文档介绍：Exploring Marketing Research William G. Zikmund
Chapter 1:
The Nature of
Marketing Research
Marketing Research Defined
Marketing research is defined as: the systematic and objective process of generating information for aid in making marketing decisions.
This process includes:
specifying what information is required;
designing the method for collecting information;
managing and implementing the collection of data;
analyzing the results; and
communicating the findings and their implications.
The Nature of Marketing Research
Marketing research is one of the principal tools for answering questions because it:
Links the consumer, customer, and public to the market through information used to identify and define marketing
Generates, refines, and evaluates marketing actions
Monitors marketing performance
Underlines the understanding of marketing as a process
INFORMATION REDUCES UNCERTAINTY
I don’t know if we should enter the Australian Market.
Copyright © 2000 by Harcourt, Inc. All rights reserved.
Marketing Research Types
Basic Research
Applied Research
Basic Research
Attempts to expand the limits of knowledge
Not directly involved in the solution to a pragmatic problem
Basic Research Example
Do consumers experience cognitive dissonance in low-involvement situations?
Applied Research
Conducted when a decision must be made about a specific real-life problem
Applied Research Example
Should McDonalds add Italian pasta dinners to its menu?
Marketing research told McDonald’s it should not?
Should McDonald’s add a “Whopper Stopper” burger to its menu?
The MBX is now being researched.
Scientific Method
The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions