1. Role of Marketing Research
Chapter 1

2. The Task of Marketing Management
Product
Price
Target
Market
Promotion
Placement

3. The Marketing Environment
Economic
Environment
Political/Legal
Environment
Marketing
Mix
Competitive
Environment
Environment
Social
Technological
Environment
Environment
Natural

4. Definition of Marketing Research
Marketing research is the firm’s formal communication link with the environment.
Marketing Research is the “function which links the consumer, customer, and public to the marketer through information

5. Definition of Marketing Research
Information is used to:
opportunities and problems;
generate marketing actions (PLANNING)
refine and evaluate marketing actions (PROBLEM SOLVING) and
monitor marketing performance (CONTROL)

6. Marketing Areas Research Can Help EXERCISE
Planning
Problem Solving
Evaluation and Control

7. EXERCISE What are the Problem Solving Market Research Examples?
Product
Price
Place
Promotion

8. Cases that involve the following can benefit from marketing research
Advertising & promotion effectiveness          
Agent performance          
Best effort evaluation                    
Dealer performance          
Distributor performance                    
Market size & growth          
New product opportunity          
Pricing                    
Strategy

9. Could marketing research be used to investigate the following? How?
Which brand name projects the image we want for our product?
What kinds of firms use our services?
What is the most effective trade promotion program?
What is our reputation with government regulatory agencies?

10. How might each of these organizations use marketing research?
An outdoor advertising firm
A local bank
A dairy farm
An athletic department
A nature conservation group
An alternative rock band
A steel manufacturer
The Food and Drug Administration
A movie theater
A university
A direct seller of cosmetics
A hospital

11. Other Important Sources of Market Intelligence
Sales personnel
Customer service personnel
Customer complaints
Web site activity

12. Who Does Marketing Research?
Producers of Products and Services
Advertising Agencies
Marketing Research Companies
Others

13. Necessary Skills for an Entry or Junior Level Marketing Research Position
Technical Skills
computer literacy
sample design
statistical analysis
numerical skills
Managerial Skills
oral presentation
written communications
people relations
project coordination

14. Why Study Marketing Research?
marketing researchers
smarter consumer
managers

15. Schools offering MS in Market Research
Mercy College - Dobbs Ferry, New York
Michigan State University, East Lansing, MI
University of Wisconsin–Madison - Madison, Wisconsin
Southern Illinois University Edwardsville, Edwardsville, Illinois
California State Polytechnic University Pomona, Pomona, CA
University of Georgia - Athens, Georgia
University of Texas at Arlington - Arlington, Texas

16. Schools offering MS in Market Research
Bentley University, Waltham, MA
Baruch College, City University of New York - New York City, New York
Clemson University - MS in Marketing, Clemson, South Carolina, South Carolina
Columbia University - New York City, New York
DePaul University - Chicago, Illinois
Fairleigh Dickinson University - New Jersey
International Institute of Market Research and Analytics (IIMRA), New York
Hofstra University - Hempstead, New York
Long Island University - Brooklyn, New York