Scribd Logo
Upload

Welcome to Scribd!

  • 30 views

    Marketing Research: Srishti Umekar

    Uploaded by

    Gireesh Kumar
    The document provides an overview of marketing research. It defines marketing research and discusses its goals, roles, and processes. The key aspects covered include: 1) Marketing research identifies information needs, collects and analyzes data, and reports findings to improve marketing decisions. 2) It follows a process of defining problems, developing research designs, collecting and analyzing data, and reporting results. 3) There are different types of marketing research designs including exploratory, descriptive, and causal research. 4) Marketing research uses both secondary and primary qualitative and quantitative data to address decision problems.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Marketing Research: Srishti Umekar

    Uploaded by

    Gireesh Kumar
    30 views28 pages
    The document provides an overview of marketing research. It defines marketing research and discusses its goals, roles, and processes. The key aspects covered include: 1) Marketing research identifies information needs, collects and analyzes data, and reports findings to improve marketing decisions. 2) It follows a process of defining problems, developing research designs, collecting and analyzing data, and reporting results. 3) There are different types of marketing research designs including exploratory, descriptive, and causal research. 4) Marketing research uses both secondary and primary qualitative and quantitative data to address decision problems.

    Original Title

    Marketing Research 1

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document provides an overview of marketing research. It defines marketing research and discusses its goals, roles, and processes. The key aspects covered include: 1) Marketing research identifies information needs, collects and analyzes data, and reports findings to improve marketing decisions. 2) It follows a process of defining problems, developing research designs, collecting and analyzing data, and reporting results. 3) There are different types of marketing research designs including exploratory, descriptive, and causal research. 4) Marketing research uses both secondary and primary qualitative and quantitative data to address decision problems.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    30 views28 pages

    Marketing Research: Srishti Umekar

    Uploaded by

    Gireesh Kumar
    The document provides an overview of marketing research. It defines marketing research and discusses its goals, roles, and processes. The key aspects covered include: 1) Marketing research identifies information needs, collects and analyzes data, and reports findings to improve marketing decisions. 2) It follows a process of defining problems, developing research designs, collecting and analyzing data, and reporting results. 3) There are different types of marketing research designs including exploratory, descriptive, and causal research. 4) Marketing research uses both secondary and primary qualitative and quantitative data to address decision problems.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 28

    Marketing Research

    Srishti Umekar
    Introduction
    • An organization’s ultimate objective is to earn
    profit, acquire maximum market share,
    increase return on investment, customer
    acquisition, customer satisfaction, employee
    productivity & so on.
    • To fulfill every objective we need to take some
    decisions for that we require information from
    both the resources- external and internal.
    What is Marketing
    • Marketing is an organizational function & a
    set of process of creating, communicating &
    delivering value to customers & for
    managing customers relationship in ways
    that benefit the organization & its
    stakeholders.
    American Marketing
    Association
    Marketing is the social process by which individuals
    & groups obtain what they need & what through
    creating & exchanging products & value with others.
    By- Philip Kotlar

    • Marketing is the Management process that


    identifies, anticipates & satisfies customer
    requirements profitably. By- The Charter
    Institute of Marketing.
    • The right product, in the right place, at the
    right time, at the right price. By- Adcock.
    Some Important things to discuss
    • Need Recognition (identification)& Need Realization
    • 4 Ps of marketing (Product, price, place & promotion)
    • 4 As of Marketing (Awareness, Acceptability,
    Availability/ accessibility & affordability)
    • 3 additional Ps of service marketing (People, Process,
    Physical evidence.)
    • Additional Social Marketing "P's“ (Publics, Partnership,
    Policy, Purse Strings)
    Cont….
    • Situation Analysis : SWOT & PEST
    • Market Offering: Product, Service, concept or
    idea.
    • Uncertainty & risk
    • Decision making & information requirements.
    • STP Concept
    Process of Decision Making
    Problem Develop Evaluate
    Identification Alternative alternative

