The document discusses marketing research and its importance in providing useful information to marketing departments. It outlines key areas of market research including current market size, competition, trends in the industry, short and long-range forecasts, and competitive products. The marketing research process is also summarized, including defining the problem, analyzing the situation, collecting primary data, interpreting findings, and distributing conclusions.

1. MARKETING RESEARCH

2. - marketing research compliments marketing
intelligence in providing
useful, information to the marketing
department

3. Market potentials

4. Market Share

5. Market Characteristics
Current market size
Intensity of competition
Social, political and
Number of competitors environmental factors
Production/operations
skills required
Technological skills required

6. Sales

7. Business Trends
Financial trends
Market trends
Industry trends

8. Short-range forecast

9. Competitive products

10. Long-range forecast
“don‟t just DO one sales forecast”
…nowhere
…now here

11. Existing products

12. The marketing research process
 Definition of the problem
 Situation analysis

13.  Obtaining primary data
 Interpretation of data
 Problem solution

14. Sources of Secondary
Data sources
Company records
Libraries
Primary
sources Government
agencies
Private research
observation
organization
survey
experiment

15. Information analysis

16. Distributing information

17. “In the 21st century, we are not talking about
the „Have or the Have-not‟ but the „Know and
The Know-not‟.”
-Billy Lim
JanePatriceXhu :]