MARKETING

MANAGEMENT
MARKETING
RESEARCH
Dr. Dipanjan Kumar Dey
MBA – MM1
Term 1 (2022-23)
 MARKETING RESEARCH
PROCESS

Define the
Develop Collect Analyze
problem Present
the the the Make the
and the
research informati informati decision
research findings
plan on on
objectives
STEP 1: DEFINE THE PROBLEM,
THE DECISION ALTERNATIVES,
AND THE RESEARCH
OBJECTIVES
DEFINE THE PROBLEM AND
RESEARCH OBJECTIVES
STEP 1: DEFINE THE PROBLEM,
THE DECISION ALTERNATIVES,
AND THE RESEARCH OBJECTIVES
 RESEARCH OBJECTIVES  NATURE OF RESEARCH:

 EXPLORATORY

 DESCRIPTIVE

 CAUSAL
 STEP 2: DEVELOP THE
RESEARCH PLAN
Research objectives must be translated into specific information needs
The research plan outlines
sources of existing data
specific research approaches,
contact methods,
sampling plans, and
instruments that researchers will use to gather new data
 STEP 2: DEVELOP THE
RESEARCH PLAN
 DATA SOURCES

 PRIMARY DATA
 SECONDARY DATA

 RESEARCH APPROACHES

 OBSERVATIONAL RESEARCH
 ETHNOGRAPHIC RESEARCH
 FOCUS GROUP RESEARCH
 SURVEY RESEARCH
 BEHAVIORAL RESEARCH (EXPERIMENTAL RESEARCH)
STEP 2: DEVELOP THE
RESEARCH PLAN (CONTD)
 SAMPLING PLAN
 PROBABILITY SAMPLING
 NON PROBABILITY SAMPLING
 STEP 2: DEVELOP THE
RESEARCH PLAN (CONTD)
 RESEARCH INSTRUMENTS

 QUESTIONNAIRES

 QUALITATIVE MEASURES
 WORD ASSOCIATIONS, PROJECTIVE TECHNIQUES,
VISUALIZATION, LADDERING

 TECHNOLOGICAL DEVICES – EEG, FMRI, EYE TRACKERS

 CONTACT METHODS
STEP 3: COLLECT
INFORMATION
STEP 3: COLLECT
INFORMATION
STEP 3: COLLECT THE
INFORMATION
STEP 4: ANALYZE THE
INFORMATION
STEP 5: PRESENT THE
FINDINGS
STEP 6: MAKING THE
DECISION
STEP 4: DATA
ANALYSIS
WHAT DO YOU MAKE OUT OF
THIS RESEARCH FINDINGS?
(STEP 5 AND 6)
Marketing metrics is the set of measures that helps marketers
quantify, compare, and interpret their performance

Marketing-mix models analyze data from a variety of sources,

such as retailer scanner data, company shipment data, pricing,
media, and promotion spending data, to understand more
precisely the effects of specific marketing activities
Marketing dashboards are “a concise set of interconnected
performance drivers to be viewed in common throughout the
organization.”
MONTREAUX
CHOCOLATE USA
Discussion focussed on Marketing Research perspectives majorly
RETRACE THE MARKETING
RESEARCH PROCESS
 Step 1: Define the problem research
 Step 2: Develop the research plan
 Step 3: Collect the information
 Step4: Analyse the information
 Step 5: Present the findings
 Step6: Make the decision