Chapter 1: Marketing Research: A Pervasive Activity

I. Learning Objectives

To develop some appreciation for the scope of marketing research in terms of the kinds of problems for which it is used and what types of firms are doing it.
To examine how the marketing research activity is typically organized.
To develop some appreciation for the opportunities available in marketing research.

II. Key Term

Marketing research

III. Discussion

Let’s review the marketing concept with respect to what it implies in regard to the task of marketing management. Look at Figure 1.1. What is the marketing concept? Giving consumers what they want and need?

Marketing research plans a major role assisting marketing management in fulfilling its assigned tasks. Explore some definitions of marketing research and marketing management. One excellent source of marketing research links and management issues is the American Marketing Association. I highly recommend it as an organization to which marketing professionals belong and one in which they take an active role in their local chapter. It is through networking at AMA meetings that I once landed a position as manager of a Marketing Decision Support System department.

Marketing research can be and has been used to shed light on many different areas of marketing and business decision-making. Research is used for studies other than asking potential consumers what they want. The types of research conducted in our MDSS department supported the marketing research, competitive intelligence, product management, sales and training, and advertising management areas within the corporate marketing division of a major US firm. We designed and conducted primary research, managed ongoing focus groups, and explored existing data for competitive intelligence and prepared strategic recommendations about potential new products and business units. We also produced period marketing, sales, and product reports to management based on internal data.

Have any of you ever been involved in any research projects? If so, respond to this Chapter Note to share your experiences with us.

The management functions of planning, problem solving, and control are also important as marketing research results can support these decisions.