Marketing Research

Marketing Information
Systems
 It consists of people, equipment
and procedures to gather , sort
,analyze and distribute
needed,timely and accurate
information to marketing decision
makers.
Developing Marketing
Information
 Many companies build extensive
internal database,electronic collection
of information obtained from data
sources within the company.
 Information in the database can come
from many sources.
 The accounting department prepares
financial statements and keeps
detailed records of sales,
costs,cashflows,production
schedules,shipment and inventories.
 From sales department the can get
reports on competitor
activities,consumer reactions.
 Marketing Dept.keeps reports on
consumer
demographics,psychographics,and
buying behaviors.
 Customer Service dept. keeps
records of customer satisfaction or
service problems.
Marketing Intelligence
 Systematic collection and analysis of
publicly available information about
competitors and development in the
marketplace.
 Intelligence information can be
obtained from people inside the
company.
 It can be obtained from
suppliers,resellers and key
customers.
 Some companies even search our
competitors garbage.
Marketing Research

 The systematic design,collection,

analysis and reporting of data
relevant to marketing situation facing
an organzation.
 Marketing Research can help
marketers understand customer
purchase behavior,assess market
potential and market share etc.
Steps in Marketing Research
 Defining the problem and research
objectives.
 Exploratory Research is done to
gather preliminary information that
will help define problem and suggest
hypothesis.
 Desciptive Research is to describe
things such as market
potential,demographic and attitude of
consumer.
 Casual Research:To test the cause
and effect of any activity or
assumption.
 Developing Research Plan: It
determines the sources of data
collection.
 Implementing the research Plan:This
involves collecting,processing and
analyzing the information.
 Interpreting The report findings:In this
step the researcher interpret the
findings, draw conclusion and report
them to management.
Data Sources

 Secondary Data:Information that

already exists
somewhere,having been
collected for another purpose.
 Internal Data.
 Commercial and Govt.sources
 Research Agencies reports
 Online database
Primary Data Collection
 Observational Research: gathering
information by observing relevant
people,actions and situations.
 Survey Research: Asking people
questions about their
knowledge,attitudes,preferences and
buying behavior.
 Experimental Research:Selecting
matched groups,giving hem different
treatments and then check for
differences in their opinion.
 Contact Method:
 Mail,Telephone and personal
interviews.
 Personal interview
 Group Interviews

 Online Marketing Research:

Collecting data through internet
surveys and online focus groups.
 Sampling Plan
 Sample is a segment of the
population selected for
marketing research.