1. The document outlines the marketing research process which involves identifying problems, developing approaches, designing research, collecting data, analyzing data, and reporting findings. 2. Marketing research aims to improve decision making related to marketing by systematically collecting and analyzing information. 3. The key components of marketing research are problem identification, research design, data collection, data preparation and analysis, and reporting.

1. Identify
Generate, refine, and evaluate
Information Monitor
Improve understanding
Customers
Function
By AMA (American that links Public
Outline Penulisan Ilmiah Marketing Association)
Marketer
Definition
1. Problem definition Identification
Objective / theoretical foundation Collection
Systematic & objective Analysis
A set of variables and Marketing Research (MR)
their relationships Dissemination
Definition
The use of information
Verbal models
Analytical Model Identification
Types of AM Purpose: improving decision
Graphical models Components making related with Solution of problems
Mathematical models 2. Development of an Opportunities in marketing
approach to the problem INTRODUCTION TO
Research questions
MR Process MARKETING RESEARCH
Unproven statement or proposition (MR) Market Potential Research
about factor or phenomenon Market Share Research
Hypotheses
Market Characteristics Research
Specification of information needed
Problem Identification Research Sales Analysis Research
Forecasting Research
3. Research design formulation
Business Trends Research
4. Field work or data collection
Ex.: Lifestyle profiles (demography, media,
5. Data preparation and analysis and product image characteristics
Segmentation
6. Report preparation and presentation
Classification of MR Ex.: Package test, product positioning,
product modification, test marketing
Product Research
The role of MR
Ex.: pricing policies, initiating and
responding to price changes
Problem-Solving Research Pricing Research
Ex.: media decisions, evaluation of
advertising effectiveness
Promotion Research
Ex.: attitudes of channel members,
intensity of wholesale and resale coverage
Distribution Research
week 1 Introduction to Marketing Research.mmap - 04/04/2011 - Mindjet