual behaviour (or • Aggregate financial metrics) • Cross-sectionalSources: Marketing News, January 21st 2002 & May 13th 2002
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