Marketing Research: Marketing Management

Question 1

Marketing Research

Answer 1

Marketing research can be defined as the systematic collection, analysis and interpretation of information about all marketing problems by means or recognised scientific methods to provide information that marketing management can use in the decision making process

Question 2

The marketing information system (MIS)

Answer 2

The marketing information system (MIS) is the tool of choice for marketing managers.

Question 3

The aim of the MIS

Answer 3

The aim of the MIS is to make relevant, useful and timeous information available to marketing management on a continuous basis and in so doing, reduce the risk of making the wrong decisions.

Question 4

The MIS consists of four subsystems of which marketing research is one.

Answer 4

• When you study this section in the prescribed book, make sure that you understand each of the four components of an MIS and that you can explain how they all work together.

Question 5

The above-mentioned definition depicts marketing research as a systematic process which starts with problem definition and ends with the reporting of this information to management. The process can be described as a sequence of steps as outlined below:

Answer 5

step 1 – define the problem or opportunity
step 2 – formulate hypotheses
step 3 – determine the objectives
step 4 – determine the data needs
step 5 – select a method to collect primary ta
step 6 – design the questionnaire
step 7 – devise the sampling plan
step 8 – select, train and control interviewers
step 9 – conduct fieldwork
step 10 – process the data
step 11 – communicate the information to the decisionmaker