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Reading 3: Marketing Research - Coggle Diagram
Reading 3: Marketing Research
THE ROLE OF MARKETING RESEARCH
collection and analysis of information about markets, organisations and people
research needs to be embedded within an organisation
what are the strategic corporate goals?
what information is needed to achieve them?
what research is needed to deliver information?
who will use it and how?
did the information make a difference?
THE PROCESS OF MARKETING RESEARCH
refining the research design
main research collection
exploratory research
analysis and interpretation
research planning
reporting of findings
must obtain data from relevant samples
must design appropriate questions or measures
TYPES OF DATA COLLECTION
secondary research
marketing intelligence
primary research
quantitative data
marketing research
qualitative data
organisational records
ETHICS AND MARKETING RESEARCH
privacy
distortion of findings in companies own interests
guidelines and codes developed
UK’s MRS’s Code of Conduct
AMA’s Code of Ethics
Canadian Marketing Association’s Code of Ethics
MARKETING RESEARCH IN SMALL BUSINESSES AND NON-PROFIT ORGANISATIONS
can make use of secondary data
limitations and potential bias need to be recognised
marketing research can still be done
