Marketing Research

DEFINITION
MARKET RESEARCH
Narrower term –actual and potential
buyers

MARKETING RESEARCH
Total process
Eg : competitors activity ,designing
marketing mix
(Source:Dilip Sarwate , Market
Research ,6th Edition,Everest
Publications,Pune)
Definition
Systematic design , collection,
analysis and reporting of data
and findings relevant to a
specific marketing situation
facing the company
Need for Marketing
research
Large organizations
Small and medium enterprises
Government
Not for profit organizations
Forecasting
Consumer behavior
Need ….
Competitor’s activities

Feasibility of new products and

services

Study of environmental changes

Designing marketing mix

The process of marketing
research
Definition of objectives –
Content, scope ,decisions to be
made
Develop the research plan
 Data sources –Primary and
Secondary
 Research instruments –
Questionnaires,Observation,Mechan
ical devices
 Sampling plan -
 Contact method –Telephonic
/personal/Online interview.
The process…..
Data collection
Analysis
Presentation
Types of MR
Mode of operation-Desk ,Field
research
Type of products –Consumer and
Industrial Products
Location of markets-Domestic
,Overseas
Type of contacts-Suppliers,
competitors,OEM,Government
,Customers
Obstacles in acceptance
of MR
Narrow conception
No orientation to market
researchers
Late results
Erroneous findings
Budgets
Turbulent environment
,conditions.
Overcoming obstacles to
MR
Clearly define the problem
Access to relevant information
and budgets
Knowing how data is going to be
processed
The sponsor should understand
values and limitations
Value of information should cover
the cost of research
Overcoming …..
Conclusions and
recommendations-Abstract
,complicated and tentative
reports ..
Training to the field surveyors
and research.
Ethical issues ….
Corporate espionage
Privacy of the respondents
Security of the respondents
:personal information ,abuse
Client anonymity
Use of ‘marketing research’ guise
to sell products :sugging
 misleading representation
MR Agencies
NCAER Synovate
Hansa research ORG
group MARG
Mc Kinsey Sarwate and
IMRB associates
KSA Technopak Decision analyst
Ernst and Young ,Inc
AC Nielson e bay :Hammer
tap
Working media
group