MODULE 1

AN INTRODUCTION TO MARKETING RESEARCH

CONTENTS
• • • • • • WHAT IS MARKETING RESEARCH? BASIC AND APPLIED RESEARCH QUALITATIVE AND QUANTITATIVE RESEARCH APPLICATIONS OF MARKETING RESEARCH LIMITATIONS OF MARKETING RESEARCH MARKETING RESEARCH VERSUS MARKETING INFORMATION SYSTEMS • EMERGING ISSUES IN MARKETING RESEARCH • MARKETING RESEARCH PROCESS

WHAT IS MARKETING RESEARCH?
MARKETING RESEARCH IS THE • SYSTEMATIC GATHERING, • RECORDING AND • ANALYZING • OF DATA • ABOUT PROBLEMS • RELATING TO MARKETING OF GOODS AND SERVICE
- AMERICAN MARKETING ASSOCIATION

ADDITION OF OTHER COMPONENTS • PLANNING • INTERPRETATION OF DATA

BASIC AND APPLIED RESEARCH
• BASIC RESEARCH – EXPANDING BODY OF KNOWLEDGE • APPLIED RESEARCH – SOLVING A PARTICULAR PROBLEM

QUALITATIVE AND QUANTITATIVE RESEARCH

• QUALITATIVE RESEARCH – Focuses on qualitative aspects of the situation under study • QUANTITATIVE RESEARCH - Focuses on quantitative aspects of the situation under study

APPLICATIONS OF MARKETING RESEARCH I. BASED ON LEVELS OF MANAGEMENT • Strategic • Tactical II. BASED ON FUNCTIONS • Concept Research • Product Research • Pricing Research • Promotional Research • Advertising Research • Media Research

Applications of Marketing ResearchFew Practical Examples
• A study of consumer buying habits for detergents • To find out the market potential for ready to eat chapatis in Mumbai • To find out effectiveness of advertising campaign for a car brand • To find the customer satisfaction level among BPCL LPG consumers • Market penetration of Internet in India

Limitations of Marketing Research
• Ever changing market conditions • Research reports based on interpretations and individual inferences • Biasness of Researcher • Higher Costs • Inability to draw accurate and reliable information from the respondents

MARKETING RESEARCH V/s MARKETING INFORMATION SYSTEMS (MIS)
MARKETING INFORMATION SYSTEMS - Consist of people, equipment, procedures to gather, sort, analyze, evaluate and distribute needed timely, and accurate information to marketing decision makers. It consists of • Internal Records System • Marketing Research System • Marketing Intelligence System • Marketing Decision Support System

Marketing Intelligence V/s Marketing Research
S.N
1

Marketing Intelligence
Ongoing Process

Marketing Research
Project Based on Information Gap Mostly Outsourced Action Oriented

2 3

Usually done in-house Not meant for immediate action

4

General Purpose

Specific questions addressed

Emerging Issues in Marketing Research • Online Research Email surveys HTML Forms Downloadable Interactive Survey Applications • Data Warehousing and Mining

MARKETING RESEARCH PROCESS
• Defining the problem and research objectives • Develop the Research Plan • Collect the information • Analyze the information • Present the Findings

Defining the Problem
• Uncertainty relating to marketing decisions “Will the new product launched in the market be successful?” “Will the launch of new models of the product cannibalize the sales of company’s existing products?” “Is the advertising expenditure incurred by the company justified for increasing company’s sales?”

Defining the objectives of the research • Based on the problem, objectives aimed at providing useful information to the decision makers

Developing Research Plan
• RESEARCH DESIGNS • RESEARCH METHODOLOGY • SCHEDULING AND SEQUENCING

RESEARCH DESIGNS
• Exploratory • Descriptive • Causal

RESEARCH METHODOLGY
• METHODS OF DATA COLLECTION - Primary - Secondary • SAMPLING TECHNIQUES • SAMPLE SIZE

SAMPLING TECHNIQUES
• PROBABILITY SAMPLING • NON-PROBABILITY SAMPLING

SCHEDULING AND SEQUENCING
• Literature Survey • Questionnaire Design • Collection of Data • Tabulation of Data and Analysis • Report Writing

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