Tuesday, May 5, 2020

Marketing Research

Question: Define what is marketing research. Explain the process of marketing research. Answer: Marketing research is the practice that connects producers and consumers of goods and services to the marketers. It facilitates the collection, evaluation, and analysis of information relating to marketing, which enables marketers to identify opportunities and threats within a niche (Franses and Paap, 2001). The purpose of the process is to assess the influence of the marketing mix on consumer behavior. The marketing research process can be broken down into six steps. They include: the identification and definition of a need within a market, the development of an approach to address the need, development of a research framework, the collection of data, analysis, and the reporting of the research findings (Smith and Albaum, 2012). According to Halford and Boyland (2013, p. 182) advertising of predominantly unhealthy food stuffs influences consumption choices of children in the UK and other developed nations. The Hastening Report and other studies conducted in these countries demonstrate that marketing research is not a reserve of businesses seeking to increase sales. Marketing influences consumption, which is a cause for concern for health ministries and non-governmental organizations, such as the World Health Organization (WHO), because consumption of unhealthy food stuffs leads to obesity. Marketing research serves as a link between marketing variables, business environment, and buyers. The finding in the reports reviewed in the article reveal a correlation between marketing, consumption of unhealthy foods, and childhood obesity. To mitigate the prevalence of childhood obesity within populations, governments are creating legislation aimed at limiting the airing of food adverts during child-specific programmi ng. Although legislation has had limited success in reducing the prevalence of obesity, the article demonstrates the importance of research in policy formulation (Halford and Boyland, 2013). References List Franses, P. and Paap, R. (2001). Quantitative models in marketing research. Cambridge: Cambridge University Press. Halford, J. and Boyland, E. (2013). The marketing of foods and non-alcoholic beverages to children. Setting the research agenda. Appetite, 62, pp.182-184. Smith, S. and Albaum, G. (2012). Basic Marketing Research: Volume 1 Handbook for Research Professionals. Provo: Qualtrics Labs, Inc.

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.