Professional Documents
Culture Documents
Research
MEANING
• Marketing
– spotting the needs of customers
– meeting them in the best possible manner through
appropriate production and distribution activities
– buying and selling activities
– Exchange/transfer of ownership
• Research
– detailed/systematic/comprehensive study of a
problem
– “studious enquiry"
– “thorough, honest and impartial study conducted
by trained men using scientific methods“
– modern marketing management
– accurate decision making TOOL in marketing of
goods and services
• SOUL of modern marketing management
used by manufacturers/exporters/distributors and service
organizations
• Product Research: .
• Packaging Research:
• Pricing Research:
• Market Research:
• Sales Research:
• Promotion and Distribution Research:
• Consumer Research:
• Policy Research:
• Advertising Research:
• Media Research:
• Motivational Research:
• International Marketing Research:
APPLICATIONS
• TRADITIOMAL APPLICATIONS
• NEW-PRODUCT RESEARCH
• DISTRIBUTION RESEARCH
• PROMOTION RESEARCH
CONTEMPORARY APPLICATIONS OF MARKETING
RESEARCH
• Competitive Advantage.
• Brand Equity.
– Brand loyalty
– Name awareness
– Perceived quality
– Brand association
– Other proprietary brand assets: patents, trademarks, channel
relationships etc.
• Customer satisfaction.
• Total quality management
• EMERGING APPLICATIONS
– Database marketing
– Relationship marketing
The Marketing Research Process: 11 Steps