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Mass Marketing

Presentation of Results. After the data have been col- Chadwick, Simon (1998). The research industry grows up—and
lected and analyzed, the final aspect of the research proj- out. Marketing News, 32(12), 9–17.
ect can be generated—the development of the appropriate DeVries, K. (2005). Make your choice. Marketing Health Ser-
conclusions and recommendations. This is the most vices, 25(3), 20–24.
important part of the project, but it does not always Hirt-Marchand, Jennifer (2005). Online research captures audi-
receive the proper attention. The research results are typi- ence insight, competitive data. Managed Healthcare Executive,
15(7), 30–32.
cally communicated to the manager through a written
report and oral presentation. The research findings should Honomichl, J. (2005). Strong progress. Marketing News, 39, pp.
H3–H57.
be presented in a clear, simple format and be accompanied
by appropriate support material. The best research Kinnear, Thomas C., and Taylor, James R. (1996). Marketing
research: An applied approach (5th ed.). New York: McGraw-
methodology in the world will be useless to managers if
Hill.
they cannot understand the research report. Some prepa-
Kottler, R. (2005). Eight tips offer best practices for online MR.
ration guidelines for the written and oral reports are:
Marketing News, 39(6), 24–25.
• Consider the audience Marketing Research Association. (2005). Glossary of terms.
Retrieved January 24, 2006, from http://www.mra-
• Be concise, yet complete
net.org/resources/glossary_terms.cfm?ID=K
• Be objective, yet effective
The findings should address the information needs of the Christine F. Latino
decision situation. The final measure of the value of the
research project is whether the findings are successfully
implemented in the company.
MARKUPS
THE VALUE OF MARKETING SEE Pricing
RESEARCH
Marketing research has, in a way, pioneered the move
toward the broader view of marketing. Marketing research
serves as a coordinating factor between marketing and the MASLOW’S HEIRARCHY
other functions of a business, such as engineering, manu- OF NEEDS
facturing, accounting, and finance. This integration has SEE Behavioral Science Movement; Motivation
the effect of enhancing the importance of marketing
research to the corporation as a whole.
Marketing research continues to play a key role in
organizations in the twenty-first century. Technology does MASS MARKETING
and will continue to enable marketing research to take the Mass marketing is a marketing approach in which the
lead in providing useful information for effective business marketer addresses all segments of the market as though
decisions. The Internet’s role in marketing research will they are the same. The approach results in a single market-
continue to grow because it provides a quick, cost-effec- ing plan with the same mix of product, price, promotion,
tive way of collecting and disseminating data. Market and place strategies for the entire market.
researchers will continue their evolution from supplying
The appeal of mass marketing is in the potential for
“market and opinion research” to a more strategic position higher total profits. Companies that employ the system
of supplying information, consulting, and exchanging
expect the larger profit to result from (1) expanded vol-
information with consumers. Companies that take advan- ume through lower prices and (2) reduced costs through
tage of marketing research and view it as a valuable busi-
economies of scale made possible by the increased volume.
ness component will be the companies that survive and In order for the system to work, however, certain condi-
thrive.
tions must exist. One is that the product must have broad
SEE ALSO Marketing; Research in Business appeal and a few features that distinguish it from compet-
ing products. Another is that it must lend itself to mass
production. In addition, the opportunity must exist, and
BIBLIOGRAPHY
Burns, Alvin C. & Bush, Ronald F. (2006). Marketing research the marketer must have the ability to communicate and
(5th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall. distribute to the aggregate market.

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