Download - Market Research Introduction
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Do you shop?Where do you shop?
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How do you get the best
bargain in your shopping trip?
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oose t e est eaIn your own opinion, which of
the following represent:1 = cheapest 4 = most
expensiveNTUC NTUC COLD STORAGE Yumtrade.com
PANTENE
HAIRFALL
CONTROL
SHAMPOOSIZE: 500ML
PRICE: $8.95
PANTENE
HAIRFALL
CONTROL
SHAMPOOSIZE:700ML
PRICE:
$7.65
PANTENE
HAIRFALL
CONTROL
SHAMPOOSIZE:750ML
PRICE: $12.80
Pantene Hairfall
control
SHAMPOO
SIZE:750MLPRICE$10.00
? ? ? ?
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NTUC NTUC COLD STORAGE Yumtrade.com
PANTENE
HAIRFALL
CONTROL
SHAMPOO
SIZE: 500MLPRICE: $8.95
PANTENE
HAIRFALL
CONTROL
SHAMPOO
SIZE:700MLPRICE:
$7.65
PANTENE
HAIRFALL
CONTROL
SHAMPOO
SIZE:750MLPRICE: $12.80
Pantene Hairfall
control
SHAMPOO
SIZE:750ML
PRICE$10.00
4 1 3 2
$17.90 / litre $10.92/litre $17.07/litre $13.30/litre
The best deal is?
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Why study marketing research?
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What is marketing research?Marketing research is the function that links the consumer,
customer, and public to the marketer through information--
information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; andimprove understanding of marketing as a process. Marketing
research specifies the information required to address these
issues, designs the method for collecting information,
manages and implements the data collection process,analyzes the results, and communicates the findings and their
implications. (Approved October 2004)
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Summary of definition YOUR
6 best friends:1. Who? consumer, customer, public, & marketer;
2. What? information; specifies information needed
to address issues
3. Why? identify and define marketing opportunities
& problems4. Where? - Generate, refine and evaluate marketing
actions
5. When? monitor marketing performance, improve
understanding of marketing process6. How? design the method for collecting
information, manages and implements data collection
process, analyzes results and present findings & their
implications (report writing and presentation)
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Types of Marketing Research
Primary
QualitativeResearch
Focus Groups orgroup interviews
QuantitativeResearch
Surveys
Secondary
Internal Sources
Internal sales data
External Sources
Research agencies or
Trade sources
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Overview of Market Research Industry
Market Research Agencies Principal / Marketing ResearchFunction
-Boutique research agencies
-Local & regional researchagencies
- Global research agencies
- Branding and media agencies
Marketing research within
marketing department /
corporate planning
Marketing intelligence
Market research skills in the
marketing function
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Career Prospects
Research agencies Business function Further education
-Client and accountservicing
- Marketing Research
Executive
- Research Analysts /
officer
- Field Asst/Executive
- Project Executive
-Data processor
-Corporate PlanningExecutive
- Marketing Research
Executive
- Marketing
Intelligence Executive
-Sales Department
-Category
Management
-Bachelors degree
-Masters degree
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Ethics in Marketing Research
~the system of moral principles~
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Important Market research
organizations
Market research society of Singapore
http://www.mrssingapore.org.sg/
European Society for Opinion and MarketingResearch
http://www.esomar.org/
Market Research Terms - GMIhttp://www.marketresearchterms.com/
http://www.mrssingapore.org.sg/http://www.esomar.org/http://www.esomar.org/http://www.mrssingapore.org.sg/