Concentrated marketing

Mass marketing

Undifferentiated marketing

Differentiated marketing

Are the segments large or profitable enough?

Does information exist about the customers in each segment?

Do the firm's strengths match the market?

Will the customers in each segment respond differently to marketing efforts?

Is the organisation able to focus its marketing efforts on the segments?

Are all segments approximately the same size?

Family lifecycle

Personality characteristics

Ethnic origin or background

Social class

Level of education

Gender

Occupation

Age

Deciding which shelf in the supermarket a product should be placed in order to make it easier for a customer to find it

Creating a reputation or perception of an organisation and/or its products in the customers' minds

Choosing the geographic location in which the product will be sold

All of the above

The cost of the research is high compared to the value of the additional information to be gained.

The organisation already has sufficient data available in order to make a well-informed decision.

Management has a negative attitude toward marketing research, and does not respect the views of its customers.

The decision to be made is not of strategic importance to the organisation.

The organisation has adequate resources to be able to collect the information and implement the findings.

Observation of consumer activities and actions

Conducting a survey by asking consumers questions

Mounting an experiment to assess cause and effect between two variables

Searching the internet for data sources

gaining an understanding of an organisation's competitors through data collected from a range of publicly-available sources.

a formalised set of procedures for generating, analysing, storing and distributing information to marketing decision-makers.

information gathered from sources within the company to evaluate marketing performance.

an interview conducted by a trained moderator among a small group of respondents.

Industry publications

Journals, books, databases

Personally administered questionnaires

Government publications

Marketing research help marketers solve problems

Marketing research involves the collection of information

Marketing research should be carried out by an external supplier

Marketing research improves marketing decision-making

Marketing research is a systematic and objective process

Marketing research helps marketers identify opportunities

Marketing research includes the analysis of information

Public

Experiential

Personal

Commercial