-”THE ROLE OF

MARKETING
RESEARCH AND
ANALYSIS IN A
COMPPANY”
-

BY:TUBA ANWAR

20FMUCHH010773
Marketing Research and
Analysis

-What is Marketing Research and Analysis

-Uses of Marketing Research and Analysis
-Advantages and disadvantages of Marketing
Research and Analysis.
Steps involved in Marketing research:

1st Step : Identification and defining the problem

2ndStep : Statement of Research objective
3rd Step : Planning the research design
4th Step : Planning the sample
5THStep : Collection of data
6th Step : Data processing and analysis
7th Step : Formatting, conclusion, preparing
Presenting the report
CASE STUDY –Soap Santoor

With the help of

marketing research,
Wipro
found an opportunity to
make an entry in the
popular soap segment
category and introduced
a sandalwood -turmeric
based
soap called” Santoor”.
 FINDING AND CONCLUSION

With this report, it has been found that:

Marketing research and analysis is important in every aspect for introducing
a new product in the market just like the above case study suggests how
Santoor was introduced by Wipro and how the marketing research helped
Wipro to understand why many consumers were switching to other soaps
Also, it has been found that that with the help of marketing research, we can
know the targeted customers through surveys, questionnaire, observational
research, executive interviews, mail surveys and in- home personal
interviews.