Marketing research involves gathering information about consumers and customers to help identify opportunities and solve problems for marketers. It provides data to implement marketing plans and assess performance. The primary goal is obtaining insights into consumer preferences, opinions, behaviors, trends and plans. Marketing research is valuable for companies of all sizes as it can help determine which products to offer, where to sell them, how to promote them and price them, saving companies money by predicting success. Different types of marketing research include attitude, market, media and product research.

1. MARKETING RESEARCH
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2. DEFINING MARKETING
RESEARCH
Marketing research involves the marketing
function that links the consumer, customer, and
public to the marketer through information.
Marketing information is used to identify
marketing opportunities, solve marketing
problems, implement marketing plans, and
monitor marketing performance.
The primary emphasis of marketing research is
to obtain information about the preferences,
opinions, habits, trends, and plans of current and
potential consumers.

3. WHY IS MARKETING
RESEARCH IMPORTANT?
Marketing research answers questions such as:
what products to produce
where the products should be sold
how the products will be promoted
what price to sell the products for
Marketing research saves companies millions of
dollars by anticipating which products will be
successful before they are introduced.
Research is also needed to remain up-to-date with
the competition.

4. WHO USES MARKETING
RESEARCH?
Marketing Research is valuable for
companies of all sizes.
Research can be formalized for larger
companies, creating research
departments or hiring research
companies.
AC Nielsen is a good example of a
company that specializes in marketing
research.

5. MARKETING INFORMATION
SYSTEMS
This is a set of procedures and methods that
regularly generates, stores, analyzes, and
distributes marketing information for use in
marketing decisions.
Most systems rely heavily on internal data,
such as sales reports and inventory figures.
Outside sources include trade reports, and
marketing research studies.

6. WHAT IS IN A MARKETING
INFORMATION SYSTEM?
Company Records--(sales results,
expenses)
Competitor Records--(prices, locations)
Customer Profile--(buying behavior,
demographics, psychographics)
Government Data--(price trends,
regulations, laws, economic forecasts)
Marketing Research Report from
outside agencies

7. TYPES OF MARKETING
RESEARCH
ATTITUDE RESEARCH
MARKET RESEARCH
MEDIA RESEARCH
PRODUCT RESEARCH

8. ATTITUDE RESEARCH
Also known as opinion research.
This is info obtained on how people feel
about certain products, ideas, or
companies.
The Gallup organization is the leader in
conducting these types of reports.

9. MARKET RESEARCH
This involves the systematic gathering , recording,
analyzing, and presentation of information related to
marketing goods and services.
Market research is concerned with the size, location,
and makeup of a particular market for a product.
Market research is needed before and throughout a
product’s life cycle.
Sales and economic forecasting is conducted to help
anticipate a product’s success and market share.

10. MEDIA RESEARCH
Media research focuses on issues of media
selection and frequency.
It measures the effectiveness of the
advertising message and media placement.
Media research is done primarily on print,
broadcast, and online media.
Customer recall rates, message
effectiveness, size reached, and price are
studied.

11. PRODUCT RESEARCH
This centers on evaluating product design,
product usage, and consumer acceptance of
new and existing products.
Product tests, such as in a focus group, are
conducted to generate consumer feedback
before a product is introduced.
Test Marketing takes place when a new
product is placed in one or more selected
geographic areas to see how it does before
mass production.