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What Is the Role of Marketing Within a Business?

What Is B2B Marketing?

❶Structure Of The Chapter This chapter begins by explaining the limitations of marketing research in so much that it serves to reduce rather than remove the risks attendant to decision making.

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This demand is driving marketing researchers to develop new platforms for interactive, two-way communication between their firms and consumers. Mobile devices such as Smart Phones are the best example of an emerging platform that enables businesses to connect with their customers throughout the entire buying process. As personal mobile devices become more capable and widespread, the marketing research industry will look to further capitalize on this trend.

Mobile devices present the perfect channel for research firms to retrieve immediate impressions from buyers and to provide their clients with a holistic view of the consumers within their target markets, and beyond. Now, more than ever, innovation is the key to success for Marketing Researchers. Marketing Research Clients are beginning to demand highly personalized and specifically-focused products from the marketing research firms; big data is great for identifying general market segments, but is less capable of identifying key factors of niche markets, which now defines the competitive edge companies are looking for in this mobile-digital age.

First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance.

Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Experts in marketing research have shown that studies featuring multiple and often competing hypotheses yield more meaningful results than those featuring only one dominant hypothesis. Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs.

It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The objective nature of marketing research underscores the importance of ethical considerations.

Also, researchers should always be objective with regard to the selection of information to be featured in reference texts because such literature should offer a comprehensive view on marketing. Research has shown, however, that many marketing textbooks do not feature important principles in marketing research. Organizations engage in marketing research for two reasons: This distinction serves as a basis for classifying marketing research into problem identification research and problem solving research.

Problem identification research is undertaken to help identify problems which are, perhaps, not apparent on the surface and yet exist or are likely to arise in the future like company image, market characteristics, sales analysis, short-range forecasting, long range forecasting, and business trends research.

Research of this type provides information about the marketing environment and helps diagnose a problem. For example, the findings of problem solving research are used in making decisions which will solve specific marketing problems.

The Stanford Research Institute , on the other hand, conducts an annual survey of consumers that is used to classify persons into homogeneous groups for segmentation purposes. Standardized services are research studies conducted for different client firms but in a standard way.

For example, procedures for measuring advertising effectiveness have been standardized so that the results can be compared across studies and evaluative norms can be established.

The Starch Readership Survey is the most widely used service for evaluating print advertisements; another well-known service is the Gallup and Robinson Magazine Impact Studies. These services are also sold on a syndicated basis. All of these forms of marketing research can be classified as either problem-identification research or as problem-solving research. Primary research is conducted from scratch. It is original and collected to solve the problem in hand.

Secondary research already exists since it has been collected for other purposes. It is conducted on data published previously and usually by someone else. Secondary research costs far less than primary research, but seldom comes in a form that exactly meets the needs of the researcher. A similar distinction exists between exploratory research and conclusive research.

Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Conclusive research draws conclusions: Exploratory research is conducted to explore a problem to get some basic idea about the solution at the preliminary stages of research. It may serve as the input to conclusive research. Exploratory research information is collected by focus group interviews, reviewing literature or books, discussing with experts, etc.

This is unstructured and qualitative in nature. If a secondary source of data is unable to serve the purpose, a convenience sample of small size can be collected. Conclusive research is conducted to draw some conclusion about the problem. It is essentially, structured and quantitative research, and the output of this research is the input to management information systems MIS.

Exploratory research is also conducted to simplify the findings of the conclusive or descriptive research, if the findings are very hard to interpret for the marketing managers.

Methodologically, marketing research uses the following types of research designs: Researchers often use more than one research design. They may start with secondary research to get background information, then conduct a focus group qualitative research design to explore the issues. Finally they might do a full nationwide survey quantitative research design in order to devise specific recommendations for the client. Business to business B2B research is inevitably more complicated than consumer research.

The researchers need to know what type of multi-faceted approach will answer the objectives, since seldom is it possible to find the answers using just one method. Finding the right respondents is crucial in B2B research since they are often busy, and may not want to participate. Last, but not least, most business research leads to strategic decisions and this means that the business researcher must have expertise in developing strategies that are strongly rooted in the research findings and acceptable to the client.

There are four key factors that make B2B market research special and different from consumer markets: Marketing research does not only occur in huge corporations with many employees and a large budget.

Marketing information can be derived by observing the environment of their location and the competitions location. Small scale surveys and focus groups are low cost ways to gather information from potential and existing customers. Most secondary data statistics, demographics, etc. International Marketing Research follows the same path as domestic research, but there are a few more problems that may arise.

Customers in international markets may have very different customs, cultures, and expectations from the same company. In this case, Marketing Research relies more on primary data rather than secondary information. Gathering the primary data can be hindered by language, literacy and access to technology.

Basic Cultural and Market intelligence information will be needed to maximize the research effectiveness. Some of the steps that would help overcoming barriers include:.

Market research techniques resemble those used in political polling and social science research. Meta-analysis also called the Schmidt-Hunter technique refers to a statistical method of combining data from multiple studies or from several types of studies.

