【正文】 eting Research Suppliers and Services 7) Selecting a Research Supplier 8) Careers in Marketing Research 13 Chapter Outline 9) The Role of Marketing Research in MIS and DSS 10) The Department Store Project 11) Marketing Research Associations Online 12) Summary 14 Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as: The function which links the consumer, the customer, and public to the marketer through INFORMATION 15 Used to identify and define market opportunities and problems Generate, refine, and evaluate marketing performance Monitor marketing performance Improve understanding of marketing as a process Redefining Marketing Research 16 Definition of Marketing Research Marketing research is the systematic and objective ? identification ? collection ? analysis ? dissemination ? and use of information for the purpose of improving decision making related to the ? identification and ? solution of problems and opportunities in marketing. 17 Market Research ? Specifies the information necessary to address these issues ? Manages and implements the data collection process ? Analyzes the results ? Communicates the findings and their implications 18 Classification of Marketing Research Problem Identification Research ? Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. Problem Solving Research ? Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research. 19 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 Segmentation Research Product Research Promotion Research Distribution Research Fig 110 Problem Solving Research ? Determine the basis of segmentation ? Establish market potential and responsiveness for various segments ? Select target markets ? Create lifestyle profiles: demography, media, and product image characteristics SEGMENTATION RESEARCH ? Test concept ? Determine optimal product design ? Package tests ? Product modification ? Brand positioning and repositioning ? Test marketing ? Control score tests PRODUCT RESEARCH Table 111 Problem Solving Research Table cont. PRICING RESEARCH ? Pricing policies ? Importance of price in brand selection ? Product line pricing ? Price elasticity of demand ? Initiating and responding to price changes $ALE PROMOTIONAL RESEARCH ? Optimal promotional budget ? Sales promotion relationship ? Optimal promotional mix ? Copy decisions ? Media decisions ? Creative advertising testing ? Evaluation of advertising effectiveness ? Claim substantiation % APR 112 Problem Solving Research Table cont. DISTRIBUTION RESEARCH Determine… ? Types of distribution ? Attitudes of channel members ? Intensity of wholesale resale coverage ? Channel margins ? Location of retail and wholesale outlets 113 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 114 The Role of Marketing Research Con