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Chapter 2: Marketing Research

Chapter Summary:

In this chapter we look at the importance of research in marketing. We explore what marketing research is and see why it is considered the foundation of marketing. Our examination includes a detailed look at the key methods marketers use to gather relevant information. Finally, we look at the trends shaping marketing research.

Key Issues:

  • The Foundation of Marketing
  • Research in Marketing
  • Options for Gathering Research Information
  • Secondary Research
  • Primary Research
  • Trends in Marketing Research

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Vogel, C., "Museums Refine the Art of Listening," New York Times, March 12, 2008. http://www.nytimes.com/2008/03/12/arts/artsspecial/12visitors.html
  2. For a list and dot-com failures including screen-shots of old websites see The Museum of I-Failure website. http://www.disobey.com/ghostsites/mef.shtml
  3. Stelter, B., "Web Metrics and Grains of Salt," New York Times, April 21, 2008. http://www.nytimes.com/2008/04/21/technology/21comscore.html
  4. For an extensive list of links to low-cost secondary research website see the Market Research section of KnowThis.com.  http://www.knowthis.com/topic-areas/market-research.htm 
  5. "Social Trends Color Shade-Forecasting," MSNBC, Aug. 30, 2007 http://www.msnbc.msn.com/id/20513442/
  6. For an extensive list of links to high-cost secondary research website see the Market Research section of KnowThis.com. http://www.knowthis.com/topic-areas/market-research.htm
  7. For an interesting look at experiments undertaken in online markets see MarketingExperiments website.  http://www.marketingexperiments.com
  8. Nakashima, R., "Disney to Create Lab to Test Ads for ABC, ESPN," USA Today, May 12, 2008 http://www.usatoday.com/tech/products/2008-05-12-1465558386_x.htm
  9. Steel, E., "The New Focus Groups: Online Networks," Wall Street Journal, January 14, 2008. http://online.wsj.com/article/SB120027230906987357.html
  10. Baker, S., "What You Really Want to Buy," BusinessWeek, January 28, 2008. http://www.businessweek.com/technology/content/jan2008/tc20080127_697425.htm
  11. Tessler, J., "Lawmakers Demand Info on Web Tracking Practices," Yahoo Finance, August 1, 2008. http://biz.yahoo.com/ap/080720/consumers_changing_habits.html

 

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