IIPM MR ppt 10

8/8/2019 IIPM MR ppt 10

http://slidepdf.com/reader/full/iipm-mr-ppt-10 1/38

MARKETING RESEARCHMARKETING RESEARCH

ByBy

K. Sashi RaoK. Sashi RaoTraining and Management Consultant Training and Management Consultant

8/8/2019 IIPM MR ppt 10


Marketing Research Course ObjectivesMarketing Research Course Objectives

To place marketing research in the context of marketingTo place marketing research in the context of marketing

To help establish and understand customer needs,To help establish and understand customer needs,preferences and their product preferences and their product--marketsmarkets

To learn the fundamentals of the marketing researchTo learn the fundamentals of the marketing researchprocess and its methodologies for data collection,process and its methodologies for data collection,analysis and interpretationanalysis and interpretation

To determine marketing research findings and drawTo determine marketing research findings and draw

meaningful conclusionsmeaningful conclusions To help interpret these findings and conclusions to aidTo help interpret these findings and conclusions to aid

managerial decisionmanagerial decision--makingmaking

8/8/2019 IIPM MR ppt 10


Course OutlineCourse Outline

Informational Perspective and Role of MR in ManagerialInformational Perspective and Role of MR in ManagerialDecisionDecision--making(2 hrs)making(2 hrs)

Research Process and Research Design & ResearchResearch Process and Research Design & Research

Data(2)Data(2)

Questionnaires Design and Administration(2)Questionnaires Design and Administration(2)

Sampling Methods and Sample Design(2)Sampling Methods and Sample Design(2)

Specific Marketing Research TechniquesSpecific Marketing Research Techniques-- I/II/III(6)I/II/III(6)

Measurement Techniques in Marketing Research(2)Measurement Techniques in Marketing Research(2)

Research in Marketing Mix(2)Research in Marketing Mix(2)

Research Findings and MR Reports Presentation(2)Research Findings and MR Reports Presentation(2)

8/8/2019 IIPM MR ppt 10


Informational Perspective andInformational Perspective andRole of MR in ManagerialRole of MR in Managerial

DecisionDecision--makingmaking

8/8/2019 IIPM MR ppt 10


Marketing & Marketing ResearchMarketing & Marketing Research

MarketingMarketing is the process of planning and executingis the process of planning and executingthe conception, pricing, promotion, and distributionthe conception, pricing, promotion, and distribution

of ideas, goods and services to create exchanges that of ideas, goods and services to create exchanges that

satisfies individual and organizational objectives. Tosatisfies individual and organizational objectives. To

achieve these objectives, a thorough understandingachieve these objectives, a thorough understandingof customers and markets is necessaryof customers and markets is necessary

Marketing ResearchMarketing Research is the systematic gathering,is the systematic gathering,

recording and analyzing the data about customersrecording and analyzing the data about customers

and markets, issues, problems and challengesand markets, issues, problems and challenges

relating to the marketing of ideas, goods and servicesrelating to the marketing of ideas, goods and services

8/8/2019 IIPM MR ppt 10


Marketing and MarketsMarketing and Markets

MarketingMarketing It can be seen as being a set of It can be seen as being a set of

dynamic processes all to help in the sale of dynamic processes all to help in the sale of ideas, goods and servicesideas, goods and services

MarketsMarkets -- they represent thethey represent the

customers/consumers universe which marketingcustomers/consumers universe which marketing

aims to reach, satisfy and serviceaims to reach, satisfy and service

8/8/2019 IIPM MR ppt 10


Market Research and MarketingMarket Research and Marketing

ResearchResearch

Market Research:Market Research: Obtaining useful information about Obtaining useful information about

individual product individual product-- markets and their customers and / ormarkets and their customers and / orconsumersconsumers

Marketing researchMarketing research:: -- This goes beyond market researchThis goes beyond market research

as it extends the scope and enquiry into the variousas it extends the scope and enquiry into the variouselements and facets of marketing as an organizationalelements and facets of marketing as an organizational

activityactivity

8/8/2019 IIPM MR ppt 10


What is Marketing Research ?What is Marketing Research ?

