MARKETING RESEARCH

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                                  What is every management about?

What do managers need for these activities?

                                  Information -processing behavior

1. information determination

2. information acquisition  + processing

3. information dissemination

4. information utilization

5. (marketing) performance



MARKETING RESEARCH -- definition

Marketing research is the function which links the consumer, customer and public to the marketer
through the information -- information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and
improve our understanding of marketing as a process.



                                  MARKETING RESEARCH -- definition

Marketing research is the function which links the

consumer, customer and public to the marketer

 through the information -- information used to

 identify and define marketing opportunities and

 problems; generate, refine, and evaluate marketing

 actions; monitor marketing performance; and

 improve our understanding of marketing as a

 process.



                                    MARKETING INFORMATION SYSTEM
                               (or Marketing decision support system)

 =   internal databases + marketing research + information analysis + gathering and asssortment of
marketing information

                                   STAGES IN THE RESEARCH PROCESS

        



*      I. Formulate problem and research objectives:

     1.  initial decision problem

     2. redefined as research questions

     3. redefined as research hypothesis

     4. research objectives

*      II. research design:

    methods, procedures -- sampling, schedule, budget, persons

           exploratory, descriptive, casual design



*      III. and  IV. Data collection models and forms:

-      primary and secondary data

-      methods and techniques for collecting the data: survey, observation and experiment...



V. sampling and collecting the data:

-      defining the target population -- census or sample



-      VI. Analyzing and interpreting the data: