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Chapter 4: Marketing Research
Learning objectives.
- Students will be able to articulate and explain the importance of marketing research for the effective development of a marketing strategy
- Students will differentiate the types and purposes of research techniques
Introduction
Discovering why they chew.
Juicy Fruit Gum, the oldest brand of the Wm. Wrigley Jr. Company, was not chewing up the teen market, gum’s top demographic. In 1997, the company found itself under pressure from competitors. Sales and market share were down. How could Wrigley make more kids chomp on Juicy Fruit? What qualities about Juicy Fruit might appeal to teens? Wrigley went to the source to find out. It found kids who chew five sticks or more of Juicy Fruit each week and promptly gave them a homework assignment. Find pictures that remind them of the gum and write a short story about it. From the focus group, Wrigley learned that teens chew Juicy Fruit because it is sweet. It refreshes and energizes them.
Their ad agency, BBDO, confirmed what the teens were saying. BBDO asked more than 400 heavy gum chewers to rate various brands by attributes that best represented them. For Juicy Fruit, respondents picked phrases such as “has the right amount of sweetness” and “is made with natural sweetness”. Another study by BBDO looked into why teens chew gum. Was it because they are stressed out—or because they forgot to brush their teeth before going to school? Nearly three out of four kids said they stick a wad into their mouth when they crave something sweet. And Juicy Fruit was the top brand they chose to fulfill that need (Big Red was a distant second).
Although the marketing research conducted by the Wrigley Co. was fairly simple, it provided a new direction for their marketing strategy. BBDO developed four TV commercials with the “Gotta Have Sweet” theme. Roughly 70 per cent of respondents voluntarily recalled the Juicy Fruit name after watching the commercial (the average recall for a brand of sugar gum is 57 per cent). Sales of 100-stick boxes of Juicy Fruit rose 5 per cent after the start of the ad campaign, reversing a 2 per cent decline prior to it. Juicy Fruit’s market share also increased from 4.9 per cent to 5.3 per cent, the biggest gain of any established chewing gum brand during the year following the campaign.
Marketing research addresses the need for quicker, yet more accurate, decision making by the marketer. The impetus for this situation is the complex relationship between the business firm and the ever-changing external environment. In particular, most marketers are far removed from their customers; yet most know who their customers are, what they want, and what competitors are doing. Often the marketer relies on salespeople and dealers for information, but more and more the best source of information is marketing research.
It should be noted that most marketing decisions are still made without the use of formal marketing research. In many cases, the time required to do marketing research is not available. In other cases, the cost of obtaining the data is prohibitive or the desired data cannot be obtained in reliable form. Ultimately, successful marketing executives make decisions on the basis of a blend of facts and intuition.
Marketing research is applicable throughout the marketing planning process. It is a very exciting field that allows organizations to make strategic decisions to achieve their objectives. Taking the time to research the environment, the competition, and most importantly, the target market, allows a marketer to make well-informed decisions. Marketing research can be conducted in all sizes and types of organizations. While resources may be limited, there are many credible sources of information that are free or inexpensive to access.
In this chapter, we are going to explore the marketing research process. Before getting into the process, let’s discuss some of the potential issues or hurdles a marketer might face.
Potential Issues
There are two main hurdles that can get in the way of effective research within an organization: a sense of urgency, and resource allocation
- Sense of Urgency: While some research can be ‘looked up’ fairly quickly, good quality research takes time. Marketers or others within an organization, may want to move on decision making quickly without taking the time to do proper research. This becomes more prevalent when decision makers use ‘what works for me’ or ‘what I like’ to make decisions regarding the target market.
- Resource Allocation: Marketing research can be expensive. When requesting approval for the expenditure, a researcher may experience resistance as the research cannot guarantee a specific return on the investment.
Marketing Copyright © by Kim Donahue is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.
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4.2 Marketing Research: an aid to decision making
Learning objectives.
The objectives of this section is to help students …
- Understanding the role of marketing research
- Understanding the marketing research process and the techniques employed
 Discovering why they chew
Juicy Fruit Gum, the oldest brand of the Wm. Wrigley Jr. Company, was not chewing up the teen market, gum’s top demographic. In 1997, the company found itself under pressure from competitors. Sales and market share were down. How could Wrigley make more kids chomp on Juicy Fruit?
What qualities about Juicy Fruit might appeal to teens? Wrigley went to the source to find out. It found kids who chew five sticks or more of Juicy Fruit each week and promptly gave them a homework assignment. Find pictures that remind them of the gum and write a short story about it. From the focus group, Wrigley learned that teens chew Juicy Fruit because it is sweet. It refreshes and energizes them.
Their ad agency, BBDO, confirmed what the teens were saying. BBDO asked more than 400 heavy gum chewers to rate various brands by attributes that best represented them. For Juicy Fruit, respondents picked phrases such as “has the right amount of sweetness” and “is made with natural sweetness”.
Another study by BBDO looked into why teens chew gum. Was it because they are stressed out—or because they forgot to brush their teeth before going to school? Nearly three out of four kids said they stick a wad into their mouth when they crave something sweet. And Juicy Fruit was the top brand they chose to fulfill that need (Big Red was a distant second). (10)
Introduction
Although the marketing research conducted by the Wrigley Co. was fairly simple, it provided a new direction for their marketing strategy. BBDO developed four TV commercials with the “Gotta Have Sweet” theme. Roughly 70 per cent of respondents voluntarily recalled the Juicy Fruit name after watching the commercial (the average recall for a brand of sugar gum is 57 per cent). Sales of 100-stick boxes of Juicy Fruit rose 5 per cent after the start of the ad campaign, reversing a 2 per cent decline prior to it. Juicy Fruit’s market share also increased from 4.9 per cent to 5.3 per cent, the biggest gain of any established chewing gum brand during the year following the campaign.
