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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 Research-
Few 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 Marketing Intelligence Marketing Research

1 Ongoing Process Project Based on Information


Gap

2 Usually done in-house Mostly Outsourced

3 Not meant for immediate action Action Oriented

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