It involves the following basic features and aimed to :It involves the following basic features and aimed to :

Provide information to aid marketing decision making. This informationProvide information to aid marketing decision making. This informationwill generally be extremely focused and concentrated on customers,will generally be extremely focused and concentrated on customers,markets and competitorsmarkets and competitors

Systematically collect information using a wide range of sources andSystematically collect information using a wide range of sources andtechniquestechniques

Analyze the collected information using appropriate tools and Analyze the collected information using appropriate tools andtechniquestechniques

Determine research findings and draw meaningful conclusionsDetermine research findings and draw meaningful conclusions

Communicate and disseminate the derived findings and conclusionsCommunicate and disseminate the derived findings and conclusionsalong with recommendations to be suitable and relevant to make anyalong with recommendations to be suitable and relevant to make anyneeded marketing decisionneeded marketing decision

8/8/2019 IIPM MR ppt 10


What is not Marketing Research?What is not Marketing Research?

Marketing Research is not marketing and to be seen asMarketing Research is not marketing and to be seen asonly its sub set only its sub set

Marketing Research does not Marketing Research does not directlydirectly contribute tocontribute toproduct sales or revenuesproduct sales or revenues

Marketing Research is not the solution to all or inherent Marketing Research is not the solution to all or inherent

marketing problemsmarketing problems

Marketing Research is just one part of a firms market Marketing Research is just one part of a firms market intelligence systemintelligence system

8/8/2019 IIPM MR ppt 10


Key Characteristics of MarketingKey Characteristics of Marketing

ResearchResearch

Purposive nessPurposive ness as it is meant to obtain relevant information to aidas it is meant to obtain relevant information to aid

specific decision makingspecific decision making

PlanningPlanning the research is also reflective of its focused approachthe research is also reflective of its focused approach

SystematicSystematic conduct of research which means it is orderly, fair andconduct of research which means it is orderly, fair and

accurate as far as possibleaccurate as far as possible

ObjectivityObjectivity is achieved thro impartiality and without bias or prejudiceis achieved thro impartiality and without bias or prejudice

in analysis and interpretationin analysis and interpretation

8/8/2019 IIPM MR ppt 10


Need for Marketing Information(1)Need for Marketing Information(1)

This stems from the adoption of the marketing concept This stems from the adoption of the marketing concept--

where the whole of the organization should be driven bywhere the whole of the organization should be driven by

a goal of serving and satisfying the customers in aa goal of serving and satisfying the customers in a

manner which enables the organizations financial andmanner which enables the organizations financial and

strategic objectives to be achieved.strategic objectives to be achieved.

8/8/2019 IIPM MR ppt 10


Need for Marketing Information (2)Need for Marketing Information (2)

Whatever be the type of organization, information isWhatever be the type of organization, information is

critical if the correct products, services and offeringscritical if the correct products, services and offerings

are to be provided to customersare to be provided to customers In very small organizations / or neighborhood shops,In very small organizations / or neighborhood shops,

owners may personally know (a) the customers owners may personally know (a) the customers

buying habits and attitudes (b) the competitorsbuying habits and attitudes (b) the competitors

activities and (c) changes in local market activities and (c) changes in local market As organizations become larger and customers are As organizations become larger and customers are

far too many and widespread, such personalfar too many and widespread, such personal

knowledge and / or experience is not enoughknowledge and / or experience is not enough

8/8/2019 IIPM MR ppt 10


Need for Marketing Information(3)Need for Marketing Information(3)

For any large organization, it becomes necessary toFor any large organization, it becomes necessary toobtain market intelligence in a systematic andobtain market intelligence in a systematic andcomplete manner on itscomplete manner on its

CustomersCustomers-- their numbers, profiles, buying habits andtheir numbers, profiles, buying habits and

preferences and motivationspreferences and motivations

CompetitorsCompetitors-- to compare their capacity and performances into compare their capacity and performances in

competing marketscompeting markets

Marketing environment Marketing environment-- in terms of economic and industryin terms of economic and industry

variables in a macro and micro form, like demographics,variables in a macro and micro form, like demographics,

local cultures and habits, country specific factors et allocal cultures and habits, country specific factors et al

