Professional Documents
Culture Documents
MR CHAPTER 1 Slides
MR CHAPTER 1 Slides
for
Chapter 1
Introduction, Evolution
and Emerging Issues
Marketing Research
Text and Cases
by
Rajendra Nargundkar
1
Role of Marketing Research
2
Segmentation
Ps of Marketing
LEVEL 2 Marketing PRODUCT
(Tactical) Plan PRICING
PROMOTION
PLACE
3
Marketing Information System
4
4. Examples of Intelligence - Industry Data,
Competitor’s 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 study’s
sponsor
5
Marketing Intelligence Marketing Research
10
Limitations of Marketing Research
12
3. Some common sources of secondary data are
newspapers, magazines, the internet, and internal or
external reports compiled or published by various
organizations (and available for subscription).
13
Ethical Considerations in Marketing Research
14
4. Marketing Researcher should not be biased
towards any conclusions, and should report
accurately the findings of the research study.
15
Emerging Issues
19