Figure 4.5:Â The marketing planning process
Marketing research addresses the need for quicker, yet more accurate, decision making by the marketer. The impetus for this situation is the complex relationship between the business firm and the ever-changing external environment. In particular, most marketers are far removed from their customers; yet most know who their customers are, what they want, and what competitors are doing. Often the marketer relies on salespeople and dealers for information, but more and more the best source of information is marketing research.
It should be noted that most marketing decisions are still made without the use of formal marketing research. In many cases, the time required to do marketing research is not available. In other cases, the cost of obtaining the data is prohibitive or the desired data cannot be obtained in reliable form. Ultimately, successful marketing executives make decisions on the basis of a blend of facts and intuition.
The nature and importance of marketing research
Informal and, by today’s standards, crude attempts to analyze the market date back to the earliest days of the marketing revolution. Only in recent years, however, has the role of research as it relates to management been clearly recognized.
Reflecting this change in orientation, the following definition of marketing research is offered: marketing research is the scientific and controlled gathering of non-routine marketing information undertaken to help management solve marketing problems. There is often hearty disagreement over the answer to the question of whether marketing research is a science. One’s answer depends on the employed definition of “science”. To be specific, a research activity should use the scientific method. In this method, hypotheses (tentative statements of relationships or of solutions to problems) are drawn from informal observations. These hypotheses are then tested. Ultimately, the hypothesis is accepted, rejected, or modified according to the results of the test. In a true science, verified hypotheses are turned into “laws”. In marketing research, verified hypotheses become the generalizations upon which management develops its marketing programs. (To simplify our discussion, we will use “questions” as a synonym of “hypothesis”.)
The mechanics of marketing research must be controlled so that the right facts are obtained in the answer to the correct problem. The control of fact-finding is the responsibility of the research director, who must correctly design the research and carefully supervise its execution to ensure that it goes according to plan. Maintaining control in marketing research is often difficult because of the distance that separates the researcher and the market and because the services of outsiders are often required to complete a research project. (1)
Student Example
Apple creating and updating their products consistently always leads to consumers waiting to see what else could possibly be done to help improve their products. This is where marketing research can ve utilized and can really help the company to advance in their sales.
Tarrah Clark
Class of 2020
What needs researching in marketing?
An easy, and truthful, answer to this question is “everything”. There is no aspect of marketing to which research cannot be applied. Every concept presented in this marketing text and every element involved in the marketing management process can be subjected to a great deal of careful marketing research. One convenient way to focus attention on those matters that especially need researching is to consider the elements involved in marketing management. Many important questions relating to the consumer can be raised. Some are:
• Who is/are the customer(s)?
• What does he/she desire in the way of satisfaction?
• Where does he/she choose to purchase?
• Why does he/she buy, or not buy?
• When does he/she purchase?
• How does he/she go about seeking satisfaction in the market?
Another area where research is critical is profits. Two elements are involved. First, there is the need to forecast sales and related costs—resulting in profits. Second, there is the necessity to plan a competitive marketing program that will produce the desired level of sales at an appropriate cost. Sales forecasting is the principal tool used in implementing the profit-direction element in the marketing management concept. Of course, the analysis of past sales and interpretation of cost information are important in evaluation of performance and provide useful facts for future planning.
A great deal of marketing research is directed toward rather specialized areas of management. These activities are broken down into five major areas of marketing research. Briefly, these activities are:
• research on markets —market trends, market share, market potentials, market characteristics, completion, and other market intelligence
As a business development intern, I work a lot with the marketing team in helping them get the time-consuming, yet necessary research on either specific markets we are entering or potential new clients. For example, I conducted research on the retail market in the Philippines. When I do this kind of research, I look at the market trends, forecasts, and things like the relationship between brick-and-mortar stores vs. online shopping in this case.
Cassidy Lane
• research on sales —sales analysis, sales forecasting, quota-setting, sales territory design, sales performance measurement, trade channels, distribution costs, and inventories • research on products—new product research, product features, brand image, concept tests, product tests, and market tests
When I worked at a retail store, we would forecast our sales for the day based on how much was sold on that day last year and then set our individual quotas based on that information. We would also analyze at the end of the day why we either met or missed our goals. For example, if the weather was bad, that could affect our sales for the day regardless of whether it was a big day the year before. We did a lot of product research, especially on new products, because it made our customers’ experience better if we were able to tell them about why the products were of better quality than others.
• research on advertising and promotion —promotion concepts, copy research, media research, merchandising, packaging, advertising effectiveness measurement
• research on corporate growth and development —economic and technological forecasting, corporate planning inputs, corporate image, profitability measurement, merger and acquisition, and facilities location.
| Sales forecast Cost forecast Product testing Consumer needs Consumer attitudes Consumer product usage Market size/trends Product replacement | Demographic trends Legislative impact Price testing Marketing communication testing Channel locations Competition Psychographic trends Environmental trends |
Table 4.1: Areas of research application.
Newsline: How execs use research
Creating and introducing new products is the most important research priority among marketing executives. The Marketing Science Institute of Cambridge, Massachusetts, USA, surveyed 160 executives from its sponsoring organizations. The executives, representing 60 major consumer and industrial goods and services corporations, were asked to divide 100 points among several research areas.
After successful new product introductions, the executives said that market orientation and customer relationships are the next most important areas. Those issues displaced improving the use of marketing information and measuring brand equity as the second- and third-highest concerns, respectively, in the previous survey.
