1. Research Uma Kanjilal

2. Functional Roles of Marketing Research DescriptiveStatements of fact DiagnosticExplanation of data PredictiveUsing data for forecasting

3. Relevance of Market Research  Identification of market opportunities  reduce uncertainty  Identification of potential problem  Track progress  Evaluate success or failure  Design communication tools for target market

4. Information generated from market research  Market segments  Purchasing power and buying habits  Psychological factors  Competition in the market  Environmental factors

5. The Market Research Process Defining the market Problems and Opportunities Designing Research Plan Collection of Data Organize and analyze data Present and Utilize Market Research Data

6. Problem statements are related to:  Launching of new products  Low awareness  Poor company image  Problems related to distribution

7. Objectives of research must fulfill the following criteria:  Reasonableness  Specificity  Measurability

8. Types of research:  Exploratory  Descriptive  Causal

9. Elements of market plan  Sources of data- primary or secondary  Research techniques - observation - experimentation - survey

10. Survey contacts through:  Postal/fax/e-mail  Telephone  Face to face  Online

11. Types of questions for survey:  Dichotomous  Multiple choice  Open ended

12. Collection of data  Probability sampling - simple random sample - stratified sample - cluster sample  Non-probability sampling - convenience sample - judgment sample - quota sample

13. Research report presentation  Simple and brief  Summary provided  Use of visual formats  Detailed statistical analysis appended

14. Types of research agencies:  Syndicate research firms  Custom marketing research firms  Specialty line marketing research firms