Maketing Research Final

7/28/2019 Maketing Research Final

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Improveunderstanding of

marketing as aprocess

Used to identify

and definemarketopportunitiesand problems

Generate,refine, andevaluate

marketingperformance

Monitor marketingperformance













Market

Market

segmentation

Buyer

behaviour

and attitude

Forecasting

of demand

Competition

Managementof change in

turbulentenvironment

Forecasting

of business

conditions

Dealer

behaviour

and attitude



Productresearch

warranty

Service aftersale

Developing a

new product

Quality

Features

Style- color,shape, size,

beauty

Brand name-

brand image

survey

Packaging

research

Product line



Priceresearch

Price level

Price policy

Discount

and

allowances

Terms of

payment



Promotionresearch

Personal

selling

Advertisingand

Publishing

Sales

promotion

Publicrelations



Productresearch

Transportation

Warehousing

Orderprocessing

Channel choice

Distributioncoverage

Outlet location

Sales territories

Inventorylevels andlocations







What?

Who?

Why?

How?

When?

Where

Product

research

Consumer

research

Motivation

research

Research in

buying

Habits and

channel of

distribution

What is the

product?

Who are the

buyers?

Why do they buy?

How do they buy?

When do theybuy?

Where do they

buy?













MarketingManagement

decisions

Product

Pricing

Place

Promotion

ProcessPeople

Physical

Evidence

MarketingInformation

system

Internal Records

Marketing

Intelligence

MarketingResearch

Analysis of

Information

MarketingManagement

decisions

Product

Pricing

Place

Promotion

ProcessPeople

Physical

Evidence





Production Price

Distribution Promotion

Marketing

Mix

1. Buyers

2. Suppliers

3. Competitors

4. Distribution

Structure5. Economy

6. Technology

7. Government

etc.

Marketing Information System (MIS)

Internal Marketing

Information

Marketing

Intelligence

Marketing

Research

Analysis and

processing

of

information

Planning

Execution

Control







Identify and analyse customer’s market

Develop a marketing programme with a marketing mix

Marketing mix of:

1. Product Planning

2. Price structure

3. Promotional Programme

4. Distribution system

Reach the customer market

Customer’s service and satisfaction

F

e

e

db

a

c

k





Marketing Research

ProblemIdentification Research

Problem Solving

Research

Market Potential Research

Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends Research

Segmentation Research

Product Research

Promotion Research

Distribution Research





Research

Purpose

Data

Collection

Data

Processing

Application

involvement

Situation

analysis

Preliminary

Investigation

Research

Design

Sources of

data

Data analysisReport

Preparation

RecommendationFollow-up



Exploratory

Research

Descriptive

Research

Casual

Research

Predictive

Research



Exploratory research gives valuable insight, generates ideas

and hypothesis rather than measuring or testing them.

• It is concerned with identifying the real nature of

research problems.

•FOR INSTANCE: If a researcher is interested in finding out:

1. “Which features/factors are vital in a purchase decision”

2. “What will be the mode of communication to reach to

the consumers”

ExploratoryResearch



• Descriptive research is concerned with measuring and

estimating the frequencies with which things occur or the

degree of correlation or association between two

variables.

•

FOR INTANCE: If a researcher is interested in measuring :1. Market size

2. Market structure

3. Behaviour and attitudes of consumers of the market

place

Descriptive

Research



• Casual research is concerned with establishing cause and

effect relationship and an attempt to explain why things

happen.

• FOR INSTANCE: If the researcher is interested in knowing:

“To what extent the price elasticity of demand or thedegree to which advertising have affected the sales.”

Casual

Research



• The main purpose of predictive research is to arrive at a

forecast or prediction or some measurement to the

researcher.

• FOR INSTANCE:

1. Future sales level of the firm2. Projection of growth

3. Defining the firm’s product line

Predictive

Research





Data previously collected for

any purpose other

than the one at hand.

ALWAYSUSE THIS FIRST



Internal Corporate Information

Government Agencies

Trade and Industry Associations

Marketing Research Firms

Commercial Publications

News Media



















Mystery Shoppers

One-Way Mirrors

Types of ObservationResearch

Audits

Machines

WatchingPeople

PeopleWatching

People

PeopleWatchingan Activity

Traffic Counters

Passive People Meter























• Marketing research played a

minor role under sales-

oriented marketing approach.

1975

• After 1980, marketing research

culture gained recognition as a

vital tool of marketing

management due to the

emergence of buyer’s marketand growing competition in the

integral market to capture

customer demand and toincrease market share.

1980

• Marketers in India turning to

market research agencies to

assess consumer needs and

desires and then formulate

marketing plans andprogrammes to meet the

unmet demand.

Globalisation

• In the consumer- orientedmarketing approach, marketing

research played a major role

for the organisation.

• Marketing research begins and

ends with customers.

Consumer-

oriented

• No longer ‘market research’ isthe poor cousin of

‘advertising’.

• Advertising agencies have now

turned to marketing research.

No relation to

Advertising

• Research culture is an integralpart of marketing.

• Marketing research is animportant component of

marketing information system.

21st Century

Focus of the India market research agencies are



Focus of the India market research agencies are -

Understanding consumers - The trends of the customers

are tracked by the market research agencies. Theirneeds, perceptions, projected demands are all studied

and marketing strategies are formed accordingly.

Investigating market - This method helps in mapping the

market conditions and demands are estimated.

Conceptualizing product development - Positioning

strategies, product and service strategies are formed

accordingly after taking into consideration themarketing research results

Domestic



Domestic

AAPOR: American Association for Public Opinion

Research (www.aapor.org)

AMA: American Marketing Association

(www.ama.org)

ARF: The Advertising Research Foundation

(www.amic.com/arf)

CASRO: The Council of American Survey

Research Organizations (www.casro.org)

MRA: Marketing Research Association (www.mra-

net.org)

QRCA: Qualitative Research Consultants

Association (www.qrca.org)

RIC: Research Industry Coalition (www.research

industry.org)



International

ESOMAR: European Society for Opinion and

Marketing Research (www.esomar.nl)

MRS: The Market Research Society (UK)(www.marketresearch.org.uk)

MRSA: The Market Research Society of

Australia (www.mrsa.com.au)

PMRS: The Professional Marketing Research

Society (Canada) (www.pmrs-aprm.com)





Maketing Research Final

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