Conceptualization means the process of converting vague mental images into definable concepts. Operationalization is the process of converting concepts into specific observable behaviors that a researcher can measure. Precision refers to the exactness of any given measure. Reliability refers to the likelihood that a given operationalized construct will yield the same results if re-measured. Validity refers to the extent to which a measure provides data that captures the meaning of the operationalized construct as defined in the study.

The most common entry-level position in marketing research for people with bachelor's degrees e. These people are responsible for supervising a well-defined set of operations, including field work, data editing, and coding, and may be involved in programming and data analysis. Another entry-level position for BBAs is assistant project manager. An assistant project manager will learn and assist in questionnaire design, review field instructions, and monitor timing and costs of studies.

In the marketing research industry, however, there is a growing preference for people with master's degrees. Those with MBA or equivalent degrees are likely to be employed as project managers.

An MMR typically prepares students for a wide range of research methodologies and focuses on learning both in the classroom and the field. The junior analyst and the research analyst learn about the particular industry and receive training from a senior staff member, usually the marketing research manager.

The junior analyst position includes a training program to prepare individuals for the responsibilities of a research analyst, including coordinating with the marketing department and sales force to develop goals for product exposure.

The research analyst responsibilities include checking all data for accuracy, comparing and contrasting new research with established norms, and analyzing primary and secondary data for the purpose of market forecasting. As these job titles indicate, people with a variety of backgrounds and skills are needed in marketing research. Technical specialists such as statisticians obviously need strong backgrounds in statistics and data analysis. Other positions, such as research director, call for managing the work of others and require more general skills.

To prepare for a career in marketing research, students usually:. From Wikipedia, the free encyclopedia. This article contains too many or too-lengthy quotations for an encyclopedic entry. Please help improve the article by presenting facts as a neutrally-worded summary with appropriate citations. Consider transferring direct quotations to Wikiquote. Behavioral targeting Brand ambassador Broadcasting Display advertising Drip marketing In-game advertising Mobile advertising Native advertising New media Online advertising Out-of-home advertising Point of sale Printing Product demonstration Promotional merchandise Publication Visual merchandising Web banner Word-of-mouth.

This section does not cite any sources. Content marketing success can only occur with evolving roles in the marketing department. The new marketing department needs skills not traditionally found in marketing. I believe the marketing department of today should be comprised of the following roles. The visionary is the owner and driver of the content strategy. This person must be very closely aligned to the strategic goals and values of the business.

Reporting to the visionary, the project manager should develop a tactical execution plan, identify the resources needed that may include internal and external resources and develop the roadmap to execute the plan. One of the most important skills this person should possess is project management. Someone with PMP credentials with no previous marketing experience could serve a valuable role in the new marketing department. The story teller reports to the project manager and is primarily responsible for the creation of the story, at least in draft form.

This person primarily possesses journalistic skills. This is another example of transferrable skills, in this case from from journalism to marketing. In some organizations the editor role is not a full time role. Whether a full time or shared resource, the primary purpose of the editor is to review the content produced by the story tellers and edit it for the 3 Ps: In addition to ensuring the story is grammatically accurate, the editor should ensure the story is told in the desired voice of the brand.

The editor and story teller roles are greatly integrated in the new marketing department. This person is primarily focused on making the story interesting with creative elements. Most commonly this entails graphic design. Even in long form format like this article , creative elements are important. Effective use of imagery to correlate the main theme of a content asset plays more than a subliminal role.

Even the style and layout of an article contributes to the user experience, adding quality and distinction to the content asset. Creative skills can be found in many industries, often coming out of multi-media environments with degrees from schools with reputations for teaching creative skills such as Full Sail University and Emerson College.

The most common examples of technical skills needed here include image editing using tools such as PhotoShop, video production using tools such as Final Cut Pro, other forms of digital production such as animation and audio using tools such as GarageBand or Audacity.

All content strategies should consider use of video and audio in their execution plans. Instagram is integrated with Facebook.

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The market research brief. Marketing research can be concerned with any of a variety of aspects of the market: the product, sales, buyer behaviour, promotion, distribution, pricing, packaging, etc. Since the researcher cannot investigate everything about a market, he/she must be selective.

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Detective Lombardo will use precise marketing research steps to figure out the culprit. Marketing research is the process of planning, collecting and analyzing data relevant to a marketing decision. Marketing Research Business Uses. There are many ways that marketing research can help Detective Lombardo solve the store mystery.

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Join Cheryl Ladd for an in-depth discussion in this video, Role of market research in an organization, part of Marketing Foundations: Market Research. Marketing research is the same as market research. Learn the difference between the two and the steps involved in marketing and market research.

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2 The Role of Marketing Research CHAPTER 1 LEARNING OBJECTIVES After reading this chapter, you should be able to 1. Discuss the basic types and functions of marketing research. research is essential to collect facts and statistics about a company s customers employees and competitors on the basis of these numbers companies are able to make.