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Welcome to the First Session
What ? How? Why? What will be covered? Suggested books
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Time is Changing :::: y Mobile Market . from generic medicines to genetic medicines y WHY? y Maslow·s NEED-WANT-DESIRE . from bulky handsets to iphones y IT Market . from kirane ke dukan to organized sector y Pharmaceutical Market . From 486 to dual core y Retail Market in India.
Process----.WILL/SHALL generate $ .Process----.Basics Business Process (BP): Idea -----.WILL/SHALL generate $ IS THERE A PROBLEM????? Example : XYZ Food chain from USA introduced a chain in India with same idea??? Critical Input to BP Understanding of market Idea -----.Marketing Research ----.Marketing---.Product-------.Product------.Marketing---.
Today Companies are investing heavily into: y BI «.Why? y Future business projections y Current market scenario and status y All types of planning y What is needed for BI? y Data converted into useful information y What are the parts of BI? y y y y Financial Marketing Operations Accounting y We will talk about Marketing Intelligence y So what is Marketing Intelligence? y Its Marketing Research + Customer Relationship Management .
. and use of Information For the purpose of assisting management in decision making related to the identification and solution of problems(opportunity) and challenges in marketing --.from Marketing Research edition 4th by Naresh k Malhotra Marketing Research µGood Marketers want insights to help them interpret past performance as well as plan future activitiesµ . collection. analysis.What is Marketing Research? The definitions«. The Systematic and Objective identification. dissemination.
y The American Marketing Association defines it as : Marketing Research is the function that links the consumer. customer.marketingpower. and public to the marketer through information² information is used to identify and define marketing opportunities and problems. and evaluate marketing actions. and improve understanding of marketing as a process They have a site dedicated www. monitor marketing performance. refine.com . generate.
analysis. and reporting of data findings relevant to specific marketing situation facing the company . collection.So finally here we are«« y Marketing Research is to Get y Marketing Insight : diagnostic tool y Systematic design.
is designed to be unbiased and objective .y It is a habit of questioning what you do. y is being undertaken within a framework of a set of philosophies ( approaches). y uses procedures. . methods and techniques that have been tested for their y validity and reliability. and a systematic examination of the observed information to find answers with a view to instituting appropriate changes for a more effective professional service.
How to Select a Research Topic? y Personal Interest y Social Problem y Testing theory y Prior Research y Program Evaluation y Human service practices y What are some of the limitations? y Time y Financial considerations y Equipment limitation y Human Resource y Out of Box thinking y In the Box Thinking .
. y For example. suppose you have to find the types of cuisine / accommodation available in a city and the extent of their popularity.) y In many studies you have to combine both qualitative and quantitative approaches. situation or attitude (description of working condition in a factory«.Research Classification y -descriptive y -correlation y -explanatory y -exploratory y The 2 Approaches: y Structured approach : quantitative research y It is more appropriate to determine the extent of a problem. (How many???) y Unstructured approach :qualitative research y Main objective is to describe the variation in a phenomenon. issue or phenomenon by quantifying the variation.
A Classification Marketing Research TYPES Problem/ Opportunity Identification Problem/Challenge Solving Market Potential Research Market Share Research Image Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research Segmentation Research Product Research Pricing Research Promotion Research Distribution Research .Marketing Research : HOW?..
Marketing Research: How ? The Process y Problem Definition y Development of an approach to a problem y Research Design Formulation y Field Work or Data Collection y Data Preparation and Analysis y Report Preparation and Presentation .
Share holder value and Good Will BUT where is the impact ? Market Segmentation Product Testing Price Sensitivity Consumer Satisfaction Marketing Effectiveness Sales Effectiveness Distribution After Sales Services Cultural differences/shocks Competition and Competitors ««««. .Marketing Research : Why? A million $ answer : Increase ROI.
Various steps involved in carrying out a marketing research study with suitable examples or case studies. Preparation of research reports and making presentations.The Objective of the Course Marketing Research Teaching Professor : Nupur Banerjee y y y y y Familiarize with the basic concepts of research as a tool to help in marketing decision making. . Highlight different decision problems in marketing that require use of research. Interpretation of data and Testing the hypothesis(es). y Identifying the different designs applicable to field research projects. Analysis of data with the help of Statistical Packages. Role of secondary data and familiarize with some leading sources of secondary data in the specific context of Indian marketing environment. Planning research and preparing proposals. Preparing research briefs. Familiarize with different types of qualitative techniques of data collection and framing of a questionnaire keeping in view the research objectives. Formulating research objectives. y y y y Editing and Tabulation of data.
Correlation) A= Atma (Present in convincing manner to Management ««...WELL«. survey) B = Body (Develop Data into Information.Satisfying the 5th level and. . Manage MBA M= Mind (Reading mind of Customer= eg...Another perception««.. eg.
simple statistical analysis y Analyst : details involved in executing the project y Senior Analyst : work closely with above for operational execution of the project y Statistician or Data Processing Specialist y Project Manager y Ass. supervision and evaluation of field workers y Junior Analyst : routine assignments like secondary data analysis. Director of Research y Research Director y Vice President of Marketing Research . questionnaire editing.Career in Research : Lets take an example of Marketing Research y Operational Supervisor : Supervising field operations. training. coding y Field work Director : selecting. data editing.
2010 SPSS 14.0 MarketRx Marketstrat SAS BI and Analytics . 2005. Robert. Bush. Ortinan Mc Graw Hills MS Excel 2003. David. Dey. 16.Suggested Books and Software y Marketing Research and Applied Orientation 4th edition: Naresh K. Wiley India Marketing Research Concepts and Cases : Cooper & Schindler McGraw Hill Marketing Research : Hair. y y y y y y y y Malhotra : Pearson Marketing Research : Aaker Kumar.0.
Thanks Any Questions? .