Reply to the following prompt as if you were contributing to the discussion. Your
reply must be at least 3 well-crafted paragraphs (350 words).
Seek to understand the prompt (including the marketing research theory, the
facts presented, point of view, and the discussion and analysis.) Aim to
communicate your own understanding of relevant facts, your values, and your
perspective of the topic.
You must employ current APA formatting techniques.
Do not forget to cite your sources.
Marketing in and of itself is a topic that comes jam packed with a lot of sectors and core
values that is very detailed and be very engaging on many different scales as well. “The
emphasis in marketing is on the identification and satisfaction of customer needs.”
(Boles, 2011) In this, marketing also extends toward the customer. As a firm looks to
identify the needs of the customer as well as satisfy their needs. The number one
initiative in any business model is for a firm to identify their customers, their needs and
properly execute their offering to tailor that very thing. However in the midst of figuring
what works, what won’t work, and simply what will appeal to the demographic. Boles
states there are certain strategies needed to determine this, “In order to determine
customer needs and to implement marketing strategies and programs aimed at satisfying
those needs, marketing managers need information.” (Boles, 2011) Bole’s continues on to
state “They need information about customers, competitors, and other forces in the
marketplace.” (Boles, 2011)
This information plays a key role in marketing and it describes the beautiful
essence of what marketing research is, which is described as “the systematic and
objective identification, collection, analysis, dissemination and use of information for the
purpose of improving decision making related to the identification and solution of
problems and opportunities in marketing.” (Boles, 2011) As concise as it comes
marketing research plays a vital role in marketing. There are a consisting six steps to the
conceptualized marketing research process; that being problem definition, development
of an approach to the problem, research design formulation, fieldwork or data collection,
data preparation and analysis, and report preparation and presentation. These steps
provide a case by case directive to accurately articulate the needs of the customer to help
better the firm with brining forth offerings.
The perpetual fortitude of marketing finds itself as being the main function of a
firm. It is what can be considered the business of any firm. In this marketing research
plays a huge role as in order to do marketing well, one needs to be strategic. Marketing
research is ultimately that; strategic as it pertains to being systematic and objective as
“Marketing research serves marketing management by providing information which is
relevant to decision making.” (Crawford, 1997) Although marketing research plays a
huge role in marketing decision making, in the end it does not mean it’ll end successfully.
As Crawford states “Marketing research does not itself make the decisions, nor does it
guarantee success.” (Crawford, 1997) Though marketing research doesn’t make the
decisions in marketing, it ultimately enhances marketing and brings marketing into
action. Sidney Levy details his journey through the career of marketing research and
states “marketing action should be regarded as a contribution to the complex symbol
which is the brand image – as part of the long-term investment in the reputation of the
brand.” (Levy, 2012) In hindsight, the role of marketing research among decision making
in marketing is to first cultivate information and then later use marketing as the action
piece to build on reputation of the brand that will in return cultivate and meet the needs of
Marketing research although based off research does not orchestrate a decision, it
happens to be the primer that revs up and pushes marketing to another level. It ends up
being the fuel for the big portion of a firm and provides information that is objective and
systematic to help dissect a customer’s needs. One cannot simply do marketing without
first identifying what is needed to properly execute the marketing action.
Levy, S. J. (2012). Marketing management and marketing
research. Journal Of Marketing Management, 28(1/2), 8-13.
Crawford, I. (n.d.). Chapter 1: The Role Of Marketing Research.
Retrieved January 21, 2016, from
http://www.fao.org/docrep/w3241e/w3241e02.htm#the purpose of the
Boles, P. F. (2011). Pearson Custom Business Resources – Marketing
Research. Boston, MA: Pearson.