Marketing Research HBL

HABIB BANK LIMITED
Marketing Research and Data Gathering
2011
MARKETING RESEARCH AND DATA GATHERING
PROJECT ADVISOR:
Mr. Saleem Sadiqi
SUBMITTED BY:
Saliha saeed BBA (Hons) Session 2008-2012
DATE: August 4, 2011
Department Of Management Sciences
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A Report Submitted to the Habib Bank Limited In partial fulfillment of the requirements for the Internship Bachelor of Science In Business Administration By Saliha Saeed
The Islamia University of Bahawalpur
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Acknowledgements: I
truly acknowledge the cooperation and help make by Mr. Hanif Malik, Senior Branch Manager of Habib Bank Grain market Branch. He has been a constant source of guidance throughout the course of this project. I would also like to thank Mr. Azhar Nadeem, Operation manager and Mr. Azizullah khan, Credit manager of Habib Bank Grain market branch for their help and guidance in understanding how to gather data about market research. I also would like to thank to my friends and family whose silent support led me to complete this project
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Contents
Executive Summary:...................................................................................................................................... 7 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. What is marketing? ............................................................................................................................... 8 Earlier approaches of marketing: ........................................................................................................ 10 Contemporary Approaches of Marketing: .......................................................................................... 11 What is marketing research? .............................................................................................................. 13 Difference between marketing research and market research:............................................................ 14 Basic Types of marketing research: .................................................................................................... 15 Role of marketing research (MR): ....................................................................................................... 16 Marketing Research Characteristics: .................................................................................................. 17 Comparison with other forms of Business Research: ......................................................................... 17 Classification of marketing research: .............................................................................................. 18 Some other Types of marketing research: ...................................................................................... 20 Marketing Research Methods:........................................................................................................ 22 Business to Business Market Research: .......................................................................................... 23 Marketing research in small businesses and nonprofit organizations: .......................................... 24 International Marketing Research plan ........................................................................................... 24 Commonly used Marketing Research Terms: ................................................................................. 25 Selecting a Research Supplier: ........................................................................................................ 25 Careers in Marketing Research: ...................................................................................................... 26 Career Ladder in Marketing Research: ........................................................................................... 27 The Backbone of Market Research: ................................................................................................ 28 Data collection: ....................................................................................................................... 29 Types of data collection: ......................................................................................................... 30
20.1. 20.2. 21.
Research Data Gathering Techniques: ............................................................................................ 30 Experiment: ............................................................................................................................. 30 Strengths of Experiment: .................................................................................................... 31 Weaknesses of Experiment: ................................................................................................ 31 Survey:..................................................................................................................................... 32 Page 5
21.1. 21.1.1. 21.1.2. 21.2.

21.2.1. 21.2.2. 21.3. 21.3.1. 21.3.2. 21.4. 21.4.1. 21.4.2. Strengths of Survey: ............................................................................................................ 33 Weaknesses of Survey: ....................................................................................................... 33 Archival Research: ................................................................................................................... 34 Strengths of Archival Research:.......................................................................................... 36 Weaknesses of Archival Research:...................................................................................... 36 Participation Observation: ...................................................................................................... 38 Strengths of participation Observation: ............................................................................. 38 Weaknesses of Participation Observation: .......................................................................... 38
Conclusion: .................................................................................................................................................. 40 References: ................................................................................................................................................. 41
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Executive Summary:
The purpose of this report is to know the importance of marketing research and how to gather data about it. Because of dynamic changes companies need to evaluate these changes in market in order to cope up with the varying demands of the customers. Market research is a key tool for making marketing and management decisions. This report reveals the fact that Running or starting a business without conducting regular, relevant market research is a major management mistake. It's like packing for a holiday without checking the weather conditions at your holiday destination are feasible for you or not. This report emphasizes the importance of marketing research that all business plans should be based on appropriate and accurate market research. In this report we will discuss different types of market research like qualitative, quantitative, descriptive, exploratory, predictive and Conclusive research. We will also discuss role of marketing research, what the methods of it are and what the careers are in marketing research. As the report goes on we will discuss data collection (backbone of marketing research) types and techniques of data gathering like experiments, survey, archival data collection and participative data research technique. At the last we will discuss the strengths and weaknesses of these techniques.
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1. What is marketing?
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably. A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value. In this context, marketing is defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage." Browne (2010) reveals that supermarkets intensively research and study consumer behaviour, spending millions of dollars. Their aim is to make sure that shoppers leave spending much more that they originally planned. Choice examined the theory of trolley logy finding that many
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shoppers instinctively look to the right when theyre in the supermarket. Supermarkets prey on this biological trait by positioning many expensive impulse buying products to the right of the checkout. These products consist of the latest DVDs, magazines, chocolates, expensive batteries and other tempting products that wouldnt normally be thought of. Supermarkets move products around to confuse shoppers; the entry point is another marketing tactic. Consumer psychologist Dr. Paul Harrison (cited in Browne, 2010) states that supermarkets are constantly using different methodologies of selling. One method is performing regular overhauls changing the locations of products all around to break habitual shopping, and break your budget. Harrison also contends that people who are shopping in a counter clockwise direction are likely to spend more money than people shopping in a clockwise direction. Consumer psychologists (cited in Browne, 2010) reported that most people write with their right hand, thus it is a biological trait that people have the tendency of veering to the right when shopping, it is understood that supermarkets capitalize on this fact. Found on the capturing righthand side are usually appealing products that a shopper might impulsively e.g. an umbrella when the weather is dull.
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2. Earlier approaches of marketing:
The marketing orientation evolved from earlier orientations, namely, the production orientation, the product orientation and the selling orientation. Western European Description timeframe A firm focusing on a production orientation specializes in producing as much as possible of a given product or service. Thus, this signifies a firm exploiting economies of scale until Production Production until methods 1950s the the minimum efficient scale is reached. A production orientation may be deployed when a high demand for a product or service exists, coupled with a good certainty that consumer tastes will not rapidly alter (similar to the sales orientation). A firm employing a product orientation is chiefly concerned until 1960s the with the quality of its own product. A firm would also assume that as long as its product was of a high standard, people would buy and consume the product. A firm using a sales orientation focuses primarily on the selling/promotion of a particular product, and not determining new consumer desires as such. Consequently, this entails Selling Selling methods 1950s and simply selling an already existing product, and using 1960s promotion techniques to attain the highest sales possible. Such an orientation may suit scenarios in which a firm holds dead stock, or otherwise sells a product that is in high demand, with little likelihood of changes in consumer tastes that would
Orientation
Profit driver
Quality of Product the product
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diminish demand. The 'marketing orientation' is perhaps the most common orientation used in contemporary marketing. It involves a firm Needs and 1970 Marketing wants of present to essentially basing its marketing plans around the marketing concept, and thus supplying products to suit new consumer tastes. As an example, a firm would employ market research to gauge consumer desires, use R&D to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure persons know the product exists.
customers day
3. Contemporary Approaches of Marketing:

Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution and social marketing with focus on benefits to society. New forms of marketing also use the internet and are therefore called internet marketing or more generally e-marketing, online marketing, search engine marketing, desktop advertising or affiliate marketing. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.
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Orientation
Profit driver
Western European Description timeframe
Relationship marketing / Relationship management
Building and keeping good customer relations In this context, marketing takes place between 1980s to businesses or organizations. The product focus lies on industrial goods or capital goods rather than consumer products or end products. Different forms of marketing activities, such as promotion, advertising and 1960s present day to Emphasis is placed on the whole relationship between suppliers and customers. The aim is to provide the best possible customer service and build customer loyalty.
Business marketing / Industrial marketing
Building and keeping
relationships present between organizations day
communication to the customer are used. Similar characteristics as marketing orientation but with the added proviso that there will be a curtailment of any harmful activities to society, in product, production, or selling methods. to In this context, "branding" is the main company philosophy and marketing is considered an instrument of branding philosophy.
Social marketing
Benefit society
to
1990s present day
to
1980s Branding Brand value present day
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4. What is marketing research?

Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and attain information from suppliers. Marketing researchers use statistical methods such as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations, frequency distributions, Poisson distributions, binomial distributions, etc. to interpret their findings and convert data into information. The marketing research process spans a number of stages, including the definition of a problem, development of a research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information. 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 method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications." Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes. Marketing research is often partitioned into two sets of categorical pairs, either by target market:
Consumer marketing research, and

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Business-to-business (B2B) marketing research
Or, alternatively, by methodological approach:

Qualitative marketing research, and Quantitative marketing research
Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923. Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.
5. Difference between marketing research and market research:

A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.
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6. Basic Types of marketing research:
Marketing research, as a sub-set aspect of marketing activities, can be divided into the following parts:
Primary research (also known as field research), which involves the conduction and compilation of research for a specific purpose.
Secondary research (also referred to as desk research), initially conducted for one purpose, but often used to support another purpose or end goal.
By these definitions, an example of primary research would be market research conducted into health foods, which is used solely to ascertain the needs/wants of the target market for health foods. Secondary research in this case would be research pertaining to health foods, but used by a firm wishing to develop an unrelated product. Primary research is often expensive to prepare, collect and interpret from data to information. Nevertheless, while secondary research is relatively inexpensive, it often can become outdated and outmoded, given that it is used for a purpose other than the one for which it was intended. Primary research can also be broken down into quantitative research and qualitative research, which, as the terms suggest, pertain to numerical and non-numerical research methods and techniques, respectively. The appropriateness of each mode of research depends on whether data can be quantified (quantitative research), or whether subjective, non-numeric or abstract concepts are required to be studied (qualitative research). There also exist additional modes of marketing research, which are:

Exploratory research, pertaining to research that investigates an assumption. Descriptive research, which, as the term suggests, describes "what is". Predictive research, meaning research conducted to predict a future occurrence. Conclusive research, for the purpose of deriving a conclusion via a research process
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7. Role of marketing research (MR):
The task of marketing research (MR) is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment. Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers. Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model:
The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the
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objectives and constraints. Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to select the best alternative based on chosen criteria or measures of success. Then a detailed plan to implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated.
8. Marketing Research Characteristics:

First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The motto of every researcher should be, "Find it and tell it like it is." The objective nature of marketing research underscores the importance of ethical considerations.
9. Comparison with other forms of Business Research:

