Marketing Research and Market Intelligence
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".
Steps in the Marketing Research Process
Learning Objective
- Describe the basic steps in the marketing research process and the purpose of each step.
The
basic steps used to conduct marketing research are shown in Figure 10.6
"Steps in the Marketing Research Process". Next, we discuss each step.
Figure 10.6 Steps in the Marketing Research Process
