Podcast
Questions and Answers
What is the main purpose of marketing research?
What is the main purpose of marketing research?
- To collect, analyze, and interpret information for decision making (correct)
- To promote products and services
- To conduct market surveys
- To increase brand recognition
What is one of the objectives of marketing research?
What is one of the objectives of marketing research?
- Increasing social media presence
- Understanding the nature and scope of marketing research (correct)
- Creating new advertising campaigns
- Expanding market share
What is the impact of technology on the marketing research industry?
What is the impact of technology on the marketing research industry?
- Primarily influencing traditional advertising methods
- Mainly affecting customer service
- Significant impact on data collection and analysis (correct)
- No impact at all
What do marketers do when they identify potential opportunities and problems?
What do marketers do when they identify potential opportunities and problems?
What are the types of research suppliers discussed in the text?
What are the types of research suppliers discussed in the text?
What skills will researchers need to succeed in the future of marketing research?
What skills will researchers need to succeed in the future of marketing research?
What is the role of marketing research in supporting the marketing decision maker?
What is the role of marketing research in supporting the marketing decision maker?
According to ESOMAR, what is the definition of market research?
According to ESOMAR, what is the definition of market research?
What is the core function of marketing research according to the American Marketing Association?
What is the core function of marketing research according to the American Marketing Association?
What are the distinct characteristics that marketers base their 'vision' of target markets on?
What are the distinct characteristics that marketers base their 'vision' of target markets on?
What helps the marketing manager link the marketing variables with their environment and customer groups?
What helps the marketing manager link the marketing variables with their environment and customer groups?
What does marketing research specify according to the definition by AMA?
What does marketing research specify according to the definition by AMA?
Which forces affect the marketers’ ability to deliver experiences that will satisfy their chosen target markets?
Which forces affect the marketers’ ability to deliver experiences that will satisfy their chosen target markets?
What is the role of the researcher in supporting the marketing decision maker according to the text?
What is the role of the researcher in supporting the marketing decision maker according to the text?
What is not revealed to the user of information without explicit consent according to ESOMAR's definition on Market Research?
What is not revealed to the user of information without explicit consent according to ESOMAR's definition on Market Research?
Flashcards are hidden until you start studying
Study Notes
Marketing Research Objectives
- The main purpose of marketing research is to provide insights that support marketing decisions.
- One of the objectives of marketing research is to identify potential opportunities and problems.
Impact of Technology
- Technology has a significant impact on the marketing research industry.
Role of Marketing Research
- Marketing research supports the marketing decision maker by providing insights to inform decisions.
- According to the American Marketing Association, the core function of marketing research is to link the organization to its market.
Types of Research Suppliers
- The text discusses different types of research suppliers, including internal suppliers, external suppliers, and syndicated research firms.
Skills for Researchers
- To succeed in the future of marketing research, researchers will need skills such as data analysis, technical skills, and business acumen.
Definition of Market Research
- According to ESOMAR, market research is the objective collection and analysis of data about a particular market, competitors, or consumers.
Target Markets
- Marketers base their 'vision' of target markets on characteristics such as demographic, geographic, and behavioral variables.
Marketing Variables
- Marketing research helps the marketing manager link the marketing variables (4 Ps: product, price, promotion, place) with their environment and customer groups.
Role of the Researcher
- The researcher supports the marketing decision maker by providing insights and data to inform decisions.
Privacy
- According to ESOMAR's definition of market research, personal data shall not be revealed to the user of information without explicit consent.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
