8.5 Market Knowledge Systems Charting a Path toward Competitive Advantage



  1. ^ marketing research task
  2. ^ marketing problems commonly addressed through marketing research
  3. ^ marketing problems commonly addressed through marketing research


We now turn to the [1] marketing research task:
  • the design,
  • collection,
  • analysis, and
  • reporting of research
  • intended to gather data pertinent to a
  • particular marketing challenge or situation.

The word particular is very important. Marketing research is intended to address carefully defined marketing problems or opportunities.

Research carried out without carefully thought-out objectives usually means time and money down the tubes!

Some [2] marketing problems commonly addressed through marketing research include
  • tracking customer satisfaction from unit to unit or year to year (tracking studies);
  • testing consumer responses to elements of marketing programmes, such as prices or proposed advertising campaigns; and
  • assessing the likelihood that consumers will buy proposed new products.

We begin by presenting a model of the marketing research process that sets forth the many decisions that must be made to conduct effective and actionable marketing research.

The steps in the marketing research process are shown in Exhibit 8.7. As this exhibit shows, the marketing research process is fraught with numerous opportunities for error.

That’s why it’s so important that all who play influential roles in setting strategy for their firms or who use marketing research results for decision making be well-informed and critical users of the information that results from market research studies. To this end, we now address each of the steps in the marketing research process, from a decision making point of view.

Exhibit 8.7 [3] Steps in the marketing research process: what can go wrong?

What frequently goes wrong?
Identify managerial problem and establish research objectives

Management identifies no clear objective, no decision to be made based on the proposed research.
Determine data sources (primary or secondary) and types of data and research approaches (qualitative or quantitative) required

Primary data are collected when cheaper and faster secondary data will do. Quantitative data are collected without first collecting qualitative data.
Design research: type of study, data collection approach, sample, etc.

These are technical issues best managed by skilled practitioners. Doing these steps poorly can generate misleading or incorrect results.
Collect data

Collector bias: hearing what you want to hear.
Analyse data

Tabulation errors or incorrect use or interpretation of statistical procedures may mislead the user.
Report results to the decision maker

Some users do not really want objective information – they want to prove what they already believe to be true.

  1. client contact systems
  2. collector bias
  3. competitive advantage
  4. competitive intelligence
  5. computerised reorder system
  6. consumer behaviour
  7. data sources
  8. evidence based forecast
  9. experienced user
  10. internal records
  11. just in time
  12. logistical alliance
  13. market potential
  14. market segmentation
  15. market segments
  16. marketing program
  17. marketing research
  18. mass market
  19. mass market strategy
  20. michelin; us west;
  21. micro segmentation
  22. middleman
  23. modified rebuy
  24. multi-functional sales teams
  25. multilevel selling
  26. multiple buying
  27. multiple level relationships
  28. mutual trust
  29. narrow market segment
  30. narrow niche
  31. nationalisation of producers
  32. nerve center
  33. new task buy
  34. nine west group
  35. observation;direct observation' tanzania mobile;
  36. on-time delivery
  37. opportunity; research
  38. order handling
  39. organisation market
  40. organization marketing behaviour
  41. organizational behaviour
  42. organizational customers
  43. organizational demand
  44. organizational market
  45. organizational purchasing behaviour
  46. organizational purchasing process
  47. paperless exchange
  48. parity pricing
  49. personal selling
  50. personal use
  51. political risk
  52. potential market; penetrated market
  53. pre-delivery inspection
  54. pre-sale service
  55. prestige buyer
  56. pretender
  57. primary data
  58. procurement costs
  59. purchasing criteria
  60. qualitative data
  61. qualitative research
  62. quality assurance
  63. quality standards
  64. quantitative data
  65. quantitative research
  66. research objectives
  67. retention programme
  68. routine purchase
  69. sales forecast
  70. semantic differentiation scale
  71. sequence of information
  72. shared costs
  73. short term contracts
  74. social construction
  75. status oriented consumers
  76. stock availability
  77. straight rebuy
  78. supplier bargaining power
  79. supplier performance
  80. supplier reputation
  81. survey
  82. tabulation errors
  83. tanzania mobile
  84. target customers
  85. target market
  86. target marketing
  87. technical experts;
  88. test markets
  89. transaction cost
  90. trend forecasting
  91. trusting patron
  92. underlying consumer demand
  93. unethical demands
  94. unstated but implicit assumptions
  95. users
  96. value analysis
  97. value shopper
  98. vertical integration
  99. visceral thing that cannot be trained
  100. wild guess