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    Marketing Research Concepts

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    In 200 words each, please discuss the following questions.
    1. Explain why sugging and frugging are bad for marketing researchers.

    2. Firms are categorized as internal and external suppliers of marketing research information. Explain what is meant by each, and provide an example of each.

    3. Explain why marketing research was not widespread prior to the Industrial Revolution.

    4. Describe two examples of the types of studies in each of the four classes of marketing research studies provided in the first chapter of our textbook. Use the CSU Online Library to find more information.

    5. What are marketing, marketing concept, marketing strategy, and marketing research? Explain the role of marketing research in the process of marketing management, marketing concept and marketing strategy.

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    https://brainmass.com/business/strategic-planning/marketing-research-concepts-610921

    Solution Preview

    I have outlined potential responses to the questions below. Some of them will need your input to complete using your text and class notes.

    1. Explain why sugging and frugging are bad for marketing researchers.
    Sugging and frugging are not research marketing in the purest sense of gaining information to help develop customers and products. Each is, instead, a market generating ploy for people who need sales leads. Using surveys, contests, and other methods, the sugging company is attempting to find out individual needs so they can sell their product to the individual, rather than gaining information to target audiences. Frugging is the same, except it is used by fundraisers to find donations for an organization. Marketing should target specific samples that will aid in gaining real information to be used statistically to understand markets. Using sugging or frugging muddies the waters and makes it difficult for people to trust the reasons for surveys or other data gathering methods. Can sugging or frugging leads come from legitimate marketing research? Of course it can, but good companies try to avoid sharing marketing and development information with direct marketers to prevent the audience becoming frustrated with participation in lead generation being disguised as legitimate needed information for developing products and marketing campaigns.

    2. Firms are categorized as internal and external suppliers of marketing research information. Explain what is meant by each, and provide an example of each.
    Customer databases and information are the most obvious of the internal suppliers of marketing research information. This customer related information is part of the internal processes. Additional information in the form of customer surveys, complaints, and information that is filled out online through the company website is all part of the internal supplier system. Business data about operations, sales, and feedback are also part of the internal system of suppliers. Each ...

    Solution Summary

    This solution discusses marketing and research, touching upon 'sugging' and 'frugging', internal/external suppliers, marketing research studies and definitions of key concepts.

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