MARKETING RESEARCH AND PROCESS BY JEET PAREKH IIT BHU

WHAT ISMARKETING RESEARCH ?

Systematic design

Collection AnalysisReporting

of data and

findings

MAREKETING RESEARCH IS

MARKETING RESEARCH PROCESS INVOLVES...

DEFINING THE PROBLEM OBJECTIVES

DEVELOP THE RESEARCH PLAN

COLLECTING INFORMATION

ANALYSE THE INFORMATION

PRESENTING THE FINDING

MAKING THE DECISION

Developing the Research Plan

1. Data Sources

Developing the Research Plan

1. Data Sources

2. Research instruments

Developing the Research Plan

1. Data Sources

2. Research instruments

3. Research approach

Developing the Research Plan

1. Data Sources

2. Research instruments

3. Research approach

4. Sampling plan

Developing the Research Plan

1. Data Sources

2. Research instruments

3. Research approach

4. Sampling plan

5. Contact methods

Researchers can gather:

Primary Data

Secondary Data

FOCUSSED GROUP

OBSERVATION

SURVEY RESEARCH

BEHAVIORAL DATA &EXPERIMENTATION

The following research instrumentsare used to collect data:

Questionnaires

Qualitative Measures

Technological Devices

Some popular Qualitative Research approaches are…

.

Word associationProjective techniques

Visualization

Brand Personification

Laddering

Sampling Plan decisions

1) Sampling plan unit: Who should we survey?

2) Sample size: How many people should we survey

3) Sampling procedure: How should we choose the respondents?

CONTACT METHODS

TELEPHONE

CONTACT METHODS

PERSONAL INTERVIEW

CONTACT METHODS

Mail Questionnaire

CONTACT METHODS

ONLINE RESEARCH

Characteristics of good marketing research

SCIENTIFIC OBSERVATION

Characteristics of good marketing research

RESEARCH CREATIVITY

Characteristics of good marketing research

MULTIPLE METHODS

Characteristics of good marketing research

INTERDEPENCE OF DATA

AND GRAPH

Characteristics of good marketing research

FINANCIAL INFORMATION

Characteristics of good marketing research

ETHICAL MARKETING

Characteristics of good marketing research

HEALTHY SKEPTISM