Marketing Research and Information Systems
Marketing Research and
Information Systems
[pic]
I.M. Crawford
FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS
Rome, 1997
This publication has previously been issued as
ISBN 92-851-1005-3 by the FAO Regional Office for Africa.
Produced by: Agriculture and Consumer Protection
This is one of a series of four texts on marketing and agribusiness prepared by an FAO project for use in universities and colleges teaching agricultural marketing, agribusiness and business studies. This text, Marketing research and information systems, reviews the role of marketing research and the techniques used to undertake market research, including questionnaire design and sampling and writing of a research report. The principal components of a marketing information system and the use of marketing research information in decision-making are discussed.
Table of Contents
Chapter 1: The Role Of Marketing Research 1
Chapter 2: Secondary Sources Of Information 15
Chapter 3: Levels Of Measurement And Scaling 22
Chapter 4: Questionnaire Design 33
Chapter 5: Personal Interviews 43
Chapter 6: Experimentation 57
Chapter 7: Sampling In Marketing Research 69
Chapter 9: Marketing Information Systems 86
Appendix A: Writing The Research Report 95
Glossary Of Marketing Terms 98
Chapter 1: The Role Of Marketing Research
In essence, management is about decision making. Decision is invariably surrounded by uncertainties and, therefore, risks. Marketing research is charged with helping to reduce such uncertainties, "...but will never remove it. At best, marketing research will increase the probability that the decisions which management has to take will help attain the organisation 's marketing objectives.
Chapter Objectives
The objectives of this chapter are to:
• Define the role of marketing research in decision making
• Outline the contents of a research
Information Systems
[pic]
I.M. Crawford
FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS
Rome, 1997
This publication has previously been issued as
ISBN 92-851-1005-3 by the FAO Regional Office for Africa.
Produced by: Agriculture and Consumer Protection
This is one of a series of four texts on marketing and agribusiness prepared by an FAO project for use in universities and colleges teaching agricultural marketing, agribusiness and business studies. This text, Marketing research and information systems, reviews the role of marketing research and the techniques used to undertake market research, including questionnaire design and sampling and writing of a research report. The principal components of a marketing information system and the use of marketing research information in decision-making are discussed.
Table of Contents
Chapter 1: The Role Of Marketing Research 1
Chapter 2: Secondary Sources Of Information 15
Chapter 3: Levels Of Measurement And Scaling 22
Chapter 4: Questionnaire Design 33
Chapter 5: Personal Interviews 43
Chapter 6: Experimentation 57
Chapter 7: Sampling In Marketing Research 69
Chapter 9: Marketing Information Systems 86
Appendix A: Writing The Research Report 95
Glossary Of Marketing Terms 98
Chapter 1: The Role Of Marketing Research
In essence, management is about decision making. Decision is invariably surrounded by uncertainties and, therefore, risks. Marketing research is charged with helping to reduce such uncertainties, "...but will never remove it. At best, marketing research will increase the probability that the decisions which management has to take will help attain the organisation 's marketing objectives.
Chapter Objectives
The objectives of this chapter are to:
• Define the role of marketing research in decision making
• Outline the contents of a research
References: 1. Kotler, P., (1988) Marketing Management: Analysis Planning and Control, Prentice-Hall p. 102. 2. Agnilar, F.. (1967) Scanning The Business Environment, Macmillan, New York, p.47.