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Understanding Market Research

In: Business and Management

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ASSIGNMENT 1: UNDERSTANDING MARKET RESEARCH
To: Marketing Assistant Trainees From: Porter Gamble, Vice President of Marketing RE: Introduction to Market Research Welcome to Allstar Brands! As a new Marketing Assistant Trainee, you have a lot to learn before you can take over management of one of our most important brands, Allround. One key to developing effective marketing strategies is to make informed decisions based on thorough analysis of research information. Your first assignment introduces you to the research reports we use on a daily basis. You will have access to many market research reports in MarketShare. These reports are organized in the following manner: COMPANY Provides detailed information about company performance. Provides information on overall market performance and trends MARKET affecting the simulation environment, including data on competitors and the distribution channels. SURVEY Provides information about consumer buyer behavior. The number of reports and data presented in these reports is significant. One of the objectives of this assignment is to reduce information overload by having you focus on understanding one of the research reports and then sharing your insights with the other Marketing Assistant Trainees. Your supervising Marketing Manager (your instructor) will assign you one report. After finding the report, learn everything you can about the information provided in it and write a one-page summary/interpretation of the report. The summary should include the following information and analysis: 1. Type of Information: Internal from company control reports; Environmental from syndicated market research firms, industry associations, or government sources; or Consumer from survey research. 2. Source of Information: Primary information gathered for specific company purposes; or Secondary information gathered by different agencies for a

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