Types of Marketing Research Decision

Marketers must consider how consumers decide to buy their product. Consumers use nominal, limited and extended decision making. In order to successfully reach their target market, marketers must have some idea of how much time and effort consumers will put into purchase decision.

Nominal Decision Making

It’s the least involved type of decision making. We realize we have a need, reach back in our long-term memory, and make a repeat purchase. The only time nominal decision making moves into a more evaluative state is when the product fails to meet our expectations. Keep in mind, at one point this nominal decision might not have seen so nominal. You may have initially sought out several different alternative and gone through an extensive decision making process before choosing one particular brand that you feel outperforms all others. In this case, your purchase is now nominal because you are brand loyal.

Programmed Marketing Decision Making

This type of marketing decision relates to day-to-day running of an organization. These kinds of decisions are made at the lower management level. The scope of decision is narrow. A programmed decision is used to solve routine, repetitive but complex problems. These techniques are also called quantitative techniques.

Non-Programmed Marketing Decisions

These are made in response to unusual opportunities and threats or to deal with exceptional problems. They are non-routine decisions which are associated with problems that do not come up often enough to be covered by standardized rules or guidelines. Non-programmed decisions do not occur frequently. They have a broad decision scope because they usually affect the entire organization. They are top management decisions.

SELF ASSESSMENT EXERCISE

Briefly identify the steps involved in marketing decision making process.

CONCLUSION

I believed you have had a good time having been exposed broadly through decision alternative in marketing research

This unit has given you an in-read as per what decision making is all about, how research results are evaluation under condition of certainty, uncertainty and Risk. You have also learnt about the various models in decision alternatives and even as far as the different types of decision making.

SUMMARY

Decision-making is the process of identifying alternatives and selecting one of the alternatives to deal with a specific problem or take advantage of an opportunity. A problem arises when an organization is unable to reach its goals: actual performance or result is less than expected performance or result.

Opportunity is a situation which allows an organization to reach or exceed its goals: actual performance or result is equal to or more than expected performance or result.


Marketers and customer are faced with many decisions situation. As such decisions are taken as a result of disturbances, opportunities, Resource allocation and Negotiations. The various marketing research decision models are: nominal, limited, programmed and non-programmed decision models