Mkt. Survey

What is a customer database?

Definition of marketing?
 Matching organisational resources with environment opportunities

The tactical role of marketing research is to

make more informed marketing decisions provide relevant information to business managers determine information needs

Marketing management information systems

gather internal and external information on a continuous basis

The marketing research process involves

6 stages

1- mdp 2- mrp 3-ro(research objectives) 4-marketing research design formulation 5- fieldwork or data collection 6- data preparation or analysis 7- report preparation and presentation

Marketing research is broadly concerned with the application of theories, problem solving methods, and techniques to the identification and solution of problems in marketing.

Defining the management decision problem requires the market researcher to

describe the reasons why the research is being conducted

and mrp:

 The MRP is a broad and comprehensive description of the information required to make the management decision
 The MRP should:
 Guide the researcher towards all information needed to address the management decision problem  Assist the researcher in formulating the specific research objectives  Suggest possible ways the data could be collected (the research design)

Management Decision Problem (MDP) What the decision maker (DM) needs to do Action oriented (decisions)
Marketing Research Problem (MRP)
What information is needed and how that information can be obtained effectively and efficiently? Information oriented

ceed@corptech

Desk research requires the market researcher to

examine internal company records, the information available from published sources and the Internet

Organisational objectives are best specified in

quantitative terms