Introduction to Market Research Shamindra Nath Sanyal SNS

Market 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. SNS

Functions of Marketing Management Analysis Planning Implementation Control SNS

Marketing and Marketing Research Successful Marketing is about Creating Value that Customers Will Pay For! Marketing is Making Decisions! Marketing Research Helps You Make the Right Decisions! SNS

How Does It Help You Provides you information that reduces the risks involved in your marketing decisions. Connects you with your customer and your market. Allows you to identify marketing opportunities and threats. Takes into account the past, the present and likely future. SNS

Market Research Use of formalized procedures, based on the scientific method, to collect and analyze information, relevant to management problems. SNS

Market Research Systematized and repeated marketing research is a marketing management information system/marketing decision support system. Truth as an option perspective. SNS

Marketing Research Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing. SNS

Marketing Research Marketing Research is the systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services.” (American Marketing Association ) SNS

Defining Marketing Research Identifying and Solving Marketing Problems Identification of Information Needed Identifying and Solving Marketing Problems Collection of Data Analysis of Data Dissemination of Information Use of Information SNS

Introduction Research is a powerful investigation. It provides a structure for decision making. Three parts are involved in an investigation: An implicit question posed. An explicit answer proposed. Collection, analysis and interpretation of the information leading from the question to the answer. SNS

Characteristics of a Research Good research is systematic Good research is logical Good research is empirical: related to one or more aspects of the real situation. Good research is replicable: study verified by replicating the study. SNS

The Role of Marketing Research in Marketing Decision Making Customer Groups Consumers Employees Channel Members Suppliers Controllable Marketing Variables Product Pricing Promotion Distribution Uncontrollable Environmental Factors Economy Technology Competition Laws and Regulation Social and Cultural Factors Political Factors Market Research Assessing Information Needs Providing Information Marketing Decision Making Marketing Managers Market Segmentation • Marketing Programs Target Market Selection • Performance and Control SNS

Basic Research Process DESIGN DATA COLLECTION PROBLEM DEFINITION INTERPRETATION OF RESULTS DATA ANALYSIS SNS

Scope of Market Research Function Sales analysis Sales methods and policies Product management Advertising research Media research Copy research Corporate research Syndicated research Social values research SNS

Thank You SNS