“The new research priorities indicate that a shift is taking place in marketing practice”, notes Donald Lehmann, executive director of the institute. “Market orientation has taken hold and the increasing power of the consumer is apparent in the movement away from product-driven strategies. Marketers also realize that they need to make choices about who their customers should be and whose needs they are best equipped to meet … and most significantly, they are looking for better ways to anticipate adoption and diffusion of really new products.” said Marni Clippenger, communications director at MSI, “Companies seem to be shifting away from using the brand to really figuring out what customers want.” (11)
1. Marketing research is the scientific and controlled gathering of nonroutine marketing information undertaken to help management solve marketing problems.
2. Any business that is consumer-oriented will benefit from marketing research.
3. Research can be applied to every facet of marketing.
(10): “How Sweet It Is,” American Demographics, March 2000, p, S 18; “Flavor du Jour,” American Demographics, March 2000, p, SI0; Erika Rasmusson, “Cool for Sale,” Sales & Marketing Management, March 1998, pp. 20-22,+
(11): Rachel Rosenthal. “New Products Reign as Research Priority,” Advertising Age, August 8, 1994, p. 26; Robert McMath, “To Test or Not To Test,” American Demographics, June 1998, p. 64; John McManus, “Mission Invisible,” American Demographics, March 1999, p. 6.
(1) Ralph H. Sprague, Jr. and Hugh J. Watson, Decision Support Systems:Putting Theory Into Practice, Englewood Cliffs, N.J.: Prentice-Hall,1986, p. 1
(2) Claire Selitz, Lawrence S. Wrightsman, and Stuart W. Cook, Research Methods in Social Relations, New York: Holt, Reinhart and Winston, 1976, pp. 11 4-115.
(3) Ian P. Murphy, “Research with Bottom Line in Mind Only,” Marketing News, March 3, 1997, p. 10.
(4) Pamela L. Alreck and Robert D. Settle, The Survey Research Hand book, Richard D. Irwin, Inc., 1995.
(5) Seymour Sudman, Applied Sampling, New York: Academic Press, 1976
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Principles of Marketing for a Digital Age
Student resources, chapter 4: marketing research and analysis.
Conducting Research in Marketing with Quasi-Experiments
Goldfarb, A., Tucker, C., & Wang, Y. (2022). Conducting research in marketing with quasi-experiments. Journal of Marketing, 86 (3), 1–20. https://doi.org/10.1177/00222429221082977
Chapter Summary
In this chapter, we defined business-to-business (B2B) markets and buying behavior and explored the differences between business-to-consumer (B2C) and B2B markets. We discussed the types of buyers in B2B transactions—producers, resellers, governments, and institutions—and identified the different types of buy classes in the B2B market, as well as the roles of those in the buying center—the people within the organization who have varying influence on the purchase decision.
We examined the five major categories of influencing factors on B2B decisions: external factors, internal factors, organizational factors, interpersonal factors, and conditional factors. We also reviewed the eight stages of the B2B buying process: problem recognition, need description, product specification, supplier search, proposal solicitation, supplier selection, order-routine specification, and performance review. Finally, we explored some ethical issues with respect to the B2B buying process, including Transparency International’s Corruption Perceptions Index and the Foreign Corrupt Practices Act (FCPA).
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Chapter 4: Marketing Strategy
Learning Objectives
- Explain why a marketing strategy matters
- Evaluate how marketing strategies align with corporate strategies
- Explain the inputs and components of a marketing strategy
- Show how common analytic tools are used to inform the organization’s strategy
- Give examples of corporate strategies
- Explain how the development and maintenance of customer relationships are an essential part of an organization’s marketing strategy
Introduction to Marketing - MKTG 3433 Copyright © 2022 by WCOB Marketing Faculty is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.
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The top trends that are shaping the marketing research industry Researchers must be hyperaware of the emerging trends in the marketing research and insights industry to maintain a connection with consumers and clients. In order to understand how consumers feel about the advancements being made and the change in their behaviors, they must take speed, segmentation and AI into consideration. The emerging qualitative research trends to considerEditor’s note: Mary Kay Evans is the chief GTM officer at Alida. Consumer preferences and behaviors change rapidly, often within hours, requiring researchers to stay alert and adaptable. Researchers know how important it is to gather customer feedback to make business decisions but gathering it fast enough to make timely decisions remains a major challenge. Earlier this year, we highlighted four trends that researchers should consider for success. After testing, validation and assessment, here is our refreshed list of trends that will shape the latter half of 2024. 1. Go slow to go fast: Speed continues to be kingResearch needs to outpace the market. In a world where content spreads rapidly, it’s crucial for brands to quickly access user feedback to determine what’s worth investing in. The key is differentiating between fads and trends. Fads may appear promising but fade quickly, while trends can shape consumer behavior long-term. Customer insights are the only way to identify the difference. While researching to keep up with the market is essential, moving too quickly can compromise the quality of your research and lead to unreliable data. It’s essential to balance speed with thoroughness: go slow to go fast. RTL, the Netherlands' leading commercial television network, created a dedicated community of opted-in users to deepen viewer engagement and incorporate audience feedback into their news and talk shows. By displaying QR codes during live broadcasts, RTL was able to engage viewers in real-time. This strategy resulted in nearly instant insights, achieving four times the anticipated engagement and a 67% completion rate. Insights were available on screen within just 20 minutes of collection. 