Marketing Research: An Applied Orientation: Downloads

Marketing research is the systematic and objective collection, analysis, interpretation, and reporting of data about target markets and customers. It is a critical tool for businesses to understand their customers' needs and wants, develop effective marketing strategies, and make informed decisions about product development, pricing, promotion, and distribution.

Marketing Research: An Applied Orientation (2-downloads)

by Naresh K Malhotra

4.4 out of 5

Language	:	English
File size	:	34571 KB
Screen Reader	:	Supported
Print length	:	897 pages
Paperback	:	192 pages
Item Weight	:	11.4 ounces
Dimensions	:	66.93 x 3.54 x 90.55 inches

FREE

The field of marketing research has evolved significantly over the years, with the advent of new technologies and methodologies. Today, marketing researchers have access to a wide range of tools and techniques to collect and analyze data, including surveys, interviews, focus groups, observation, and data mining.

This article provides an extensive overview of marketing research, covering its objectives, methods, and applications. It is a valuable resource for students, researchers, and practitioners seeking to gain a deeper understanding of the field.

Objectives of Marketing Research

The primary objective of marketing research is to provide information to help businesses make better decisions about their marketing strategies. Specifically, marketing research can be used to:

• Identify and understand target markets
• Develop new products and services
• Price products and services effectively

li>Promote products and services effectively

• Distribute products and services effectively
• Evaluate the effectiveness of marketing campaigns

Methods of Marketing Research

There are a wide range of marketing research methods available, each with its own advantages and disadvantages. The most common methods include:

• Surveys: Surveys are a quantitative method of collecting data from a large number of respondents. They can be conducted online, by mail, or over the phone.
• Interviews: Interviews are a qualitative method of collecting data from a small number of respondents. They can be conducted in person, by phone, or online.
• Focus groups: Focus groups are a qualitative method of collecting data from a small group of respondents. They are typically conducted in person.
• Observation: Observation is a qualitative method of collecting data by observing people's behavior. It can be conducted in person, online, or through video recordings.
• Data mining: Data mining is a quantitative method of collecting data from large databases. It can be used to identify patterns and trends in data.

Applications of Marketing Research

Marketing research can be applied to a wide range of marketing problems. Some of the most common applications include:

• New product development: Marketing research can be used to identify new product opportunities, develop new product concepts, and test new products before they are launched.
• Pricing: Marketing research can be used to determine the optimal price for a product or service.
• Promotion: Marketing research can be used to develop effective advertising and promotion campaigns.
• Distribution: Marketing research can be used to identify the best channels for distributing a product or service.
• Customer satisfaction: Marketing research can be used to measure customer satisfaction and identify areas for improvement.

Marketing research is a critical tool for businesses to understand their customers' needs and wants, develop effective marketing strategies, and make informed decisions about product development, pricing, promotion, and distribution. The field of marketing research has evolved significantly over the years, with the advent of new technologies and methodologies. Today, marketing researchers have access to a wide range of tools and techniques to collect and analyze data, including surveys, interviews, focus groups, observation, and data mining.

This article has provided an extensive overview of marketing research, covering its objectives, methods, and applications. It is a valuable resource for students, researchers, and practitioners seeking to gain a deeper understanding of the field.

Downloads

The following downloads are available for this article:

• Marketing Research: An Applied Orientation (PDF)
• Marketing Research: An Applied Orientation (PowerPoint)

Marketing Research: An Applied Orientation (2-downloads)

by Naresh K Malhotra

4.4 out of 5

Language	:	English
File size	:	34571 KB
Screen Reader	:	Supported
Print length	:	897 pages
Paperback	:	192 pages
Item Weight	:	11.4 ounces
Dimensions	:	66.93 x 3.54 x 90.55 inches

FREE