This website uses cookies to ensure you have the best experience. Learn more

Marketing Research Essay

1572 words - 7 pages

Learning Outcomes
Marketing Research & Communications (2)

On completion of this Lecture and Unit 9 of the text, you should be able
Define marketing research and understand the need for it
Describe the link between marketing research and decision-making
Understand the key roles of marketing research
Describe the challenges and limitations in marketing research
Understand key ethical considerations

UNIT 9 (P.95)
Marketing Research
Marketing Research

Lecture 9

Business Research Methods.

Your Dissertation is actually very similar a marketing research
Unit 9 1/17

Unit 9 2/17

Customer databases 1
Questionnaire Design, Sampling
...view middle of the document...

Unit 9 3/17



Martial Status
Living location


Frequency of travelling per month
Frequency of watching movie in cinema
Expenditure on wine
Use of technology
What kinds of mobile phone do you use?

Unit 9 4/17

The Integration of
Marketing Research 1

Customer databases 2
Customer databases are very important because of
the following reasons.
As a source of marketing intelligence
On customer purchase behaviour
Customer loyalty (length of relationship, value)
Customer response to marketing communications, new products,
price changes

Data Gathering

Includes information from other internal sources, such as:
sales, customer satisfaction, complaints, advertising spend,
previous promotional campaigns, previous research studies



Let me
you an

Still prevalent but now feeding the databases

As marketing decision support systems
creates an interactive system to assist in analysis of marketing
issues through:
modelling, trends, forecasts, statistical evaluation
real-time reports and critical incident alerts by computer

How do we
collect and
handle data ?

Survey &
Databases identify respondents and topics

Hard Copy
Unit 9 5/17



There is new term
to replace this in
Not Necessary now !!
Why ?

world it is

Credit cards, Octopus cards, online shopping, Internet from text in Wilson (2006) by McLeod 2010
surfing can all record our shopping behavior.
Unit 9 6/17

The Integration of
Marketing Research 2
In the past, surveys were used to get information on
customer behaviour, awareness levels, attitudes

Now, organisations often hold significant amounts of data on

In conducting market
research, marketing
information should
analyze the macro
as well as micro


Customer databases used
to identity potential respondents and topics for Marketing

Integrated approach often adopted
collection, recording, analysing and interpreting data
customer information, competitors and markets
IMR refers to the interrelationship between customer databases and marketing
research that allows organizations to combine or integrate the collection,
recording, analyzing and interpreting of information on customer , competitors
and markets. This integration has led to the development of the concept of
integrated Marketing Research (See Unit 9 P.95 )
Unit 9 P.95

A failure example : HKTV ?
Focused +
+ markets

Unit 9 7/17

What do we call this
kind of analysis ?
Unit 9 P.97

PESTLE Analysis (
(see slide 10)

Source: Jobber, D.
(2004), Principles
and Practices of
Marketing, McGrawHill, Berkshire

Unit 9 8/17...

Other Essays Like marketing research

Marketing Research Essay

2854 words - 12 pages Consumer’s willingness to purchase Camel Milk February 29 2016 Amrit Raj MS15A004 Anushi Jain MS15A007 Rahul A Ahuja MS15A040 Ramandeep Kaur MS15A042 Vakul Gupta MS15A063 An evidence based research Consumer’s willingness to purchase Camel Milk- An Evidence Based Study 2 | P a g e LITERATURE REVIEW Camel milk as a Super-food: Camel milk has been declared as a super food and shows various benefits. The advent of camel milk can

Scope of Marketing Research Essay

1080 words - 5 pages #. Elaborate on the relevance and scope of Marketing Research in supplementing and complementing the marketing activities in accomplishing the marketing goals of a firm. Solution : Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer

Tom's Marketing Research

597 words - 3 pages of a new country-market. You would need to use material from published sources to conduct your research. The task is to study the decisions or proposed decisions made during the planning and execution stages of the firm’s international marketing strategies and to critically analyse these decisions using the concepts learnt during this course. The conceptual material in the course, therefore, should form the basis of your analysis and explanations

Marketing Research Case Study

1121 words - 5 pages Marketing Research Case Study: Sperry/MacLennan Architects and Planners Introduction Marketing Research can be designed for many scenarios. It is often referenced in existing companies to understand how clients purchase their product, competition or how to best communicate with the audience. This type of research is also necessary in a successful world-wide expansion as it provides a company with a blue print of how to grow. This paper will

