caducs

• Peer Groups

  • Opinion leaders
  • Controllable Marketing Variables
  • Marketing Managers
  • Market segmentation
  • Marketing programmes
  • Performance and control
  • Exchange of values
  • Marketing Research Support
• Exchange of values

  • Consumers
  • Employees
  • Shareholders
  • Suppliers
• Marketing Research Support

  The role of marketing research within the marketing system
• Controllable Marketing Variables

  • Product
  • Pricing
  • Promotion
  • Distribution
• Marketers make judgments based on what they perceive to be prospective opportunities and challenges
• Steps in the Marketing Research Process

  • Problem Definition
  • Developing a Research Approach
• Malhotra et al 2017: 'Marketing research supports decision making through collecting, analyzing, and interpreting information to identify and solve marketing problems'
• Marketing Research

  • The function that links the consumer, customer, and public to the marketer through information used to identify and define marketing opportunities and problems
• American Marketing Association 2004: 'Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications'
• ESOMAR: 'Market research includes social and opinion research, it is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied sciences to gain insight or support decision making'
• Market Research is defined as a process that reports information that can be used to solve a marketing problem, such as determining price or identifying the most effective advertising media
• Marketing Research


  The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
• Market Research refers to applying marketing research to a specific market
• Academics almost exclusively undertake research with the goal of publishing in academic journals
• Practitioners' target group is the client, whose needs and standards include relevance, practicality, generalizability, and timeliness of insights. Journals, on the other hand, frequently emphasize methodological rigor and consistency
• Academic journals are often difficult to read and understand, while practitioner reports should be easy to read
• The Role of Marketing Research within the Marketing System

  Macroenvironmental Factors: Economy, Technology, Competitors, Legal and Political, Social and Demographic. Microenvironmental: Family