The document provides an overview of marketing research and the marketing research process. It discusses defining the problem and research objectives, developing a research plan including determining data needs and sources, collecting both primary and secondary data using various qualitative and quantitative techniques, and interpreting and reporting findings to key decision makers. The goal of marketing research is to provide systematic and useful information to address marketing problems and support effective business decisions.

8. Key Marketing Research Activities INVESTIGATION EXPERIMENTATION DECISIONS CONTROL DECISIONS INVESTIGATION EXPERIMENTATION CONTROL

10. Sales by rep/product Effectiveness of selling techniques Elasticity factors Price bands Marginal costing Product design Benefits offered Packaging Test marketing Media effectiveness Type of copy Channel members Location studios Logistics Sales Research Pricing Research Product Research Promotion Research Distribution Research £ Marketing environment research P.E.S.T Competitor research No. of size strengths and weaknesses Scope of marketing research Customer profile Needs and wants Buyer behaviour Market segment Size and trends Brand shares Demand factors Customer research Market research

12. Define the problem and determine the research objectives. Decide on information needed, data sources, contact methods and sampling plans. Who, where, when and what time frame the data is to be collected. Data storage and retrieval using a marketing information system. Presentation to key management decision makers together with conclusions and recommendations Research brief Research plan Information needs Data sources Methodology Sampling Collection of data Analysis and evaluation Interpreting and presenting the findings 1. 2. 3. 4. 5.

17. SECONDARY DATA SOURCES Reports of individual firms Professional bodies, trade associations Trade publications Reports/research papers from institutes/universities etc Other sources Secondary data Internal External *Sales reports *Distribution costs and prices/inventory records *Production schedules /quality reports *Finance/revenues/ profits *Advertising expenditures etc Commercial Nielsen, BRMB etc Indexes Guides Directories etc Industry sources Government sources Government information Census Reports