MARKETING RESEARCH

Asad Javed

RESEARCH
R Recognition of information needs
E Effective decision making
S Systematic and objective
E Exude or disseminate information
A Analysis of information
R Recommendation for action
C Collection of information
H Helpful to managers

g. packaging. views on products’ prices.. recent advertising campaigns • Reduce the risk of product/business failure: – there is no guarantee that any new idea will be a commercial success – Can help to achieve commercial success • Forecast future trends: – it can also be used to anticipate future customer needs .Purpose Of Marketing Research • • • Reduces Uncertainty Helps in decision making Gain a more detailed understanding of consumers’ needs: – e.

Marketing Research • Why do businesses need accurate and up-to-date information? – To undertake marketing effectively – Changes in technology – Changes in consumer tastes – Market demand – Changes in the product ranges of competitors – Changes in economic conditions .

analysis and reporting of data and findings relevant to a specific marketing situation facing the company. analyzing. gathering.” – Marketing research is the process of designing.Marketing Research: Definition • Many definitions of Marketing Research: – “Marketing research is the systematic design. collection. and reporting information that may be used to solve a specific marketing problem. .

Definition of Marketing Research Marketing research is the systematic and objective  identification  collection  analysis  dissemination  and use of information For the purpose of improving decision making related to the  identification and  solution of problems and opportunities in marketing. .

Customer Groups • Consumers • Employees • Shareholders • Suppliers Uncontrollable Environmenta l Factors Controllable Marketing Variables • Product • Pricing • Promotion • Distribution Marketing Research Marketing Assessing Providing Information Information Decision Making Needs Marketing Managers • Market Segmentation • Target Market Selection • Marketing Programs • Performance & Control • Economy • Technology • Laws & Regulations • Social & Cultural Factors • Political Factors .

MARKETING RESEARCH PROCESS Step 1: Purpose of Research Step 2: Plan of Research Step 3: Performance of Research Step 4: Processing of Research Step 5: Preparing and Presenting the Report .

Purpose of Research • It is a difficult thing but it provide clear direction.1. • It determines the nature of research. .

Purpose of Research Types of Research • Exploratory • Descriptive • Causal .1.

Purpose of Research Uncertainty Influences the Type of Research CAUSAL OR DESCRIPTIVE COMPLETELY CERTAIN ABSOLUTE AMBIGUITY EXPLORATORY .1.

Purpose of Research • Degree of Problem Definition Exploratory Research Descriptive Research Causal Research (Unaware of Problem)(Aware of Problem) (Problem Clearly Defined) possible situation “Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.1.”our product? Who buys our our products in a new package? competitor’s product?” “Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?” in our product?” .

Exploratory Research • Initial research conducted to clarify and define the nature of a problem • Does not provide conclusive evidence • Subsequent research expected .

Descriptive Research • Describes characteristics of a population or phenomenon • Some understanding of the nature of the problem .

000 • At least some college education • Trying to juggle children and a job .Descriptive Research Example Weight Watchers average customer: • Woman about 40 years old • Household income of about $50.

Descriptive Research Example Men’s fragrance market: • 1/3 size of women’s fragrance market • But growing at a faster pace • Women buy 80 % of men’s fragrances .

Causal Research • Conducted to identify cause-andeffect relationships .

• Evidence of causality: 1. The appropriate causal order of events 2. An absence of alternative plausible explanations .IDENTIFYING CAUSALITY • A causal relationship is impossible to prove. Concomitant variation--two phenomena vary together 3.

Observation b. Experimental Research . Survey Research d. Behavioral Research e. • Manager and Researcher have to decide: 1. Research Approach Primary data can be collected through 5 sources: a. Plan of Research • Have to develop an effective plan of research. Focus Group c.2. Data Source: Primary or Secondary data??? 2.

not generalizable to the whole population – Used for theory development) . Research Instrument How Primary data will be collected? a.small number of respondents . Plan of Research 3.2. Interviews c. Questionnaires b. Qualitative methods (generally used for exploratory purposes .

. Sampling Plan and Design • A sample plan identifies who is to be sampled and how to select them for study. • Methods are available to help the researcher determine the sample size required for the research study. • A sample Frame is a list from which the sample elements are drawn for the sample. Plan of Research 4.2. • A sample element refers to a unit of the entity being studied. • A sample plan specify how to draw the sample elements from the sample plan.

. Validity and reliability of scales are measured. Plan of Research • • • • 5. 6.2. Authorities and responsibilities are distributed. Personnel Requirement List of all he persons required that for research. Data Collection Forms Questionnaires/Forms are designed to collect the data.

• Deliverable 8.2. Milestones • Detail outline plan of complete study. Plan of Research 7. Analysis Phase • Coding • How data will be analyzed? .

.3. Performing the Research • It includes: – Preparing data collection – Collection of data • It depends on type of research and type of data needed.

4. . Processing of Research • Coding data – Male =1 – Female=2 • Applying statistical tests like – ANOVA – Measuring central tendency – Measuring dispersion – Correlation – Regression – Etc.

• It should be clear and unambiguous. and using presentation graphics for clarity. Preparing Research Report • Preparing the marketing research report involves describing the process used. • Complete statement of everything done in research. building meaningful tables.5. .

Problem discovery Problem Discovery and Definition Sampling Selection of exploratory research technique Secondary (historical) data Experience survey Probability Pilot study Case study Data Gathering Data Processing and Analysis Problem definition (statement of research objectives) Experiment Laboratory Conclusions and Report Survey Field Interview Nonprobability Collection of data (fieldwork) Editing and coding data Data processing Selection of basic research method Research Design Selection of exploratory research technique Questionnaire Observation Secondary Data Study Interpretation of findings Report .