introduction to marketing research

1. Ch.01

2. • Marketing research is the application of the scientific method in
searching for the truth about marketing phenomena.
• Research applications include defining marketing opportunities and
problems, generating and evaluating marketing ideas, monitoring
performance, and generally understanding the marketing process.

3. • This process includes idea and theory development, problem
definition, searching for and collecting information, analyzing data,
and communicating the findings and their implications.

4. • Applied marketing research is conducted to address a specific
marketing decision for a specific firm or organization.

5. • Basic marketing researchis conducted without a specific decision in
mind, and it usually does not address the needs of a specific
organization.
• It attempts to expand the limits of marketing knowledge in general,
and as such it is not aimed at solving a particular pragmatic
problem.
• Basic research can be used to test the validity of a general
marketing theory (one that applies to all of marketing) or to learn
more about some market phenomenon.

6. • All marketing research, whether basic or applied, involves the
scientific method.
• The scientific methodis the way researchers go about using
knowledge and evidence to reach objective conclusions about the
real world.
• The scientific method is the same in social sciences such as
marketing and in physical sciences such as physics.
• In this case, it is the way we come to understand marketing
phenomena.

8. • In all of business strategy, there are only a few business
orientations.
 Production oriented
 Product oriented
 sales oriented
 Marketing oriented

9. • A marketing-oriented firm exhibits several key aspects including:
• 1. Be customer-oriented—meaning that all firm decisions are made with a
conscious awareness of their effect on the consumer
• 2. Emphasize long-run profitability rather than short-term profits or sales
volume
• 3. Adopt a cross-functional perspective, meaning that marketing is
integrated across other business function

11. • Developing and implementing a marketing strategy involves four
stages:
• 1. Identifying and evaluating market opportunities
• 2. Analyzing market segments and selecting target markets
• 3. Planning and implementing a marketing mix that will provide value to
customers and meet organizational objectives
• 4. Analyzing firm performance