8/8/2019 IIPM MR ppt 10


Role of Marketing ResearchRole of Marketing ResearchPublic

Customer Consumer

Marketing research Assessing

market action

Information Communication of

findings

Create marketing

actions

Monitoringmarket

performance

Collection, analysis

interpretationImprove market

action

Past, present

and future

Opportunities Problems

Threats

8/8/2019 IIPM MR ppt 10


Disciplines Marketing Research Draws UponDisciplines Marketing Research Draws Upon

PsychologyPsychology-- the study of human behavior; the scientific study of thethe study of human behavior; the scientific study of the

human mind; the way in which somebody thinks or behaves or actshuman mind; the way in which somebody thinks or behaves or acts

Anthropology Anthropology-- the study of human origins, societies and culturesthe study of human origins, societies and cultures

EconomicsEconomics-- The study of the production, consumption, protection andThe study of the production, consumption, protection and

transfer of wealth; the seeking of good value for money/ resourcestransfer of wealth; the seeking of good value for money/ resources

used; demand creation and forecastingused; demand creation and forecasting

StatisticsStatistics-- the science of numbers and events; the collection, collationthe science of numbers and events; the collection, collation

and analysis of information in numbersand analysis of information in numbers

Management Management-- the managing and controlling money/ other resources forthe managing and controlling money/ other resources for

a purposea purpose

8/8/2019 IIPM MR ppt 10


Types of Marketing Research(1)Types of Marketing Research(1)

Basic ResearchBasic Research-- that which is intended to expand thethat which is intended to expand thebody of knowledge in the field or to provide knowledgebody of knowledge in the field or to provide knowledgefor use by othersfor use by others examples like Census Survey Data,examples like Census Survey Data,

National Sample Survey Data, National ReadershipNational Sample Survey Data, National ReadershipSurveySurvey

Applied Research Applied Research-- that which is intended to solve athat which is intended to solve aparticular problem or guide a specific decisionparticular problem or guide a specific decision--examplesexampleslike market segmentation studies, consumer preferences,like market segmentation studies, consumer preferences,distribution channelsdistribution channels

Most marketing research falls into the Applied ResearchMost marketing research falls into the Applied Researchcategorycategory

8/8/2019 IIPM MR ppt 10



Preliminary ResearchPreliminary Research-- often necessary to help define a problemoften necessary to help define a problemor concept itself and/or initial conjectures or hypotheses areor concept itself and/or initial conjectures or hypotheses areformedformed--examples are product/idea concept testing surveys orexamples are product/idea concept testing surveys orpilot surveyspilot surveys

Conclusive ResearchConclusive Research-- where these conjectures or hypotheseswhere these conjectures or hypothesesare tested by firm evidence to help support or reject themare tested by firm evidence to help support or reject them--examples are most applied research and could involveexamples are most applied research and could involvesecondary and primary datasecondary and primary data

Performance ResearchPerformance Research-- this is used to measure thethis is used to measure theeffectiveness of marketing strategies and moves by assessingeffectiveness of marketing strategies and moves by assessingtheir benefits and outcomes linked to the incurred costs andtheir benefits and outcomes linked to the incurred costs andinvestments as wellinvestments as well-- example of measuring customerexample of measuring customersatisfaction level both before and after specific marketingsatisfaction level both before and after specific marketinginterventions or awareness results preinterventions or awareness results pre-- and post and post-- ad campaignsad campaigns

8/8/2019 IIPM MR ppt 10



Marketing Environment ResearchMarketing Environment Research

Customer Market ResearchCustomer Market Research

Advertising and Promotional Research Advertising and Promotional Research

Product Research and TestingProduct Research and Testing

Sales Research and AnalysisSales Research and Analysis Distribution ResearchDistribution Research

Will discuss these in detail in separate sessionWill discuss these in detail in separate session

8/8/2019 IIPM MR ppt 10


Who does Marketing Research?Who does Marketing Research?

