A Desiscion-Making Perspective on Marketing research – How Research Supports Marketing Decisions Marketing decisions involve issues that range from fundamental shifts in the positioning of a business or the decision to enter a new market, to narrow tactical questions of how best to stock a grocery shelf. The context for these decisions is the...
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A Desiscion-Making Perspective on Marketing research – Marketing Research in Practice Marketing research is unquestionably a growth industry. Between 1978 and 1988 real expenditures on marketing research (that is, after adjusting for inflation) more than doubled! This is largely a consequence of economic and social changes that have made better marketing an imperative. With...
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Basic Sources of Marketing Data – Internal Records The internal records accounting and control systems provide the most basic data on marketing inputs and the resulting outcomes. The principal virtues of this data are ready availability, reasonable accessibility on a continuing basis, and relevance to the organization’s situation. Data on inputs—marketing effort expended—can range...
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Basic Sources of Marketing Data – Secondary Data Secondary data are by far the most popular source of marketing information. Not only are the data readily available, but they often are sufficient to answer the research question. For example: • A marketing manager studying development in the wine industry will use trade association data...
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Basic Sources of Marketing Data – Census Data The demographic, economic, and social statistics contained in great detail in the census are key aspects of many marketing studies. For example: Company Y must decide where to locate a new shopping mall and which kinds of stores to install. These decisions will require (1) Census...
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