【正文】 nal research ? Distribution research Refer to Table in the text for further details on each of these research areas Determine basis for segmentation Determine optimal product design Importance of price in brand selection Optimal promotional mix Attitudes of channel members Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 7 What is Marketing Research? ? Information and knowledge about the market environment are vital ? These are major keys to success ? Marketing research plays a role in not only marketing decision making but also in the broader business context Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 3 Chapter Objectives After reading this chapter you should be able to: ? Define marketing research from an applied orientation ? Understand the nature and scope of marketing research ? Understand the management purpose of using market research ? Explain the role of marketing research in business management decisionmaking Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 4 Chapter Objectives (continued) ? Consider the careers available in the market research industry ? Define the seven steps of the marketing research process ? List the key outputs in the research process ? Describe the activities involved in defining the management decision problem ? Explain why the management decision problem is the base on which marketing success is built Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 8 Defining Marketing Research ? Marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decisionmaking related to the identification and solution of problems and opportunities in marketing Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 12 The Central Role of Marketing Research The scope of marketing research is clearly seen in Fig Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 16 History of Marketing Research (continued) ? 19801990s was a period in which internal and external source of marketing information were integrated and used for marketing decision planning ? 19902023 was characterised by advanced technology in measurement activities ? 2023 and beyond belongs to electronic munications development as a means to collect consumer information Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 20 Fig : Market Research: Changing the Probability of Success Shaded area represents expected losses Unshaded area represents expected profits Expected overall project oute is bination of the shaded unshaded areas Research’s contribution seen in how it reduces the probability of a loss Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 24 MMIS VS DSS ? DSSs have evolved into an Executive Information System (EIS) which provides interactive decisionorientated business data directly to management by puter interface ?Unstructured Problems ?Use of Models ?User Friendly Interaction ?Adaptability ?Can Improve Decision Making by Using “What if” Analysis ?Structured Problems ?Use of Reports ?Rigid Structure ?Information Displaying Restricted ?Can Improve Decision Making by Clarifying Data MMIS DSS Fig Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 28 Marketing Research Problem Definition ? Includes: ? Consideration of the objectives theoretical foundations ? Specification of appropriate conceptual and analytical models ? Description of broad and specific ponents ? Hypotheses delineation ? Factors that affect scope of research design ? List of all information required ? Clarification of research questions Requires researchers to use their marketing, social and business theories Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 32 Data Preparation and Analysis ? Includes: ? Checking ? Editing ? Coding ? Transcription ? Verification ? Data cleaning Data preparation is concerned with having a plete set of valid data whilst data analysis gives meaning to the data Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e 169。 2023 Pearson Education Australia 36 The Research Process with Feedback and Clarificatio