Date :31-03-2012
Presenter : Md.Manzurul Alam
Lecture :01
Dhaka Commerce College.
Marketing research is the function that links the customer,consumer and public to marketer through information,information used to identify and define marketing opportunities and problem,generate,refine and evaluate marketing actions,monitor marketing performance and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues,designs the method for collecting information,manages and implements the data collection process,analyzes the results and communicates the finding and their implications.
"Marketing research as the systematic design,collection,analysis and reporting of data and finding relevant to a specific marketing situation facing the company."
<Philip Kotler & Kevin Lane Keller
"Marketing research is the systematic and objective identification,analysis,dissemination, collection and use of information for the purpose of improving decision making related to the identification and solution of problems in marketing."
<Naresh K. Malhotra
"Marketing research as the systematic and objective identification,collection,analysis and dissemination of information for use in marketing decision making."
<Brien, Schoenbachler & Gordon
"Marketing research is the systematic design,collection,interpretation and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities."
<Pride & Ferrel
Special feature:
- This is a objective oriented method
- It a process of marketing research
- This is a systematic method
- This is a scientific method
- Marketing research is analysis of information.
Finally we can say that,Marketing research is the systematic, collecting, recording and analyzing of information to marketing decision making.
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