1. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 1

2. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 2 RESEARCH

3. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 3 MARKETING  Is the performance of all activities necessary for the conceptions of pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives

4. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 4 MARKETING RESEARCH

5. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 5 WHAT IS MR?

6. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 6 WHAT IS MR?  The systematic and objective identification, collection, analysis, and dissemination of information that is undertake to improve decision making related to identifying and solving problems.

7. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 7 WHAT IS MR?  As a function that links the consumer, customer, and public to the marketer through information— information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing performance; and improve understanding of marketing as a process.

8. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 8 DEFINITION OF MR AMA def : Marketing research is a function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance, and improve the understanding of marketing as a process.

9. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 9 MARKETING RESEARCH PROCESS A set of six steps that defines the task to be accomplished in conducting a marketing research study.

10. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 10 MARKETING RESEARCH PROCESS Step 1: Defining the problem Step 2: Developing an approach to the problem Step 3: Formulating a research design Step 4: Doing field work or collecting data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report

11. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 11 PURPOSE OF MR The purpose of marketing research is to link the consumer to the marketer by providing information that can be used in making marketing decision. Marketing research should be used to ensure the firm is consumer oriented, but some firms do not use marketing research.

12. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 12 USES OF MR Identifying market opportunities and problems. Generate, refine, and evaluate potential marketing actions. Monitor marketing performance Improve marketing as a process

13. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 13 CHARACTERISTICS OF MR Basic or applied research  Basic (pure) research conducted to expand the knowledge, to verify the acceptability of a given theory, or to learn more about a certain concept.  Applied research is conducted when a decision must be made about a real-life problem. Marketing research is almost applied research.

14. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 14 CHARACTERISTICS OF MR Sometimes Inaccurate  Because MR attempts to predict human behavior, it is not foolproof in its predictions.  Example, the rise and fall of new coke: what’s the problem?

15. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 15 CHARACTERISTICS OF MR Shaped by budget and time constraints  MR are typically conducted under time and budget constraints

16. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 16 MR INDUSTRY Research Suppliers InternalExternal Full Service Syndicated Data Services Standardized Services Customized Services Online Research Services Limited Service Field Services Market Segment Specialists Sample Design and Distribution Services Data Analysis Services Specialized Research Technique Services

17. Overview of MR© Associate Professor Dr. Jamil Bojei, 2007Slide 17 RESEARCH AGENCIES IN MALAYSIA ACNielsen (M’sia) Sdn.Bhd – http://www.acnielsen.com.my http://www.acnielsen.com.my Department of statistics Malaysia – http://www.statistics.gov.my http://www.statistics.gov.my Orient Pacific Century – http://orientpacific.com http://orientpacific.com