Marketing

Management
Dr. Ganesh Das
Scanning the
Marketing
Environment
Learning Outcomes
1.Discuss forecasting demand, its
reasons and measures.

2.Define marketing research and

explain its importance to marketing
decision making

3.Describe the steps involved in

conducting a marketing research
project

Chapter 3
The Marketing
Research Process
Define
Problem
Plan Design/
Primary Data Specify
Sampling
Procedure
Collect
Data
Analyze
Data
Prepare/
Present
Report
Follow Up
 Errors
Sampling Error: biased & unbiased
Non-sampling error: response & non-response
Types of Questions
 Open Ended & Close Ended

 Close Ended:
• 1. Dichotomous
• 2. Multichotomous
• 3. Check List
• 4. Ranking (quantitative)
• 5. Rating (qualitative)
 Questionnaire Design
Checklist
• Step 1. Specify The Information Needed
• Step 2. Type of Interviewing Method
• Step 3. Individual Question Content
• Step 4. Overcome Inability and Unwillingness to Answer
• Step 5. Choose Question Structure
• Step 6. Choose Question Wording
• Step 7. Determine the Order of Questions
• Step 8. Form and Layout
• Step 9. Reproduce the Questionnaire
• Step 10. Pre test
Preparing and
Presenting the Report

 Concise statement of the research

objectives

 Explanation of research design

 Summary of major findings

 Conclusion with recommendations

Following Up

 Were the recommendations followed?

 Was sufficient decision-making

information included in the report?

 What could have been done to make

the report more useful to
management?
THANKS!