MARKETING

RESEARCH
PRESENTED BY
AMIT DUTTA
BBA 6TH SEMESTER
What is Business Research?
A systematic Inquiry whose objective is to
provide information to solve managerial
problems
Why Research is conducted?
Research provides you with the knowledge
and skills needed for the fast-paced decision-
making environment
 Marketing Research

Marketing research is the

systematic design, collection,
analysis, and reporting of data
relevant to a specific
marketing situation facing an
organization.
 Market Research vs Marketing Research
Market Research Researching the immediate competitive
environment of the marketplace, including
customers, competitors, suppliers,
distributors and retailers
Marketing Research Includes all the above plus:
- companies and their strategies for products
and markets
- the wider environment within which the firm
operates (e.g. political, social, etc)
 Market Research Process

1. Defining the 2. Developing 3. Collecting 4. Analysing 5. Presenting

problem and the research the the the findings
objectives plan information information

Steps
Distinguish between Decide on Information is Statistical Overall conclusions
the research type - budget collected manipulation of to be presented
needed e.g. according to the data collected rather than
- data sources
the plan (e.g. regression) overwhelming
- exploratory - research or subjective
approaches statistical
- descriptive analysis of focus methodologies
- causal - research groups
instruments
- sampling plan
- contact methods
 DESIGN THE RESEARCH
Determine the type of research:
– Exploratory Research – Exploratory
research is research conducted for a problem
that has not been studied more clearly, intended
to establish priorities, develop operational
definitions and improve the final research design.
– Descriptive Research – a type of preliminary
research that allows marketers to better describe
the marketing problem.
– Causal Research – research that helps
marketers identify a specific factor that causes
an effect in the marketplace.
 COLLECT DATA
 Observation – the recording of consumer actions
or marketplace events as they occur.

 Surveys – a method of gathering data directly

from consumers via a questionnaire. (mail,
telephone, personal surveys – focus group)
 Experiment – research in which one or more
variables are changed while others are kept
constant so that the results can be measured.
(field and laboratory experiment)
Advantages of Marketing Research
Helps focus attention on objectives
For forecasting, planning and strategic
development
May help to reduce risk of new product
development
Communicates image, vision, etc.
Globalisation makes market information
valuable

8
 Disadvantages of Marketing
Research
Information only as good as the methodology
used
Can be inaccurate or unreliable
Results may not be what the business wants
to hear!
Always a problem that we may never know
enough to be sure!
 CONCLUSION
Marketing Research is very useful for every
business.Its helps any business use its resource
efficently.Not only the company benefits
marketing research is profitable for advertising
agencies, distributors and the whole industry.
THANKYOU