Other forms of business research include:
Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment (see environmental scanning). Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts
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usually carry out the research and provide the results to investment advisors and potential investors.
Product research - This looks at what products can be produced with available technology, and what new product innovations near-future technology can develop (see new product development).
Advertising research - is a specialized form of marketing research conducted to improve the efficacy of advertising. Copy testing, also known as "pre-testing," is a form of customized research that predicts in-market performance of an ad before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ads flow of attention and flow of emotion.
10.
Classification of marketing research:
Organizations engage in marketing research for two reasons: (1) To identify and (2) solve marketing problems. This distinction serves as a basis for classifying marketing research into problem identification research and problem solving research. Problem identification research is undertaken to help identify problems which are, perhaps, not apparent on the surface and yet exist or are likely to company image, market characteristics, sales analysis, short-range forecasting, long range forecasting, and business trends research. Research of this type provides information about the marketing environment and helps diagnose a problem. For example, the findings of problem solving research are used in making decisions which will solve specific marketing problems. Standardized services are research studies conducted for different client firms but in a standard way. For example, procedures for measuring advertising effectiveness have been standardized so that the results can be compared across studies and evaluative norms can be established. The Starch Readership Survey is the most widely used service for evaluating print advertisements;
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another well-known service is the Gallup and Robinson Magazine Impact Studies. These services are also sold on a syndicated basis.
Customized services offer a wide variety of marketing research services customized to suit a client's specific needs. Each marketing research project is treated uniquely.
Limited-service suppliers specialize in one or a few phases of the marketing research project. Services offered by such suppliers are classified as field services, coding and data entry, data analysis, analytical services, and branded products. Field services collect data through mail, personal, or telephone interviewing, and firms that specialize in interviewing are called field service organizations. These organizations may range from small proprietary organizations which operate locally to large multinational organizations with WATS line interviewing facilities. Some organizations maintain extensive interviewing facilities across the country for interviewing shoppers in malls.
Coding and data entry services include editing completed questionnaires, developing a coding scheme, and transcribing the data on to diskettes or magnetic tapes for input into the computer. NRC Data Systems provides such services.
Analytical services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and other aspects of the research design. Some complex marketing research projects require knowledge of sophisticated procedures, including specialized experimental designs, and analytical techniques such as conjoint analysis and multidimensional scaling. This kind of expertise can be obtained from firms and consultants specializing in analytical services.
Data analysis services are offered by firms, also known as tab houses that specialize in computer analysis of quantitative data such as those obtained in large surveys. Initially most data analysis firms supplied only tabulations (frequency counts) and cross tabulations (frequency counts that describe two or more variables simultaneously). With the proliferation of software, many firms now have the capability to analyze their own data, but, data analysis firms are still in demand.
Branded marketing research products and services are specialized data collection and analysis procedures developed to address specific types of marketing research problems.
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These procedures are patented, given brand names, and marketed like any other branded product.
11.
Some other Types of marketing research:
Marketing research techniques come in many forms, including:
Ad Tracking periodic or continuous in-market research to monitor a brands performance using measures such as brand awareness, brand preference, and product usage. (Young, 2005)
Advertising Research used to predict copy testing or track the efficacy of advertisements for any medium, measured by the ads ability to get attention (measured with Attention Tracking), communicate the message, build the brands image, and motivate the consumer to purchase the product or service. (Young, 2005)
Brand equity research - how favorably do consumers view the brand? Brand association research - what do consumers associate with the brand? Brand attribute research - what are the key traits that describe the brand promise? Brand name testing - what do consumers feel about the names of the products? Commercial eye tracking research - examine advertisements, package designs, websites, etc. by analyzing visual behavior of the consumer
Concept testing - to test the acceptance of a concept by target consumers Cool hunting - to make observations and predictions in changes of new or existing cultural trends in areas such as fashion, music, films, television, youth culture and lifestyle
Buyer decision processes research - to determine what motivates people to buy and what decision-making process they use Copy testing predicts in-market performance of an ad before it airs by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ads flow of attention and flow of emotion. (Young, p 213)
Customer satisfaction research - quantitative or qualitative studies that yields an understanding of a customer's of satisfaction with a transaction
Demand estimation - to determine the approximate level of demand for the product
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Distribution channel audits - to assess distributors and retailers attitudes toward a product, brand, or company
Internet strategic intelligence - searching for customer opinions in the Internet: chats, forums, web pages, blogs... where people express freely about their experiences with products, becoming strong "opinion formers"
Marketing effectiveness and analytics - Building models and measuring results to determine the effectiveness of individual marketing activities.
Mystery Consumer or Mystery shopping - An employee or representative of the market research firm anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitors' products.
Positioning research - how does the target market see the brand relative to competitors? What does the brand stand for?
Price elasticity testing - to determine how sensitive customers are to price changes Sales forecasting - to determine the expected level of sales given the level of demand. With respect to other factors like Advertising expenditure, sales promotion etc.
Segmentation research - to determine the demographic, psychographic, and behavioral characteristics of potential buyers
Online panel - a group of individual who accepted to respond to marketing research online Store audit - to measure the sales of a product or product line at a statistically selected store sample in order to determine market share, or to determine whether a retail store provides adequate service
Test marketing - a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market
Viral Marketing Research - refers to marketing research designed to estimate the probability that specific communications will be transmitted throughout an individual's Social Network. Estimates of Social Networking Potential (SNP) are combined with estimates of selling effectiveness to estimate ROI on specific combinations of messages and media.
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All of these forms of marketing research can be classified as either problem-identification research or as problem-solving research. There are two main sources of data - primary and secondary. Primary research is conducted from scratch. It is original and collected to solve the problem in hand. Secondary research already exists since it has been collected for other purposes. It is conducted on data published previously and usually by someone else. Secondary research costs far less than primary research, but seldom comes in a form that exactly meets the needs of the researcher. A similar distinction exists between exploratory research and conclusive research. Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Conclusive research draws conclusions: the results of the study can be generalized to the whole population. Exploratory research is conducted to explore a problem to get some basic idea about the solution at the preliminary stages of research. It may serve as the input to conclusive research. Exploratory research information is collected by focus group interviews, reviewing literature or books, discussing with experts, etc. This is unstructured and qualitative in nature. If a secondary source of data is unable to serve the purpose, a convenience sample of small size can be collected. Conclusive research is conducted to draw some conclusion about the problem. It is essentially, structured and quantitative research, and the output of this research is the input to management information systems (MIS). Exploratory research is also conducted to simplify the findings of the conclusive or descriptive research, if the findings are very hard to interpret for the marketing managers.
12.
Marketing Research Methods:
Methodologically, marketing research uses the following types of research designs:[6] Based on questioning:
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Qualitative marketing research - generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques
Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnaires. Techniques include choice modeling, maximum difference preference scaling, and covariance analysis.
Based on observations:
Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectional (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces. See also Ethnography and Observational techniques.
Experimental techniques -, by nature quantitative, the researcher creates a quasiartificial environment to try to control spurious factors, then manipulates at least one of the variables - examples include purchase laboratories and test markets
Researchers often use more than one research design. They may start with secondary research to get background information, and then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-wide survey (quantitative research design) in order to devise specific recommendations for the client.
13.
Business to Business Market Research:

