Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 1

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 2

RESEARCH

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MARKETING

Is the performance of all activities necessary for theconceptions of pricing, promotion and distributionof ideas, goods and services to create exchanges thatsatisfy individuals and organizational objectives

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 4

MARKETING RESEARCH

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WHAT IS MR?

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WHAT IS MR?

The systematic and objective identification,collection, analysis, and dissemination ofinformation that is undertake to improve decisionmaking related to identifying and solving problems.

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WHAT IS MR?

As a function that links the consumer, customer, andpublic to the marketer through information—information used to identify and define marketingopportunities and problems; generate, refine, andevaluate marketing performance; and improveunderstanding of marketing as a process.

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 8

DEFINITION OF MR

• AMA def : Marketing research is a function thatlinks the consumer, customer, and public to themarketer through information—informationused to identify and define marketingopportunities and problems; generate, refine,and evaluate marketing actions; monitormarketing performance, and improve theunderstanding of marketing as a process.

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 9

MARKETING RESEARCHPROCESS

• A set of six steps that defines the task to beaccomplished in conducting a marketingresearch study.

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MARKETING RESEARCHPROCESS

• Step 1: Defining the problem

• Step 2: Developing an approach to the problem

• Step 3: Formulating a research design

• Step 4: Doing field work or collecting data

• Step 5: Preparing and Analyzing Data

• Step 6: Preparing and Presenting the Report

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PURPOSE OF MR

• The purpose of marketing research is to link theconsumer to the marketer by providinginformation that can be used in makingmarketing decision.

• Marketing research should be used to ensure thefirm is consumer oriented, but some firms donot use marketing research.

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USES OF MR

• Identifying market opportunities and problems.

• Generate, refine, and evaluate potentialmarketing actions.

• Monitor marketing performance

• Improve marketing as a process

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CHARACTERISTICS OF MR

• Basic or applied research

Basic (pure) research conducted to expand theknowledge, to verify the acceptability of a giventheory, or to learn more about a certain concept.

Applied research is conducted when a decisionmust be made about a real-life problem. Marketingresearch is almost applied research.

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 14

CHARACTERISTICS OF MR

• Sometimes Inaccurate

Because MR attempts to predict human behavior, itis not foolproof in its predictions.

Example, the rise and fall of new coke: what’s theproblem?

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 15

CHARACTERISTICS OF MR

• Shaped by budget and time constraints

MR are typically conducted under time and budgetconstraints

Overview of MR © Associate Professor Dr. Jamil Bojei, 2014 Slide 16

MR INDUSTRYResearch Suppliers

Internal External

Full Service Limited Service

Syndicated Data Services

Standardized Services

Customized Services

Online Research Services

Field Services

Market Segment Specialists

Sample Design andDistribution Services

Data Analysis Services

Specialized ResearchTechnique Services

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RESEARCH AGENCIES INMALAYSIA

• ACNielsen (M’sia) Sdn.Bhd –http://www.acnielsen.com.my

• Department of statistics Malaysia –http://www.statistics.gov.my

• Orient Pacific Century –http://orientpacific.com