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Chapter 24 .docx

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University of Calgary
Management Studies
MGST 391
Ahmad Ali Sohrabi

Chapter 24 : Marketing Research Marketing Research Marketing Research: “It is the objective gathering, recording, and analyzing of all facts about problems relating to the transfer and sales of goods and services from producer to consumer or user” Marketing research helps in a. Regulating systems b. Reducing risks c. Decision making Types of Marketing Research: Market research: Study and analysis of  Characteristics of market  Market share  Market trends  Sales forecasting for all products  Market potential for existing products  Likely demand for new products Product research:  Comparative study between competitive products  Studies into packaging and design  Forecasting new uses for existing products  Customer acceptance of proposed new products  Development of new product lines  Test marketing Price research:  Analysis of elasticity of demand  Analysis of cost and profit margins  Effect of change in credit policy on demand  Customers’ perception of price and quality Place (Distribution) research:  The location and design of distribution centers  Analyzing the packaging for transportation and shelving  Cost of different methods of transportation and warehousing  Dealer supply requirements  Dealer advertisement requirements Promotion research:  Analyzing the effectiveness of sales force  Analyzing the effectiveness of advertising on sales demand  Establishing sales territories Research procedure: The marketing research process consists of following steps: 1. Defining the problem 2. Designing the research (basis of research objectives) 3. Collection of data 4. Analysis of data (Pre and Post testing etc) 5. Presentation of report 6. Management decision Defining the problem and designing the research After the problem has been defined carefully, the manager and researcher must set the research objectives. Collection of data (Research work) Marketing Research data comprises of  Primary Data (Field search)  Secondary Data (Desk Search) Researchers usually start from secondary data. 1. Collecting secondary data: (Desk research) Secondary data collection is information that is neither direct nor specific. Sources of secondary data: Internal databases: (i.e. MkIS) Advantages Disadvantages Quick access Incomplete Cheaper Wrong form Regular & Reliable Ages quickly Confidentiality Not expert External sources:  Information about Competitors (annual reports, press releases, web pages, business publications, advertisements etc.)  Analyzing competing products  Rival companies’ personnel (executives, engineers, sales force, purchasing agents)  T
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