1. Date : 21/07/09

2. Group Members VIRAJ CHAVAN C-09 RITESH INGLE C-14 SATISH RAJPAL C-30 SIDDHESH SHETYE C-33 VAIBHAV TONDE C-39

5. MARKETING RESEARCH It is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.

6. Marketing research is a form of business research and is generally divided into two categories. 1) Consumer market research. 2) Business-To-Business (B2B) market research.

7. The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model: D —- Define the marketing problem E —- Enumerate 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

8. Marketing research is the function that links an organization to it’s market through the gathering of information. It aids in Identification of market driven opportunities and problems Generation, refinement and evaluation of marketing actions Monitoring of marketing performance and improved understanding of marketing as a process

9. APPLICATION OF MARKETING RESEARCH Demand Forecasting Sales Forecasting Segmentation Studies Identification of target markets Positioning strategies identification Product testing Pricing research Advertising research Promotional research Distribution and logistics related research

10. EXAMPLES To determine which of three ingredients – tulsi, coconut oil or neem, the consumer would like to have in a toilet soap. A study of consumer buying habits for detergents – Frequency, pack size, effect of promotions, brand loyalty etc.