This may be done by a firms own market research staff alone, orThis may be done by a firms own market research staff alone, orgiven to an outside research agency or use some combination of given to an outside research agency or use some combination of both options. Each has their merits and demeritsboth options. Each has their merits and demerits

Internal ResearchInternal Research-- depends substantially on the nature anddepends substantially on the nature andcomplexity of the productscomplexity of the products--markets involvedmarkets involved-- examples of examples of

specialized industrial products or technologically new product specialized industrial products or technologically new product concepts; yet depending on them alone can prevent new and usefulconcepts; yet depending on them alone can prevent new and usefulinsights, and could lack in objectivityinsights, and could lack in objectivity

External ResearchExternal Research-- definitely called for in large widespread onedefinitely called for in large widespread one--time projects; and where specialized tools/techniques are needed ;time projects; and where specialized tools/techniques are needed ;they bring in more objectivity as not responsible for results;they bring in more objectivity as not responsible for results;drawback could be to establish the strong link between marketingdrawback could be to establish the strong link between marketing

research findings and ultimate marketing decisionsresearch findings and ultimate marketing decisions Since marketing research involves many and varied marketing andSince marketing research involves many and varied marketing and

strategic issues, a combination of internal and external researchstrategic issues, a combination of internal and external researchmethods may be called formethods may be called for

Hence, sensible outsourcing and/or buying of external marketingHence, sensible outsourcing and/or buying of external marketingresearch becomes an important part of a firms marketingresearch becomes an important part of a firms marketing

responsibilityresponsibility

8/8/2019 IIPM MR ppt 10


Steps In Marketing Research Project Steps In Marketing Research Project

Step 1

Determine or define

the marketing problem or opportunity that is faced

Step 2.Specify

what information is needed

Step 3Identify

The sources of the

information

Step 4

Decide on the

Techniques for acquiring the

information

Step 5Gather and process

the information

Step 6 Analyze and interpret

the meaning

Present the findings

to the decision makersStep 7

8/8/2019 IIPM MR ppt 10


Evolving Role of MR in MarketingEvolving Role of MR in Marketing

First waveFirst wave-- marketing decisions based on data against marketing decisions based on data against initial personal knowledge, hunches and guessesinitial personal knowledge, hunches and guesses

Second waveSecond wave-- moving from data based decisions tomoving from data based decisions to

information based decisions bringing in a managerialinformation based decisions bringing in a managerialperspective and with actionable insightsperspective and with actionable insights Third waveThird wave-- from informationfrom information--based to system basedbased to system based

decisiondecision--making involving marketing analysis, IT andmaking involving marketing analysis, IT andmarketing planning processmarketing planning process

Fourth waveFourth wave-- emergence of eemergence of e--commerce and webcommerce and web--basedbasedsystems with large databases to move from masssystems with large databases to move from massmarketing to mass customization methods as used bymarketing to mass customization methods as used by

Amazon.COM, E Amazon.COM, E--Bay or Dell ComputersBay or Dell Computers

8/8/2019 IIPM MR ppt 10


Marketing Research (MR) involvesMarketing Research (MR) involvesPeoplePeople

A major element of MR is all about A major element of MR is all about PEOPLEPEOPLE PEOPLEPEOPLE are buyers, customers and consumersare buyers, customers and consumers

PEOPLEPEOPLE are users or clients of marketingare users or clients of marketingresearch studiesresearch studies

PEOPLEPEOPLE are the doers who perform or carry out are the doers who perform or carry out marketing researchmarketing research

8/8/2019 IIPM MR ppt 10


Nature of Marketing Information(1)Nature of Marketing Information(1)

Internal informationInternal information --sales and cost data analysissales and cost data analysis

External informationExternal information -- economic, industry environment data andeconomic, industry environment data and

trendstrends Position informationPosition information arriving at market shares analysis,arriving at market shares analysis,

product product--market positioning vismarket positioning vis--àà--vis competitionvis competition

Decision informationDecision information from various data analysis usingfrom various data analysis usingmathematical methodsmathematical methods

Forecast informationForecast information based on statistical trends analysis,based on statistical trends analysis, judgmental forecasting, market opinions and survey methods judgmental forecasting, market opinions and survey methods

In all these types of information, there is always a tradeIn all these types of information, there is always a trade--off betweenoff betweenthe value of information and the cost and time spent in puttingthe value of information and the cost and time spent in puttingtogether such informationtogether such information

