Marketing Essentials
n Chapter 28 Marketing Research
Section 28.2 Types, Trends, and
Limitations of Marketing Research
Chapter 28 n Marketing Research
1
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
What You'll Learn
 Four important areas of marketing
research
 The important trends affecting marketing
research
 The limitations of marketing research
Chapter 28 n Marketing Research
2
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Why It's Important
Sometimes more than one type of research
is needed to solve a particular problem. In
addition, data collected from one research
study can often be used to solve other
business problems related to marketing. This
section will introduce you to the major types
of marketing research, the latest trends, and
the limitations of marketing research.
Chapter 28 n Marketing Research
3
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Key Terms
 attitude research
 market research
 media research
 product research
 test research
Chapter 28 n Marketing Research
4
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Types of Marketing Research
The type of marketing research businesses
conduct depends on the problem that they
are trying to solve. Some of the most
significant areas of research are:
 attitude research
 market research
 media research
 product research
Chapter 28 n Marketing Research
5
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Attitude Research
Attitude research, also known as opinion
research, is research designed to obtain
information on how people feel about certain
products, ideas, or companies.
 Example: The Gallup Organization
conducts opinion research polls on politics,
elections, business and the economy,
social issues, and public policy.
Chapter 28 n Marketing Research
6
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Market Research
Market research involves the systematic
gathering, recording, analyzing, and presentation
of information related to marketing goods and
services. It uses market analysis—the study of
particular consumer and industrial markets—to
obtain data about the size, location, and make-up
of the market for a product.
Slide 1 of 2
Chapter 28 n Marketing Research
7
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Market Research
Sales forecasting is an effort to estimate the
future sales of a product.
Economic forecasting is an attempt to predict
future economic conditions. Most businesses
rely on government data to predict economic
conditions and to adjust their business
activities depending on the economic outlook.
Slide 2 of 2
Chapter 28 n Marketing Research
8
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Media Research
Media research focuses on issues of media
selection and frequency. It measures the
effectiveness of the advertising message and
media placement. Media research is done on:
 print media
 broadcast media
 online media
Chapter 28 n Marketing Research
9
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Researching Print Advertisements
The effectiveness of a printed advertising
message can be tested on its recall,
communication, and persuasive abilities.
Several different techniques are used, including:
 reader surveys
 consumer panels
Chapter 28 n Marketing Research
10
SECTION 28.2
TV Ratings
Types, Trends, and Limitations
of Marketing Research
Advertisers who prepare
television advertisements
are interested in TV
ratings. What information
can TV ratings provide for
a television advertiser?
Chapter 28 n Marketing Research
11
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Researching Online Advertising
As online advertising increases in popularity,
researchers have developed marketing research
techniques for online copy testing. Techniques
include:
 using a mock environment similar to
traditional copy testing
 live testing in an interactive environment
 tracking ad recall and copy effectiveness
 evaluating Web site elements that
attract users
Chapter 28 n Marketing Research
12
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Product Research
Product research centers on evaluating
product design, package design, product
usage, and consumer acceptance of new
and existing products.
Chapter 28 n Marketing Research
13
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
New Product Acceptance
Product tests are a way of measuring new
product acceptance. Techniques include:
 having consumers try a product and
give their opinions
 providing samples
 test marketing by placing a new product
in a selected geographic area
 having a product rating board
Chapter 28 n Marketing Research
14
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Existing Product Research
Satisfaction questionnaires and interviews gather
information about existing products and services.
 Industrial satisfaction surveys focus upon
products and services utilized by business
and manufacturing firms.
 Customer satisfaction surveys provide data
for businesses regarding retail customer
attitudes toward existing products and
services.
Chapter 28 n Marketing Research
15
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Trends in Marketing Research
The nature and scope of marketing research
are rapidly changing to keep pace with a
changing marketplace. In the face of global
competition, research that measures product
quality and consumer satisfaction is the
fastest growing form of marketing research.
Chapter 28 n Marketing Research
16
SECTION 28.2
Types, Trends, and Limitations
of Marketing Research
Limitations of Marketing Research
Marketing research information is used to help
businesses make sound business decisions,
however it is limited by the following factors:
 the company's budget
 time
 quickly changing customer preferences
Chapter 28 n Marketing Research
17
28.2 ASSESSMENT
Reviewing Key Terms and Concepts
1. What are the four major areas of marketing
research?
2. What is the difference between sales and
economic forecasting?
3. What is test marketing?
4. List at least four trends facing marketing
researchers today.
5. What are two limitations of marketing
research?
Chapter 28 n Marketing Research
18
28.2 ASSESSMENT
Thinking Critically
Should every type of business engage in
marketing research? Why or why not?
Chapter 28 n Marketing Research
19
28.2 Graphic Organizer
Types of Marketing Research
Types of Marketing Research
Product
Research
New
Product
Acceptance
Existing
Product
Research
Attitude
Research
Researching
Print
Advertisements
Media
Research
Researching
Researching
Broadcast
Media
Online
Advertising
Market
Research
Sales
Forecasting
Economic
Forecasting
Chapter 28 n Marketing Research
20
Marketing Essentials
End of Section 28.2
Chapter 28 n Marketing Research
21