1. IU Marketing Research: Statement of Purpose
Prepared by Angela Tharp
What is Marketing Research?
Marketing guru Philip Kotler defines marketing research as “the systematic design,
collection, analysis, and reporting of data and findings relevant to a specific marketing
situation facing a company or organization.” Data may be primary (collected by and for us),
secondary (collected by others for another purpose), quantitative (measurable, projectable
results that reflect an entire group), or qualitative (emotive, in-depth results that aren’t
projectable but highlight trends and a spectrum of opinions for a set of groups).
What is the mission of Marketing Research at IUAA and IUF?
The mission of our unit is to develop constituent/market insights that impact broad
marketing successes at IU. Our small office accomplishes our mission by…
• Prioritizing partner needs: Ensuring that the IUAA, IUF, and PAGR’s mission-critical
research needs are addressed first
• Focusing on actionable results: Moving beyond the “What?” and the “So what?” to
the “Now what?”
• Ensuring return on investment in research and marketing: Assessing needs and
timing, alongside opportunities for collaboration that lower costs/redundancies
• Measuring relentlessly: Doing more of what works and less of what doesn’t
• Adding humanizing elements to research presentations/documents: Inspiring our
leaders and managers with the data and stories to make informed decisions
• Maintaining objectivity: Keeping at arm’s length from the marketing units/projects
we were designed to evaluate, but providing trusted counsel to contribute to IU’s
marketing successes

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What does IU Marketing Research actually do?
IUAA and IUF leaders identify fiscal-year priorities each spring, and IU Marketing Research
tackles these priorities with a variety of strategies/methodologies including:
• Consultation and training
• Monthly educational newsletters
• Keeper of best industry practices and archival research
• Audits
• Focus groups
• In-depth interviews
• Observational research
• Projective exercises and techniques
• Surveys
• Secondary research and trends reports
• Data analysis
• Research vendor management