Marketing Research

2072 Words9 Pages
Name : Sua Shin Yao 15723

2. According to the Marketing Research Association(2000), Marketing Research is defined as follows: "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. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications. As a whole, marketing research is about
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The difficult part of establishing research objectives is the conflict that often exists between the value of information and the research budget. Since each piece of information has some cost associated with it, whether it is the cost of the account manager 's travel expenses or the cost of having an outside agency perform a telephone survey, each piece must be evaluated in terms of its value with respect to the needed decision.
Secondly is to developing the research plan for collecting information. This process call for determining the information needed, developing a plan for gathering it efficiently and presenting the research design to marketing management in the form of a plan. The plan outline sources of secondary data and spells out the specific research approaches, contact methods, sampling plans and instruments that researchers will use to gather primary data. Research objectives must be translated into specific information needs. Research process is establishing the need for marketing research information. The researcher must thoroughly understand why the information is needed. The manager is responsible for explaining the situation surrounding the request for information and establishing that the research information will assist in the decision-making process. Establishing the need for research information is a critical and difficult phase of the research process. Too often the importance of this initial step is overlooked,
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