chapter 7

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University of Toronto Scarborough
Management (MGM)
Ingrid L.Stefanovic

INTRODUCTION Some sources of marketing information flow throughout a company are like sales-force reports, accounting data and other internal statistics Marketing Research is the systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services o Links consumer to company o Specifies the information required to address issues, design the method for collecting data, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications Marketing research does NOT make the decision for managers it makes it easier for the manager to engage in decision making Two basic types of marketing research organizations that a firm may use o A full or partial service research supplier Full service firms handle all aspects of the research Partial service specializes in some activity o Syndicated Service Provides a standardized set of data on a regular basis to all who wish to buy it The types of Marketing Research studies that are conducted by the Gillette Company o Annual National Consumer Studies: determine what brand of razor and blade was used for the respondents last shave o National Brand Tracking Studies: track the use of razors and blades to monitor brand loyalty and brand switching tendencies over time o Annual Brand Awareness Studies: determine the share of mind Gillette products have o Consumer Use Tests: ensure that Gillette remains state of the art in the competitive arena. In the tests, consumers are asked to use a single variation of a product for an extended time and evaluate it o Continuous Retail Audits: provides top management with monthly market share data o Laboratory Research Studies: test performance of existing Gillette products and to help in the design of new products Marketing research helps define target markets The process of generating, analyzing, and transmitting the information is a core part of marketing research. THE MARKETING RESEARCH PROCESS Marketing Research in Action 5 Basic Steps in the marketing research process o Formulate the problem o Develop the research design
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