The Pros And Cons Of Marketing Research

Today, marketing research managers must fully take into account the marketing research process and marketing ethics while conducting their research. According to Brown (2014), the marketing research process is the process of gathering and interpreting data for use in developing, implementing, and monitoring the firm’s marketing plans; whereas marketing ethics are the principles, values, and standards of conduct followed by marketers. To stress the importance of both the marketing research process and ethics, I will apply the principles of each one to a different scenario.

M1: Explain, with examples, how different market research methods are appropriate to assist different marketing situations. Looking back at the market research methods that could be used to collect information, methods such as questionnaires/ survey, observation, focus groups, experimentation, internet, website monitoring etc. I am going to select 3 primary and 3 secondary methods of research from the ones I have written about. I have chosen 3 primary researches which are: •

P3: Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans.

Everyone needs to eat, but how we obtain our sustenance varies. Many procure their food by going to their local grocery store, corner market, or even the farmer’s stands and co-ops; while others may hunt, gather, or grow a garden. There is a variety of methods and locations to buy food, however, a large majority of the U.S. purchases their weekly, monthly, and sometimes daily groceries from chain supermarkets or grocery stores. An observational comparison analysis of two chain grocery markets that are considered vastly different lead to some striking similarities as well as some stark contrasts.

In this paper we will discuss the process used in marketing research planning. There are eight steps to take in this process, identifying the problem, creation of the research design, choosing the method of research, selection of the sampling procedure, collection of data, analysis of the data, writing and presenting the report, and follow up. These steps will insure that the data collected answered the right problem and is useful to the client.

Review the determining dimensions—market by market—and name (nickname) each one based on the relative importance of the determining dimensions (and aided by your description of the customer

Experiment research- for gathering causal information. Experimental research tries to explain cause-and-effect relationships. Experiment research associates with choosing matched groups of subjects, giving them different treatments, controlling unrelated factors, and checking for differences in group responses. Observation research- Gathers primary data by observing ongoing behavior and situations. Observation research can reveal information that people are unwilling or unable to provide in surveys or experiments. Survey research- is the approach best suited for gathering descriptive information. If a company wants to know about people 's

Marketing is an area that affects the companies greatly. Marketing can change how people see a brand, it can create a positive or negative perspective of the brand that is why marketers need to be careful how they launch new advertisements and promotions. Many thinks that marketing has a big deal with ethical issues which most of the companies try to get rid of these problems because they would like to be more transparent and more appealing to the customers, but this is not the case for all the companies because as we can see when we check the internet we get bombarded with a lot of advertisements that we do not even have an interest on them. However, many researchers found ethical issues with marketing, one area that researches found the greatest problem is when marketers survey people to find if they are interested with the brand or their products. Akaah and colleagues state on their research, “In an effort to meet the client’s need for accurate and reliable data, a researcher might be less than candid with respondents about the intent of a research study in order to avoid biasing their responses.”

When looking to add a new product to the market, traditionally five steps occur in marketing research and lead to marketing actions. Of these five steps, step number three covers the collection of marketing data. Marketing data can be collected through either primary research or secondary research. The goal of this assignment is to describe both primary and secondary research, provide examples of each and determine how the author’s organization could benefit from each. The author will begin with a description of primary marketing research.

a. What was the marketing problem/opportunity/issue addressed? Give a brief description of the company and its products.

Market research is the process of collecting and analyzing information from target markets in order to solve a variety of marketing problems. Market research will allow increased sales on a current product or testing the feasibility of a new product in a potential market. Thus, a market research will be conducted to find different needs targeted consumers have, so that a product or service can be created or improved to satisfy consumers ' needs.

Marketing research is “the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.” (Kerin, Hartley, & Rudelius, 2015) Marketers use marketing research to improve and reduce the risk of marketing decisions.

One of the critical elements of the marketing research is the test market. For the Ajax pot pie there would be a combination of both quantitative and qualitative research done. This decision is based on the fact the methods are most beneficial when used together. According to Essentials of Marketing Research, qualitative research is research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement. The focus is on discovering true inner meaning and new insights. Quantitative research is marketing research that addresses research objectives through empirical assessments that involve numerical measurement and analysis. Because qualitative research is less structured, I would use this research method first.

This research aims at finding out basic research methods, principles and techniques in order to present them in a seminar entitled “The Role of Research in Marketing” that is going to be organized on 20 August 2010. For this reason, this study will collect data and information regarding research methods, principles and techniques from various sources, especially secondary sources. In this regard, this study taken into account various postulations made so far by the researchers, theorists and scholars.

In today’s marketing environment, which changes rapidly, companies are enforced to adjust their business strategy to please their customers. Adjustment of business strategy is complex desire, especially to those firms which try to offer to their customers more, better and different products or services. Hence, we can see marketing problem, which will be defined through problematic questions: