Undifferentiated marketing

Mass marketing

Concentrated marketing

Differentiated marketing

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

Do the firm's strengths match the market?

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

Are the segments large or profitable enough?

Does information exist about the customers in each segment?

Are all segments approximately the same size?

Level of education

Age

Ethnic origin or background

Occupation

Social class

Gender

Family lifecycle

Personality characteristics

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

All of the above

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

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

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

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

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

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

Observation of consumer activities and actions

Searching the internet for data sources

Conducting a survey by asking consumers questions

Mounting an experiment to assess cause and effect between two variables

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.

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

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

Industry publications

Personally administered questionnaires

Government publications

Journals, books, databases

Marketing research includes the analysis of information

Marketing research involves the collection of information

Marketing research is a systematic and objective process

Marketing research help marketers solve problems

Marketing research helps marketers identify opportunities

Marketing research improves marketing decision-making

Marketing research should be carried out by an external supplier

Experiential

Public

Personal

Commercial