2. Investing in segmentationUnderstanding distinct customer groups remains vital. In addition to customers expecting personalized experiences, the needs, priorities and pains of each customer segment will differ widely from one another. Understanding these differences for each of your segments is pivotal for attracting and retaining those customers. With companies investing in segmentation, the focus now is on scaling these efforts. Industry-leading research programs have granular segmentation allowing them to target the exact segment they need for any research project. 3. AI is your friend, not your enemyÂ Approaching AI with an open mind and a focus on end users can greatly enhance your research efforts. AI can streamline tasks like data analysis, topic extraction and sentiment detection in qualitative data. With AI integration, researchers can shift their focus to strategic priorities like scaling segmentation for deeper insights and optimizing user experiences more effectively than before. 4. Don’t exclusively rely on general population samplesWhile general population samples can be valuable when entering a new market or expanding into a different customer base, they aren’t very useful for improving products or services for your existing customers. After all, how much benefit does data unrelated to your current customers really bring to inform business growth? In most cases, not much. Although general population research may seem more affordable and convenient, relying on low-quality data can ultimately be more costly. By recruiting your own users for research, you will get to know so much more about your offering. And because you know more, you can do everything better. By getting those real users, everything else in your research process and business will benefit. You win every time with real users.  Cabot Creamery, a farm family cooperative, launched a customer community to strengthen connections with its own customer base. Through this initiative, the Cabot market research team was able to consistently gather valuable product feedback, enabling the company to evolve alongside consumer needs. Leveraging their community, Cabot initiated a project to assess customer views on sustainability. Surveys and qualitative research revealed an unexpected need for educational outreach on sustainable practices. By engaging directly with verified customers as opposed to the general population, Cabot Creamery gained deeper insights into their customers’ specific needs and preferences. Involving real users in qualitative researchIn today’s rapidly evolving economic landscape, where every decision and penny counts, engaging with real users and customers is crucial. With consumer behaviors shifting rapidly, relying on general population samples is insufficient. Real user engagement provides more accurate and actionable insights that enable businesses to navigate uncertainty effectively.  In a competitive and unpredictable market, investing in real user research not only enhances insight quality but also strengthens a company’s ability to make informed decisions and thrive. At the end of the day, the name of the game in modern research is real users. Are consumers really irrational? Related Categories: Consumers, Consumer Research, Qualitative Research Consumers, Consumer Research, Qualitative Research, Ethnographic Research, Shopper Insights Creating concrete designs: How attribute mapping revolutionizes the product development cycle Related Categories: Consumers, Research Industry, Qualitative Research Consumers, Research Industry, Qualitative Research, Concept Development, Journey Mapping, Package Development Research, Product Development Research, Product Testing Research How consumer research can improve product launches and marketing campaigns Related Categories: Consumers, Research Industry, Consumer Research Consumers, Research Industry, Consumer Research, Concept Testing, Innovation, Marketing Research-General, Product Development Research, Product Testing Research Capturing consumer insights: FMCG product sampling and event marketing Related Categories: Consumers, Consumer Research, Sampling Consumers, Consumer Research, Sampling, Packaged Goods 
 gRNA Market Size, Share & Trends Analysis Distribution by Product & Services (Products, Custom gRNA Synthesis Services), gRNA Type (Research-Use, GMP-grade), Application (Genome Engineering, Disease Model Studies, Functional Genomics, Epigenetics), End-use (Pharmaceutical & Biotechnology Companies, Academic Research Institutes, CMOs & CROs) and Segment Forecasts, 2024-2031Report ID : 2735 | Published : 2024-09-06 | Pages: 176 | Format: PDF/EXCEL
The gRNA Market Size is valued at USD 492.4 Mn in 2023 and is predicted to reach USD 1,751.4 Mn by the year 2031 at an 17.4% CAGR during the forecast period for 2024-2031.  The global guide RNA (gRNA) market is experiencing significant growth due to its essential role in CRISPR-based genetic engineering. gRNA, a short RNA sequence, guides Cas9 and other Cas proteins to specific DNA sequences, enabling precise gene editing. This technology has transformed fields such as medicine, agriculture, and biotechnology, becoming a crucial tool for researchers aiming to modify genes with high accuracy. In medicine, gRNA is used to develop gene therapies for genetic disorders, while in agriculture, it benefits in creating GMOs that resist pests and environmental stresses. It also plays a key role in next-generation sequencing (NGS) technologies, broadening its impact in genomic research and diagnostics. A major factor driving the gRNA market's growth is the increasing demand for personalized medicine. As healthcare moves towards modified treatments, the need for precise genetic modifications grows, boosting demand for gRNA-based technologies. This trend is further supported by significant investments in research and development, particularly in the biomedical sector, which is expected to fuel the market's expansion in the coming years. Competitive LandscapeSome of the key players in grna market:.
Market Segmentation:The gRNA market is product & services, gRNA type, application, and end-use. By product & services the market is segmented into products, custom gRNA synthesis services, products is sub segmented into gRNA final products, gRNA Synthesis Products. gRNA synthesis products is sub segmented into gRNA Synthesis Kits, Plasmids, Others. By gRNA type market is categorized into research-use, GMP-grade. By application market is categorized into genome engineering, disease model studies, functional genomics, epigenetics, and others. By end-use the market is categorized into pharmaceutical & biotechnology companies, academic research institutes, CMOs & CROs. Custom gRNA Synthesis Services Segment is Expected to Drive the gRNA MarketThe custom gRNA synthesis services segment is set to experience the highest growth in the gRNA market due to increasing demand for precision in gene editing, advancements in biotechnology, and diverse applications. Researchers require custom gRNAs to achieve greater accuracy, reduce off-target effects, and improve the efficiency of the CRISPR/Cas9 system, driving demand for these services. Biotechnology advancements have made gRNA synthesis more accessible and cost-effective, allowing researchers at all levels to obtain high-quality custom gRNAs. Additionally, the broad applicability of custom gRNAs in areas like functional genomics, disease models, and therapeutic interventions further expands their market potential. The GMP-grade is Growing at the Highest Rate in the gRNA Market.The GMP-grade segment of the gRNA market is expected to see significant growth due to the rising demand for high-quality, regulatory-compliant products, particularly in clinical applications. GMP-grade gRNA is produced under strict quality control standards, ensuring safety and efficacy, which is essential as gene editing technologies like CRISPR advance toward therapeutic use. The growing focus on gene therapy for treating genetic disorders also drives demand, with pharmaceutical and biotech companies investing in novel therapies requiring GMP-grade gRNA for effective and safe gene editing in clinical trials and personalized medicine. Regionally, North America Led the gRNA Market .North America, particularly the U.S., is a key driver of the gRNA market due to the presence of major players like Thermo Fisher Scientific, Merck KGaA, and Synthego, who are heavily investing in R&D for innovative gRNA products. The region benefits from substantial R&D investments in genomic research, alongside strong government support, including a 2023 Biden executive order aimed at enhancing gRNA manufacturing capabilities. Additionally, NIH-funded research has played a pivotal role in advancing genetic engineering and establishing the $40 billion biotech industry. gRNA Market Report Scope
Chapter 1. Methodology and Scope 1.1. Research Methodology 1.2. Research Scope & Assumptions Chapter 2. Executive Summary Chapter 3. Global gRNA Market Snapshot Chapter 4. Global gRNA Market Variables, Trends & Scope 4.1. Market Segmentation & Scope 4.2. Drivers 4.3. Challenges 4.4. Trends 4.5. Investment and Funding Analysis 4.6. Industry Analysis – Porter’s Five Forces Analysis 4.7. Competitive Landscape & Market Share Analysis 4.8. Impact of Covid-19 Analysis Chapter 5. Market Segmentation 1: by Product & Services Estimates & Trend Analysis 5.1. by Product & Services & Market Share, 2023 & 2031 5.2. Market Size (Value (US$ Mn)) & Forecasts and Trend Analyses, 2019 to 2031 for the following by Product & Services: 5.2.1. Products 5.2.1.1. gRNA Final Products 5.2.1.2. gRNA Synthesis Products 5.2.1.2.1. gRNA Synthesis Kits 5.2.1.2.2. Plasmids 5.2.1.2.3. Others 5.2.2. Custom gRNA Synthesis Services Chapter 6. Market Segmentation 2: by gRNA Type Estimates & Trend Analysis 6.1. by gRNA Type & Market Share, 2023 & 2031 6.2. Market Size (Value (US$ Mn)) & Forecasts and Trend Analyses, 2019 to 2031 for the following by gRNA Type: 6.2.1. Research-Use 6.2.2. GMP-grade Chapter 7. Market Segmentation 3: by Application Estimates & Trend Analysis 7.1. by Application & Market Share, 2023 & 2031 7.2. Market Size (Value (US$ Mn)) & Forecasts and Trend Analyses, 2019 to 2031 for the following by Application: 7.2.1. Genome Engineering 7.2.2. Disease Model Studies 7.2.3. Functional Genomics 7.2.4. Epigenetics 7.2.5. Others Chapter 8. Market Segmentation 4: by End-use Estimates & Trend Analysis 8.1. by End-use & Market Share, 2023 & 2031 8.2. Market Size (Value (US$ Mn)) & Forecasts and Trend Analyses, 2019 to 2031 for the following by End-use: 8.2.1. Pharmaceutical & Biotechnology Companies 8.2.2. Academic Research Institutes 8.2.3. CMOs & CROs Chapter 9. gRNA Market Segmentation 5: Regional Estimates & Trend Analysis 9.1. North America 9.1.1. North America gRNA Market Revenue (US$ Million) Estimates and Forecasts by Product & Services, 2024-2031 9.1.2. North America gRNA Market Revenue (US$ Million) Estimates and Forecasts by gRNA Type, 2024-2031 9.1.3. North America gRNA Market Revenue (US$ Million) Estimates and Forecasts by Application, 2024-2031 9.1.4. North America gRNA Market Revenue (US$ Million) Estimates and Forecasts by End-use, 2024-2031 9.1.5. North America gRNA Market Revenue (US$ Million) Estimates and Forecasts by country, 2024-2031 9.2. Europe 9.2.1. Europe gRNA Market Revenue (US$ Million) Estimates and Forecasts by Product & Services, 2024-2031 9.2.2. Europe gRNA Market Revenue (US$ Million) Estimates and Forecasts by GRNA Type, 2024-2031 9.2.3. Europe gRNA Market Revenue (US$ Million) Estimates and Forecasts by Application, 2024-2031 9.2.4. Europe gRNA Market Revenue (US$ Million) Estimates and Forecasts by End-use, 2024-2031 9.2.5. Europe gRNA Market Revenue (US$ Million) Estimates and Forecasts by country, 2024-2031 9.3. Asia Pacific 9.3.1. Asia Pacific gRNA Market Revenue (US$ Million) Estimates and Forecasts by Product & Services, 2024-2031 9.3.2. Asia Pacific gRNA Market Revenue (US$ Million) Estimates and Forecasts by GRNA Type, 2024-2031 9.3.3. Asia-Pacific gRNA Market Revenue (US$ Million) Estimates and Forecasts by Application, 2024-2031 9.3.4. Asia-Pacific gRNA Market Revenue (US$ Million) Estimates and Forecasts by End-use, 2024-2031 9.3.5. Asia Pacific gRNA Market Revenue (US$ Million) Estimates and Forecasts by country, 2024-2031 9.4. Latin America 9.4.1. Latin America gRNA Market Revenue (US$ Million) Estimates and Forecasts by Product & Services, 2024-2031 9.4.2. Latin America gRNA Market Revenue (US$ Million) Estimates and Forecasts by gRNA Type, 2024-2031 9.4.3. Latin America gRNA Market Revenue (US$ Million) Estimates and Forecasts by Application, 2024-2031 9.4.4. Latin America gRNA Market Revenue (US$ Million) Estimates and Forecasts by End-use, 2024-2031 9.4.5. Latin America gRNA Market Revenue (US$ Million) Estimates and Forecasts by country, 2024-2031 9.5. Middle East & Africa 9.5.1. Middle East & Africa gRNA Market Revenue (US$ Million) Estimates and Forecasts by Product & Services, 2024-2031 9.5.2. Middle East & Africa gRNA Market Revenue (US$ Million) Estimates and Forecasts by RNA Type, 2024-2031 9.5.3. Middle East & Africa gRNA Market Revenue (US$ Million) Estimates and Forecasts by Application, 2024-2031 9.5.4. Middle East & Africa gRNA Market Revenue (US$ Million) Estimates and Forecasts by End-use, 2024-2031 9.5.5. Middle East & Africa gRNA Market Revenue (US$ Million) Estimates and Forecasts by country, 2024-2031 Chapter 10. Competitive Landscape 10.1. Major Mergers and Acquisitions/Strategic Alliances 10.2. Company Profiles 10.2.1. Agilent Technologies Inc. 10.2.2. GENEWIZ (Azenta Life Sciences) 10.2.3. Horizon Discovery Ltd. 10.2.4. Jena Bioscience GmbH 10.2.5. Merck KGaA 10.2.6. Synbio Technologies 10.2.7. Synthego 10.2.8. System Biosciences, LLC. 10.2.9. Takara Bio Inc. 10.2.10. Thermo Fisher Scientific Inc. 10.2.11. Other Prominent Players Segmentation of gRNA Market -gRNA Market by Product & Services -
 gRNA Market by gRNA Type -
gRNA Market by Application -
gRNA Market by End-use -
gRNA Market by Region- North America-
Asia-Pacific-
Latin America-
Middle East & Africa-
InsightAce Analytic follows a standard and comprehensive market research methodology focused on offering the most accurate and precise market insights. The methods followed for all our market research studies include three significant steps – primary research, secondary research, and data modeling and analysis - to derive the current market size and forecast it over the forecast period. In this study, these three steps were used iteratively to generate valid data points (minimum deviation), which were cross-validated through multiple approaches mentioned below in the data modeling section. Through secondary research methods, information on the market under study, its peer, and the parent market was collected. This information was then entered into data models. The resulted data points and insights were then validated by primary participants. Based on additional insights from these primary participants, more directional efforts were put into doing secondary research and optimize data models. This process was repeated till all data models used in the study produced similar results (with minimum deviation). This way, this iterative process was able to generate the most accurate market numbers and qualitative insights.  Secondary research The secondary research sources that are typically mentioned to include, but are not limited to:
The paid sources for secondary research like Factiva, OneSource, Hoovers, and Statista Primary Research: Primary research involves telephonic interviews, e-mail interactions, as well as face-to-face interviews for each market, category, segment, and subsegment across geographies The contributors who typically take part in such a course include, but are not limited to:
Data Modeling and Analysis: In the iterative process (mentioned above), data models received inputs from primary as well as secondary sources. But analysts working on these models were the key. They used their extensive knowledge and experience about industry and topic to make changes and fine-tuning these models as per the product/service under study. The standard data models used while studying this market were the top-down and bottom-up approaches and the company shares analysis model. However, other methods were also used along with these – which were specific to the industry and product/service under study. This website is secure, and we do not share your personal information with any third party. Privacy Policy Need specific information/chapter from the report of the custom data table, graph or complete report? Tell us more.Frequently asked questions, how big is the grna market size. The gRNA Market Size is valued at USD 492.4 Mn in 2023 and is predicted to reach USD 1,751.4 Mn by the year 2031 What is the gRNA Market Growth?The gRNA Market is expected to grow at an 17.4% CAGR during the forecast period for 2024-2031. Who are the key players in the gRNA Market?Thermo Fisher Scientific Inc., Agilent Technologies Inc., System Biosciences, LLC., Jena Bioscience GmbH, Merck KGaA, GENEWIZ (Azenta Life Sciences), Our Clients Media Citations Growth opportunities and latent adjacency in PharmaceuticalsSelect licence type, share report on, get your gtm strategy, contact us with a specific research request.. Navigate market entry with channel selection, launch strategy & timeline, and pricing model support. Review RequestEquip yourself with the insights needed to develop a winning go-to-market strategy Final DeliveryGet real-time updates and joint control over project direction with our collaborative approach Related Reports
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India stock market regulator under fire again after Hindenburg rowAgency blames employee claims of toxic workplace on 'external elements' BENGALURU -- India's stock market regulator has been hit by toxic workplace claims, just after U.S. short seller Hindenburg Research accused the agency's chief of conflict-of-interest over her ties to conglomerate Adani Group. The office culture allegations mark the latest headache for the Securities and Exchange Board of India (SEBI), which on Wednesday blamed so-called "external elements" for stirring dissent among employees who had complained that abusive managers "set unrealistic targets with changing goal posts." Indian billionaire Adani and family to further sell group sharesHindenburg rejects indian regulator's claims over adani short sale, adani group grapples with governance a year after hindenburg row, short seller hindenburg targets chinese flying taxi startup ehang, deloitte quits as auditor of adani group's ports business, latest on markets, manila electric to sell $600m stake in solar subsidiary to actis, nvidia tumbles as u.s. stock market starts september sell-off, asia's private debt market faces test amid higher rates, economic slowdown, sponsored content, about sponsored content this content was commissioned by nikkei's global business bureau.. Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century. Celebrate our next chapter Free access for everyone - Sep. 30
Catch up on TV bulletins Private landlords leaving the rental market, new research showsPrivate landlords look to be leaving the rental market at a record pace, but will this prove to be a problem or an opportunity for private tenants?
