• Is the function that links the consumer, customer, and public to the marketeer through information. This is used in making marketing decision.
• The function of marketing research is to provide information that will assist market managers in recognising and reacting to marketing opportunities and problems.
THE MARKETING RESEARCH PROCESS
• Defining the problem and setting objectives
• Developing the research plan
• Implementing the research plan involves collecting, processing, and analysing the desired information
• Interpreting the findings.
KINDS OF QUESTIONS MARKETING RESEARCH CAN HELP ANSWER
• For Planning
– What kinds of people buy our product? (What kind of people attend to our club’s game or matches? (Where do they live?, How much do they earn?,
– Are the markets for our products increasing or decreasing? Are there promising markets that we have not yet reached?
– Are the channels of distribution for our products changing? Are new types of marketing institutions likely to evolve
Problem Solving
• Product
– Which of various product designs is likely to be the most successful?
– What kind of packaging should we use?
• Price
– What price should be charge for our products?
– As production costs decline, should we lower our prices or try to develop higher quality products?
Problem Solving
• Place
– Where and by whom, should our products be sold?
– What kinds of incentives should we offer the trade to push our products?
• Promotion
– How much should we spend on promotion? How should it be allocated to products and to geographic areas?
– What combination of media (newspaper, radio, television, magazines etc.) should we use?
CONTROL
• What is our market share overall? In each geographic area? By each customer type?
• Are customer satsified with our products? How is our record for service? Are there many returns?
• How does public perceive our company? What is our reputation with the trade?
What kinds of people attend Club X’s soccer games?
• Deductive-Inductive
• Goal (Description- explanation-prediction-control)
• Selection-Instrument(survey,IV,DV)
• Analysis
• Sharing- distribution