Business to business (B2B) research is inevitably more complicated than consumer research. The researchers need to know what type of multi-faceted approach will answer the objectives, since seldom is it possible to find the answers using just one method. Finding the right respondents is crucial in B2B research since they are often busy, and
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may not want to participate. Encouraging them to open up is yet another skill required of the B2B researcher. Last, but not least, most business research leads to strategic decisions and this means that the business researcher must have expertise in developing strategies that are strongly rooted in the research findings and acceptable to the client. There are four key factors that make B2B market research special and different to consumer markets:
The decision making unit is far more complex in B2B markets than in consumer markets
B2B products and their applications are more complex than consumer products B2B marketers address a much smaller number of customers who are very much larger in their consumption of products than is the case in consumer markets
Personal relationships are of critical importance in B2B markets.
14.
Marketing
research
in
small
businesses
and
nonprofit
organizations:
Marketing research does not only occur in huge corporations with many employees and a large budget. Marketing information can be derived by observing the environment of their location and the competitions location. Small scale surveys and focus groups are low cost ways to gather information from potential and existing customers. Most secondary data (statistics, demographics, etc.) is available to the public in libraries or on the internet and can be easily accessed by a small business owner.
15. International Marketing Research plan

International Marketing Research follows the same path as domestic research, but there are a few more problems that may arise. Customers in international markets may have very different customs, cultures, and expectations from the same company. In this case, Marketing Research relies more on primary data rather than secondary
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information. Gathering the primary data can be hindered by language, literacy and access to technology.
16.
Commonly used Marketing Research Terms:

Market research techniques resemble those used in political polling and social science research. Meta-analysis (also called the Schmidt-Hunter technique) refers to a statistical method of combining data from multiple studies or from several types of studies. Conceptualization means the process of converting vague mental images into definable concepts. Operationalization is the process of converting concepts into specific observable behaviors that a researcher can measure. Precision refers to the exactness of any given measure. Reliability refers to the likelihood that a given operationalized construct will yield the same results if re-measured. Validity refers to the extent to which a measure provides data that captures the meaning of the operationalized construct as defined in the study. It asks, Are we measuring what we intended to measure?
Applied research sets out to prove a specific hypothesis of value to the clients paying for the research. For example, a cigarette company might commission research that attempts to show that cigarettes are good for one's health. Many researchers have ethical misgivings about doing applied research.
17.
Selecting a Research Supplier:

A firm that cannot conduct an entire marketing research project in-house must select an external supplier for one or more phases of the project. The firm should compile a list of prospective suppliers from such sources as trade publications, professional directories, and word of mouth. When deciding on criteria for selecting an outside supplier, a firm should ask itself why it is seeking outside marketing research support. For example, a small firm that needs one project investigated may find it
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economically efficient to employ an outside source. Or a firm may not have the technical expertise undertake certain phases of a project or political conflict-ofinterest issues may determine that a project be conducted by an outside supplied. When developing criteria for selecting an outside supplier, a firm should keep some basics in mind. What is the reputation of the supplier? Do they complete projects on schedule? Are they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one? Do the supplier's personnel have both technical and nontechnical expertise? In other words, in addition to technical skills, are the personnel assigned to the task sensitive to the client's needs and do they share the client's research ideology? Can they communicate well with the client?
18.
Careers in Marketing Research:

Some of the positions available in marketing research include vice president of marketing research, research director, and assistant director of research, project manager, and field work director, statistician/data processing specialist, senior analyst, analyst, junior analyst and operational supervisor. The most common entry-level position in marketing research for people with bachelor's degrees (e.g., BBA) is as operational supervisor. These people are responsible for supervising a well-defined set of operations, including field work, data editing, and coding, and may be involved in programming and data analysis. Another entry-level position for BBAs is assistant project manager. An assistant project manager will learn and assist in questionnaire design, review field instructions, and monitor timing and costs of studies. In the marketing research industry, however, there is a growing preference for people with master's degrees. Those with MBA or equivalent degrees are likely to be employed as project managers. A small number of business schools also offer a more specialized Master
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of Marketing Research (MMR) degree. An MMR typically prepares students for a wide range of research methodologies and focuses on learning both in the classroom and the field. The typical entry-level position in a business firm would be junior research analyst (for BBAs) or research analyst (for MBAs or MMRs). The junior analyst and the research analyst learn about the particular industry and receive training from a senior staff member, usually the marketing research manager. The junior analyst position includes a training program to prepare individuals for the responsibilities of a research analyst, including coordinating with the marketing department and sales force to develop goals for product exposure. The research analyst responsibilities include checking all data for accuracy, comparing and contrasting new research with established norms, and analyzing primary and secondary data for the purpose of market forecasting. As these job titles indicate, people with a variety of backgrounds and skills are needed in marketing research. Technical specialists such as statisticians obviously need strong backgrounds in statistics and data analysis. Other positions, such as research director, call for managing the work of others and require more general skills. To prepare for a career in marketing research, students usually:

