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Essay / Research Paper Abstract
This 9-page paper focuses on aspects of marketing research. Bibliography lists 2 sources.
Page Count:
9 pages (~225 words per page)
File: AS43_MTmkreasqu.doc
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Unformatted sample text from the term paper:
introduced by the American Marketing Association (AMA) back in 2004. According to this organization, "marketing research is the function that links the consumer, customer and public to the marketer through
information . . ." (Marketing Research, 2004). The definition goes on to note that the information helps the marketer "identify and define marketing opportunities and problems," as well as to
evaluate marketing actions, oversee marketing performance and improve the entire marketing process (Marketing Research, 2004). A few years later, Hair and his colleagues
(2008) added some more "meat" to the definition by pointing out that "property organized marketing research operates to solve business problems and clarify emerging trends" (p. 4). The authors in
the textbook also pointed out other interesting facts about marketing research: First, that its a systematic, ongoing process including everything from survey design, to information collection, to data analysis and
interpretation, to communicating that information to the final decision-makers (Hair et al, 2008). Though the AMAs definition of marketing research points out
that the main reason for such research involves providing information to help link the marketer more efficiently to his or her markets, there are more specific uses for marketing research,
and other uses for the research. Following are four ways in which marketing research is used, but this list is by no means exhaustive.
Boosting relationships with the customer. Customer relationships, in many cases, are the main competitive advantages companies have when it comes to selling a product or service. A good
example of this is the personal computer industry: Many people might buy an Apple Macintosh computer, not because its cooler or because its an Apple, but because Apple does a
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