SNSSNS 11

Introduction to Market Introduction to Market ResearchResearch

Shamindra Nath SanyalShamindra Nath Sanyal

SNSSNS 22

Market ResearchMarket Research Market research is moving away from its roots as a discipline

that was detached from the business decision-making process, and is now more actively engaged with decision-facilitation.

This shift has required new methodological thinking: an ‘holistic’ analysis approach that provides clients with a rounded view of what all their (qualitative and quantitative) marketing evidence is saying.

The new approach also requires analytical frameworks that combine hard market research data with prior management knowledge and intuition.

SNSSNS 33

Functions of Marketing Functions of Marketing ManagementManagement

AnalysisPlanningImplementationControl

SNSSNS 44

Marketing and Marketing Research Marketing and Marketing Research

Successful Marketing is about Creating Value Successful Marketing is about Creating Value that that Customers Will Pay ForCustomers Will Pay For!!

Marketing is Marketing is Making DecisionsMaking Decisions!!

Marketing Research Helps You Make the Marketing Research Helps You Make the Right DecisionsRight Decisions!!

SNSSNS 55

How Does It Help YouHow Does It Help You

Provides you information that reduces the risks Provides you information that reduces the risks involved in your marketing decisions.involved in your marketing decisions.

Connects you with your customer and your Connects you with your customer and your market.market.

Allows you to identify marketing opportunities Allows you to identify marketing opportunities and threats. and threats.

Takes into account the past, the present and Takes into account the past, the present and likely future.likely future.

SNSSNS 66

Market ResearchMarket Research

Use of formalized procedures,Use of formalized procedures, based on the scientific methodbased on the scientific method ,,

to collect and analyze information, to collect and analyze information, relevant to management problems.relevant to management problems.

SNSSNS 77

Market ResearchMarket Research

Systematized and repeated marketing research Systematized and repeated marketing research is a marketing management information is a marketing management information system/marketing decision support system.system/marketing decision support system.

Truth as an option perspective.Truth as an option perspective.

SNSSNS 88

Marketing ResearchMarketing Research

Marketing research is the systematic and objectiveMarketing research is the systematic and objective identification,identification, collection,collection, analysis,analysis, dissemination, anddissemination, and use of information use of information

for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.

SNSSNS 99

Marketing ResearchMarketing Research

Marketing ResearchMarketing Research is the systematic is the systematic gathering, recording, and analyzing of gathering, recording, and analyzing of data about problems relating to the data about problems relating to the marketing of goods and services.”marketing of goods and services.”

(American Marketing Association )(American Marketing Association )

SNSSNS 1010

Identification of Information

Needed

Collection of Data

Analysis of Data

Dissemination of Information

Identifying and Solving Marketing

Problems

Defining Marketing ResearchDefining Marketing Research

Use of Information

SNSSNS 1111

IntroductionIntroduction

Research is a powerful investigation. It Research is a powerful investigation. It provides a structure for decision making.provides a structure for decision making.

Three parts are involved in an investigation:Three parts are involved in an investigation: An implicit question posed.An implicit question posed. An explicit answer proposed.An explicit answer proposed. Collection, analysis and interpretation of the Collection, analysis and interpretation of the

information leading from the question to the answer.information leading from the question to the answer.

SNSSNS 1212

Characteristics of a ResearchCharacteristics of a Research

Good research is systematicGood research is systematic

Good research is logicalGood research is logical

Good research is empirical: related to one or more Good research is empirical: related to one or more aspects of the real situation.aspects of the real situation.

Good research is replicable: study verified by Good research is replicable: study verified by replicating the study.replicating the study.

SNSSNS 1313

Uncontrollable Environmental

Factors• Economy• Technology• Competition• Laws and

Regulation• Social and

Cultural Factors• Political Factors

Assessing Information

Needs

Customer Groups• Consumers• Employees• Channel Members• Suppliers

MarketResearch

Marketing Managers• Market Segmentation • Marketing Programs • Target Market Selection • Performance and Control

Controllable Marketing Variables

• Product• Pricing• Promotion• Distribution

Marketing DecisionMaking

Providing Information

The Role of Marketing Research in Marketing Decision Making

SNSSNS 1414

Basic Research ProcessBasic Research Process

PROBLEM PROBLEM DEFINITIONDEFINITION

RESEARCHRESEARCHDESIGNDESIGN

DATA DATA COLLECTIONCOLLECTION

DATADATAANALYSISANALYSIS

INTERPRETATIONINTERPRETATIONOFOF

RESULTSRESULTS

SNSSNS 1515

Scope of Market Research FunctionScope of Market Research Function

Sales analysisSales analysis Sales methods and policiesSales methods and policies Product managementProduct management Advertising researchAdvertising research

Media researchMedia research Copy researchCopy research

Corporate researchCorporate research Syndicated researchSyndicated research Social values researchSocial values research

Thank YouThank You

SNSSNS 1616