Marketing Research: From Data to Information to Action

1
Marketing Research From Data to Information to
Action

• Chapter 1

2
What is Marketing Research?

• The systematic and objective process of
  generating information to aid in making marketing
  decisions.
• Examples

Source wetranslate.yolasite.com
3
Marketing Research

• Marketing Mix
• Product
• Price
• Place
• Promotion
• External Environment

Source http//www.dotcomweavers.com
4
Who Does Marketing Research?

• Producers of Products Services
• Why?
• Ad Agencies
• Market Research Companies
• Syndicated research
• Custom-designed research

Source http//marketingmunch.com
5
Market Research Process
6
Marketing Research Ethics

• Definition
• Good Marketing Research should be
• Unbiased
• Truthful
• Advocacy Research
• Sugging