Introduction to Marketing Research_ Week2
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This document provides an introduction to marketing research. It defines marketing research as the process of designing, gathering, analyzing, and reporting information to solve specific marketing problems. The role of marketing research is to provide information to facilitate marketing decisions and implement the marketing concept. There are two main types of marketing research - applied research aims to solve practical problems, while basic research extends general knowledge. Marketing research studies can be classified based on the management functions of planning, implementing, and controlling marketing strategies.
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Introduction to Marketing Research_ Week2
- 1. INTRODUCTION TO MARKETING RESEARCH CHAPTER 1 (WEEK 2)
- 2. TOPIC IN THIS CHAPTER I. Marketing Research Defined II. The Role of Marketing Research III. Characteristics of Marketing Research IV. Types of Marketing Research Studies. Friday, February 23, 2024 SAMPLE FOOTER TEXT 2
- 3. LEARNING OUTCOMES 1. Understand the role of marketing research 2. Enumerate the applications of Marketing Research Friday, February 23, 2024 SAMPLE FOOTER TEXT 3
- 4. MARKETING RESEARCH DEFINED Marketing Research- is the process of: Designing Gathering Analyzing Reporting Information that may be used to solve a specific marketing problem Friday, February 23, 2024 SAMPLE FOOTER TEXT 4
- 5. MARKETING RESEARCH ASSISTS DECISION MAKING Friday, February 23, 2024 SAMPLE FOOTER TEXT 5
- 6. THE ROLE OF MARKETING RESEARCH Role of Marketing Research- is to provide information that facilitates marketing decisions. Without research it is hard for management to make sound marketing decisions or to implement the marketing concept Friday, February 23, 2024 SAMPLE FOOTER TEXT 6
- 7. THE ROLE OF MARKETING RESEARCH Marketing research is used by management to: 1. Identify and define marketing opportunities. 2. Generate and refine marketing actions. 3. Monitoring marketing strategies. 4. To improve our understanding of the marketing process Friday, February 23, 2024 SAMPLE FOOTER TEXT 7
- 8. TYPES AND CHARACTERISTICS OF MARKETING RESEARCH Applied or Basic Research? 1. Applied Research- we mean that the research is undertaken to solve a specific problem. 2.Basic Research- we mean that research is undertaken for the sake of extending knowledge. Friday, February 23, 2024 SAMPLE FOOTER TEXT 8
- 9. TYPES OF MARKETING RESEARCH STUDIES Marketing research studies can be classified by the functions of management: 1.Analysis/planning Identifying opportunities and market demand. 2. Implementing Studies conducted to implement the four Ps. 3.Controlling How well a marketing strategy is going Friday, February 23, 2024 SAMPLE FOOTER TEXT 9
- 10. SAMPLE MARKETING RESEARCH TITLES/ TOPICS EFFECTS OF CONTENT MARKETING ON ONLINE CONSUMER BEHAVIOR SALESMANSHIP AS A TOOL FOR THE BUSINESS DEVELOPMENT OF SMALL AND MEDIUM SCALE ENTERPRISES SALESMANSHIP SKILLS IN COVID-19 TIMES: IS THERE ANY IMPACT ON SALES STRATEGY IMPLEMENTATION AND PERFORMANCE? SERVICE MARKETING IN ONLINE SHOPPING PLATFORM Friday, February 23, 2024 SAMPLE FOOTER TEXT 10
- 11. HOMEWORK Choose 3 news articles in a newspaper or in internet. Identify a potential research problem that has marketing or entrepreneurial implication (Atleast 5). Write your report in yellow paper. Must be handwritten. Be ready for oral recitation next meeting. Random students will be called to present their outputs. Friday, February 23, 2024 SAMPLE FOOTER TEXT 11