Scribd
Upload
124 views11 pages

Marketing Research

The document discusses marketing research, providing definitions and outlining the key steps in the marketing research process. It defines marketing research as the systematic gathering and analysis of data related to problems in marketing goods and services. The document then describes 8 common classifications of marketing research based on the subject researched, including consumer behavior, market analysis, products, competition, distribution, price, advertising, and sales. Finally, it outlines the 8 main steps in the marketing research process: defining the problem, specifying information needs, developing the research design and procedure, data collection, analysis, reporting findings.

Uploaded by

neenuwilson
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
124 views11 pages

Marketing Research

The document discusses marketing research, providing definitions and outlining the key steps in the marketing research process. It defines marketing research as the systematic gathering and analysis of data related to problems in marketing goods and services. The document then describes 8 common classifications of marketing research based on the subject researched, including consumer behavior, market analysis, products, competition, distribution, price, advertising, and sales. Finally, it outlines the 8 main steps in the marketing research process: defining the problem, specifying information needs, developing the research design and procedure, data collection, analysis, reporting findings.

Uploaded by

neenuwilson
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

MARKETING RESEARCH

Meaning & Scope of Marketing


Research
 “MR is the systematic, objective and exhaustive search for and
study of the facts relating to any problem in the field of
marketing”-Richard Crisp.

 “MR is the systematic gathering ,recording and analyzing of


data about problems relating to the marketing of goods and
services”-American Marketing Association

 “MR is the systematic study and evaluation of all factors bearing


on any business operation which involves the transfer of goods
from a producer to a consumer”-A.G.R. Delens
The above definitions bring out 3 key
ideas regarding MR:

– MR is concerned with studying any of the manifold


problems in marketing.
– Its purpose is to aid decision-making in the
marketing field.
– Systematic gathering and analysis of information
is its route in achieving its purposes.
Classification of Marketing Research
Applications/Projects
 Research on routine problems and research
on non-routine problems.
 Research on short-term issues and research
on long term problems.
 Classification based on end-use/purpose of
research: information needed for marketing
planning, information needed for
implementation/operations and information
needed for control.
 Classification based on subject
researched.
Classification Based On Subject
Researched
Subject Researched Areas of Application

-Consumer Behavior /motivation


[Link] on research
consumer -What is happening to consumers?
-Changes in consumer
tastes/lifestyles/interests?
-What issues matter to them most?

-market size/potential/market growth


[Link] on
-market profile
market/demand -market shares
-product line
[Link] on
-Product usage studies
product/brand -testing new products
-Competition analysis
[Link] on
-competitive structure of the industry
competition
-Effectiveness of different marketing
[Link] on intermediaries.
distribution -Channel reaction to the company
and its products/services.
-Evaluation of the price strategy of
[Link] on price the firm
-Assessing the pricing followed by
industry/competitors
-price elasticity of demand of the
product and price consumption co-
relation .
-Motivation research
[Link] on
Media research
advertising/promotion -Appraisal of ad campaigns
-Testing new sales programmes
[Link] on sales
-Analyzing selling problems
methods -sales territories analysis
Steps involved in the marketing research process

Defining the market problem

Identifying the MR problem involved

Specifying the information requirement

Developing the research design

Developing the research procedure

Gathering the information (Data collection)

Analyzing and interpreting the information


Summarizing the findings/Preparing the research report
[Link] the market problem & Identifying
the MR problem involved

 The MR problem is a derivative of the marketing


problem.
 Therefore the marketing problem involved should be
clearly identified, defined and conceptualized.
 Once the marketing problem is correctly identified,
we can turn to the marketing research problem.
[Link] and Specifying the
Information Requirement

 As the second step, the researcher


must specify the information
requirements of the project/task.
 Care should be taken in sizing up the
information requirement as any addition
to the information list, midway through
the project, would mean unnecessary
cost and time overruns.
3. Developing the Research Design,
Procedure and Instruments
 Research Design

– It is actually the blue print of the research project, and when


implemented, it bring forth the required information for
solving the identified marketing problem.
– It indicates the methods of research, instruments, the
method of sampling etc
– The choice of research design depends on the type, depth
and extent of data required, the costs and benefits of the
research, the urgency of the work, and time available for
completing it.
THANK YOU

You might also like