Take all the marketing courses. Take courses in statistics and quantitative methods. Acquire computer skills. Take courses in psychology and consumer behavior. Acquire effective written and verbal communication skills. Think creatively.
19.
Career Ladder in Marketing Research:

1. Vice-President of Marketing Research: This is the senior position in marketing research. The VP is responsible for the entire marketing research
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operation of the company and serves on the top management team. Sets the objectives and goals of the marketing, research department. 2. Research Director: Also a senior position, the director has the overall responsibility for the development and execution of all the marketing research projects. 3. Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research staff members. 4. (Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects. 5. Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis. 6. Senior Analyst: Participates in the development of projects and directs the operational execution of the assigned projects. Works closely with the analyst, junior analyst, and other personnel in developing the research design and data collection. Prepares the final report. The primary responsibility for meeting time and cost constraints rests with the senior analyst. 7. Analyst: Handles the details involved in executing the project. Designs and pretests the questionnaires and conducts a preliminary analysis of the data. 8. Junior Analyst: Handles routine assignments such as secondary data analysis, editing and coding of questionnaires, and simple statistical analysis. 9. Field Work Director: Responsible for the selection, training, supervision, and evaluation of interviewers and other field workers.
Data collection and techniques of data gathering:

20. The Backbone of Market Research:
Data collection is an important step in the market research process. It involves gathering information about customers, competitors, and the market to help companies improve existing products and services and launch new products or services, expand into new markets, and create
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marketing plans. This process can be performed on a large or small scale and can involve both qualitative and quantitative data. By utilizing the Internet, data collection allows for a broad range of consumer feedback on behaviors, perceptions, needs, attitudes, and opinions. Data collection projects range from simple habits and attitudes questionnaires, which gather data from a large number of consumers, to complex in-home product testing, which gather in-depth consumer insight. Though data collection by means of the Internet provides a cost-effective approach to market research, at times traditional methods such as focus groups and in-home interviewing can prove to be effective as well.
20.1. Data collection:

Data collection is a term used to describe a process of preparing and collecting data - for example as part of a process improvement or similar project. The purpose of data collection is to obtain information to keep on record, to make decisions about important issues, to pass information on to others. Primarily, data is collected to provide information regarding a specific topic. Data collection usually takes place early on in an improvement project, and is often formalized through a data collection plan which often contains the following activity. 1. Pre collection activity Agree goals, target data, definitions, methods 2. Collection data collection 3. Present Findings usually involves some form of sorting analysis and/or presentation. Prior to any data collection, pre-collection activity is one of the most crucial steps in the process. It is often discovered too late that the value of their interview information is discounted as a consequence of poor sampling of both questions and informants and poor elicitation techniques. After pre-collection activity is fully completed, data collection in the field, whether by interviewing or other methods, can be carried out in a structured, systematic and scientific way. A formal data collection process is necessary as it ensures that data gathered is both defined and accurate and that subsequent decisions based on arguments embodied in the findings are valid. The process provides both a baseline from which to measure from and in certain cases a target on what to improve.
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20.2. Types of data collection:

1-By mail questionnaires 2-By personal interview.
Other main types of collection include census, sample survey, and administrative by-product and each with their respective advantages and disadvantages. A census refers to data collection about everyone or everything in a group or population and has advantages, such as accuracy and detail and disadvantages, such as cost and time. A sample survey is a data collection method that includes only part of the total population and has advantages, such as cost and time and disadvantages, such as accuracy and detail. Administrative by-product data is collected as a byproduct of an organizations day-to-day operations and has advantages, such as accuracy, time simplicity and disadvantages, such as no flexibility and lack of control.
21. Research Data Gathering Techniques:

This is designed to complement, not replace, the lectures and class discussions about R.D.G.T.s. Examples given in class are not repeated in detail and some new examples are included. Several similar essays were found online, but all of them were either too detailed in examples or in concepts to fit in very well with what I want you to get out of this, so I wrote my own. There are 4 main R.D.G.T.s in the social sciences: experiment, survey archival research and participant observation. Although some refer to these as "methods" I believe it is better to call them techniques unless one is also going to talk in relative detail about the entire research process: literature review, theory construction, hypothesis formation, data collection design and analysis of the data collected.
21.1. Experiment:
The most systematic technique of data collection is laboratory experiment, where it is hoped all variables will be able to be controlled by the researcher. Since physics and chemistry (including biochemistry) have gone the farthest in developing the experimental "method", they are (sometimes inappropriately) taken as the gold standard of what science has to be like. Although
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it should be obvious that great strides have been made in many of the other physical sciences where laboratory experiment is not possible such as astronomy, geology and many areas of biology, the social sciences are sometimes criticized as not being real sciences because they are not based enough on experiment, particularly lab experiment. While small issues of human social behavior can be studied in the artificial setting of a laboratory, attempts to study larger issues have frequently resulted in results that are very controversial because it is not completely clear that all of the variables were actually either being controlled or even measured. While variables sometimes can be manipulated in a "field" setting, field experiments can be contaminated by factors the experimenter is unaware of.
21.1.1.
Strengths of Experiment:
1. Provides numerical results in most cases. 2. Focus on trivial behaviors can yield results that are of low importance to the subject, resulting in more natural behavior. 3. Careful matching of experimental and control group members can give increased confidence in the results. 4. Generally replicable.
21.1.2.
Weaknesses of Experiment:
1. Ethical guidelines prevent many experiments. Informed consent of the subjects required by scientific societies, universities and funding agencies alerts the subjects and puts them on their guard. 2. Humans are very self-conscious when they know they are being observed and may intentionally or unintentially alter their behavior. 3. The higher the "risk" in the experiment the higher the self-consciousness. 4. In trying to control the situation, the behaviors that are being measured may become so limited that there is little point to the experiment. 5. Failure to clearly isolate and manipulate variables between a control and an experimental group can give an illusion of an effect.
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6. The experimental subjects may not properly reflect the population and therefore prevent generalization of the experimental results to the population.
21.2. Survey:
Surveys are any form of questioning of a sample of people with hopes of getting an insight into a larger population of people. Since people are either being asked to fill out a questionnaire, or are being asked by a door-to-door interviewer or by someone on the telephone, or responding to questions from a computer, surveys usually depend on self-reporting of the data by the subject. In the past door-to-door or phone interviewers were often instructed to fill out some information by observation, such as age, gender or "race", or impressions of the subject while responding: slow? Hesitant? Answer with a rising tone? Facial responses such as looking down or into the eyes of the interviewer? Trained interviewers also can easily follow a branching survey. With today's phone-robot and online surveys there is very little door-to-door surveying done and the phone robots cannot usually discern gender or speaking accent. However, computers and phone robot interviewers can time responses and note changes to answers, and phone robots could (I do not know whether they do) register rising tone answers. And computerized surveys can easily be programmed to branch depending on the previous answers. Small samples frequently are stratified, which means that the less numerous categories of people in the population are oversampled to insure they are included, while larger categories such as white men are under sampled because they are much more likely to be included even if under sampled. To compute numerical values for the different answers the answers of the over counted categories and undercounted categories are multiplied by a weighting factor to come closer to the population projection. In addition, small samples are usually done on a forced basis, which means the subjects have been selected to represent certain characteristics and if the first person meeting those characteristics declines to participate, s/he will be replaced by someone else with the same characteristics. For example, since place of residence is frequently strongly correlated with other social factors such as ethnicity, income, education, age, etc., addresses are sometimes chosen as means of getting respondents fitting a certain set of characteristics. The instructions to the doorto-door (d2d) interviewer might be to interview the residents of the house on the northwest
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corner of each block in a particular neighborhood. If no one is home or they refuse to participate, go 4 doors to the left until success is achieved. For computer or telephone interviews, phone numbers are often chosen because they are in particular neighborhoods, so the same algorithm can be used.
21.2.1.
Strengths of Survey:
1. Anonymity can encourage people to be more forthcoming than in an experiment or other kind of direct observation 2. Easy to analyze with modern data management and analysis software. Some analysis tools are usually installed on most PCs. 3. Relatively cheap to mail out questionnaires or one-time keys to take the survey online. 4. Even forced sampling is more easily accomplished with computers using auto dialing routines. 5. Interviews by humans or computers can be better than questionnaires in capturing information about how the respondents reacted to the individual questions. 6. As we lose privacy with the increase in commercial and governmental data mining it will be increasingly easy to collect behavior without the knowledge or consent of the people being studied. 7. If anonymity is assured, there are relatively few ethical issues in scientific polling. Political push polling is another matter entirely.
21.2.2.
Weaknesses of Survey:
1. Regardless of perceived anonymity people do, both willingly and unwillingly, misreport their characteristics or behavior to be more acceptable than they actually are. 2. People do try to figure out what you are trying to get at and may be influenced by that in their answers. 3. Particularly with questionnaires that are distributed through the mail, even though the initial sample to whom things were mailed may be either properly random or properly stratified, the sampling may be disrupted by differential response rates by different sorts of people. For example, on politically charged topics people who feel strongly one way or
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the other participate more heavily than do the people in the middle who are usually more numerous. On lifestyle issues people whose behavior may seem extreme or radical compared to the norm are sometimes more likely to fill out the questionnaire. 4. Interviews, which are more likely to used forced sampling to maintain randomness or structure of the sample even in the face of people who decline to participate, are more expensive since they involve more members of the team who have to train and frequently paid to conduct the interviews. D2d interviews are even more time consuming and thus more expensive. 5. Ultimately, even when reporting behavior, surveys are more about thoughts and ideas than the actual behavior. 6. As we lose privacy with the increase in commercial data mining our behavior will increasingly be reported without our knowledge or consent.
21.3. Archival Research:

