Republic of uzbekistan andijan machine-building institute fundamentals of business management

Marketing research planning 
Many types of research processes can be used to solve marketing problems. Figure 12-3 
shows which scientific problem each study relates to. 
Stages of marketing research 
1. 
Defining a marketing problem 
2. 
Case study 
3. 
Create a data collection process 
4. 
Gathering and analyzing information 
5. 
Suggest a solution 
Figure 12-3. Why is problem identification the first step in marketing research? 
All marketing research studies involve data collection and analysis. Much information 
about customers and competitors can be obtained without conducting new business research. 
Analyzing existing information collected for another purpose and using it to solve a current 
problem is called secondary research. Information collected specifically to directly address the 
current problem is called primary research. 
Types of scientific research 
The most common types of marketing research involve customer surveys. Surveys are the 
collection of people's responses to a carefully structured set of questions. Surveys are often sent to 
people via email or the Internet. They can also be done over the phone. Another less structured 
method of collecting ideas, experiences, and opinions is the group-based method. In this research 
method, a small group of buyers participates in a group discussion. An effective group leader 
should clarify disagreements among group members and generate new ideas. Target group 
members can participate in discussions based on their experience with a given product, or provide 
feedback on a new product or suggestions for product improvement. Customer research provides 
useful information for marketing research. Learning is collected by recording consumer behavior, 
not by asking them. A store may be interested in how consumers learn about a product, for 
example, by showing it to them or by seeing it for themselves while shopping in the store. A 
product development team can find a solution to any problem by improving the design of the 
product used by consumers. The final method in marketing research is pilot testing. An experiment 
presents two carefully examined alternatives to a problem to see which one is preferable or better. 
A marketing experiment can compare two sizes of packages to see if the first size performs better 
in sales. Studies can determine the effect of 50-cent coupons on bakery choices when offered at a 
grocery store. 
List the stages of marketing research education. 

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Net BOOKMARK 
Note: The US Censorship Bureau provides detailed information to help businesses make marketing 
decisions. 
website login Click on the section 10 reference below. Click on the American Fact Finder link and 
post the censored information on your association. Go through the data and put the number of 15-
19 year olds in your association, then 20-24 year olds, then renters and those in private homes. 
How can this information be used by businessmen?