The Scope of Marketing Research

Question 1

The American Markting Association (AMA)

Answer 1

“Marketing research is the function that links the consumer 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.”

Question 2

Aim of research

Answer 2

Selling your product

Question 3

Modern struggle in research

Answer 3

We have more data than we can cope with > “big data”

Question 4

Importance of marketing insights

Answer 4

Generating insights 
(how and why we observe certain effects and changes in the marketplace)

Question 5

Who does marketing research?

Answer 5

o	Marketing departments in big firms
o	Everyone at small firms
o	Syndicated-service research firms
o	Custom marketing research firms
o	Specialty-line mark. research firms
o	Research conducted at small companies

Question 6

How you do basic research?

Answer 6

Define the problem and research objectives; most important.

Develop the research plan, collecting information is the most expensive and time-consuming step.

Question 7

Overcoming barriers to the use of marketing research - Meaning

Answer 7

Many companies still fail to use it sufficiently or correctly. This is in need to be fixed

Question 8

Basic scopes of marketing research

Answer 8

• the AMA
• Important marketing insights
• Who does marketing insights
• Overcome barriers to the use of MR

Question 9

Research conducted at small companies

Answer 9

• engage students/professors
• use internet
• check out rivals
• tap partner expertise
• tap employee creativity