2. 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
3. The Course Objectives
To allow you to be able to use Marketing Research
effectively
Specifically, 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
4. 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
5. Lecture & Tutorial Expectations
My (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
6. 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.
7. Marketing Research Information
• Information on customers
• Information on other organisations
• Information on the marketing environment
Roles of information:
– Descriptive
– Comparative
– Diagnostic
– Predictive
8. 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’t
Source: Marketing News, Sept 24th 2001
9. 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-sectional
Sources: Marketing News, January 21st 2002 & May 13th 2002
