MARKETING RESEARCH

• MR is the function which links the consumers, customers, and

public to the marketer through information.

• Information is used to identify opportunities ……..

• MR is the systematic & objective approach to the development

and provision of information for the Marketing Management
Decision Making Process.

• Systematic
• Objective

CONSUMERS---------MARKETING RESEARCH----------MARKETER
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 Marketing Research (AMA)

“Marketing research is the function which

links consumers and the customers to the
organization through information- Information
used to identify and define marketing
problems; generate, refine, and evaluate
marketing actions;monitor marketing
performance; and improve our understanding
of marketing as a process.”

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THE ROLE OF MARKETING RESEARCH
MARKETING RESEARCH

A FORMAL COMMUNICATION LINK WITH ENVIRONMENT

PROVIDE ACCURATE AND USEFUL

a) specifying
b) collecting
c) analyzing
d) interpreting

FOR
a) planning
b) problem-solving
c) control

BETTER DECISION MAKING

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 MODEL OF MARKETING SYSTEM
CAUSE EFFECT
MARKING MIX BEHAVIORAL RESPONSE

• Price Decisions • Awareness

• Promotion Decisions • Knowledge
• Distribution Decisions • Liking
• Product Decisions • Preference
• Intent-to-buy
• Purchase

SITUATIONAL FACTORS PERFORMANCE MEASURES

• Demand • Sales
• Competition • Market Share
• Legal/Political • Cost
• Economic • Profit
• Technologies • ROI / EPS
• Govt. Regulation • Cash Flow
• Image
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 DECISION MAKING PROCESS

1. RECOGNIZE A DECISION SITUATION

2. DEFINE THE DECISION PROBLEM

3. IDENTIFY ALTERNATIVE COURSES OF ACTION

4. EVALUATE THE COURSES OF ACTION

5. SELECT A COURSE OF ACTION

6. IMPLEMENT AND MODIFY

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 MARKETING MANAGEMENT PROCESS

DECISION MAKING MARKETING

PROCESS SYSTEM

INFORMATION INPUT
MARKETING EXPERIENCE & JUDGEMENT
MARKETING RESEARCH SYSTEM

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TYPE OF INFORMATION NEEDED
1. SITUATIONAL ANALYSIS
a. Demand Analysis
b. Competition
c. General Environment
d. Internal Environment

2. MARKETING MIX
a. Product
b. Placement
c. Promotion
d. Price

3. PERFORMANCE MEASURES
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 MARKETING RESEARCH PROCESS

1. NEED FOR INFORMATION

2. RESEARCH OBJECTIVES & INFORMATION NEEDS

3. RESEARCH DESIGN & DATA SOURCE

4. DATA COLLECTION PROCEDURE

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5. SAMPLE DESIGN

6. DATA COLLECTION

7. DATA PROCESSING

8. DATA ANALYSIS

9. PRESENTATION OF RESULTS

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SKILLS NEEDED TO SUCCEED IN MARKETING
RESEARCH

 Communication skills
 Quantitative skills
 Computer skills
 People skills
 Reasoning / Methodology

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Don’t Forget ?
 Clients Don’t Complain,
They Just Go Away.
 What Clients Want,
Changes Constantly.
 Never Stop Learning,
Your Clients Don’t.

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