Definition (hentet fra ESOMAR):
"Market research, which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organisations using the statistical and analytical methods and techniques of the applied sciences to gain insight or support decision making".
Citater fra Hollensen/Schmidt:
“The companies should first determine the wants and needs of their target customers and only then create products and services that satisfy those needs”
“information is vital to determine customer needs and to implement marketing strategies aimed at satisfying those needs”
“the role of marketing research is to assess the information needs and provide managers with relevant and up-to-date information to help to make decisions”
Distinction between a multinational operation and a global operation:
· Ethnocentrism: lowest level of international commitment – at this stage a company focuses on its home markets
· Polycentrism (multinational / multidomestic firms): international marketing programmes are designed independently to match the needs of each individual country
· Regiocentrism: international marketing programmes are designed independently to match the needs of areas or regions (e.g. EU, ASEAN, NAFTA), emphasizing similarities that transcend national boundaries
· Geocentrism: the global marketing programmes are based on the perception that world markets are processing toward a converging commonality and that the “global marketing” approach represents the prevailing trend in conducting business
(Kilde: Bartlett, C. A., Ghoshal, S., & Beamish, P. W. (2008). Transnational management: text, cases, and readings in cross-border management. (5. ed.), p.60-63)
Citat fra Hollensen/Schmidt, p.10: "Globalization represents the growing interdependence of national economies – involving consumers, producers, suppliers, and governments in different countries”
En vigtig skelnen i markedsanalysen og i indsamlingen af markedsinformation er mellem primære (primary) og sekundære (secondary) data / information. Sekundære data kaldes også for Desk Research:
(Kilde: Aaker, Kumar and Day: Marketing Research (John Wiley, 1998) - her i en tillempet form fra Schmidt/Hollensen, fig.2.1, s. 22)
Informationskilder - eksempler på kilder til ekstern sekundær information:
Fokus i denne vejledning er på "sekundære data" (Secondary data sources) - og mere specifikt på de eksterne informationskilder (External data sources).
Er sekundære data pålidelige? - vurdér data bl.a. ved at svare på følgende 5 spørgsmål:
I forbindelse med indsamling af markedsinformation er det vigtigt at have kendskab til, hvilken type marked man undersøger:
Inddeling af markedsinformation i fire kategorier:
1. Landespecifikke informationer
PESTEL-analyse
2. Konkurrentinformation (Virksomheds- og brancheinformation)
lokalisering af konkurrenter (evt. kunder)
information og data om konkurrenterne (brancheanalyse)
Porters Five Forces
3. Markedsspecikke informationer (Markedsinformation)
markedsstørrelse
forbrugeroplysninger: adfærd, socio-økonomiske status etc.
kunder: konsument vs. producentvaremarkedet
4. Produktspecifikke informationer (forbugere og kunder; Medier og reklamer)
informationer i forbindelse med markedsføring
oplysninger om distributionsforhold
oplysninger om medier og reklame (f.eks. medieindeks)