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Chapter # 01 Naresh K. Malhotra 3rd Edition

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  LectureNo. 01 Topics:  What Does Marketing Research Encompass?  The Nature of Marketing Research  Definition of Marketing Research  A Classification of Marketing Research  The Role of Marketing Research in MIS & DSS Chapter # 01 NareshK. Malhotra3 rd Edition  T hetermMRbroadinmeaning:itisrelatedtoallaspectsofmarketing. T hefollowingexampleswillprovideaflavorofthevariednatureofmarketingresearch: Example # 01: Lotus Development Corporation Uses Marketing Research as A Development Tool:  L otusDevelopmentCorp.conductsfocusgroups(8to10peopleatatime)of customersandbusinesspartnerseveryfourmonths. Prepared By: Basharat Naeem, Lecturer at IBA (PU)   T heywanttorecognizethefactthatWebsitesareproductswithveryshortlifecyclesandneedongoingattentiontokeepthemup-to-date.  T hefocusgroupevaluates L otus¶Websiteandthesitesofothercompanies.  Fromfocusgroupthecompanylearnedthatcustomerswantedimprovednavigationandhighlevelofconsistency.  T hesefindingswerefurtherverifiedthroughasurveypostedonitswebsite  So,thecompanyredesigneditswebsiteaftermarketingresearchrevealedsomeimprovementscustomersdesired. Prepared By: Basharat Naeem, Lecturer at IBA (PU)  Example # 02: Reviving an Ailing Giant:  I ntheearly1980sChrysler(acarmanufacturingcompany)wasfightingforsurvival.  Fortunatelytwomen( L ee L ococca&HowardSperlich)hadcometothecompanyfromFordandtheybroughtwiththemarevolutionaryidea±theminivan(acarmodel).  T hesepeopleusedmarketingresearchtoidentifyaneed±better familytrasnportation. Prepared By: Basharat Naeem, Lecturer at IBA (PU)
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