We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Market research and market evaluation - Essay Example

Comments (0) Cite this document
Summary to essay on topic "Market research and market evaluation"
Recently, marketing managers rely on the company's Marketing Information System (MIS) for the things that they need in their decision. "A marketing information system consist of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers" (Philip Kotler)…
Download full paper
Polish This Essay
Market research and market evaluation
Read TextPreview

Extract of essay "Market research and market evaluation"

Download file "Market research and market evaluation" to see previous pages... Kotler defines marketing research as "the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization" (Philip Kotler). It has a wide coverage which includes market potential and market share studies, assessments of customers' satisfaction and purchase behavior,
Let us write or edit the essay on your topic "Market research and market evaluation" with a personal 20% discount.. Try it now
studies of pricing, product, distribution and promotional activities (Philip Kotler).
Another book defines marketing research as "a structured approach to getting information about marketing problems and opportunities, for use in making marketing decision" (Frederick Russ). It can be traced to the emergence of the affluent consumers after the World War II wherein marketers sought to convert this new purchasing power into sales therefore the necessity to know what the consumers want and need (Frederick Russ).
"The marketing Research process has four steps: defining the problem and research objectives, developing the research plan, implementing the research plan and interpreting the report findings" (Philip Kotler).
"Various methods of market research are used to find out information about markets, target markets and their needs, competitors, market trends, customer satisfaction with products and services, etc. Businesses can learn a great deal about customers, their needs, how to meet those needs and how the business is doing to meet those needs. Businesses need not to be experts at methods of research either" (Authenticity Consulting, LLC.)
Data Collection can be from primary and from secondary sources. Primary Data Collection includes observation, survey and experiment which can be done personally or impersonally such as through mail or phone (Philip Kotler). Secondary data collection usually includes commercial data sources and online databases and ineternet data sources (Philip Kotler).
Quantitative and Qualitative Methods
Market research can be either quantitative or qualitative. While quantitative methods are designed to assess, predict and estimate buyer attitudes and behaviors (Power Decisions Group), qualitative marketing research provides the crucial information for the decision-makers and used in exploring new areas or deepen understanding of some market issues (Suite101.de).
Quantitative market research can be online, phone,in-person, mail and intercept central location testing (CLT). "The online methods provides a fast implementation especially for complex measurement constructions, the phone provides the top-of-mind brand awareness and first reaction attitudes, the in-person has the hybrid quantitative and qualitative and provides depth in probing attitudes and beliefs by skilled interviewer, the mail allows time for respondent to think about complicated issues without pressure or interviewer influence and the CLT is for both the quantitative questions and for choice exercises in mock stores, and for physical product examiniation and concept testing "(Power Decisions Group).
There are at least five considered basic methods of market research. They include surveys, focus groups, personal interview, observation and field trials (AllBusiness.com). Among these, the qualitative ones are focus group an in-depth interviews.
Focus Groups ...Download file "Market research and market evaluation" to see next pagesRead More
Cite this document "Market research and market evaluation"
  • APA
  • MLA
  • CHICAGO
(“Market research and market evaluation Essay Example | Topics and Well Written Essays - 3500 words”, n.d.)
Retrieved de https://studentshare.org/miscellaneous/1509649-market-research-and-market-evaluation
(Market Research and Market Evaluation Essay Example | Topics and Well Written Essays - 3500 Words)
https://studentshare.org/miscellaneous/1509649-market-research-and-market-evaluation.
“Market Research and Market Evaluation Essay Example | Topics and Well Written Essays - 3500 Words”, n.d. https://studentshare.org/miscellaneous/1509649-market-research-and-market-evaluation.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC "Market research and market evaluation"
Qatar Airways Market Research
The average age of Qatar Airway’s aircraft is less than four years. In the year 1997, the company had only four aircrafts. Nevertheless as of February, 2012 the airline has more than 100 aircrafts and expects to have more than 120 aircrafts by the next year (Qatar Airways, 2012).
10 Pages(2500 words)Essay
MARKET RESEARCH
It then gives details on the statistics that we apply to assess the value of marketing drives including industry turnover, profits and shareholder value. A twelve month period advertising plan is then developed for the product. Cut flowers refer to floral parts that have been cut from the main plant and are usually used for indoor and outdoor decorative purposes.
3 Pages(750 words)Essay
Market Research
the managing director of Balmas Institute (BI) and it highlights the type of market research that will have to be undertaken when considering entry into new overseas markets. This report is structured in the following sections: 1. Research Objectives These provide the basic direction to the research and guide how the research is to be conducted and data collected and analysed.
12 Pages(3000 words)Essay
International Market Research
This is done in an interactive setting, where all the participants can indulge in an open discussion. The major advantage of a focus group is that since it is moderated, the moderator can ensure the discussion stays on track and is not irrelevant. Also, when participants are stimulated to discuss, the dynamics of the group can help in generating new ideas which can in turn lead to an in-depth discussion.
2 Pages(500 words)Essay
The most appropriate form of market research

The writer claims that the main objective of marketing communication can be derived in a simpler way with the understanding of the customers as well as brand building through effective handling of knowledge. The market research will help to find the effect of different market research technique used by the company.

8 Pages(2000 words)Essay
Market & social research - research proposal
The problems of Northern Rock persisted despite the injection of liquidity by the government. Eventually, the government announced plans to nationalize the bank as a measure of last resort. The financial turmoil in the financial sector escalated further in 2008 forcing the government to unveil over thirty seven billion bailout plan for the banking sector (Bennet and Kotasz 2012).
8 Pages(2000 words)Essay
SMALL BUSINESS MARKET RESEARCH
SMALL BUSINESS MARKET RESEARCH. Entrepreneurship involves taking up risks in the market (McDonald & Hawkins, 2012, p. 23). Different entrepreneurs have different ideas in the market and this may also be determined by whether the business is to operate as a sole business or a partnership.
9 Pages(2250 words)Essay
Marketing research and market evaluation
Using the technology of chat and Web conferencing, the Internet has made it possible for people from around the world to gather online, which eliminates both travel costs and other logistical problems associated with the traditional face-to-face focus groups (HowStuffWorks, Inc).
12 Pages(3000 words)Essay
Market Research
For this reason, a research on what transpires deems necessary before making a choice. In this case, two countries of interest will be analyzed from diverse angles so as to make a favorable decision on where to sell cars as an export
4 Pages(1000 words)Assignment
Market Research
Reading various journals on the firm gives a lot of customer satisfaction gap. It has been a force to reckon in the catering industry due to its affordable pricing strategies and product differentiation. It strong side superior products with various prices and
2 Pages(500 words)Essay
Let us find you another Essay on topic Market research and market evaluation for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us