Abstract
This chapter explored the search for information about the customer and the market. This constitutes the listening part of the marketing dialogue. Marketing research is also needed to assist managers in the decision-making process and to analyze organizational performance. To be viable, however, the benefits derived from marketing research need to exceed the cost of conducting such research.
A systematic research approach will lead to the development of a Market Information System (MIS) that contains information both internal and external to the firm. Important internal data sources are performance analyses, sales reports, and employees’ ongoing experience. The more data the intelligence system receives and the more precisely the system can process the available data, the better it can serve the manager. It is therefore important to develop ways of entering nonnumerical reports, such as accounts from a sales conversation or information about customer interests. New technology can enable an MIS to alter communication and decision structures within a firm but also requires careful planning of information distribution and retention.
External information can be derived from either secondary or primary data. Secondary data, collected in response to someone else’s questions, are obtained through desk research and are available quickly and at low cost. The main sources of secondary data are internal databases, libraries, directories, newsletters, commercial information providers, trade associations, and electronic information services. To ensure their usefulness, the researcher must determine the quality of the data source, the quality of the actual data, and the compatibility of the data with information requirements. Primary data are collected directly on behalf of a specific research project. Typical ways of obtaining such data are through syndicated research—such as retail audits, panel research, or omnibus surveys—and custom research.
The first step of primary marketing research is to clearly define the objectives to ensure the usefulness of the research. Next, the research level needs to be decided. Exploratory research helps mainly in identifying problems, descriptive research provides information about existing market phenomena, and causal research sheds light on the relationships between market factors. The research approach then determines whether qualitative or quantitative data will be collected. Observation, in-depth interviews, and focus groups are primary techniques to yield qualitative data, which may be very insightful but are not fully generalizable and cannot be analyzed statistically. Quantitative data overcome these problems but require the systematic collection of large numbers of data. Experimentation and survey research are the primary research tools. Good survey research must concentrate on question design and structure to elicit useful responses. Data can then be collected by mail (postal mail or email); by using online applications, e.g., SurveyMonkey; by telephone; or in person after an appropriate sample frame is constructed. The data need to be analyzed with appropriate techniques to make the data set comprehensible, insightful, and useful for management. This usefulness is at the heart of the research report, which in essence is a communication process persuading recipients to use the information.
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Appendix
Appendix
5.1.1 Selected Information Sources for Marketing Issues
American Bankers Association 1120 Connecticut Avenue NW Washington, DC 20036 |
American Management Association 440 First Street NW Washington, DC 20001 |
American Petroleum Institute 1220 L Street NW Washington, DC 20005 |
Asian Development Bank 2330 Roxas Boulevard Pasay City, Philippines |
Canadian Market Data |
Chamber of Commerce of the United States 1615 H Street NW Washington, DC 20062 |
Commission of the European Communities to the United States 2100 M Street NW Suite 707 Washington, DC 20037 |
Conference Board 845 Third Avenue New York, NY 10022 and 1755 Massachusetts Avenue NW Suite 312 Washington, DC 20036 |
Electronic Industries Association 2001 Pennsylvania Avenue NW Washington, DC 20004 |
Export-Import Bank of the United States 811 Vermont Avenue NW Washington, DC 20571 |
Federal Reserve Bank of New York 33 Liberty Street New York, NY 10045 |
Federation of International Trade Associations 11800 Sunrise Valley Drive, #210 Reston, VA 20191–4345 |
Inter-American Development Bank 1300 New York Avenue NW Washington, DC 20577 |
