Professional Documents
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Chapter 1 Slides
Chapter 1 Slides
for
Chapter 1
Introduction, Evolution
and Emerging Issues
Marketing Research
Text and Cases
by
Rajendra Nargundkar
Slide 1
LEVEL 1
(Strategic)
Marketing
Strategy
Segmentation
Target Market Selection
Positioning
Information for
Marketing
Decisions
Ps of Marketing
LEVEL 2
(Tactical)
Marketing
Plan
PRODUCT
PRICING
PROMOTION
PLACE
Slide 2
Marketing Research
Project based on
Information Gap
Mostly outsourced to
M.R. Companies
Action oriented
Very specific answers
to questions
Focus on consumers, influencers,
etc.
Slide 3
Who Does The Marketing Research?
Slide 4
Typical Applications of Marketing Research
1.
Segmentation Studies to identify consumer
segments based on their demographic, psychographic
or behavioral characteristics.
Slide 5
When To Do Marketing Research?
1. There is an information gap
2. The cost of filling this gap is less than cost of a wrong
decision
3. The research will be completed in time to help in
decision-making
Limitations of Marketing Research
1. It is not fool-proof, and involves some errors associated
with measurement and interpretation of findings
Slide 6
Secondary and Primary Research
1.
Primary research is information specifically
collected for the marketing research being done.
2. Secondary research is that which is available for
reference to a researcher, but collected for some other
purpose (not for the current marketing research)
3. Some common sources of secondary data are
newspapers, magazines, the internet, and internal or
external reports compiled or published by various
organizations
Slide 7
Ethical Considerations in Marketing Research
1. Like every profession, marketing research has
its own ethical code of conduct
2. Information collected for research purposes
should not be used out of context
3. Confidential information should be used only
by M.R. agency and the client.
4. Marketing Researcher should not be biased
towards any conclusions, and should report
accurately the findings of the research study
5. Respondents right to privacy and right not to
participate in a study must be respected
Slide 8
Emerging Issues
Marketing Research using the internet
1. It is possible to do online research using the
internet, but its validity is not easy to establish,
particularly in India
Slide 9
DATA SOURCES
Company Records
Surveys
Other Sources
BUILD DATA
WAREHOUSE
DATA MINING
Measure Results of
the Campaign, and
refine/repeat the
process if needed
Slide 10
Data Warehousing and Data Mining
1. Data from various sources-scanners at
supermarkets, surveys, billing information etc. can
be stored on computer in a virtual warehouse.