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WHAT MARKETING
RESEARCHER PEOPLE DO?
Marketing researchers support decisionmakers by;collecting, analysing and
interpreting INFORMATION needed to identify
and solve marketing problems.
Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
Slide 1.4
Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
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Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
Slide 1.6
Figure 1.1 The role of marketing research within the marketing system
Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
Slide 1.7
Uncontrollable
environmental
factors
Marketing
research
Product
Pricing
Promotion
Distribution
Assessing
information
needs
Providing
information
Economy
Marketing
decision
making
Technology
Laws and
regulations
Social and cultural
factors
Political factors
Marketing managers
Market segmentation
Target
Targetmarket
marketselection
selection
Marketing programs
Programs
Performance and
& control
control
Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
Slide 1.8
Slide 1.9
WHY
INFORMATION IS SO IMPORTANT?
Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
Slide 1.12
Slide 1.15
Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
Slide 1.16
Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
Slide 1.20
Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
Slide 1.21
MARKETING RESEARCHER,
YOU NEED TO UNDERSTAND;
TO BE A GOOD
Marketing
Psychology and consumer behaviour
Statistics and quantitative methods
Qualitative methods
Internet and computer skills.
Effective written and verbal communication skills.
Creative thinking
Naresh Malhotra and David Birks, Marketing Research, 3rd Edition, Pearson Education Limited 2007
Slide 1.22
ESOMAR:
MRS:
CASRO:
MRSA:
PMRS: