Research Training – Chapter 1, 3, 5, 6, 8 – Core summary
Chapter 1: Introduction to Marketing Research
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large. To
practice marketing correctly, managers must have information to make more informed decisions.
Marketing research is a part of marketing; it provides the necessary information to enable
managers to market ideas, goods, and services properly. It is the process of designing, gathering,
analyzing, and reporting information that may be used to solve a specific marketing problem.
Marketing research is broader, whereas market research refers to applying marketing research to
a specific market. The function of marketing research is to link the consumer to the marketer by
providing information that can be used in making marketing decisions.
Marketing research is conducted in a variety of areas, such as:
Selecting target markets
Product research
Pricing research
Distribution research
Basic research: conducted to expand our knowledge
Applied research: conducted to solve specific problems
An MIS (Marketing Information System) is a structure consisting of people, equipment, and
procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate
information to marketing decision makers. Information is gathered and analyzed by the four
subsystems of the MIS:
1. Internal Reports System
The internal reports system (or accounting information system) gathers information generated by
internal reports, which includes orders, billing, receivables, inventory levels, and so on.
2. Marketing Intelligence System
The marketing intelligence system is defined as a set of procedures and sources used by
managers to obtain everyday information about relevant developments in the environment.
Consequently, it focuses on bringing in information generated outside the firm. Such systems
include both informal and formal information-gathering procedures.
3. Marketing Decision Support System
A marketing decision support system is defined as collected data that may be accessed and
analyzed using tools and techniques that assist managers in decision making.
4. Marketing Research System
The marketing research system gathers information not gathered by the other MIS component
subsystems: Marketing research studies are conducted for a specific situation facing the company.
Chapter 3: The Marketing Research Process and Defining the Problem and Research
Objectives
Chapter 1: Introduction to Marketing Research
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large. To
practice marketing correctly, managers must have information to make more informed decisions.
Marketing research is a part of marketing; it provides the necessary information to enable
managers to market ideas, goods, and services properly. It is the process of designing, gathering,
analyzing, and reporting information that may be used to solve a specific marketing problem.
Marketing research is broader, whereas market research refers to applying marketing research to
a specific market. The function of marketing research is to link the consumer to the marketer by
providing information that can be used in making marketing decisions.
Marketing research is conducted in a variety of areas, such as:
Selecting target markets
Product research
Pricing research
Distribution research
Basic research: conducted to expand our knowledge
Applied research: conducted to solve specific problems
An MIS (Marketing Information System) is a structure consisting of people, equipment, and
procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate
information to marketing decision makers. Information is gathered and analyzed by the four
subsystems of the MIS:
1. Internal Reports System
The internal reports system (or accounting information system) gathers information generated by
internal reports, which includes orders, billing, receivables, inventory levels, and so on.
2. Marketing Intelligence System
The marketing intelligence system is defined as a set of procedures and sources used by
managers to obtain everyday information about relevant developments in the environment.
Consequently, it focuses on bringing in information generated outside the firm. Such systems
include both informal and formal information-gathering procedures.
3. Marketing Decision Support System
A marketing decision support system is defined as collected data that may be accessed and
analyzed using tools and techniques that assist managers in decision making.
4. Marketing Research System
The marketing research system gathers information not gathered by the other MIS component
subsystems: Marketing research studies are conducted for a specific situation facing the company.
Chapter 3: The Marketing Research Process and Defining the Problem and Research
Objectives
