1. Section 28.2 Types, Trends, and Limitations of Marketing Research
Marketing Essentials
n Chapter 28 Marketing Research
Section Types, Trends, and Limitations of Marketing Research

2. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
What You'll Learn
Four important areas of marketing research
The important trends affecting marketing research
The limitations of marketing research

3. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Why It's Important
Sometimes more than one type of research is needed to solve a particular problem. In addition, data collected from one research study can often be used to solve other business problems related to marketing. This section will introduce you to the major types of marketing research, the latest trends, and the limitations of marketing research.

4. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Key Terms
attitude research
market research
media research
product research
test research

5. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Types of Marketing Research
The type of marketing research businesses conduct depends on the problem that they are trying to solve. Some of the most significant areas of research are:
attitude research
market research
media research
product research

6. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Attitude Research
Attitude research, also known as opinion research, is research designed to obtain information on how people feel about certain products, ideas, or companies.
Example: The Gallup Organization conducts opinion research polls on politics, elections, business and the economy, social issues, and public policy.

7. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Market Research
Market research involves the systematic gathering, recording, analyzing, and presentation of information related to marketing goods and services. It uses market analysis—the study of particular consumer and industrial markets—to obtain data about the size, location, and make-up of the market for a product.
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8. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Market Research
Sales forecasting is an effort to estimate the future sales of a product.
Economic forecasting is an attempt to predict future economic conditions. Most businesses rely on government data to predict economic conditions and to adjust their business activities depending on the economic outlook.
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9. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Media Research
Media research focuses on issues of media selection and frequency. It measures the effectiveness of the advertising message and media placement. Media research is done on:
print media
broadcast media
online media

10. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Researching Print Advertisements
The effectiveness of a printed advertising message can be tested on its recall, communication, and persuasive abilities. Several different techniques are used, including:
reader surveys
consumer panels

11. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
TV Ratings
Advertisers who prepare television advertisements are interested in TV ratings. What information can TV ratings provide for a television advertiser?

12. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Researching Online Advertising
As online advertising increases in popularity, researchers have developed marketing research techniques for online copy testing. Techniques include:
using a mock environment similar to traditional copy testing
live testing in an interactive environment
tracking ad recall and copy effectiveness
evaluating Web site elements that attract users

13. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Product Research
Product research centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products.

14. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
New Product Acceptance
Product tests are a way of measuring new product acceptance. Techniques include:
having consumers try a product and give their opinions
providing samples
test marketing by placing a new product in a selected geographic area
having a product rating board

15. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Existing Product Research
Satisfaction questionnaires and interviews gather information about existing products and services.
Industrial satisfaction surveys focus upon products and services utilized by business and manufacturing firms.
Customer satisfaction surveys provide data for businesses regarding retail customer attitudes toward existing products and services.

16. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Trends in Marketing Research
The nature and scope of marketing research are rapidly changing to keep pace with a changing marketplace. In the face of global competition, research that measures product quality and consumer satisfaction is the fastest growing form of marketing research.

17. Types, Trends, and Limitations of Marketing Research
SECTION 28.2
Types, Trends, and Limitations of Marketing Research
Limitations of Marketing Research
Marketing research information is used to help businesses make sound business decisions, however it is limited by the following factors:
the company's budget
time
quickly changing customer preferences

18. Reviewing Key Terms and Concepts
ASSESSMENT
28.2
Reviewing Key Terms and Concepts
1. What are the four major areas of marketing research?
2. What is the difference between sales and economic forecasting?
3. What is test marketing?
4. List at least four trends facing marketing researchers today.
5. What are two limitations of marketing research?

19. ASSESSMENT Thinking Critically 28.2
Should every type of business engage in marketing research? Why or why not?

20. Graphic Organizer 28.2 Types of Marketing Research
Product
Research
Attitude
Research
Media
Research
Market
Research
New Product Acceptance
Existing Product Research
Researching
Print Advertisements
Researching
Broadcast Media
Researching
Online Advertising
Sales
Forecasting
Economic
Forecasting

21. Marketing Essentials
End of Section 28.2