Marketing Research Intoduction

1. Chapter One Introduction to Marketing Research

2. Figure 1.1 Introduction to Marketing Research: An Overview Definition of Marketing Research Fig. 1.2 A Classification of Marketing Research Marketing Research Process Fig 1.3 Fig 1.4 The Role of Marketing Research in Decision Making Fig 1.5 The Information Value Chain for Marketing Research Fig 1.6 Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?

3. Figure 1.1 Introduction to Marketing Research: An Overview (cont.) Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette Marketing Research Industry Selecting a Research Supplier Fig 1.7 Table 1.1 Careers in Marketing Research The Role of Marketing Research in MIS and DSS Fig. 1.8 and 1.9 What Would You Do?

5. Identification of Information Needed Collection of Data Analysis of Data Dissemination of Information Identifying and Solving Marketing Problems Figure 1.2 Defining Marketing Research Use of Information

12. Table 1.1 Problem Solving Research Segmentation Research - determine basis of segmentation - establish market potential and responsiveness for various segments - select target markets and create lifestyle profiles for demography, media, and product image characteristics Product Research - test concept - determine optimal product design - package tests - product modification - brand positioning and repositioning - test marketing - control store tests Problem Solving Research

13. Table 1.1 Problem Solving Research (Cont.)

15. Table 1.1 Problem Solving Research (Cont.)

16. Figure 1.4 The Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report

18. Figure 1.6 The Information Value Chain

19. Figure 1.7 Marketing Research Industry: Supplier and Services Research Suppliers Internal Limited Service Full Service External Other Services Field Services Customized Services Syndicated Services Internet Services

26. Expert Systems Internal Billing, Production, and Other Records Decision Support Systems Marketing Information Systems Figure 1.8 The Development of MIS and DSS = External Market Information +

28. Figure 1.10 Stakeholders in Marketing Research: An Ethical Perspective Client Marketing Researcher Public Respondents

29. Marketing Research Associations Online Domestic AAPOR : American Association for Public Opinion Research (www.aapor.org) AMA : American Marketing Association (www.ama.org) ARF : The Advertising Research Foundation (www.amic.com/arf) CASRO : The Council of American Survey Research Organizations (www.casro.org) MRA : Marketing Research Association (www.mra-net.org) QRCA : Qualitative Research Consultants Association (www.qrca.org) RIC: Research Industry Coalition (www.research industry.org)