8.6 Marketing Research Resolves Specific Marketing Challenges



  1. ^ Example Tanzania Mobile Phones Market
  2. ^ appropriate analytical frameworks


As for any other form of human endeavor, if you don’t have clear objectives, any road will get you there!
The same is true for conducting marketing research.

A good place to start is to ask what the managerial problem or question is that a proposed programme of research might address.

[1] Example Tanzania Mobile Phones Market
Maddy and Laguë’s initial inquiries about starting a telecommunications business in Tanzania had numerous managerial questions to be answered.
  • How attractive is the telephone market in Tanzania?

  • What segments are most attractive?
  • How large is the market, and
  • how fast is it likely to grow?
  • Is the industry attractive?
  • Who are the key competitors and what competitive advantages might they have and not have if we enter?
  • What telecommunications wants and needs are not well satisfied currently, for which groups of consumers?
  • How likely are consumers to use the system we propose to put in place?
  • How much might they be willing to pay? What incentives would retailers or others need to sell our phone cards or to place our pay phones on their premises?

Taking each of these managerial questions, one at a time, and applying [2] appropriate analytical frameworks to each of them – such as:
  • macro trend analysis (see Module 4),
  • Porter’s five forces (Module 5), and so on –
  • provides clear guidance for the kind of information the researcher needs.
The result is a set of research objectives (e.g., determine market size and growth rate; assess supplier power in this industry, and so on) that will drive the research.

  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