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    Chapter 1.2 Concepts of Market Research

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    vishal kashyap
    The document discusses marketing research and planning, defining market research, explaining the importance and types of market research such as primary and secondary research. It also outlines the steps in the market research process and different methods for conducting surveys and collecting data to better understand customers.

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    Chapter 1.2 Concepts of Market Research

    Uploaded by

    vishal kashyap
    30 views19 pages
    The document discusses marketing research and planning, defining market research, explaining the importance and types of market research such as primary and secondary research. It also outlines the steps in the market research process and different methods for conducting surveys and collecting data to better understand customers.

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    The document discusses marketing research and planning, defining market research, explaining the importance and types of market research such as primary and secondary research. It also outlines the steps in the market research process and different methods for conducting surveys and collecting data to better understand customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    30 views19 pages

    Chapter 1.2 Concepts of Market Research

    Uploaded by

    vishal kashyap
    The document discusses marketing research and planning, defining market research, explaining the importance and types of market research such as primary and secondary research. It also outlines the steps in the market research process and different methods for conducting surveys and collecting data to better understand customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 19

    DEPARTMENT: Apex Institute of Technology

    (MBA)
    Subject Name- Marketing Research and Analytics
    Subject Code: BBB-714 / BHB-714 / BFB-714
    Faculty Name & Emp ID: Mr Pawan Kumar E7027 / Ms
    Sonika Kanojia E7777

    Marketing Research & Planning DISCOVER . LEARN . EMPOWER


    Marketing Research
    Agenda of Discussion
    Definition of Market Research

    Importance of Market Research

    Types of Survey

    Methods of Conducting Survey

    Type of scale

    Questionnaire designing

    Lets design a survey

    2
    Marketing Research
    Definition

    What is Market Research

    ?
    Marketing Research
    Definition
    A Formal Definition of
    Market Research

    “Research is a systematic gathering and interpretation of information


    about individuals in organization”

    SMR Research Corporation


    Marketing Research
    Definition

    A Formal Definition of
    Market Research

    “It uses the statistical and analytical methods and


    techniques of the applied social behavioral and data sciences to generate
    insights and support decision making by providers of goods and services,
    governments, nonprofit organizations, and the general public.”

    SMR Research Corporation


    Marketing Research
    Purpose of Market Research
    Marketing Research
    Purpose of Market Research

    To understand Personality, Need, Behavior and Concerns of


    your Customer better
    Marketing Research
    Purpose of Market Research
    Marketing Research
    Purpose of Market Research
    Marketing Research
    Purpose of Market Research
    Marketing Research
    What Questions Does MR Answers?
    Marketing Research
    Steps Involved in Market Research Process
    Marketing Research
    Steps Involved in Market Research Process
    Marketing Research
    Type of Market Research

    1. Primary Research 2. Secondary Research


    Marketing Research
    Type of Market Research

    • Secondary Data Sources: News Articles,


    Industry reports, Annual Report, Rating Reports,
    Online Reviews, Audit Reports and Paid
    Databases

    • Primary Data Sources: Customer


    Feedback , Expert Interviews, Suppliers Reviews,
    Employees Reviews
    Marketing Research
    Sampling
    Marketing Research
    Data Collection
    Business Data and its collection
    Recap & Home Assignment

    Definition of Market Research

    Type of Market Research

    Purpose of Research and Steps involved

    Home Assignment: Search for a ‘Consumer


    Preference Survey’ on internet and observe the
    type of data collected
    18
    Business Data and its collection
    References

    • https://
    www.insight-management.org/sites/insight-management.org/files/Ag
    ency%20Market%20Place%20File%20Uploads/Charterhouse%20Rese
    arch%20Fundamentals%20E-Book.pdf

    • https://
    www.uww.edu/Documents/acadaff/AssessmentDay/BasicMarketingR
    esearchVol1.pdf

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