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Improve understanding
of marketing as a
process
© 2007 Prentice Hall 1-5
Definition of Marketing Research
Marketing research is the systematic and objective
▪ identification
▪ collection
▪ analysis
▪ dissemination
▪ and use of information
For the purpose of improving decision making related to the
▪ identification and
▪ solution of problems and opportunities in marketing.
Problem-Solving Research
■ Research undertaken to help solve specific marketing
Problem Problem-Solving
Identification Research Research
SEGMENTATION RESEARCH
▪ Determine the basis of segmentation
▪ Establish market potential and
responsiveness for various
PRODUCT RESEARCH
segments
▪ Test concept
▪ Select target markets
▪ Determine optimal product design
▪ Create lifestyle profiles:
demography, media, and ▪ Package tests
product image characteristics ▪ Product modification
▪ Brand positioning and repositioning
▪ Test marketing
Marketing Managers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control
Opportunity scan
Option generation
Solve Problem
Refine options
Decision
Client
Needs Find Seek Plan Act
Achieve Goal
MIS DSS
▪ Structured Problems
▪ Unstructured Problems
▪ Use of Reports
▪ Use of Models
▪ Rigid Structure
▪ User Friendly Interaction
▪ Information Displaying
▪ Adaptability
Restricted
▪ Can Improve Decision
▪ Can Improve Decision Making
Making by Using “What if”
by Clarifying Data
Analysis