205- MKT- 3 Credit Course

Marketing Research
MBA- SEM-II
MBA@IICMR

BY,
Mr. Dileep M.Pawar
B. Pharmacy, MBA (MKT),
NET/SET, Pursuing Ph.D. From
SPPU 1
 UNIT-1 Introduction to Marketing Research
MBA@IICMR
Introduction to Marketing Research: Definitions - Marketing Research, Market
Research, Scope and Limitations of Marketing Research, Role of Information in
Marketing Decisions, Value and Cost of Information, Marketing Information
System and Marketing Research, Marketing Decision Support System, Threats to
Marketing Research,
Relationship between Marketing Research & Marketing, Organizing Marketing
Research function, Evaluating utility of Marketing Research, Online Marketing
Research, Recent Trends in Marketing Research, Marketing Research Industry in
India.

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 Outline
MBA@IICMR

➢Marketing
➢Marketing Research Defined
➢The Role of Marketing Research
➢Characteristics of Marketing
Research
➢Types of Marketing Research Studies
➢The Marketing Information System
➢The Future of Marketing Research
➢Summary
 Learning Objectives
MBA@IICMR

➢To know what is meant by the term “Marketing”

and “Marketing Research”
➢To understand the role of marketing research, it’s
uses and characteristics.
➢To describe a marketing information system and
explain how marketing research and marketing
information systems differ.
 Marketing
MBA@IICMR

➢Marketing Defined- marketing is defined

as the performance of all activities
necessary for the conception, pricing,
promotion, and distribution of ideas, goods
and services to create exchanges that
satisfy individual and organisation
objectives.
 Marketing Quote
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A sweet, brown, fizzy beverage that at once

represents the best and worst of American
business enterprise…Coca-Cola is one of
the world’s truly nonessential products
brilliantly marketed.
 Marketing
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➢Marketing Strategy- consists of selecting a

segment of the market as the company’s
target market and designing the proper “mix”
of product/service , price, promotion and
distribution system to meet the needs of the
consumers within the target market.
 Marketing
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➢The Marketing Concept- is a business

philosophy that holds that the key to
achieving organisational goals consists of
determining the needs and wants of target
markets and delivering the desired
satisfactions more effectively and efficiently
than competitors do.
 Marketing
MBA@IICMR

➢Marketing Managers need:

➢Objective
➢Accurate
➢Current Information
➢Social and Cultural
Environment
➢Political and Legal Environment

Develop Marketing
Strategies
 Marketing Research Assists Decision Making
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 Quotes
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❖For all the money we spend on marketing,

we know very little about our customers.
Robert Thomas, president of the automobile firm Nissan Motor Corporation U.S.A, quoted in wall
Street Journal, December 9, 1996

❖Our research showed that almost everyone

has a can or two of Campbell’s soup in the
cupboard. The problem was to eat the soup.
Del Macaulay, former package design chief of Campbell’s quoted in Worth, May 1995.
 Marketing Research Defined
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➢Marketing Research- is the process of:

➢Designing
➢Gathering
➢Analyzing
➢Reporting Information that may be used to solve a
specific marketing problem.s
 Marketing Research Process
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 The Role of Marketing Research
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➢Role of Marketing Research- is to

provide information that facilitates
marketing decisions.
➢Without research it is hard for
management to make sound marketing
decisions or to implement the marketing
concept
 Increases Probability of Success
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 The Role of Marketing Research
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➢ Marketing research is used by

management to:
1. Identify and define marketing opportunities.
2. Generate and refine marketing actions.
3. Monitoring marketing strategies.
4. To improve our understanding of the
marketing process.
 The Role of Marketing Research
MBA@IICMR

➢ Marketing research is used by

management to:
1. Identify and define marketing opportunities.
2. Generate and refine marketing actions.
3. Monitoring marketing strategies.
4. To improve our understanding of the
marketing process.
 Characteristics of Marketing Research
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➢ Applied or Basic Research?

✓ Applied Research- we mean that the research
is undertaken to solve a specific problem.
✓ Basic Research- we mean that research is
undertaken for the sake of extending
knowledge.
✓ Sometimes Inaccurate
✓ Shaped by budgets and time constraints.
 Types of Marketing Research Studies
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➢ Marketing research studies can be

classified by the functions of management:
✓ Analysis/planning
✓ Identifying opportunities and market demand.
✓ Implementing
✓ Studies conducted to implement the four Ps.
✓ Controlling
✓ How well a marketing strategy is going.
 The Marketing Information System
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➢ MIS- is a structure consisting of people,

equipment, and procedures to gather, sort,
analyse, evaluate and distribute needed,
timely, and accurate information to
marketing decision makers.
 The Marketing Information System
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➢ Components of an MIS:
1. Internal Reports System.
2. Marketing Intelligence.
3. Marketing Decision Support.
4. Marketing Research System.
 The Future of Marketing Research
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➢ Marketing research is undergoing vast

changes.
➢ Technology advances
➢ Internet
➢ Information is power.
➢ Future of marketing research is bright.
 MARKETING RESEARCH IN INDIA
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Despite increase in marketing research India,

there are some inherent constraints in its use.
 Constraints in Using Marketing Research in India
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 Heterogeneity of the country with the vast

geographical area
 Non-availability of relevant secondary data.
 Firms believe that marketing research is too
expensive
 Relationship between the researcher and
management may also act as a constraint
 Firms think that it is not necessary
 Outsourcing MR Activity
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In this MR is going to have a major opportunity. It

has been estimated that the global MR industry is
likely to sponsor 10 to 15% of its business (abt $
20 billion) to markets like India.
Some foreign experts too say that Indian
researcher are good as their own.
At the same time as far as research costs
concerned, these are much less in India
compared to several advanced countries. As a
result, some companies have set up their offshore
research activity in India.
 Serious Thinking on the Present State of MR Industry

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 How MR industry gradually emerging

from problem-focused to solution-
focused one.
 Why MR agencies lack leadership
today
 How to ensure that companies raise
their expenditure on MR.
 Discussion about the poor
remuneration for the MR agencies.
 DEFICIENCES IN RESEARCH ACTIVITIES IN INDIA
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 Not satisfied with the quality of research

 Poor field work
 No permanent field staff
 Structured questionnaires cannot used
 Needed more basic research
 Multiplicity of languages
 Resort to small samples
 Advertising agencies spend very little on
Marketing Research
 Non traditional sectors are neglected
 ISSUES IN MARKETING RESEARCH
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 • Lack of transparency
 • Seen as a separate activity
• Allocation of budget to marketing research
 activity
 • More confined to the urban market
 • Not contextual familiarity with the projects
• No adequate attention to the study of
consumer behavior.
 FUTURE OUTLOOK
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 Liberalization of economic policies of the

Government
 Increase in competition
 Reduced dependence on agriculture by
rural areas
 Increased share of retail market
 Availability of qualified manpower and low
operational cost
 Urbanization of rural areas
MBA@IICMR

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