Council of American Survey Research Organizations® (CASRO®)
3 Upper Devon
Port Jefferson, New York 11777
(631) 928-6954 Fax: (631) 928-6041
www.casro.org • email: casro@casro.org Page 1 of 2
© 2001 CASRO - Council of American Survey Research Organizations. All Rights Reserved. This document is protected under the copyright laws
of the United States and other countries and may not be reprinted or reproduced without permission from CASRO, provided that it may be
referenced and quoted with attribution and credit given to CASRO.
Importance of Marketing Research
Below is a potpourri of ideas that writers can use to use to develop articles about research.
Philip Kotler, the acknowledged guru of marketing, defines marketing as: “
a social and managerial process by which
individuals and groups obtain what they need and want through creating, offering, and exchanging products of value
with others”.
Others have said that company marketing skills can launch a new era of high economic growth and living standards.
Both ideas are built upon the Marketing Concept that was introduced in the mid-1950s, which states: “
The marketing
concept holds that key to achieving organizational goals consists in determining the needs and wants of target
markets and delivering the desired satisfaction more effectively and efficiently than competitors”.
Again quoting Kotler, “
Marketing management is accomplished by carrying out marketing research, planning,
implementation, and control”.
Meaningful marketing and strategic planning relies on management’s ability to develop
and maintain a marketing information system and have the skills to carry out sound marketing research.
1. If marketing is the engine that drives the U.S. economy, then marketing research is the process that keeps the
engine tuned.
2. Classical marketing research, gathering data about goods and services
•
The emphasis on marketing is on the identification and satisfaction of customer needs.
•
In order to determine customer needs and the implement marketing strategies and programs aimed at
satisfying those needs, marketing managers need information. They need data about customers,
competitors, and other forces in the marketplace.
•
The task of marketing research is to assess the data needs and to provide management with relevant,
accurate, reliable, valid, and current data.
•
Recently research firms have been requested to analyze the data and provide marketing intelligence and
information.
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Importance of research can be gauged by the wide range of organizations that use marketing research:
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Small businesses
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Large businesses
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Manufacturing companies
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Technology companies
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On-line marketers
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Policy makers
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Professional services
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Non profit organizations
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Government Organizations
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And marketing research is used for a wide range of purposes
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New and improved products
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More convenient delivery of products and services
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Content research for television and movie production
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Examples of how marketing research changed the landscape:
•
Harley Davidson’s comeback in the 1990s
•
Changing attitudes toward store brand jeans. JC Penny vs. Levi
Council of American Survey Research Organizations® (CASRO®)
3 Upper Devon
Port Jefferson, New York 11777
(631) 928-6954 Fax: (631) 928-6041
www.casro.org • email: casro@casro.org Page 2 of 2
© 2001 CASRO - Council of American Survey Research Organizations. All Rights Reserved. This document is protected under the copyright laws
of the United States and other countries and may not be reprinted or reproduced without permission from CASRO, provided that it may be
referenced and quoted with attribution and credit given to CASRO.
•
Oldsmobile sheds old image
•
Research helped Amtrak create high-speed, premium railroad service from Boston to DC.
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Starbucks Coffee – capitalized on changes in consumer behavior to gain foothold in competitive coffee
market.
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Making of a president – Bill Clinton
•
Marketing research gave Chrysler the confidence to enter the minivan market that GM and
Ford.considered too risky, and to seize a lucrative opportunity.
Marketing research, as a profession, has made many important contributions to the marketing process. Marketing
research has been used to hasten the introduction of successful new products and services to the market place.
New ideas and concepts have been screened before businesses make huge investments in plant and material on
products which consumers would not support. Product formulations have been improved by means of consumer
input through various research techniques. In fact, the industry has played a major role in managing every aspect of
the marketing mix, from pricing to promotion for the world’s leading manufacturers and service organizations.
3. More recently:
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Customer Satisfaction Research
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An example of how the industry has adapted to meet the expanding needs of marketing and business
managers.
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When management became interested in the voice of the customer, it was marketing research that
enabled them to dialog.
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Involvement in this type of research is preparing the industry to transition into other areas of business
management beyond just marketing.
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We are starting to rub elbows with decision-makers form HR, Finance, etc.
4. In the Future:
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We will be asked to become involved in the management of the overall value of the firm, as opposed to a
brand by brand approach.
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Marketing research will become involved with more than just marketing type data. The marketing research
professional of the future will use information from many different areas to assist decision makers at the
highest levels within the organization to plan and manage the firm’s activities.
•
This will affect the type of skill sets that marketing research firms will need in the future.
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In order to be considered a full-service firm in the future, marketing research firms will be required to hire
and train professionals from academic areas, such as Change Management, Industrial Psychology,
Finance, that are not currently represented in the firm.
•
Marketing research has kept the marketing engine well tuned and in the future it will be called upon to pull
information from all sectors of the firm to assist management grow the value of the enterprise.
For more information, please contact us.
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