8/8/2019 IIPM MR ppt 10


Nature of Marketing Information(2)Nature of Marketing Information(2)

Descriptive roleDescriptive role answers what ,where,answers what ,where,

who and when questions who and when questions Comparative roleComparative role answers how questionsanswers how questions

used for performance measurement used for performance measurement

Diagnostic roleDiagnostic role answers why" questions andanswers why" questions andprovides explanationsprovides explanations

Predictive rolePredictive role answers what if type of answers what if type of questions to help determine future trendsquestions to help determine future trends

8/8/2019 IIPM MR ppt 10


DescriptiveDescriptive nature of marketingnature of marketing

informationinformation What, where and when are customers are buying?What, where and when are customers are buying?

Who are our existing and potential customers?Who are our existing and potential customers?

W

hat knowledge do customers have of a brand or rangeW

hat knowledge do customers have of a brand or rangeof products?of products?

What attitudes do customers have towards specificWhat attitudes do customers have towards specificbrands or productsbrands or products

What advertising and marketing communications haveWhat advertising and marketing communications have

customers seen or been exposed to ?customers seen or been exposed to ? What should be the best way to reach customers?What should be the best way to reach customers?

What afterWhat after--sales service facilities are to be provided?sales service facilities are to be provided?

8/8/2019 IIPM MR ppt 10


ComparativeComparative nature of marketingnature of marketing

informationinformation How do you decide on selecting a good product?How do you decide on selecting a good product?

How do different market segments view theHow do different market segments view the

same product?same product? How does our product compare with theHow does our product compare with the

competitors?competitors?

How did this service performance differ fromHow did this service performance differ from

previous experiences?previous experiences? How does this political partys manifestoHow does this political partys manifesto

compare with others?compare with others?

8/8/2019 IIPM MR ppt 10


DiagnosticDiagnostic nature of marketingnature of marketing

informationinformation Why do you chose this brand?Why do you chose this brand?

Why do customers buy this product overWhy do customers buy this product over

alternatives?alternatives? Why do customers believe thisWhy do customers believe this

advertisement ?advertisement ?

Why do you shop at this supermarket?Why do you shop at this supermarket? Why should sellers offer these features?Why should sellers offer these features?

8/8/2019 IIPM MR ppt 10


PredictivePredictive nature of marketingnature of marketing

informationinformation What would happen if competitors reduced theirWhat would happen if competitors reduced their

prices?prices?

What would happen if this new product isWhat would happen if this new product islaunched?launched?

What would happen if this regulation is passed?What would happen if this regulation is passed?

What would happen if this political party cameWhat would happen if this political party came

to power?to power? What could happen if government eliminateWhat could happen if government eliminate

taxes?taxes?

8/8/2019 IIPM MR ppt 10


Factors influencing MR decisionsFactors influencing MR decisions

RelevanceRelevance-- to support future strategic and tactical decisions, not to support future strategic and tactical decisions, not just confirming previous wisdom just confirming previous wisdom

Nature of information soughtNature of information sought-- is it already available from otheris it already available from othermarketing intelligencemarketing intelligence

TimingTiming-- always prior to taking key decisions with validity overalways prior to taking key decisions with validity overfuture timefuture time

Resources availabilityResources availability-- being available and means time andbeing available and means time andmoneymoney

Research outputResearch output-- did research done achieve its objectives to seekdid research done achieve its objectives to seekanswers as research findings/conclusions with consequent answers as research findings/conclusions with consequent

marketing outcomes/resultsmarketing outcomes/results CostCost-- benefitbenefit-- did incurred research cost and time give requireddid incurred research cost and time give required

positive benefits as research value and utility linked to MR budgetspositive benefits as research value and utility linked to MR budgets

8/8/2019 IIPM MR ppt 10


MR and Marketing IntelligenceMR and Marketing Intelligence

MR part of Marketing Intelligence SystemMR part of Marketing Intelligence System Marketing decisions need to take into account bothMarketing decisions need to take into account both

external/market considerations andexternal/market considerations andinternal/organizational considerationsinternal/organizational considerations

