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Summary Marketing Research, Global Edition

- Alvin C Burns, et al
ISBN-10 129215327X ISBN-13 9781292153278
305 Flashcards & Notes
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A snapshot of the summary - Marketing Research, Global Edition Author: Alvin C Burns Ronald F Bush ISBN: 9781292153278

  • 1 Introduction to Marketing Research

  • 1.1 Marketing Research is Part of Marketing

  • What is modern marketing?
    Firms should collaborate with and learn from consumers
  • 1.2 What is Marketing Research?

  • What is the definition of marketing research?
    Marketing research is the process of designing, gathering, analysing, and reporting information that may be used to solve a specific marketing problem
  • 1.2.1 Is it Marketing Research or Market Research?

  • What is market research?
    While the terms marketing research and market research are sometimes used interchangeably, market research refers to applying marketing research to a specific market
  • 1.3.2 Generating, Refining, and Evaluating Potential Market Actions

  • What are 5 examples of areas in which you can conduct marketing research?
    Examples of areas you can conduct marketing research in are
    1. Selecting target markets
    2. Product research
    3. Pricing research
    4. Promotion research
    5. Distribution research
  • 1.4.1 Components of an MIS

  • What are the components of an MIS?
    The Components of an MIS are:
    1. Internal reports system
    2. Marketing intelligence system
    3. Marketing decision support system (DSS)
    4. Marketing research system
  • 2 The Marketing Research Industry

  • 2.1.1 Earliest Known Studies

  • Who was Charles Coolidge Parlin?
    Charles Coolidge Parlin conducted the first continuous and organised research in 1911 when he was hired to gather information about customers and markets to help sell advertising space (also known as the “father of marketing research”)
  • 2.2.1 Client-Side Marketing Research

  • What is DIY research?
    DIY marketing research, or do-it-yourself marketing research, refers to firms conducting their own marketing research (type of client-side research which is not a devoted marketing research department, e.g. Marketing department)
  • 2.2.2 Supply-Side Marketing Research

  • What is supply-side marketing research?
    Supply-side marketing research is research conducted by an outside firm hired to fulfill a company’s marketing research needs. A supplier firm may be referred to as an agency or simply as a supplier
  • 2.3.2 Types of Firms and Their Specialties


  • What is a full-service supplier firm?
    Full-service supplier firms have the capability to conduct the entire marketing research project for buyer firms
  • What is a limited-service supplier firm?
    Limited-service supplier firms specialise in one or, at most, a few marketing research activities
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