Marketing Research

Definition of Marketing
Research

• Marketing research is the systematic and objective

• Identification
• Collection
• Analysis
• Dissemination
• And use of information
 Classification of Marketing
Research

• Problem Identification Research

Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or are
likely to arise in the future. Examples: market potential,
market share, image, market characteristics, sales analysis,
forecasting, and trends research.
• Problem Solving Research
Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.
 Classification of market research
• Market Research

Problem Problem Solving

Identification Research Research

Market Potential Research

Market Share Research
Market Characteristics
Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Segmentation Research
Product Research
Promotion Research
Distribution Research
 Marketing research process
• Step 1: Problem Identification
• Step 2: Establishing Research Objective
• Step 3: Research Design Formulation
• Step 4: Data Collection
Primary source
Secondary source
• Step 5: Data Preparation and Analysis
• Step 6: Report Preparation & Presentation
 Scope of Marketing Research

• It is the function that links the consumer with

the organization through information.

• It involves systematic & objective search &

analysis of information that can be used for
evolving some marketing decisions
 Major Techniques of Marketing research

• Panel Research.
• Market Survey.
• Internet.
• Participatory rural appraisal.
Key tenets of PRA
1-participation
2-teamwork
3-flexibility
 Method of collection of information
• Type of data
PRIMARY DATA
1-Survey Method
Personal interview
Questionnaire
Telephonic survey
Computerised interview
2- Observation Method
Active
Passive
• SECONDARY DATA
1-Government publication /Report.
2- Non-government publication.
 Dissemination of market information

• Private agencies
• News papers
• Public agencies
• Radio
• Marketing co-operatives.
 Advantages of Market Research

1-Helps focous attention on objectives

2-Aids forecasting, planning and strategic development
3-May help to reduce risk of new product development
Communicates image, vision, etc.
4-Globalisation makes market information valuable .
 Rural Financing
• The hands that feed the nation, is finding it hard to
make the two end meet. Even when schemes are
formulated the benefits fail to spread evenly
throughout the country. But the problem of not
having the right amount at the right time has hit
them hard. Good financial system promotes the well
being of the people. The rural financing structure of
India comprises a large number of institution which
offer a variety of financial services to the people.
 Need for finance
• For hiring or buying land for farming.
• For buying agricultural input like seeds, fertilisers, tractors etc.
• For performing marketing activities.
• Setting up their own business.
• Supporting the families during the off season.
• Meeting any contingency like drought, flood etc.
 Requisites of a good financial system
• The rate should be hassel free, and too much of paperwork should be
done away with.
• The duration for which financing is made available, should be fit enough
for the receiver to use, recover and pay back.
• The lone should available on all three basis- short-term, medium-term,
long-term.
• The amount should be sufficient to meet the need for which the finances
have been asked for.
• While dispensing credit /loan it is not only the land or other assets that
can serve as security
• Credit should reach only those who genuinely need it.
• Defaulters should be treated as humanly as possible.
• Interest rate should not fluctuate too much under the pressure of
manipulated market forces.
 Source of finance
• Reserve bank of India (RBI).
• Cooperatives banks.
• Regional rural banks.
• Commerical banks.
• Bank Nationalization.
• Multi agency approach
• NABARD
National Bank for Agriculture and Rural Development, more popularly
known as NABARD was established by an Act of
Parliament on 12th July 1982 to implement the National Bank for
Agriculture and Rural Development Act, 1981.
It replaced the Agricultural Credit Department (ACD) and Rural
Planning and Credit Cell (RPCC) of Reserve Bank of India, and
Agricultural Refinance and Development Corporation (ARDC). It is one
of the premiere agencies to provide credit in rural areas
NABARD was established in terms of the Preamble to the Act,
"for providing credit for the promotion of agriculture, small scale
industries, cottage and village industries, handicrafts and
other rural crafts and other allied economic activities in rural areas
with a view to promoting IRDP and securing prosperity of
rural areas and for matters connected therewith in incidental thereto".
1. The National Bank will be an apex organisation in respect of all
matters relating to policy, planning operational aspects
in the field of credit for promotion of Agriculture, Small Scale
Industries, Cottage and Village Industries, Handicrafts and
other rural crafts and other allied economic activities in rural areas.
2. The bank will serve as a refinancing institution for institutional
credit such as long-term, short-term for the promotion
of activities in the rural areas.
3. The bank will also provide direct lending to any institution as
may be approved by the Central Government.
4. The bank will have organic links with the Reserve Bank and
maintain a close link with in.
 Role of NABARD
1. Providing refinance to lending institutions in rural areas
2. Bringing about or promoting institutional development and
3. Evaluating, monitoring and inspecting the client banks
4.Acts as a coordinator in the operations of rural credit institutions.
5.Extends assistance to the government, the Reserve Bank of India and other
organizations in matters relating to rural
development.
6.Offers training and research facilities for banks, cooperatives and
organizations working in the field of rural development.
7.Helps the State Governments in reaching their targets of providing
assistance to eligible institutions in agriculture and
rural development.
8.Acts as regulator for cooperative banks and RRBs.