Marketing decisionMarketing decision--makers and/or Marketing Servicesmakers and/or Marketing Servicesusually responsible for all Marketing Intelligenceusually responsible for all Marketing Intelligence-- whowhoinitiate focused MRinitiate focused MR

IT based and WebIT based and Web--based intelligence will now playbased intelligence will now play

bigger role in Marketing Intelligence Systemsbigger role in Marketing Intelligence Systems Yet, human thought and managerial judgment essential Yet, human thought and managerial judgment essential

that data and information are transformed intothat data and information are transformed intoactionable knowledge to make business and marketingactionable knowledge to make business and marketingdecisionsdecisions

8/8/2019 IIPM MR ppt 10


Information for DecisionInformation for Decision--makingmaking

As already realized, information is essential to aid As already realized, information is essential to aiddecisiondecision--makingmaking

Using information is a management discipline that needsUsing information is a management discipline that needs

to be learnt, developed and integrated into managerialto be learnt, developed and integrated into managerialthinkingthinking Good sound decisions are backed by authentic, reliableGood sound decisions are backed by authentic, reliable

and meaningful dataand meaningful data Setting up and maintaining a tailorSetting up and maintaining a tailor--made marketingmade marketing

information system (MIS) is vital for a firms successinformation system (MIS) is vital for a firms success Such a MIS has to be based on internal and externalSuch a MIS has to be based on internal and external

data; quantitative and qualitative inputs; and secondarydata; quantitative and qualitative inputs; and secondary(desk) and primary (survey) data(desk) and primary (survey) data

8/8/2019 IIPM MR ppt 10


Information Systems and MR(1)Information Systems and MR(1)

Use of information systems( whether computerUse of information systems( whether computerbased or not) are revolutionizing the waybased or not) are revolutionizing the waycorporate decisions are being madecorporate decisions are being made

MIS*MIS* --marketing information system is a subset marketing information system is a subset of management information systemof management information system

In increasingly computer and webIn increasingly computer and web--basedbasedenvironments, both the MIS types are gettingenvironments, both the MIS types are getting

blurredblurred MR still plays a role where dynamic informationMR still plays a role where dynamic information

about markets and customers cannot always beabout markets and customers cannot always befound out from mere sales/business analysisfound out from mere sales/business analysis

8/8/2019 IIPM MR ppt 10



An information system is a continuing and interacting An information system is a continuing and interactingstructure of people, equipment and procedures designedstructure of people, equipment and procedures designedto gather, sort, analyze, and distribute pertinent, timely,to gather, sort, analyze, and distribute pertinent, timely,

and accurate information to decision makers.and accurate information to decision makers.While MR is concerned with the actual content of theWhile MR is concerned with the actual content of the

information and how generated, the information systeminformation and how generated, the information systemis concerned with managing the data flow from different is concerned with managing the data flow from different primary and secondary sources to managers who willprimary and secondary sources to managers who will

use it.use it.This requires data bases to organize and store theThis requires data bases to organize and store the

information and a decision support system to retrieveinformation and a decision support system to retrievedata, transform it into usable information anddata, transform it into usable information and

disseminate it to users.disseminate it to users.

8/8/2019 IIPM MR ppt 10



Databases could be of (a) recurring dayDatabases could be of (a) recurring day--day type like sales data (b)day type like sales data (b)

periodic market/business information, trends et al ( c) nonperiodic market/business information, trends et al ( c) non--recurringrecurring

oneone time MR studiestime MR studies

Information systems serves to emphasize that MR should not exist Information systems serves to emphasize that MR should not exist

in isolation as a onein isolation as a one time effort but be a part of a systematic andtime effort but be a part of a systematic and

continuous effort to improve the decisioncontinuous effort to improve the decision--making processmaking process

Any so Any so--called Marketing Decision Support System (MDSS) is meant called Marketing Decision Support System (MDSS) is meant

to combine marketing data from diverse sources into a singleto combine marketing data from diverse sources into a singledatabase that line managers can enter interactively to quicklydatabase that line managers can enter interactively to quickly

identify problems and obtain standard , periodic reports, as well asidentify problems and obtain standard , periodic reports, as well as

answers to analytical questionsanswers to analytical questions

8/8/2019 IIPM MR ppt 10


Evolving Role of MR in MarketingEvolving Role of MR in Marketing

First waveFirst wave-- marketing decisions based on data against marketing decisions based on data against initial personal knowledge, hunches and guessesinitial personal knowledge, hunches and guesses

