Introduction to Marketing Research

1. Introduction to Marketing Research By Priyanka J. Harivallabhdas

2. Nature of Marketing Research Companies need to produce benefits that people want to buy! • What do we sell? • Not only benefits that can be easily seen, but also emotional benefits. • How do consumers view our company? • Who are the competitors? • What does our Company/ product mean? • What does the consumer understand • What to consumers desire? • How can you make the lives of consumers better in a way that cannot be duplicated by any other company? • Most of the answers lie in the things that the consumer truly desires, but cannot put it into words.

3. Marketing Research • The function that links the Organization to the market through the gathering of information

8. Features of MR • Systematic • Scientific methods • Objective • Impartial • ‘Find it and Tell it like it is’

9. Determining when to Conduct Marketing Research If all answers are yes , only then Marketing Research should be conducted!

10. MR Process • Problem Definition • Developing an Approach • Research Design Formulation • Field work • Data Preparation & Analysis • Report generation & Presentation

11. Problem Definition • Purpose of study • Relevant background information • Discussion with the decision makers • Analysis of secondary data • Sometimes, qualitative research

12. Developing an Approach to the Problem • Formulating the objective • Research Questions • Hypotheses

13. Research Design Formulation • Secondary Data Analysis • Qualitative Research • Methods of Collecting quantitative data • Measurement and scaling procedures • Questionnaire design • Sampling process and sample size • Plan of data analysis

14. Field work • Interviews • Mails • Telephone • Emails

15. Data Preparation and Analysis • Editing • Coding • Verification of Data

16. Report Preparation & Presentation • Addresses the research in detail • Presents results and major findings • Use of tables, figures, graphs for clarity and impact

17. USA incurs 39% of total MR expenditure worldwide • 40% of all MR is conducted in Western Europe • 9 % in Japan -’Marketing Research’ by Naresh K.Malhotra

18. Research • R…recognition of information needs • E…effective decision-making • S…Systematic and objective • E…Exude/disseminate information • A…Analysis of information • R…recommendations for action • C…collection of information • H…helpful to managers

19. Thank You