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7/28/2019 Maketing Research Final
http://slidepdf.com/reader/full/maketing-research-final 7/68
Improveunderstanding of
marketing as aprocess
Used to identify
and definemarketopportunitiesand problems
Generate,refine, andevaluate
marketingperformance
Monitor marketingperformance
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Market
Market
segmentation
Buyer
behaviour
and attitude
Forecasting
of demand
Competition
Managementof change in
turbulentenvironment
Forecasting
of business
conditions
Dealer
behaviour
and attitude
7/28/2019 Maketing Research Final
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Productresearch
warranty
Service aftersale
Developing a
new product
Quality
Features
Style- color,shape, size,
beauty
Brand name-
brand image
survey
Packaging
research
Product line
7/28/2019 Maketing Research Final
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Priceresearch
Price level
Price policy
Discount
and
allowances
Terms of
payment
7/28/2019 Maketing Research Final
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Promotionresearch
Personal
selling
Advertisingand
Publishing
Sales
promotion
Publicrelations
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Productresearch
Transportation
Warehousing
Orderprocessing
Channel choice
Distributioncoverage
Outlet location
Sales territories
Inventorylevels andlocations
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What?
Who?
Why?
How?
When?
Where
Product
research
Consumer
research
Motivation
research
Research in
buying
Habits and
channel of
distribution
What is the
product?
Who are the
buyers?
Why do they buy?
How do they buy?
When do theybuy?
Where do they
buy?
7/28/2019 Maketing Research Final
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MarketingManagement
decisions
Product
Pricing
Place
Promotion
ProcessPeople
Physical
Evidence
MarketingInformation
system
Internal Records
Marketing
Intelligence
MarketingResearch
Analysis of
Information
MarketingManagement
decisions
Product
Pricing
Place
Promotion
ProcessPeople
Physical
Evidence
7/28/2019 Maketing Research Final
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Production Price
Distribution Promotion
Marketing
Mix
1. Buyers
2. Suppliers
3. Competitors
4. Distribution
Structure5. Economy
6. Technology
7. Government
etc.
Marketing Information System (MIS)
Internal Marketing
Information
Marketing
Intelligence
Marketing
Research
Analysis and
processing
of
information
Planning
Execution
Control
7/28/2019 Maketing Research Final
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Identify and analyse customer’s market
Develop a marketing programme with a marketing mix
Marketing mix of:
1. Product Planning
2. Price structure
3. Promotional Programme
4. Distribution system
Reach the customer market
Customer’s service and satisfaction
F
e
e
db
a
c
k
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Marketing Research
ProblemIdentification Research
Problem Solving
Research
Market Potential Research
Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends Research
Segmentation Research
Product Research
Promotion Research
Distribution Research
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Research
Purpose
Data
Collection
Data
Processing
Application
involvement
Situation
analysis
Preliminary
Investigation
Research
Design
Sources of
data
Data analysisReport
Preparation
RecommendationFollow-up
7/28/2019 Maketing Research Final
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Exploratory
Research
Descriptive
Research
Casual
Research
Predictive
Research
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Exploratory research gives valuable insight, generates ideas
and hypothesis rather than measuring or testing them.
• It is concerned with identifying the real nature of
research problems.
•FOR INSTANCE: If a researcher is interested in finding out:
1. “Which features/factors are vital in a purchase decision”
2. “What will be the mode of communication to reach to
the consumers”
ExploratoryResearch
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• Descriptive research is concerned with measuring and
estimating the frequencies with which things occur or the
degree of correlation or association between two
variables.
•
FOR INTANCE: If a researcher is interested in measuring :1. Market size
2. Market structure
3. Behaviour and attitudes of consumers of the market
place
Descriptive
Research
7/28/2019 Maketing Research Final
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• Casual research is concerned with establishing cause and
effect relationship and an attempt to explain why things
happen.
• FOR INSTANCE: If the researcher is interested in knowing:
“To what extent the price elasticity of demand or thedegree to which advertising have affected the sales.”
Casual
Research
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• The main purpose of predictive research is to arrive at a
forecast or prediction or some measurement to the
researcher.
• FOR INSTANCE:
1. Future sales level of the firm2. Projection of growth
3. Defining the firm’s product line
Predictive
Research
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Data previously collected for
any purpose other
than the one at hand.
ALWAYSUSE THIS FIRST
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Internal Corporate Information
Government Agencies
Trade and Industry Associations
Marketing Research Firms
Commercial Publications
News Media
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Mystery Shoppers
One-Way Mirrors
Types of ObservationResearch
Audits
Machines
WatchingPeople
PeopleWatching
People
PeopleWatchingan Activity
Traffic Counters
Passive People Meter
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• Marketing research played a
minor role under sales-
oriented marketing approach.
1975
• After 1980, marketing research
culture gained recognition as a
vital tool of marketing
management due to the
emergence of buyer’s marketand growing competition in the
integral market to capture
customer demand and toincrease market share.
1980
• Marketers in India turning to
market research agencies to
assess consumer needs and
desires and then formulate
marketing plans andprogrammes to meet the
unmet demand.
Globalisation
• In the consumer- orientedmarketing approach, marketing
research played a major role
for the organisation.
• Marketing research begins and
ends with customers.
Consumer-
oriented
• No longer ‘market research’ isthe poor cousin of
‘advertising’.
• Advertising agencies have now
turned to marketing research.
No relation to
Advertising
• Research culture is an integralpart of marketing.
• Marketing research is animportant component of
marketing information system.
21st Century
Focus of the India market research agencies are
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Focus of the India market research agencies are -
Understanding consumers - The trends of the customers
are tracked by the market research agencies. Theirneeds, perceptions, projected demands are all studied
and marketing strategies are formed accordingly.
Investigating market - This method helps in mapping the
market conditions and demands are estimated.
Conceptualizing product development - Positioning
strategies, product and service strategies are formed
accordingly after taking into consideration themarketing research results
Domestic
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Domestic
AAPOR: American Association for Public Opinion
Research (www.aapor.org)
AMA: American Marketing Association
(www.ama.org)
ARF: The Advertising Research Foundation
(www.amic.com/arf)
CASRO: The Council of American Survey
Research Organizations (www.casro.org)
MRA: Marketing Research Association (www.mra-
net.org)
QRCA: Qualitative Research Consultants
Association (www.qrca.org)
RIC: Research Industry Coalition (www.research
industry.org)
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International
ESOMAR: European Society for Opinion and
Marketing Research (www.esomar.nl)
MRS: The Market Research Society (UK)(www.marketresearch.org.uk)
MRSA: The Market Research Society of
Australia (www.mrsa.com.au)
PMRS: The Professional Marketing Research
Society (Canada) (www.pmrs-aprm.com)