Presentation On

Marketing Research Process

Presented By Ruchi

MAJOR STEPS IN THE MARKETING

RESEARCH PROCESS ARE AS FOLLOWS
Justify the need for marketing research. Define the research objective. Identify data needs. Identify data sources. Choose an appropriate research design and data collection method. Design the research instrument or form. Identify the Sample. Collect data, including any relevant secondary data. Analyze the interpret the data. Present the research findings to decision makers.

JUSTIFY THE NEED FOR MARKETING

RESEARCH Four considerations that influence the decision: Potential usefulness of the research result. Managements attitudes towards the research. The resources available for implementing the research result. Cost of research project versus the benefits.

DEFINE THE RESEARCH OBJECTIVE

Question about what we want to find out and why are crucial to the effectiveness of any research project.

IDENTIFY DATA NEEDS

Identifying specific data needs means scrutinizing the research purpose and listing the kinds of data required to accomplish that purpose. To determine current market share of company.

CONT
Identify data sources Secondary data Primary data

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Choose research design Exploratory research Conclusive research Research proposal

CONT

Design the research instrument or form When a research requires primary data collection. Identify the sample clearly specifying who, or which units, should provide the needed data. Collect the data Before data analysis can begin, data collection procedures must be checked for completeness, consistency to prespecified instructions.

CONT

Analyze and interpret the types of analyses permissible in a project depend on the nature of the data. which in turn can be affected by factors such as the type of data collection method used. Present Research findings to decision makers Prepare a report the communicates the results of the research to decision makers.

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