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Submitted By:Menka Ahuja

Navita

Mudit 

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INTRODUCTION:

Depending on the present demandand future potential of end products,

using components can be studied to

estimate the actual requirements for 

these products. This estimation will

 be based on past and presentrequirements and actual supplies.

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MEANING:

Marketing research may be defined as theobjective and systematic process of obtaining

analysing, and reporting of data (or 

information) for decision making in

marketing.

Marketing research undertakes periodic

objects or studies to collect and analyse data

with specific objectives.

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NATUR E OF MARK ETING R ESEARCH:

Industrial marketing research in any field which is

subject to a systematic enquiry can be understood interm of the following aspects:

Method

Technique Content

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SCOPE OF INDUSTR IAL MARKETING 

RESEARCH:

 Developmentof marketpotential

forecasting Sales

quotadetermination

 Businesstrendstudies

 Newproductacceptance andpotential

benchmarking

 Competitor

analysis

 Salesanalysis Marketshare

analysis

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MARK ETING R ESEARCH PROCESS:

step 1 step 2 step 3 step 4 step 5

Identify theProblem/

opportunityAnd defineResearch

objectives

Developthe

research

design

Collect thedata

information

Process andanalyse the

data

Presentthe

research

findings

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STEP 1:

Identify the problem (or opportunity) anddefining research objectives:

Marketing research process is to identify themarketing problem or opportunity accurately,

and define the objectives of marketingresearch. The marketing manager should prepare a written statement, referred as³research brief ́

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STEP 2:

Develop the research design/plan:

Decision areas in research design:1) Information type: Information required from research

objectives.

2) Sources of data: Primary, secondary, commercial.

3) Research methods:

Observational, exploratory,descriptive, experimental.

4) Sampling plan: Sampling unit, sample size, sampling procedure.

5) Methods of contract: Mail, telephone,or personal

interview.6)Data collection methods: Questionnaire, mechanical

devices.

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STEP 3:

Collecting the data:

This phase is referred to as field work. It is

expensive and problem oriented phase. In

survey method of research the types of 

problem are:

Not available respondents.

Cooperation.

Biased results.

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STEP 4:

Processing and analysing the data:

It includes:

Editing

Coding

Classification

Tabulation

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STEP 5:

P

resenting the research findings/ report:The final step is to report presentation, including

communication of the research findings.

Following points should be kept in mind:

The findings should be relevant.

Researcher should justify the research method.

Researcher should not try to satisfy the

personal likes or dislikes.Report should have clarity of thought and

expression.

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