In the past this was thought to be primarily the domain of historians, but increasingly after the mid-1900's, some historians themselves began to think of their discipline as a kind of social science, and historical data began to be used by sociologists, anthropologists, economists, political scientists and cultural geographers. People often think of the past as something that is easily reconstructed from written records, but the cross fertilization of all these fields raised such basic questions as "What is a document of the past?" Folktales? Myths? Legends? Oral histories? Architecture? Art? "Why are some things from the past preserved and others are not?" Might behavior in the past be revealed by looking in new ways for remains of that past behavior? As a basic example, historians and social scientists from sociology and anthropology had for a long time assumed that the modern nuclear family, increasingly today becoming a broken nuclear family, was a result of the breakdown of traditional society caused by the industrial revolution. Historians' views of families of the past were distorted by their past concentration on the history of the elites, the ones who wrote letters, kept diaries and were frequently documented by others. Even the artifacts produced for and used by the elites are more likely to survive over the years because of their quality, value and historical significance. Such families tended to be
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multigenerational and even to be extended with several married children sharing country estates and elaborate urban residences, depending on the season. Sociologists' views were distorted by their tendency to focus on contemporary social problems of whatever period the individual sociologist was living in. Comparing the sometimes broken families of the mid to late 1800s which had been studied at that time, to the increasingly broken families of the 20th century without adequate detailed attention to the histories of those poorer people before industrialization led sociologists to infer a regression line back to an imagined state of the peasants living in the past in families like those of the wealthy. Anthropologists' views were distorted by their tendency to treat the aboriginal people in all of the conquered parts of the world that the Europeans had colonized in the Age of Exploration and the Industrial Revolution as though those natives had been living from time immemorial in the manner in which they appeared to the Europeans in the 18th and 19th centuries. All three of these disciplines began to wake up at about the same time that the history of these "people without history" was perhaps very different from what had been assumed based on the history of "people with history." The problem was how to recover the history where there seemed to be none? Social scientists began to look for different documents and for previously overlooked information in documents that had previously been used to study the behavior of the elites. For example, travel passes issued by slave owners to slaves to visit neighboring plantations, followed by transfers of slaves between plantation owners which had not been looked at seriously before, revealed a pattern of courting and family formation among some African American slaves that hitherto had not been noticed by historians. Content analysis of paintings could be used to reveal past attitudes and behaviors, such as the changing depictions of children in paintings from medieval to modern times, suggesting that in the past children went straight from being babies to being workers on farms and in mills and factories.
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Another of the tools is archeology (I prefer the simpler spelling) which treats physical remnants of past behavior as documents. With the advent of radiological and chemical dating techniques following World War II it was possible to dig up an ancient Native American, African or English peasant house from several hundred years ago and have some confidence in how old it is. Increasing sophistication in recording the materials coming out of archeological sites allowed fuller reconstruction of the activities at the time the sites were "alive", including how many people lived there.
21.3.1.
Strengths of Archival Research:
1. The people being studied cannot alter their behavior because of the current study or the presence of the current researcher. However the researcher needs to be aware of the context in which the "document" of the past was created, but that has always been the essence of the historical method, historical criticism. What are the likely sources of bias, sampling error or other possible sources of distortion? 2. Some sources of data are readily available either in microfilm or microfiche or in electronically readable format, some even readily available online for free. Examples: Mormon genealogical database, GSS, various government surveys. The entire body of ancient Greek documents has been available in electronically readable form since at least the 1970's. Even for sources that are not online or in portable format, indexes for more and more sources of data are going online making it possible for more researchers to locate archival materials all around the world. 3. With imagination it is possible to study more things through archives than once thought possible. 4. It is frequently one of the least expensive ways for the lone scholar with limited expenses to study significant problems.
21.3.2.
Weaknesses of Archival Research:
1. Even though research subjects are not intruded on in any way there are still ethical issues inherent in possibly making people or authorities aware of information that has been considered private. The U.S. census enforces a strict 72-year-confidentiality rule on its
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raw data, but the Mormon Church exposes data about families and even living individuals in its database that are still considered private or confidential by the people in question. This has led some organizations to issue takedown requests with the LDS Church, for example Jewish groups requesting the takedown of Holocaust data and other Jewish material. 2. As an extension of the previous point, some material may be so closely guarded that only people who agree to follow guidelines set by those who control the material are given access. While on the surface this seems fair and reasonable, it has interfered with some important potential studies. For example, Sigmund Freud's descendents still guard his papers so jealously that scholars who raise legitimate questions about Freud's methods and interpretations cannot gain access to his papers where those things might be made more clear. Those who do have access sometimes are not as critical as they should be of Freud's work. 3. You can only study what has left traces, although imagination can sometimes find traces where none were thought to exist. 4. For archives that are not portable, travel and living expenses can be considerable. If the archives have not been catalogued the researcher will have to spend a lot of time cataloguing and calendaring the materials. At least the archeologist frequently gets to take his/her materials back to the home lab and spend years cataloguing and analyzing them. 5. Archeology as a means of accessing "archives" of remnants of past behavior can be horribly expensive. Add to the travel and living expenses for the lone researcher listed above those of all the members of the team who are working away from home. Then add the costs of local labor, consumable tools such as shovels, picks and trowels and equipment rental for earth-moving equipment. Also add the costs of satellite imaging (going down in recent years), GP radar, radiological and chemical tests. I am sure I am missing some major categories. 6. Archeological sites and non-portable archives frequently become unavailable for long periods of time because of military and political conflicts, or because of budget cutbacks for the institutions housing the documents or artifacts.
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21.4. Participation Observation:
The basic premise of participant observation (P.O.) is that it is possible for the researcher to observe behavior in real time in its full context without having to depend on self-reporting, the accidents of behavior or attitudes being documented or the accidents of artifacts of past behavior being preserved to be studied in the future.
21.4.1. Strengths of participation Observation:
1. It is possible to gain an understanding of the complete context of the behavior that is being studied. 2. Every aspect of the society/culture of the small community can be studied if the period of study is long enough. This is called the holistic approach. 3. Can be carried out by a lone researcher. 4. Lengthy presence in the community makes it less likely that the research subjects will continue to be able to try to mislead the researcher about their real behavior. What is recognized as unacceptable behavior by the outside world or by members of the local community is more likely to be exposed. On the flipside, posing behavior designed to impress outsiders in a negative or positive fashion is frequently discontinued by the research subjects as the researcher becomes part of the daily situation. 5. Lots of studies of similar communities in lots of different parts of the world to compare findings with.
21.4.2.
Weaknesses of Participation Observation:
1. The ethics of P.O. deal mostly with questions of disrupting the lives of the research subjects during the research or as a consequence of the publication of the research. Additional ethical dilemmas have to do with how much to reveal. Lengthy observation with no consent by the subjects is rarely attempted, but would be considered unethical today by most social scientists. Over involvement in the lives of the subjects raise questions of both ethics and bias. 2. Gaining rapport may be difficult, taking as long as several months to several years. Some studies have been abandoned because of this difficulty.
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3. Time consuming. The best studies last a year or longer, during which the researcher frequently has reduced or no income. This requires researchers to compete for grants to support the research. 4. Can be dangerous. Exotic diseases, poisonous animals, ferocious beasts, violent people, food that is quite at odds with personal preferences or past experience all can be problems. 5. Small sample size, particularly if only one researcher is carrying out the study. Is my neighborhood or village comparable to other similar ones elsewhere? 6. Researcher bias can influence findings. One researcher of a village in Mexico saw a cooperative community in which people worked for the common good, sometimes sacrificing their own opportunities. A later researcher of the same village found people constantly engaging in gossip and criticism of others, particularly those who seemed to be doing better. Which one was right? Both. Subsequent studies of peasant villages in similar circumstances even in other societies show that members of the peasant community frequently coerce cooperation from their neighbors through criticism and other negative informal social sanctions. We are fortunate to have the two studies, but if either study had to be evaluated on its own, we would be suspicious of it and probably not be misled despite the fame and reputation of both scholars.
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Conclusion:
Organizations in our era are extremely sensitive because of changing demographics, political, technological and economic developments. Environmental changes most affect strategic perspective. Marketing research is very important element to conduct before running a successful business. Marketing research also helps the managers to plan marketing activities, gauge the nature of a firm's marketing environment and attain information from suppliers. Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. Companies need to fight for gaining a competitive advantage and offer high quality and cost effective products and services to their customers. This success cannot be achieved without proper market research to which company want to serve. There are two basic types of marketing research e.g. primary and secondary research. Other types of marketing research include descriptive, exploratory, predictive and conclusive research. These research techniques are used by the companies to conduct the research. Data collection is the backbone of research process. Data gathering methods like survey, experiments, observations and participative observations are the main techniques for conducting a proper and effective marketing research.
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References:
Data
Collection.
(n.d).
retrieved
2011
from
Wikipedia
http://en.wikipedia.org/wiki/Data_collection Importance of marketing research. (n.d). retrieved 2011 from monash.edu:
http://www.monash.edu.au/lls/llonline/writing/business-economics/marketing/2.2.3.xml Marketing Research. (n.d). retrieved 2011 from Wikipedia:
http://en.wikipedia.org/wiki/Marketing_research Marketing. (n.d). retrieved 2011 from Wikipedia: http://en.wikipedia.org/wiki/Marketing Research Data Gathering Techniques. (20 February 2010). Retrieved 2011 from
paws.kettering.edu: http://paws.kettering.edu/~ellis/mycourse/ssci201/r-d-g-t-good-bad.htm The backbone of Marketing Research. (n.d). retrieved 2011 from marketreaderpro.com: http://www.marketreaderpro.com/Market_Research_Data_Collection_Profile.asp
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HABIB BANK LIMITED

