Marketing research 1. Define problem 2. Define research objective 3. Developing the research plan 4.

Collecting the information: the field work 5. Analyzing the information 6. Present the findings 7. Taking decisions based on the findings

Brand management: Brand equity Brand awareness Brand loyalty Perceived quality Brand association Other proprietary assets Consumer behavior Celebrity effect Advertising effect on consumer behavior Examples Software for market research SPSS (statistical package for social science) Marketing research by Rajendra Nargundkar