 Private landlords look to be leaving the rental market at a record pace, according to research from the property website Rightmove. It says rising costs, taxes and legislation are making it more attractive for some landlords to sell up. But will this prove to be a problem or an opportunity for private tenants? Landlords leavingRightmove says it’s the UK’s biggest property portal, and it’s been combing through homes currently listed on its website. It’s found that 18% of properties that are now for sale were previously offered for rent. That 18% share is the highest that Rightmove has seen since it started measuring the number back in 2010 – when the share was just 8%. And the trend is even more pronounced in London – where 29% of homes for sale were once down as places to rent. Landlords say this shows a “worsening crisis” in private renting. The National Residential Landlords Association today warned that every rental home that is sold “exacerbates the imbalance between supply and demand.” And that imbalance has become dramatic in recent years. Rightmove reports that in August there were an average of 19 enquiries for every rental property. That’s better than a year ago, when it was 28! But pre-Covid, it was just 9. Landlords claim a raft of changes are encouraging landlords to sell up: rising interest rates have pushed up their mortgage payments and there’s speculation they could have to pay more capital gains tax in the future (giving them an incentive to sell their properties now).  Opportunity?But could it also bring an opportunity for hard-pressed tenants? Could it mean that some renters could become buyers and snap up those properties that landlords don’t want anymore? Rightmove says “…these homes could provide first-time buyers with more choice.” If that happened, it would start to reverse one of the most fundamental changes in the housing market (and UK society) over the last 3 decades. In the year 2000, 10% of all households in England were private renters. By 2023, that share had nearly doubled to 18.8%. And as the number of private renters has grown, the number buying their property with a mortgage has shrunk: from just over 42% to just under 30%. The big question is how many renters are in a position to buy. Research last month from Hargreaves Lansdown, a private investment company, found that the average rent in Great Britain was ÂŁ1,279 a month. But it calculated that a person buying a first-time property with a 10% deposit could face a monthly payment of ÂŁ1,208. That suggests that the gap between renting and borrowing is not huge when it comes to the monthly mortgage payments. But Hargreaves Lansdown points out that the problem will be the deposit: 10% of the ÂŁ241,502 average house price for a first time buyer or ÂŁ24,150. Its research shows that the average rental household has ÂŁ79 left at the end of the month – so that deposit looks a very big mountain to climb. Renters rightsGeneration Rent, who campaign for renters’ rights, agree that there could be an opportunity for some renters to become buyers and say it would be a fundamental shift from what’s happened over the last 2 decades. Dan Wilson Craw, their spokesperson, told Channel 4 News it was inevitable that landlords will have to sell up to realise government talk of re-igniting home-ownership. His concern is how that transition happens. He’s concerned that landlords trying to sell will evict their tenants – so they have an empty property to market. He wants protection against that in Labour’s promised Renters’ Rights Bill. But his big ask is that the experience of renting should be better – even if you don’t hope to buy one day. He argues for an end to no-fault evictions, but he also wants a system to prevent unaffordable rent increases – linking them to whichever is the lowest of inflation or wage increases. So both renters and landlords accept there may be some opportunity for a transfer of property. But the other thing they agree on is that the problems of the housing market are not just about changing the ownership of existing properties. There still needs to be a substantial increase in the number of homes being built – whether to buy or rent. |
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II. Step 2: Design the Research. The next step in the marketing research process is to do a research design. The research design is your "plan of attack.". It outlines what data you are going to gather and from whom, how and when you will collect the data, and how you will analyze it once it's been obtained.
Chapter 4: Marketing Research Learning Objectives. ... Marketing research addresses the need for quicker, yet more accurate, decision making by the marketer. The impetus for this situation is the complex relationship between the business firm and the ever-changing external environment. In particular, most marketers are far removed from their ...
Chapter 4. Chapter 4: Gathering and Using Information: Marketing Research and Market Intelligence ... In marketing research, verified hypotheses become the generalizations upon which management develops its marketing programs. (To simplify our discussion, we will use "questions" as a synonym of "hypothesis".)
Study with Quizlet and memorize flashcards containing terms like What is the second step in the Market Research Process?, What does GIGO stand for?, What two flavors is the market research data available in? and more. ... Marketing Chapter 4 Test. 52 terms. NLukaszek15. Preview. A&P - Nervous System. Teacher 30 terms. Ms_Heldman. Preview ...
MIS helps users in making management decisions. MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies. MIS interacts with the information users to assess information needs. MIS helps users to analyze and use the information to develop customer insights. and more.
Conducting Marketing Research | Chapter 4Chapter 4 | Conducting Marketing ResearchWhat is The Scope of Marketing Research?Marketing research is the function ...