Marketing Research and Data Gathering

Marketing Research and Data Gathering

MARKETING RESEARCH AND DATA GATHERING

DATE: August 4, 2011

Department Of Management Sciences

Marketing Research and Data Gathering

The Islamia University of Bahawalpur

Marketing Research and Data Gathering

Marketing Research and Data Gathering

20.1. 20.2. 21.

21.1. 21.1.1. 21.1.2. 21.2.

Marketing Research and Data Gathering

Marketing Research and Data Gathering

Marketing Research and Data Gathering

Marketing Research and Data Gathering

Marketing Research and Data Gathering

Quality of Product the product

Marketing Research and Data Gathering

3. Contemporary Approaches of Marketing:

Marketing Research and Data Gathering

Western European Description timeframe

Relationship marketing / Relationship management

Business marketing / Industrial marketing

Building and keeping

relationships present between organizations day

1990s present day

1980s Branding Brand value present day

Marketing Research and Data Gathering

4. What is marketing research?

Consumer marketing research, and

Marketing Research and Data Gathering

Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

Qualitative marketing research, and Quantitative marketing research

5. Difference between marketing research and market research:

Marketing Research and Data Gathering

Marketing Research and Data Gathering

Marketing Research and Data Gathering

8. Marketing Research Characteristics:

9. Comparison with other forms of Business Research:

Marketing Research and Data Gathering

Classification of marketing research:

Marketing Research and Data Gathering

Marketing Research and Data Gathering

Some other Types of marketing research:

Marketing research techniques come in many forms, including:

Marketing Research and Data Gathering

Marketing Research and Data Gathering

Marketing Research Methods:

Marketing Research and Data Gathering

Business to Business Market Research:

Marketing Research and Data Gathering

Personal relationships are of critical importance in B2B markets.

15. International Marketing Research plan

Marketing Research and Data Gathering

Commonly used Marketing Research Terms:

Selecting a Research Supplier:

Marketing Research and Data Gathering