Marketing Research on the New Volkswagen Golf :: introduction marketing research marketing aims take some risk decisions providing information part entire basis making applicable aspects mix should integral process formulating strategy definition function links consumer customer public through used identify define opportunities problems generate refine evaluate actions monitor performance improve understanding researches specifies required address issues designs method Business and Management Studies Introduction to Marketing Research

Preview of Marketing Research on the New Volkswagen Golf:

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Marketing Research on the New Volkswagen Golf

Marketing research aims to take some of the risk out of marketing
decisions by providing information that can form part or the entire
basis of decision-making. It is applicable to all aspects of
marketing-mix decisions and should be an integral part of the process
of formulating marketing strategy. Marketing research by definition is
the function that links the consumer, customer and public to the
market through information- information used to identify and define
marketing opportunities and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; and improve
understanding of marketing as a process. Marketing researches
specifies the information required to address these issues; designs
the method for collecting information; manages and implements the
data-collection process; analysis the result; and communicate the
findings and their implications. (Source: American Market Association
1987)

Divisions of Marketing Research

Market research: provide information on market segmentation, brands
shares, customer characteristics and motivations, competitors? brands
shares.

Advertising and promotion research: provide information on the most
suitable method of promotion, media, and the effectiveness of the
communications in achieving objectives.

Product research: provides information on opportunities for new
product development, product design requirements, and comparative
performance.

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