    Choose the
    best one
    If negative

    Feedback Evaluate Apply the


    results decision
    4 Ps of Marketing
    • Product: is the physical product or service offers
    to the consumers.
    • Brand Name
    • New product development
    • Styling
    • Quality
    • Safety
    • Packaging
    • Repair & Support
    • Warrenty
    • Accessries & service
    • Product Life cycle
    • Price: decisions should take into account
    profit margins & the probable pricing
    response of competitors
    • Pricing Strategy (Skimming and penetration)
    • Suggested retail prices
    • Volume discounts & wholesale pricing
    • Cash & early payment discounts
    • Seasonal pricing
    • Bundling
    • Price flexibility
    • Price discrimination
    • Place: or placement or distribution are those
    associated with channels of distribution that
    serve as the means of getting the product to
    the target customers.
    • Distribution channels
    • Market coverage
    • Specific channel members
    • Inventory management
    • Warehousing
    • Distribution centers
    • Order processing
    • Transportation
    • Promotion: are those related to
    communicating & selling to potential
    consumers.
    • Promotional strategies (push & pull)
    • Advertising
    • Personal selling / sales force
    • Sales promotion
    • publicity & public relation
    • Marketing communication budget
    What is Research
    • Research is a process of investigation.
    • Research can be defined as the search for
    knowledge or any systematic investigation
    to establish facts.
    • Research is also considered as a movement
    from the known to the unknown. It is
    actually a voyage of discovery.
    Cont……
    • Research comprise defining & redefining
    problems, formulating hypothesis or
    suggested solutions, collecting, organizing,
    evaluating data, making deduction &
    reaching conclusions & at last carefully
    testing the conclusion to determine weather
    they fit for the decision making or not.
    What is Marketing Research
    • The identification of informational needs,
    the collection of data, the analysis &
    interpretation of that data & the reporting of
    that information (along with related
    recommendation) to senior management to
    improve decision making related to
    marketing.
    The process of systematically gathering, analyzing
    and interpreting data pertaining to company’s
    market, customers & competitors with the gole of
    improving marketing decisions.

    • Marketing research is the systematic


    gathering, recording, and analysis of data
    about issues relating to marketing products
    and services.
    Definition of Marketing Research

    • The systematic and objective identification,


    collection, analysis and reporting of
    information for the purpose of assisting
    management in decisions relating to the
    identification and solution of problems and
    opportunities in marketing.
    Goal of Marketing Research
    To provide:
    • relevant
    • accurate
    • valid
    • and timely
    information to facilitate marketing decision making, related to
    Potential opportunities
    Target market selection
    Market segmentation
    Planning and implementing marketing programs,
    Marketing performance and control
    Product, price, place, promotion and
    Consumers
    Competitor
    Risk Analysis
    Role of Marketing Research
    • By using the framework of the “DECIDE”
    model:
    • D: define the marketing problem
    • E:Enumerate / detail the controllable and uncontrollable decision
    factors
    • C: Collect relevant information
    • I: Identify the best alternative
    • D: develop and implement a marketing plan
    • E: evaluate the decision and the decision process.
    The Research Process
    Problem Definition

    Develop an Approach to the Problem

    Formulate Research design

    Fieldwork/Data Collection

    Data Preparation & Analysis

    Report Preparation & Presentation

    Feedback
    A Classification of Marketing Research

    Marketing Research

    Problem Problem
    Identification Solving
    Research Research

    •Market Potential Research •Segmentation Research


    •Market Share Research •Product Research
    •Image Research •Pricing Research
    •Market Characteristics •Promotion Research
    •Sales Analysis Research •Distribution Research
    Decision and Research Problems

    • Develop package for • Evaluate effectiveness


    new product of various designs
    • Increase repeat buying • Assess current repeat
    behaviour buying patterns
    • Introduce new product • Design test market
    Proper Definition of the Research Problem

    Marketing Research Problem

    Broad Statement

    Specific Components
    The Problem Definition Process
    Tasks
    Involved
    Discussions Interviews Secondary Qualitative
    with With Data Research
    Decision Experts Analysis
    Makers

    Environmental Context of the problem

    Problem Definition

    Management Decision Problem

    Marketing Research Problem


    Problem Definition
    • What decisions will be made on the basis of this
    study?
    • How will research influence these decisions?
    • What is the most (least) desirable outcome of the
    research? Why?
    • What information will make a difference in the
    decision?
    • Why not make a decision on the basis of sound
    judgement?
    A Classification of Marketing Research
    Designs

    Research Design

    Exploratory Research Design Conclusive Research Design

    Descriptive Research Causal Research


    A Comparison of Basic Research Designs

    Exploratory Descriptive Causal


    Objective: Discovery of ideas Describes market Determine cause and effect
    characteristics

    Characteristics: Flexible, versatile. Prior formulation of Manipulate independent


    hypothesis. Planned, variables. Control of
    Front end research.
    structured design other variables.

    Methods: Secondary data Surveys Experiments


    Differences Between Exploratory and
    Conclusive Research

    Exploratory Conclusive

    Objective: To provide insights, understandings. Test hypothesis/examine relationships.


    Characteristics: Information needed defined loosely. Information needed is clearly defined.
    Research process flexible/unstructured. Research process is formal and structured.
    Sample is small and nonrepresentative. Sample is large and representative.
    Analysis of primary data is qualitative. Data Analysis is quantitative.
    Findings: Tentative. Conclusive.
    Outcome: Followed by conclusive research. Findings input into decision making.
    A Classification of Marketing Research Data
    Marketing
    Research Data

    Secondary Primary
    Data Data

    Qualitative Quantitative
    Data Data

    Descriptive Causal

    Survey Data Observational Experimental


    & Other Data Data

    You might also like