research application

Presented By:Ratan Mal Lodha E-30

ASIA PACIFIC INSTITUTE OF MANAGEMENT

STUDIES

Research Application

ResearchResearch is the systematic and objective

identification, collection, analysis, dissemination, and use of information

for the purpose of improving decision making related to the

identification and solution of problems and opportunities in

marketing.

Operation research

Search for good technologyFinding suppliersDeveloping Transportation modelLayout designingFactory Setting Location

Human Resource

Finding adequate manpowerStudy of psychology of various

personsFinding industry trendsEmployee satifactionDesigning salary structure

Financial research

Availability of cheaper source of finance

Market trendsFinding potential investorsChoosing right project for

investmentDesigning capital structureTaking dividend decision

Economic research

Measuring economics conditionFinding growth in the economyFinding economic problemsMaking lawsEconomic planning

Social Research

For the welfare of the societyDemographic analysis (census)To find views of the societyDistinguish between different

strata of the society

Marketing Research

Identification of Information

Needed

Collection of Data

Analysis of Data

Dissemination of Information

Identifying and Solving

Marketing Problems

Defining Marketing Research

Use of Information

Problem Identification Research

• Market Potential Research

• Market Share Research• Image Research• Market Characteristics

Research

• Forecasting Research• Business Trends

Research

Marketing Research

A Classification of Marketing Research

Problem Solving Research

•Segmentation Research

•Product Research

•Pricing Research

•Promotion Research

•Distribution Research

Uncontrollable

Environmental Factors

•Economy•Technology•Competition•Laws and Regulation

•Social and Cultural Factors

•Political Factors

Assessing Information

Needs

Customer Groups• Consumers• Employees• Channel Members• Suppliers

MarketingResearch

Marketing Managers• Market Segmentation • Marketing Programs • Target Market Selection • Performance and Control

Controllable

Marketing Variables

• Product• Pricing• Promotion• Distribution

Marketing DecisionMaking

Providing Informati

on

The Role of Marketing Research in Marketing Decision Making

THANK YOU