Copyright © 2014 by McGraw Hill Education (India) Private Limited. All rights reserved.

Intelligence and Marketing

Business Marketing

Research
Chapter 5
 Chapter Questions

Copyright © 2014 by McGraw Hill Education (India) Private Limited. All rights reserved.
• What is the nature and scope of marketing research in the
business marketing environment?
• What is the marketing research process?
• What are the different sources of secondary information,
including use of the Internet?
• What are the statistical techniques used in data analysis?
• How to estimate company’s current & future demand?
• What are the forecasting approaches and sales forecasting
methods?
• What is the Choffray-Lilien model?
• What are the marketing intelligence and Decision Support
Systems?
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Nature of Marketing Research

Marketing research is the objective and systematic process of

obtaining, analyzing, and reporting of data/information for
decision-making in marketing.

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4
Marketing research in business marketing is different from
that in consumer marketing:
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5
 Major guidelines

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1. Understand downstream market
2. Small no. of players
3. Who is/are respondent(s)?
4. Faster I.T. for processing and analyzing data

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 Scope of Business Marketing Research

Copyright © 2014 by McGraw Hill Education (India) Private Limited. All rights reserved.
Business marketers use marketing research in:
1. Development of market potential
2. Market share analysis
3. Sales analysis
4. Forecasting
5. Competitor analysis
6. Benchmarking
7. New product acceptance and potential
8. Business trend studies
9. Sales quota determination

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Use of Marketing Research Agencies

Peterson and Kerin (1980) have, in their study, offered three most
important tips on the management of client–agency relationship
in business markets:
1. Have a clear understanding of the problem to be studied prior
to contacting research agencies.
2. Check past clients of research agencies, evaluate their prior
experience and industry familiarity.
3. Get closely involved at an early stage of the research process