Welcome to Powerpoint slides

for
Chapter 1

Introduction, Evolution
and Emerging Issues

Marketing Research
Text and Cases
by
Rajendra Nargundkar
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 Role of Marketing Research

1. To provide information to decision makers in the

marketing department of an organization
2. Types of decisions 1. Strategic and 2. Tactical
3. Strategic Decisions- Related to Segmentation of
the Market, Target Market Selection, and
Positioning of the Product
4. Tactical decisions- Related to the 4 Ps of
marketing Product, Pricing, Promotion and Place
(distribution)

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 Segmentation
Marketing
LEVEL 1 Strategy Target Market Selection
(Strategic)
Positioning
Information for
Marketing Decisions

Ps of Marketing
LEVEL 2 Marketing PRODUCT
(Tactical) Plan PRICING
PROMOTION
PLACE

Fig 1. The Role of Marketing Research

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 Marketing Information System

1. Information can come from multiple sources

2.Two main sources are Marketing Intelligence
and Marketing Research
3.Marketing Intelligence - a continuous process,
usually internally managed, based on published
or otherwise available data, may be stored for
future use

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4. Examples of Intelligence - Industry Data,
Competitors Announcements
5. Marketing Research - data collected for
specific action or decision problem,
focused, with a time and budget, done by
external marketing research company or by
company staff, usually with a written report
and/or presentation to the studys sponsor

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Marketing Intelligence Marketing Research

Ongoing Process Project based on

Information Gap
Usually done in-house Mostly outsourced to
M.R. Companies
Not meant for immediate Action oriented
action
General purpose Very specific answers
to questions
Focus on competition, Focus on consumers,
influencers,
environment dealers, etc.

Table 1: Marketing Intelligence versus Marketing Research

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 Who Does The Marketing Research?

1. Professional marketing research companies like

Nielsen, IMRB, Millward Brown, TN Sofres Mode,
Gallup MBA.

2. In-house marketing research department

3. Company staff from marketing/sales/customer

service departments

Each of these has got advantages and disadvantages.

What could they be?
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 Typical Applications of Marketing Research

1. Segmentation Studies to identify consumer

segments based on their demographic,
psychographic or behavioral characteristics.

2. To evaluate specific product-markets/segments

for the potential demand.
3. Positioning Studies to study consumer
perceptions regarding the brand being studied vis--
vis competing brands.
4. Concept Testing, or Product related research.
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5. Pricing research to determine price perceptions
and correct levels of prices

6. Distribution Research to determine convenience

of shopping channels, availability of brands and
point of purchase behaviour

7. Advertising Research to test effectiveness of ads,

media etc.

This is only a broad listing of categories. Can you

think of some specific examples of marketing
research applications ?
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 When To Do Marketing Research?

1. There is an information gap.

2. The cost of filling this gap is less than cost of a

wrong decision.

3. The research will be completed in time to help in

decision-making.

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 Limitations of Marketing Research

1. It is not fool-proof, and involves some errors

during with measurement and interpretation of
findings.

2. Other inputs for decision-making which

should be used along with M.R. are corporate
policy, marketing goals, judgement, experience,
intuition, and passion.

3. The results of M.R. depend on the

methodology and people used.
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 Secondary and Primary Research

1. Primary research is information specifically

collected for the marketing research being done.

2. Secondary research is that which is available

for reference to a researcher, but collected for
some other purpose (not for the current
marketing research).

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3. Some common sources of secondary data are
newspapers, magazines, the internet, and internal or
external reports compiled or published by various
organizations.

4. Some common forms of primary data collection

are personal or telephonic interviews with
customers, retailers, mail surveys of respondents,
focus group discussions, etc.

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 Ethical Considerations in Marketing Research

1. Like every profession, marketing research has its

own ethical code of conduct.

2. Information collected for research purposes

should not be used out of context.

3. Confidential information should be used only by

M.R. agency and the client.

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4. Marketing Researcher should not be biased
towards any conclusions, and should report
accurately the findings of the research study.

5. Respondents right to privacy and right not to

participate in a study must be respected.

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 Emerging Issues

Marketing Research using the internet

1. It is possible to do online research using the
internet, but its validity is not easy to establish,
particularly in India. Why?

2. Online research can be done using email, HTML

forms, or downloadable survey forms. Google
Forms, or Survey Monkey etc. can be used too.

3. Qualitative research can also be done through

chat sessions as a substitute for focus groups.
Voice chats are also possible. .16
DATA SOURCES
BUILD DATA
Company Records WAREHOUSE
Surveys
Other Sources
DATA MINING

Use the mined data to design Look for Patterns of

marketing or communication Purchase, Behaviour, Attitudes
campaigns
by analysing data from
WAREHOUSE

Measure Results of the

Campaign, and refine/repeat
the process if needed

Fig. 2. Using Data Warehousing and Data Mining 17

 Data Warehousing and Data Mining

1. Data from various sources-scanners at

supermarkets, surveys, billing information etc.
can be stored on computer in a virtual warehouse.

2. This stored data can be examined (mined) for

correlations, patterns of purchase, and used to
design CRM initiatives to attract existing
customers or target new customers for a given
product.

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3. Huge amounts of data are involved, and
require hardware, specialized software, and
creative and analytically skilled people to
make use of it.

What is Big Data?

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