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Examples of Research in Marketing

As noted, marketing research is undertaken to support a wide variety of marketing decisions. The table below presents a small sampling of the research undertaken by marketing decision area. Many of the issues listed under Types of Research are discussed in greater detail in other parts of the Principles of Marketing Tutorials.



Marketing DecisionTypes of Research
Target Marketssales, market size; demand for product, customer characteristics, purchase behavior, customer satisfaction, website traffic
Product product development; package protection, packaging awareness; brand name selection; brand recognition, brand preference, product positioning
Distributiondistributor interest; assessing shipping options; online shopping, retail store site selection
Promotionadvertising recall; advertising copy testing, sales promotion response rates, sales force compensation, traffic studies (outdoor advertising), public relations media placement
Pricingprice elasticity analysis, optimal price setting, discount options
External Factorscompetitive analysis, legal environment; social and cultural trends
Othercompany image, test marketing
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