1. Introduction to Market Research
Shamindra Nath Sanyal
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2. 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.
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3. Functions of Marketing Management
Analysis
Planning
Implementation
Control
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4. 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!
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5. 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.
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6. Market Research Use of formalized procedures,
based on the scientific method,
to collect and analyze information,
relevant to management problems.
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7. Market Research
Systematized and repeated marketing research is a marketing management information system/marketing decision support system.
Truth as an option perspective.
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8. 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.
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9. 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 )
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10. 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
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11. 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.
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12. 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.
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13. 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
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14. Basic Research Process
DESIGN
DATA
COLLECTION
PROBLEM
DEFINITION
INTERPRETATION OF
RESULTS
DATA
ANALYSIS
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15. 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
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16. Thank You
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