1. MARKETING RESEARCH George Brown College Janet Haist

2. What is Marketing Research? Which of the following requires research? 1.What media patterns should we use? 2.What price should we charge? 3.What products do our competitors have? 4.What is our market share? 5.Do our customers like our product? 6.Where do our customers live?

3. Marketing Research Definition: Marketing research is the function which 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 understanding of marketing as a process. (American Marketing Association, 1987)

4. Parts of Research 1.Consumer /customer - who are they and how are their needs and wants met 2.Public – reputation and position in the public’s mind; stakeholders 3.Marketer – decision maker 4.Information- what is needed to make the decisions for the company

5. Marketing Research Not easy to define and is diverse Includes areas like: a) social research b) psychological research c) advertising research d) political polling e) analysis of historical data records

6. Who uses Marketing Research? Any organization needing information from the public They are: Marketing managers Product managers Media planner Educational institutions Political parties Government agencies

7. Marketing Research Companies 1.Statistics Canada – through census but through other agencies as well 2.Research Houses – Specialize in a particular area a) full service b) political polling c) panel data d) new products

8. Ethics in Marketing Research What are Ethics? General character or ideals of a character of a race or a group of people. Scribner-Bantam English Dictionary Ethics is conforming to the standards set by a profession. Scribner-Bantam English Dictionary