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

Review Questions

  1. Explain why it's important to carefully define the problem or opportunity a marketing research study is designed to investigate.
  2. Describe the different types of problems that can occur when marketing research professionals develop questions for surveys.
  3. How does a probability sample differ from a nonprobability sample?
  4. What makes a marketing research study valid? What makes a marketing research study reliable?
  5. What sections should be included in a marketing research report? What is each section designed to do?