MARKETING RESEARCH:

INTRODUCTION
MBAFT: SEM II: 6207

The Genesis
Managers
are
separated
from their
final
consumers
Managers
need
information
from their
final
consumers

Layers of people within

organization and within
their wholesalers and
retailers organization

Target market
Products
Price
Distribution
Promotion

Marketi
ng

Resear
ch

Marketi
ng
Resear
ch

Marketing

Marketing
An organizational function and a set of

processes for creating, communicating and

delivering value to customers and for
managing customer relationships in ways
that benefit the organization and its
stakeholders- AMA.
The management process of anticipating,
identifying and satisfying customer
requirements profitably- Chartered Institute
of Marketing.
A social and managerial process by which
individuals and groups obtain what they
need and want through creating and

Research

Research journey towards

unknown
A systematic and organized effort to

investigate specific problem that needs a

solution.
Research
answers

Research
problems

Problems
Helps
to
solve

Motiva
tes

Leads
to

Define
s
Research
questions

Ford- Marketing Manager:

Research is fundamental to everything we

do, so much that we hardly make any
significant decision without the benefit of
some kind of market research. The risks are
too big.

Case
A developer who owned a large area of

land wished to build a high-prestige

shopping center. He conducted the survey
in an elite neighborhood. The findings
showed that a large number of respondents
wanted a high-prestige shopping center.

Marketing Research
A systematic enquiry that provides

information to guide marketing decisions.

A process of determining, acquiring,

analyzing , synthesizing and disseminating

relevant marketing data, information and
insights to decision makers in ways that
mobilize the organization to take
appropriate marketing actions, that in turn,
maximise business performance.

Can research provide a

solution?
Steelcase, an office furniture manufacturer,

identified an opportunity for a new product

specifically designed for work teams.
A restaurant is experiencing significant turnover
in waiter/waitress pool and some long time
customers have commented that the friendly
atmosphere of the restaurant is changing.
Air travelers find air travel a frustrating
experience.
An academic researcher is interested in knowing
that whether worker whose goals are set
unattainably high will perform better than worker
whose goals are relatively easy to achieve.

Can research provide a

solution?
Millions of children in the country go without basic

health care. The government decides to establish the

State Childrens Health Insurance Program to provide
health care to the children of working parents without
insurance.
A corporation is considering growth through the

acquisition of a toy manufacturer from among six

potential candidates.
A paint manufacturer, is having trouble maintaining

profits. The owner believes inventory management is

a weak area of the companys operations.

Scope of Marketing Research

Consumer
goods

Industrial
goods

Services

Marketi
ng
Decisio
n
makers
Not-forprofit
organizati
ons

Politics

Public
agencies

Return on marketing
investment
Number of qualified prospects
Rate of conversion of prospects into

customers
Increase in buying frequency or amount by
customers
Retention of customers in the face of
aggressive competition
Conversion of satisfied customers to
advocates
Increase in market share
Market leadership

Management dilemma
The problem/opportunity that requires
marketing decision.
Assessment of marketing plans
SWOT analysis report
Identify trends
Location analysis
Competition analysis
Target market analysis
Price analysis

Why marketing research?

Explosive growth and influence of the

internet
Stakeholders demanding greater influence
More vigorous competition
More government intervention
More complex marketing decisions
Maturing of marketing as a discipline
Greater computing power and speed
New perspectives on established research
methodologies

Lux

Marketing Research
and
other information sources

Marketing

Decision Support- Numerous

elements of data organized for retrieval and use
in marketing decision making.

Marketing

Intelligence- A system of ongoing

information about events and trends in
technological, economic, political-legal,
demographic, cultural, social and competitive
arenas.

Information drives marketing

decisions
Marketing goals- customer satisfaction and

customer loyalty.
Marketing Strategy- General approach an

organization follows to achieve its marketing

goals.
Marketing Tactics-Specific, timed activities

that execute a strategy.

Marketing decision makers- The

Hierarchy
Visionaries
Standardised
decision
makers
Intuitive
decision
makers

Managers contribution to
marketing research
Initiating research projects
Specifying information needed for decision-

making
Evaluating proposed research projects
Evaluating commercial research services
Accepting/rejecting research findings

Marketing research
and the managerial
process

Determining goals and setting

strategies
Unsatisfied needs in relevant market

segment
Demand size
Trends in the market
Industry/market structure and composition
Supply condition and prices
Technological and materials innovations
Level of competition
Distribution, environmental and legal
developments

Plan development
Identify key market segments
Identify market segment attitudes
Test the appeal of potential product

attributes
Testing the effectiveness of advertising and
promotion
Evaluate the needs and attitudes of
channel members

Implementing plan
Total industry and product class sales
Firms sales by product and market
Product availability in retail stores, shelf

space.
Costs and effectiveness of firms marketing
efforts by product and market, and by
advertising, promotion.
Changes in competitive spending levels
and strategies: price, package,
promotion.

Assessing the plans

effectiveness
Compilation and aggregation of operating

data to have an accurate picture of

performance
Summary of survey findings on consumer
awareness, trial, attitudes, preferences, repurchase rates
Evaluation research
Performance-monitoring research
TQM

Can research be difficult?

Distant past/far-off future

Unimportant events
Emotions and sensations
Insufficient time
Easy imitation
Lack of data

Is research mandatory?

If information cannot be applied to a critical

decision.
If research does not help management in
more effective, more efficient, less risky or
more profitable alternative selection.
Insufficient resources to conduct study
Low level of risk associated with the
decision.

Good Research

Purpose clearly defined

Research process detailed
Research design thoroughly planned
High ethical standards applied
Limitations frankly revealed
Adequate analysis for decision makers

needs
Findings presented unambiguously
Conclusions justified
Researchers experience reflected