2016 Marketing and Marketing Research references

De Wiki de Ilan Chamovitz - Informatica, Administracao, Eng. Producao, Educacao, Tecnologia da Informacao

These are some links that may help make easier to understand Marketing and Marketing Research.

Marketing Research: Online Research Applications , Fourth Edition, by Alvin C. Burns and Ronald F. Bush. Copyright © 2003 by Pearson Prentice Hall. 
http://wps.pearsoncustom.com/wps/media/objects/7443/7621811/MKT%20301_Ch06.pdf
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Marketing Research (p.151) - Steps to follow: 
1  Establish the need for marketing research
2. Define the problem
3. Establish research objectives
4. Determine research design
5. Identify information types and sources
6. Determine methods of accessing data
7. Design data collection forms
8. Determine sample plan and size
9. Collect data
10.Analyze data
11. Prepare and present the final research report

Marketing Research: Approaches, Methods and Applications in Europe (Ray Kent)

https://www.cengagebrain.com.au/content/kent03279_1844803279_02.01_chapter01.pdf

SOURCES OF SECONDARY DATA

Primary Versus Secondary Data

As presented in Chapter 2, data needed for marketing management decisions can be grouped into two types: primary and secondary.

Primary data are information that is developed or gathered by the researcher specifically for the research project at hand. 
Secondary data have previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand. As government  agencies  and  other  organizations  gather  information  in  the  daily course of business, they gather information that is recorded.

 See more at http://wps.pearsoncustom.com/wps/media/objects/7443/7621811/MKT%20301_Ch06.pdf

 Marketing Research and Information Systems. (Marketing and Agribusiness Texts - 4)
 This textbook, Marketing Research And Information Systems, was prepared by staff of the Network and Centre for Agricultural Marketing Training in Eastern and Southern Africa. 

From: Marketing Principles v.2.0 http://2012books.lardbucket.org/pdfs/marketing-principles-v2.0.pdf

Jeff Tanner, Mary Anne Raymond

Opportunities available in marketing.

• Marketing research.

Personnel in marketing research are responsible
for studying markets and customers in order to understand what
strategies or tactics might work best for firms.

• Merchandising.

In retailing, merchandisers are responsible for
developing strategies regarding what products wholesalers should
carry to sell to retailers such as Target and Walmart.

• Sales.

Salespeople meet with customers, determine their needs,
propose offerings, and make sure that the customer is satisfied. Sales
departments can also include sales support teams who work on
creating the offering.

• Advertising.

Whether it’s for an advertising agency or inside a
company, some marketing personnel work on advertising. Television
commercials and print ads are only part of the advertising mix. Many
people who work in advertising spend all their time creating
advertising for electronic media, such as Web sites and their pop-up
ads, podcasts, and the like.

• Product development.

People in product development are responsible
for identifying and creating features that meet the needs of a firm’s
customers. They often work with engineers or other technical
personnel to ensure that value is created.

• Direct marketing.

Professionals in direct marketing communicate
directly with customers about a company’s product offerings via
channels such as e-mail, chat lines, telephone, or direct mail.

• Digital media.

Digital media professionals combine advertising, direct
marketing, and other areas of marketing to communicate directly with
customers via social media, the Web, and mobile media (including
texts). They also work with statisticians in order to determine which
consumers receive which message and with IT professionals to create
the right look and feel of digital media.

• Event marketing.

Some marketing personnel plan special events,
orchestrating face-to-face conversations with potential and current
customers in a special setting.

• Nonprofit marketing.

Nonprofit marketers often don’t get to do
everything listed previously as nonprofits typically have smaller
budgets. But their work is always very important as they try to change
behaviors without having a product to sell