Social Science. Business. Chapter 4: Marketing Research and Analytics. Get a hint. The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities. Click the card to flip 👆.
Marketing Research Process of defining market problem and opportunity, systematically collecting and analyzing information. Reduce risk, improve marketing decisions. Measure of Success Criteria/Standards used in evaluating proposed solutions to problem. Objectives Specific, measurable, and achievable goals. Chapter 4
Tracy has curated a collection of cutting edge research articles to accompany each chapter from the American Marketing Association. Make use of this exclusive access to 25 studies by leading researchers in the field of Marketing and max your grade!Journal of Marketing and Journal of Marketing Research articles are available courtesy of the American Marketing Association: www.ama.org
Chapter 11: Maintaining Value: Branding and Brand Management; Chapter 12: Managing Value: Analytics and Marketing Value Management Systems; AMA Journal Articles. Chapter 1: Understanding Marketing ; Chapter 2: Understanding Buyers; Chapter 3: Segmentation, Targeting, and Positioning; Chapter 4: Marketing Research and Analysis; Chapter 5 ...
This exciting new text offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices ...
In the Spotlight; 1.1 Marketing and the Marketing Process; 1.2 The Marketing Mix and the 4Ps of Marketing; 1.3 Factors Comprising and Affecting the Marketing Environment; 1.4 Evolution of the Marketing Concept; 1.5 Determining Consumer Needs and Wants; 1.6 Customer Relationship Management (CRM); 1.7 Ethical Marketing; Chapter Summary; Key Terms; Applied Marketing Knowledge: Discussion Questions
Chapter 4 - Conducting Marketing Research.pdf - Free download as PDF File (.pdf), Text File (.txt) or read online for free. The marketing research process involves 6 main steps: 1) Define the problem and research objectives 2) Develop a research plan covering data sources, approaches, instruments, sampling, and contact methods 3) Collect information using various qualitative and quantitative ...
Classification of Marketing Research 6 The Marketing Research Process 8. Step 1: Problem Definition 8 Step 2: Development of an Approach to the Problem 8 Step 3: Research Design Formulation 9 Step 4: Fieldwork or Data Collection 9 Step 5: Data Preparation and Analysis 9 Step 6: Report Preparation and Presentation 9.
Chapter 4: Marketing Strategy. Learning Objectives. Explain why a marketing strategy matters. Evaluate how marketing strategies align with corporate strategies. Explain the inputs and components of a marketing strategy. Show how common analytic tools are used to inform the organization's strategy. Give examples of corporate strategies.
Market Research. The methodical identification, collection, analysis, and distribution of data related to discovering and then solving marketing problems or opportunities and enhancing good decision making. Management research deliverable. The definition of what management wants to do with marketing research.
Marketing Research Chapter 4: Qualitative Research I. MCQ: Qualitative research procedures are classified as either _____ or _____. A) primary; secondary B) direct; indirect C) descriptive; exploratory D) theoretical; non-theoretical E) partial; total _____ is an example of the casual research: A) Observational data B) Experimental data C) Survey data D) Qualitative data
Chapter 4: Conducting Marketing Research What is the scope of marketing research? Marketing research consists of systematically gathering data about people or companies - a market - and then analyzing it to better understand what that group of people needs. The results of market research, are then used to help business owners make more ...
Chapter Summary. Describe and explain the impact marketing research has on marketing decision. Marketing research is the set of activities central to all marketing-related decisions regardless of the complexity or focus of the decision. Marketing research is responsible for providing managers with accurate, relevant, and timely information so ...
Researchers must be hyperaware of the emerging trends in the marketing research and insights industry to maintain a connection with consumers and clients. In order to understand how consumers feel about the advancements being made and the change in their behaviors, they must take speed, segmentation and AI into consideration.
-Secondary data analysis: the process of searching for and interpreting existing information relevant to the topic-Experience surveys: gathering information from those who are knowledgeable on the issues relevant to the problem-Case analysis: review of available information about a former situation that has some similarities to the current problem-Focus groups: small groups brought together ...
The gRNA Market Size is valued at USD 492.4 Mn in 2023 and is predicted to reach USD 1,751.4 Mn by the year 2031 at an 17.4% CAGR during the forecast period for 2024-2031.. The global guide RNA (gRNA) market is experiencing significant growth due to its essential role in CRISPR-based genetic engineering. gRNA, a short RNA sequence, guides Cas9 and other Cas proteins to specific DNA sequences ...
BENGALURU -- India's stock market regulator has been hit by toxic workplace claims, just after U.S. short seller Hindenburg Research accused the agency's chief of conflict-of-interest over her ...
Private landlords look to be leaving the rental market at a record pace, according to research from the property website Rightmove. It says rising costs, taxes and legislation are making it more ...
1 stimulate new ideas, thoughts and feelings about a topic. 2 foster understanding of why people act or how they behave in certain market situations. 3 allow client participation. 4 elicit wide ranging participant responses. 5 can bring together"hard to reach" special market segments. DSV of focus Group.
NEW YORK (AP) — After months of dozens of restaurant closings and headlines about "endless shrimp" woes, Red Lobster is poised to soon exit from Chapter 11 bankruptcy protection. A U.S. bankruptcy judge on Thursday approved the casual seafood chain's reorganization plan and sale to a lender ...
Marketing Chapter 4 Test. 52 terms. NLukaszek15. Preview. Feasibility. 5 terms. gooseberry_bear. Preview. Business ch.1 - resources. 7 terms. emma_phelan2. Preview. intro to business ch 16. 37 terms. Reyna02. ... Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the ...