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
  • 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. “Guggenheim Foundation and Museum,” Audience Research & Analysis, April 17, 2011.  http://www.audienceresearch.com/case-studies/guggenheim-foundation-and-museum/
  2. For an extensive list of links to low-cost secondary research websites see the Weblinks Collection section of KnowThis.comhttp://www.knowthis.com/weblinks-collection/
  3. Color Marketing Group website.  http://www.colormarketing.org/
  4. For an extensive list of links to high-cost secondary research websites see the Weblinks Collection section of KnowThis.comhttp://www.knowthis.com/weblinks-collection/
  5. Horovitz, B., “Market Researchers Get New Tool in iPad,” USA Today, July 28, 2010.  http://www.usatoday.com/tech/news/2010-07-28-ipad28_ST_N.htm
  6. Peters, J. W., “Some Newspapers, Tracking Readers Online, Shift Coverage,” New York Times, September 5, 2010.  http://www.nytimes.com/2010/09/06/business/media/06track.html?_r=1
  7. Vega, T., “Focus Groups That Look Like Play Groups,” New York Times, May 29, 2011.  http://www.nytimes.com/2011/05/30/business/media/30focus.html
  8. Altman, R., “Going Where CPGs Do Research,” Shopper Marketing, October 1, 2010.  http://issuu.com/edward4041/docs/sm1010_ebook/26
  9. Smith, D., “How to Measure Your Brand’s Online Influence,” Inc. Magazine, February 12, 2011.  http://www.inc.com/guides/201102/how-to-measure-brand-influence-online.html
  10. Bruno, K., “Secrets of Engaging Customers in Online Communities,” Forbes, August 7, 2010.  http://www.forbes.com/2010/08/06/facebook-online-communities-engagement-communispace-cmo-network.html
  11. Vega, T. and V. Kopytoff, “In Online Privacy Plan, the Opt-Out Question Looms,” New York Times, December 5, 2010.  http://www.nytimes.com/2010/12/06/business/media/06privacy.html
  12. Page, G., “Neuroscience: A New Perspective,” Millward Brown, June 2010. http://www.millwardbrown.com/Libraries/MB_POV_Downloads/MillwardBrown_POV_NeurosciencePerspective.sflb.ashx
Chapter 3: Managing Customers
Chapter 1: What is Marketing?