Second waveSecond wave-- moving from data based decisions tomoving from data based decisions to

information based decisions bringing in a managerialinformation based decisions bringing in a managerialperspective and with actionable insightsperspective and with actionable insights Third waveThird wave-- from informationfrom information--based to system basedbased to system based

decisiondecision--making involving marketing analysis, IT andmaking involving marketing analysis, IT andmarketing planning processmarketing planning process

Fourth waveFourth wave-- emergence of eemergence of e--commerce and webcommerce and web--basedbasedsystems with large databases to move from masssystems with large databases to move from massmarketing to mass customization methods as used bymarketing to mass customization methods as used by

Amazon.COM, E Amazon.COM, E--Bay or Dell ComputersBay or Dell Computers

8/8/2019 IIPM MR ppt 10


Marketing Research in PerspectiveMarketing Research in Perspective Marketing research is dependent on the willing cooperation of Marketing research is dependent on the willing cooperation of

both the consumer public and organizations to provideboth the consumer public and organizations to provide

information of value to marketing decision makers.information of value to marketing decision makers.

Direct marketing activity should not imply to the customer that Direct marketing activity should not imply to the customer that

it is some form of marketing researchit is some form of marketing research

Use of questionnaires as part of the a data building exercise forUse of questionnaires as part of the a data building exercise for

direct marketing purposes cannot be described as marketingdirect marketing purposes cannot be described as marketing

research and should not be combinedresearch and should not be combined

Marketing research information does not in itself makeMarketing research information does not in itself make

decisions; it simply enables better informed decisiondecisions; it simply enables better informed decision--making.making. Managers still need to use judgment and when assessingManagers still need to use judgment and when assessing

information.With growth in information sources as result of information.With growth in information sources as result of

computerization and the internet, managers need morecomputerization and the internet, managers need more

guidance and help in selecting appropriate information sourcesguidance and help in selecting appropriate information sources

and their useand their use

8/8/2019 IIPM MR ppt 10


Does MR always guaranteeDoes MR always guarantee

success?success? Frankly, NO ! It all depends on the manner and rigor inFrankly, NO ! It all depends on the manner and rigor in

the way done ! Its effectiveness depends on:the way done ! Its effectiveness depends on:

High quality and standard of research workHigh quality and standard of research work Research findings and conclusions providing actionableResearch findings and conclusions providing actionable

marketing informationmarketing information Clarity of report writing and presentationClarity of report writing and presentation Willingness and organizational challenge to the statusWillingness and organizational challenge to the status

quoquo Where research helps to not only confirm organizationalWhere research helps to not only confirm organizational

understanding but reveal new insights as wellunderstanding but reveal new insights as well Gaining political acceptability within the firm/client Gaining political acceptability within the firm/client

organization to finally make researchorganization to finally make research--based decisionsbased decisions

8/8/2019 IIPM MR ppt 10


Is MR still required and helpful?Is MR still required and helpful? Overwhelmingly, the answer is YES !Overwhelmingly, the answer is YES ! Without MR, decisions would be based onWithout MR, decisions would be based on

hunches, guesses and poor judgmentshunches, guesses and poor judgments The main task is not so much the finding of The main task is not so much the finding of

information; it is more to do with ensuring that information; it is more to do with ensuring that the information is relevant, and of a scale andthe information is relevant, and of a scale andformat that is manageableformat that is manageable

With the information explosion, the challenge isWith the information explosion, the challenge isto find that which is meaningful, has a soundto find that which is meaningful, has a soundbasis and provides the wherewithal to makebasis and provides the wherewithal to makemore informed and better decisionsmore informed and better decisions

Date post:	09-Apr-2018
Category:	Documents
Upload:	vijayaraj88
View:	221 times
Download:	0 times

IIPM MR ppt 10

Documents