International Bank for Reconstruction and Development (World Bank) 1818 H Street NW Washington, DC 20433 |
International Monetary Fund 700 19th Street NW Washington, DC 20431 |
International Telecommunication Union Place des Nations Ch-1211 Geneva 20 Switzerland |
Michigan State University Center for International Business Education and Research |
Marketing Research Society 111 E. Wacker Drive Suite 600 Chicago, IL 60601 |
National Association of Manufacturers 1331 Pennsylvania Avenue NW Suite 1500 Washington, DC 20004 |
Organisation for Economic Co-operation and Development 2 Rue Andre Pascal 75775 Paris Cedex Ko, France and 2001 L Street NW Suite 700 Washington, DC 20036 |
Organization of American States 17th and Constitution Avenue NW Washington, DC 20006 |
Transparency International Otto-Suhr-Allee 97-99 D-105 85 Berlin Germany |
World Trade Centers Association 60 East 42nd Street Suite 1901 New York, NY 10165 |
CORDIS Information on EU research programs |
Delegation of the European Commission to the US Press releases, EURECOM: Economic and Financial News, EU-US relations, information on EU policies and Delegation programs 2300 M Street NW Washington, DC 20037 Source: © Michael R. Czinkota |
European Central Bank Kaiserstrasse 29 D-60311 Frankfurt am Main Germany Postal: Postfach 160319 D-60066 Frankfurt Am Main Germany |
European Investment Bank Press releases and information on borrowing and loan operations, staff, and publications |
Court of Justice Overview, press releases, publications, and full-text proceedings of the court ► www.curia.eu. int/en/index.htm |
European Community Information Service 200 Rue de la Loi 1049 Brussels, Belgium and 2100 M Street NW 7th Floor Washington, DC 20037 |
European Bank for Reconstruction and Development One Exchange Square London EC2A 2JN United Kingdom |
European Union |
200 Rue de la Loi 1049 Brussels, Belgium and 2100 M Street NW 7th Floor Washington, DC 20037 |
United Nations |
Conference of Trade and Development Palais des Nations 1211 Geneva 10 Switzerland |
Industrial Development Organization 1660 L Street NW Washington, DC 20036 and Post Office Box 300 Vienna International Center A-1400 (Vienna, Austria) |
International Trade Centre UNCTAD/WTO 54–56 Rue de Montbrillant CH-1202 Geneva Switzerland |
UN Publications Room 1194 1 United Nations Plaza New York, NY 10017 |
Statistical Yearbook 1 United Nations Plaza New York, NY 10017 |
Yearbook of International Trade Statistics United Nations United Nations Publishing Division 1 United Nations Plaza Room DC2-0853 New York, NY 10017 |
U.S. Government |
Department of Agriculture 12th Street and Jefferson Drive SW Washington, DC 20250 |
Department of Commerce Herbert C. Hoover Building 14th Street and Constitution Avenue NW Washington, DC 20230 |
Department of State 2201 C Street NW Washington, DC 20520 |
Department of the Treasury 15th Street and Pennsylvania Avenue NW Washington, DC 20220 |
Federal Trade Commission 6th Street and Pennsylvania Avenue NW Washington, DC 20580 |
International Trade Commission 500 E Street NW Washington, DC 20436 |
Council of Economic Advisers |
Department of Energy |
Department of Interior |
Department of Labor |
Department of Transportation |
Environmental Protection Agency |
National Economic Council |
Office of the U.S. Trade Representatives |
Office of Management and Budget Overseas Private Investment Corporation |
Indexes to Literature |
Business Periodical Index H. W. Wilson Co. 950 University Avenue Bronx, NY 10452 |
New York Times Index University Microfilms International 300 N. Zeeb Road Ann Arbor, MI 48106 |
Wall Street Journal Index University Microfilms International 300 N. Zeeb Road Ann Arbor, Ml 48106 |
Directories |
American Register of Exporters and Importers 38 Park Row New York, NY 10038 |
Arabian Yearbook Dar Al-Seuassam Est. Box 42480 Shuwaikh, Kuwait |
Directories of American Firms Operating in Foreign Countries World Trade Academy Press Uniworld Business Publications Inc. 50 E. 42nd Street New York, NY 10017 |
Directory of International Sources of Business Information |
Pitman 128 Long Acre London, WC2E 9AN, England |
Encyclopedia of Associations Gale Research Co. Book Tower Detroit, MI 48226 |
Polk’s World Bank Directory R. C. Polk & CO. 2001 Elm Hill Pike P.O. Box 1340 Nashville, TN 37202 |
Verified Directory of Manufacturer’s Representatives MacRae’s Blue Book Inc. 817 Broadway New York, NY 10003 |
World Guide to Trade Associations K. G. Saur &. Co. 175 Fifth Avenue New York, NY 10010 |
Encyclopedias, Handbooks, and Miscellaneous |
A Basic Guide to Exporting U.S. Government Printing Office Superintendent of Documents Washington, DC 20402 |
