Marketing Research

GSM5210

Lecture 1

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 Recall Marketing Plan

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 Definition of 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; and improve 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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 Role of Marketing Research
Customer Groups
• Consumers
• Employees
• Shareholders
Controllable • Suppliers
Uncontrollable
Marketing Environmental
Variables Factors

•Product Marketing •Economy

•Pricing •Technology
Research
•Promotion •Laws & Regulations
•Distribution •Social & Cultural Factors
•Political Factors
Assessing Providing Marketing
Information Information Decision
Needs Making

Marketing Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
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A Classification of Marketing Research
Marketing Research

Problem Identification Research Problem Solving Research

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A Classification of Marketing Research
Marketing Research

Problem Identification Research Problem Solving Research

Market Potential Research

Market Share Research

Market Characteristics Research

Sales Analysis Research

Forecasting Research

Business Trends Research

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A Classification of Marketing Research
Marketing Research

Problem Identification Research Problem Solving Research

Market Potential Research Segmentation Research

Market Share Research Product Research

Market Characteristics Research Promotion Research

Sales Analysis Research Distribution Research

Forecasting Research

Business Trends Research

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 Marketing Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation
Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis
Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

• Past Information and Forecasts

• Resources and Constraints
• Objectives
• Buyer Behaviour
• Legal Environment
• Economic Environment
• Marketing and Technological Skills
 Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Management Decision Problem Marketing Research Problem

Should a new product be introduced? To determine consumer preferences and purchase

intentions for the proposed new product.
 Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Management Decision Problem Marketing Research Problem

Should a new product be introduced? To determine consumer preferences and purchase

intentions for the proposed new product.

Should the advertising campaign be changed?

 Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Management Decision Problem Marketing Research Problem

Should a new product be introduced? To determine consumer preferences and purchase

intentions for the proposed new product.

Should the advertising campaign be changed? To determine the effectiveness of the current
advertising campaign.
 Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Management Decision Problem Marketing Research Problem

Should a new product be introduced? To determine consumer preferences and purchase

intentions for the proposed new product.

Should the advertising campaign be changed? To determine the effectiveness of the current
advertising campaign.

Should the price of the brand be increased?

 Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Management Decision Problem Marketing Research Problem

Should a new product be introduced? To determine consumer preferences and purchase

intentions for the proposed new product.

Should the advertising campaign be changed? To determine the effectiveness of the current
advertising campaign.

Should the price of the brand be increased? To determine the price elasticity of demand and the
impact on sales and profits of various levels of price
changes.
 Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Broad Statement

Specific Components
 Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Broad Statement

How to respond to new competitors?

Specific Components
 Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Broad Statement How to improve profit margin and market share?

Specific Components
 Marketing Research Process:
Step 1 – Problem Definition
Tasks Involved
Discussion Interviews
with with Secondary Qualitative
Decision Maker(s) Experts Data Research
Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Broad Statement How to improve profit margin and market share?

Increase the price of the existing brand.

Introduce 2 new brands – 1 priced match to the
Specific Components competitor; 1 priced to undercut it.
 Cases for Assignment

• Landmarks Berhad
• London Biscuits Berhad
• NTPM Berhad
• Kuwait Finance House
• Tune Protect Group Berhad
• Karex Berhad
• KPJ Healthcare Berhad
• Media Prima Berhad

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