Problem identification research -- research that is undertaking to help identify problems and are not necessarily apparent on the surface and yet exist or are likely to arise in the future
problem-solving research -- research undertaken to help solve specific marketing problems
marketing research process -- a set of six steps that defines the tasks to be accomplished in conducting a marketing research study. These include:
- problem definition
- development of an approach to the problem
- research design formulation
- fieldwork
- data preparation and analysis
- report preparation and presentation.
external suppliers -- outside marketing research companies hired to supply marketing research data
full service suppliers -- companies that offer the full range of marketing research activities
syndicated services -- companies that collect and sell common pools of data designed to serve information needs shared by a number of clients
standardize services -- companies that use standardized procedures to provide marketing research to various clients
customized services -- companies that tailor the research procedures to best meet the needs of each client
Internet services -- companies that have specialized in conducting marketing research on the Internet
Limited service suppliers -- companies that specialize in one or a few phases of the marketing research project
Field services -- companies whose primary service offering is their expertise in collecting data for research projects
coding and data entry services -- companies whose primary service offering is their expertise in converting completed surveys or interviews into a usable database for conducting statistical analysis
analytical services -- companies that provide guidance in the development of the research design
data analysis services -- firms whose primary service is to conduct statistical analysis of quantitative data
branded marketing research products -- specialized data collection and analysis procedures developed to address specific types of marketing research problems
marketing information system (MIS) -- a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision-makers on an ongoing basis
decision support systems (DSS) -- information systems that enable decision-makers to interact directly with both databases and analysis models. The important components of a DSS include hardware and a communications network, database, model-based, software base, and DSS users (decision-makers)
Marketing research involves the identification, collection, analysis, dissemination, and use of information. It is a systematic and objective process designed to identify and solve marketing problems. The us, marketing research can be classified as problem identification research and problem solving research. The marketing research process consists of six steps that must be followed systematically. The role of marketing research is to access information needs and provide relevant information in order to improve marketing decision making.
Marketing research may be conducted internally or may be purchased from external suppliers referred to as the marketing research industry. Full service suppliers provide the entire range of marketing research services from problem definition to report preparation and presentation. The services provided by the suppliers can be classified as syndicated, standardize, customized, or Internet services. Limited service suppliers specialize in one or a few phrases of the marketing research project. Services offered by the suppliers can be classified as field services, coding and data entry, data analysis, analytical services, or branded products.
Due to the need for marketing research, attractive career opportunities are available with marketing research firms, businesses and nonbusiness firms, agencies with marketing research departments, and advertising agencies. Information obtained using marketing research becomes an integral part of the MIS and DSS. Marketing research contributes to the DSS by providing research data to the database, marketing models and analytical techniques to the model base, and specialized marketing research programs to software base. International marketing research is much more complex than domestic research as a researcher must consider the environment prevailing in the international markets that are being researched.
The ethical issues in marketing research involve four stakeholders:
the marketing researcher
the client
the respondent
the public.
The Internet and micro computers can be used at every step of the marketing research process.
