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Marketing Management: The Big Picture by Marta Dapena-Baron, Christie L. Nordhielm

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chapter thirteen

INTEGRATED MARKET RESEARCH

“A good thing it is,” answered Sancho, “to know those herbs, for to my thinking it will be needful some day to put that knowledge into practice.”

The Project Gutenberg EBook of the History of Don Quixote, Volume I, Complete by Miguel de Cervantes, July 19, 2004 [EBook #5921], Chapter 10.

After studying this chapter you should be able to:

  1. Explain the importance of discipline in market research
  2. Assess the need to conduct market research
  3. Effectively articulate a research question
  4. List the major steps in designing a research project
  5. Choose appropriate data collection methods and sources
  6. Analyze and communicate the research results
  7. Integrate research with other elements of the Big Picture framework

Data-Driven Decision-Making: Gartner Research

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Gartner Research estimates that during any given minute in 2012, about 204 million emails were sent, 61,000 hours of music were heard on the online radio service Pandora, 3 million photos were uploaded to Flickr (and viewed 20 million times), 100,000 tweets were posted on Twitter, 6 million views occurred on Facebook pages, and 2 million Google searches were initiated.

It is no wonder the average company is increasing its data storage needs by almost 60 percent every year. However, most companies feel they underutilize their customer data. For example, the Marketing Leadership Council found that ...

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