Conducting Marketing Research

Paper Summary:

This paper expounds upon the basic concepts, principles and practices of marketing and systematically outlines how to conduct marketing research. It points out that marketing research, as distinct from mere data and information, is, in addition, the systematic collection and analysis-based interpretation of all data focused on a specific marketing issue. The paper defines marketing research as the systematic, objective, and unbiased collection, analysis and interpretation of recorded data obtained from a large sample in order to provide support to decisions on a specific marketing issue. It discusses important related issues such as the analysis of customer behavior and culture. The paper concludes that the marketing strategies implemented by the marketing staff are constrained by the company's corporate strategies and are also strongly influenced by the market opportunities the company has selected to pursue.

Table of Contents:
Executive Summary
Introduction
Research Process
Report
Summary

From the Paper:

"Marketing decisions are usually time-bound and if research has to play a role in influencing these decisions, the results must be available in time for decisions to be based on Research. The financial cost of research is linked to the time available for research. Delayed research often results in opportunity loss because of delayed decision-making or through wrong decisions. Another factor that normally affects the decision about the scope and especially the nature of research is the availability of monetary and human resources. An important issue is the availability of analysts with adequate knowledge of suitable research techniques. Sophisticated research methodologies also require a higher degree of expertise on the part of the researcher. Understanding and interpreting qualitative research data can only be done well by a trained researcher, preferably with a background in sociology and psychology. For example, the science of semiotics can contribute a great deal to a sophisticated understanding of how consumers interpret and relate to colors, symbols, etc and relate to brand."

Sample of Sources Used:

• 'Marketing Research Concepts, Practices and Cases' (2007) by Sunanda Easwaran and Sharmila J. Singh, 3rd edition.
• 'Marketing Research an applied approach' (1996) by Thomas C. Kinnear and James R. Taylor, 5th edition.
• 'Marketing Research' (1992) by Chisnall, Peter M., 4th edition.
• 'Sociology Themes and Perspectives' (2004), Michael Haralambos and Martin Holborn, 6th edition.
• http://en.wikipedia.org/wiki/Sociology

More papers on Conducting Marketing Research:

• Research Paper # 108308 : "Marketing Research: Kudler Fine Foods"
• Essay # 70024 : "Restaurant Marketing Research"
• Business Plan # 8939 : "Marketing Research Plan for a Book Company"

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