Mkt. Survey
What is a customer database?
Definition of marketing? Matching organisational resources with environment opportunities
The tactical role of marketing research is to
make more informed marketing decisions provide relevant information to business managers determine information needs
Marketing management information systems
gather internal and external information on a continuous basis
The marketing research process involves
6 stages
1- mdp 2- mrp 3-ro(research objectives) 4-marketing research design formulation 5- fieldwork or data collection 6- data preparation or analysis 7- report preparation and presentation
Marketing research is broadly concerned with the application of theories, problem solving methods, and techniques to the identification and solution of problems in marketing.
Defining the management decision problem requires the market researcher to
describe the reasons why the research is being conducted
and mrp:
The MRP is a broad and comprehensive description of the information required to make the management decision
The MRP should:
Guide the researcher towards all information needed to address the management decision problem Assist the researcher in formulating the specific research objectives Suggest possible ways the data could be collected (the research design)
Management Decision Problem (MDP) What the decision maker (DM) needs to do Action oriented (decisions)
Marketing Research Problem (MRP) What information is needed and how that information can be obtained effectively and efficiently? Information oriented
ceed@corptech
Desk research requires the market researcher to
examine internal company records, the information available from published sources and the Internet
Organisational objectives are best specified in
quantitative terms
Definition of marketing? Matching organisational resources with environment opportunities
The tactical role of marketing research is to
make more informed marketing decisions provide relevant information to business managers determine information needs
Marketing management information systems
gather internal and external information on a continuous basis
The marketing research process involves
6 stages
1- mdp 2- mrp 3-ro(research objectives) 4-marketing research design formulation 5- fieldwork or data collection 6- data preparation or analysis 7- report preparation and presentation
Marketing research is broadly concerned with the application of theories, problem solving methods, and techniques to the identification and solution of problems in marketing.
Defining the management decision problem requires the market researcher to
describe the reasons why the research is being conducted
and mrp:
The MRP is a broad and comprehensive description of the information required to make the management decision
The MRP should:
Guide the researcher towards all information needed to address the management decision problem Assist the researcher in formulating the specific research objectives Suggest possible ways the data could be collected (the research design)
Management Decision Problem (MDP) What the decision maker (DM) needs to do Action oriented (decisions)
Marketing Research Problem (MRP) What information is needed and how that information can be obtained effectively and efficiently? Information oriented
ceed@corptech
Desk research requires the market researcher to
examine internal company records, the information available from published sources and the Internet
Organisational objectives are best specified in
quantitative terms