Define the role and scope of marketing research in contemporary marketing organizations,

Measuring Performance

Canadian businesses spend tens of billions of dollars on marketing communications each year. With the move to digital, improvements in measurability, and an increasing pace of technological change, marketers in Canada are increasingly expected to do more with less. This requires a systematic approach to measurement that is incorporated from the beginning of the planning process.
Content
Learning Outcomes
By the end of this module, you should be able to:
• define the role and scope of marketing research in contemporary marketing organizations,
• distinguish between qualitative data and quantitative data,
• describe the methodologies for collecting primary research data,
• determine the influence of primary and secondary data and information on the development of marketing communications plans,
• assess a variety of marketing research procedures and methodologies that measure and evaluate behavioural responses to communications messages, and
• identify the unique methods that measure the effectiveness of individual components of marketing communications.
Marketing Research Planning
Marketers use research to understand what’s happening in the markets they serve. It is generally used on an as-needed basis to answer specific questions, define marketing opportunities, test assumptions, monitor trends, and monitor marketing performance.
The second reading provided below is a great introduction to the marketing research process, but it is briefly outlined here:
1. Identify the Problem: The research process starts with identifying the purpose of the study and how it will be used in decision making. This is used to formulate a research objective and questions that will influence research strategies and techniques.
2. Develop the Research Plan: This is the development of a framework for conducting the research that identifies what information is needed and how it will be used in decision making. It is the selection of the research strategies and techniques, including who will do what. The development of the research plan is guided by what is already known.
3. Conduct the Research: Data collection is typically the longest and most intensive part of the marketing research process. It is what we think of when we talk about research (e.g., survey, focus groups, etc.). This stage will likely involve a much larger team to implement the research plan, who must be properly supported to minimize data-collection errors.
4. Analyze and Report Findings: This is where data is organized, reviewed, modelled, and interpreted with the goal of finding insights and supporting decision making. The findings might include customer trends, attributes, and behaviours. The entire project will be presented in a report that addresses the research questions asked, describes the plan and process, and presents the insights and conclusions.
5. Take Action: If your research is properly done, and relevant findings are discovered, you will use marketing research to guide your marketing investment (and perhaps organizational strategy!). Actional insights will validate or alter your strategies, guide the implementation of your tactics, and prioritize the allocation of your resources.