Marketing Research and Market Intelligence
Completion requirements
Read this chapter. The American Marketing Association defines marketing research this way: "Marketing research is the function that links the consumer, customer, 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. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, and analyzes and communicates the findings and their implications".
Discussion Questions
Activities
- In this activity, you will conduct a survey using either
Zoomerang.com or SurveyMonkey.com. Divide into groups of four people.
Each group should do the following:
- Choose a food-service
establishment on or near your campus. Then create a ten-question survey
designed to gauge how satisfied customers are with the establishment's
food and service.
- Decide how you will deliver the
questionnaire you've created. Choose a sampling frame, or list of people
from which you will draw your sample.
- Administer the survey.
After you have collected the results, analyze them and write a research
report with the sections outlined in the chapter.
- Contact
the owner or manager of the establishment, and present him or her with
the findings. If your research is helpful to the manager, who knows? It
might earn you a free meal or at least some money-off coupons.
- Choose a food-service
establishment on or near your campus. Then create a ten-question survey
designed to gauge how satisfied customers are with the establishment's
food and service.
- Would you like to own an all-electric car? Do you think there is a
viable market for such a product? Team up into small groups of three or
four people. As a team, use secondary data to research the viability of
selling electric cars profitably. Utilize some of the sources mentioned
in the chapter. Try to determine the population of electric-car buyers.
Lastly, write a research report based on your findings. Each group
should present its findings to the class. Do the findings differ from
group to group? If so, why?