Applied Marketing Research: An Introduction

The Role of Marketing Research in Management Decision Making Week 1 (1) Dr. Kelly Page Cardiff Business School E: pagekl@cardiff.ac.uk T: @drkellypage T: @caseinsights FB: kelly@caseinsights.com

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lecture Objectives

[object Object],The Nature of Marketing Marketing Concept Systems Goals Customer Marketing Mix Orientations

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Research Defined

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Research Impact Critical Roles:

Types of Research Studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Applied Basic Can use a combination of both.

[object Object],[object Object],[object Object],Applied Research Types Programmatic Selective Evaluative

Decision to Conduct Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Decision to Conduct Marketing Research ,[object Object],[object Object],Cost likely greater than benefit - research might be unwise Small Profit Large Profit Small Market Size Large Market Size Cost likely lower than benefit.but market size might be limiting - research might be wise Benefits likely greater than costs and market size offers potential - research might be wise Benefits will most certainly outweigh costs - research is likely most profitable here

The Development of Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2000+ Impact of Technology Task: To acquire secondary data and/or information about stakeholders ,[object Object],[object Object],[object Object],[object Object],Task: To acquire primary data and/or information about stakeholders ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Task: To store, manage and/or analyse secondary and/or primary stakeholder data Data Management ,[object Object]

Lecture Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The content of this work is of shared interest between the author, Kelly Page and other parties who have contributed and/or provided support for the generation of the content detailed within. This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 2.0 UK: England & Wales. http://creativecommons.org/ Kelly Page (cc)

Applied Marketing Research: An Introduction

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