Niroshan J Pieries

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 Marketing Research & Information Management
• What is Research
• Scope of Research
• Research Process
• Types of Research
• Importance of Research
What is Research
“The process or set of processes that links
the producers, customers, and end users to
the marketer through information—
information used to identify and define
marketing opportunities and problems;
generate, refine, and evaluate marketing
actions; monitor marketing performance;
and improve understanding of marketing as a
process. Marketing research specifies the
information required to address these issues,
designs the method for collecting
information, manages and implements the
data collection process, analyzes the results,
and communicates the findings and their
implications."
Importance of research
 Market
Research
Secondary Research

Secondary research (also

known as desk research)
involves the summary,
collation and/or synthesis of
existing research rather than
primary research, in which
data are collected from, for
example, research subjects or
experiments.
Secondary Research
Primary Research
Primary research is
new research, carried out to
answer specific issues or
questions. It can involve
questionnaires, surveys or
interviews with individuals or
small groups.
Secondary research makes use
of information previously
researched for other purposes
and publicly available.
Primary Research
Primary Research Methods
Primary Vs Secondary
Sampling
Sampling is a process used in
statistical analysis in which a
predetermined number of
observations are taken from a
larger population. The
methodology used
to sample from a larger
population depends on the
type of analysis being
performed, but may include
simple random sampling or
systematic sampling.
Sampling Methods

Hand picking from the

accessible population Those
individuals judged most
appropriate for the study.
How research is used
Steps in Research