Coca Cola Marketing Research

3376 words - 14 pages Fall/Winter 2013 13BMKT17H | Marketing Research | 13BMKT17H | Marketing Research | Module Leaders: Dr Aida Nakhla Ms Ahella El Saban Module Leaders: Dr Aida Nakhla Ms Ahella El Saban Table of Contents Introduction……………………………………………………………………… Section 1: Problem Recognition………………………………………….. 1.1-Problem Recognition…………………………………………………………… 1.2- New Coke Problem Recognition……………………………….……….. 1.3- Critical Analysis on

Use Marketing Research for Marketing Planning

687 words - 3 pages Marketing Strategies Introduction A recent meeting has just taken place for the marketing department at Kirklees College and they have identified some key pieces of research within Kirklees College. They have enlisted someone to figure out some SMART targets to help improve the figures that have been identified. A SMART target means Specific, Measurable, Achievable, Reliable and Time Worthy. The first key point that they have found out is “The

Marketing Research on Red Bull

667 words - 3 pages Running head: MARKETING RESEARCH ON RED BULL Marketing Research on Red Bull Products Gina Hernandez Herzing University Marketing Research on Red Bull Products Red Bull wants to conduct research on how consumers would react to a proposed new vitamin-enriched water drink sold under the Red Bull name. Red Bull currently dominates the worldwide energy drink water. The proposed research

Marketing Research and Promotional Message

696 words - 3 pages Marketing Research & Promotional Message Introduction Research is vital when evaluating, or targeting a specific group of consumers. I will be discussing the different facets of a consumer group consisting of teenagers. Teenagers have specific needs, perceptions, and attitudes that require a creative marketing strategy to deliver an effective communication message. I will be discussing how teenager’s needs, perceptions, and attitudes are

Kudler Fine Foods Marketing Research

1237 words - 5 pages Kudler Fine Foods Marketing Research Shakila Fryer MKT/421 r12 University of Phoenix May 11, 2012 Kudler Fine Foods Marketing Research Developing an effective marketing strategy is very important for Kudler Fine Foods (KFF) to succeed in today’s changing economy. To create an effective marketing strategy, careful research of competitor intelligence and future economic growth is applied to eliminate barriers in expanding services and

Marketing Research - Kudler Fine Foods

1245 words - 5 pages Marketing Research of Kudler Fine Foods In 1998, Kathy Kudler founded Kudler Fine Foods (KFF); two years after growing the branding of KFF Kathy invested in the expansion of building a second location (Apollo Group, 2011). Historically the grocery retailer expanded to three stores within five years. Kudler Fine Foods is a family-oriented neighborhood food retailer operating in Southern California (San Diego), 30

Marketing Research -- Kudler Fine Foods - MKT 421

1122 words - 5 pages Marketing Research................3Kudler Food's and Marketing Research.............3Competitive Intelligence............5Conclusion............6References...........8Marketing ResearchIt is important for any business to consider their positioning before moving forward with plans to change their marketing strategy or tactics. Innovation will not pay off for a company that has not found a successful positioning within its market. "Consumers are

Related Papers

Marketing Research Essay

1167 words - 5 pages Marketing Research Nick Thakurani July 29, 2012 MKT/421 Mrs. Stephanie Burns Kudler Fine Foods is a high-end specialty food store located in the San Diego metropolitan area. The have three locations: La Jolla, Del Mar and Encinitas. All these locations are beautifully designed boasting an 8000 square feet space in fashionable shopping centers. Kudler Fine Foods is currently looking into improving and possibly expanding

Marketing Research Essay

1153 words - 5 pages Marketing Research Kudler Fine Food’s is an upscale gourmet food store located in the San Diego metropolitan area and has three locations. Each store is stocked with the finest bakery, meats, produce, cheese and dairy products, and many domestic and imported wines (Kudler Fine Foods). This composition will discuss the importance of marketing research in the development of Kudler Fine Foods marketing strategy and tactics, and will identify the

Marketing Research Essay 652 Words

652 words - 3 pages disappointed, but still loved golf and wanted to earn his living by being somehow involved in the sports. He decided to use his earnings to create a Golf Center in Harrisonburg. Brian and his associate wanted to assess the validity of his business idea so he contacted the Shenandoah Valley Small Business Development Center which was housed at James Madison University. He met with the marketing research professor and students to produce a list of research

Marketing Research Essay 1740 Words

1740 words - 7 pages . People are affected by outside influence on purchases, for example: they buy products from apple to connect and socialize with their people around them. They are motivated by the social and relational needs, because they need to stay in touch with community. They start their information research (internal- reading articles, reviews, etc.; and external-word of mouth), compare goods with competitors and make their final decision. After this, past