Marketing Research 1 Zaiga Oborenko, assoc professor

Marketing Decision
Making
Providing Information
The Role of Marketing Research in Marketing Decision Making
The Information Value Chain

Participants in Marketing Research Activities

Information Users
Information Suppliers:
Inside Company
Information Suppliers:
Outside Company

• General management
• Planning
• Marketing and sales managers
• Product managers
• Lawyers

• Marketing research department
• Sales analysis group
• Accounting department
• Corporate strategic planning

• Research consultants
• Marketing research suppliers
• Advertising agencies

Factors Influencing Choice of Information Supplier

• Internal personnel may not have skills or experience
• Outside help may be called to boost internal capacity in response to urgent deadline
• Often it is cheaper to go outside
• Outside suppliers may have special facilities or competencies which would be costly to duplicate for a single study

Criteria for Selecting a Research Supplier

• What is the reputation of the supplier?
• Do they complete projects on schedule?
• Are they known for maintaining ethical standards?
• Are they flexible?
• Are their research projects of high quality?
• What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one?
• Do the supplier's personnel have both technical and non-technical expertise?
• Can they communicate well with the client?

Expert Systems
Internal Billing,
Production, and Other Records
Decision Support
Systems
Marketing
Information Systems
The Development of MIS and DSS