Doing business in … Series Price Waterhouse 1251 Avenue of the Americas New York, NY 10020 |
Economic Survey of Europe The United Nations United Nations Publishing Division 1 United Nations Plaza Room DC2-0853 New York, NY 10017 |
Economic Survey of Latin America The United Nations United Nations Publishing Division 1 United Nations Plaza Room DC2-0853 New York, NY 10017 |
Encyclopedia Americana, International Edition Grolier Inc. Danbury, CT 06816 |
Encyclopedia of Business Information Sources Gale Research Co. Book Tower Detroit, MI 48226 |
Europa Year Book Europa Publications Ltd. 18 Bedford Square London WC1B 3JN, England |
Export Administration Regulations U.S. Government Printing Office Superintendent of Documents Washington, DC 20402 |
Exporters’ Encyclopedia—World Marketing Guide Dun’s Marketing Services 49 Old Bloomfield Rd. Mountain Lake, NJ 07046 |
Export-Import Bank of the United States Annual Report U.S. Government Printing Office Superintendent of Documents Washington, DC 20402 |
Exporting for the Small Business U.S. Government Printing Office Superintendent of Documents Washington, DC 20402 |
Exporting to the United States U.S. Government Printing Office Superintendent of Documents Washington, DC 20402 |
Export Shipping Manual U.S. Government Printing Office Superintendent of Documents Washington, DC 20402 |
Foreign Business Practices: Materials on Practical Aspects of Exporting, International Licensing, and Investing U.S. Government Printing Office Superintendent of Documents Washington, DC 20402 |
A Guide to Financing Exports U.S. Government Printing Office Superintendent of Documents Washington, DC 20402 |
Handbook of Marketing Research McGraw-Hill Book Co. 1221 Avenue of the Americas New York, NY 10020 |
Periodic Reports, Newspapers, Magazines |
Advertising Age Crain Communications Inc. 740 N. Rush Street Chicago, IL 60611 |
Advertising World Directories International Inc. 150 Fifth Avenue, Suite 610 New York, NY 10011 |
Arab Report and Record 84 Chancery Lane London WC2A 1DL, England |
Barron’s University Microfilms International 300 N. Zeeb Road Ann Arbor, MI 48106 |
Business America U.S. Department of Commerce 14th Street and Constitution Avenue NW Washington, DC 20230 |
Business International Business International Corp. One Dag Hammarskjold Plaza New York, NY 10017 |
Business Week McGraw-Hill Publications Co. 1221 Avenue of the Americas New York, NY 10020 |
Commodity Trade Statistics United Nations Publications 1 United Nations Plaza Room DC2-8053 New York, NY 10017 |
Conference Board Record Conference Board Inc. 845 Third Avenue New York, NY 10022 |
Customs Bulletin U.S. Customs Service 1301 Constitution Avenue NW Washington, DC 20229 |
The Economist Economist Newspaper Ltd. 25 St. James Street London SWIA 1HG, England |
Europe Magazine 2100 M Street NW Suite 707 Washington, DC 20037 |
The Financial Times Bracken House 10 Cannon Street London EC4P 4BY, England |
Forbes Forbes, Inc. 60 Fifth Avenue New York, NY 10011 |
Fortune Time, Inc. Time & Life Building 1271 Avenue of the Americas New York, NY 10020 |
Industrial Marketing Crain Communications, Inc. 740 N. Rush Street Chicago, IL 60611 |
International Financial Statistics International Monetary Fund Publications Unit 700 19th Street NW Washington, DC 20431 |
Investor’s Business Daily Box 25970 Los Angeles, CA 90025 |
Journal of Commerce 100 Wall Street New York, NY 10005 |
Sales and Marketing Management Bill Communications Inc. 633 Third Avenue New York, NY 10017 |
Wall Street Journal Dow Jones & Company 200 Liberty Street New York, NY 10281 |
Pergamon Press Inc. Journals Division Maxwell House Fairview Park Elmsford, NY 10523 |
World Trade Center Association (WTCA) Directory World Trade Centers Association 60 East 42nd Street Suite 1901 New York, NY 10165 |
International Encyclopedia of the Social Sciences Macmillan and the Free Press 866 Third Avenue New York, NY 10022 |
Marketing and Communications Media Dictionary Media Horizons Inc. 50 W. 25th Street New York, NY 10010 |
Trade Finance U.S. Department of Commerce International Trade Administration Washington, DC 20230 |
World Economic Conditions in Relation to Agricultural Trade U.S. Government Printing Office Superintendent of Documents Washington, DC 20402 |
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Czinkota, M.R., Kotabe, M., Vrontis, D., Shams, S.M.R. (2021). Marketing Research and Information. In: Marketing Management. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-66916-4_5
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