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    Introduction Marketing Research

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    Deepjyoti Mandal
    The document provides an overview of marketing research, including its definition, process, and types. It discusses the key steps in marketing research such as defining problems and objectives, developing a research plan, collecting and analyzing data, and presenting findings. It also covers types of marketing research like problem identification, problem solving, segmentation, product, promotion, and distribution research. Potential sources of error in research design are also outlined.

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    Introduction Marketing Research

    Uploaded by

    Deepjyoti Mandal
    77 views5 pages
    The document provides an overview of marketing research, including its definition, process, and types. It discusses the key steps in marketing research such as defining problems and objectives, developing a research plan, collecting and analyzing data, and presenting findings. It also covers types of marketing research like problem identification, problem solving, segmentation, product, promotion, and distribution research. Potential sources of error in research design are also outlined.

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    The document provides an overview of marketing research, including its definition, process, and types. It discusses the key steps in marketing research such as defining problems and objectives, developing a research plan, collecting and analyzing data, and presenting findings. It also covers types of marketing research like problem identification, problem solving, segmentation, product, promotion, and distribution research. Potential sources of error in research design are also outlined.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    77 views5 pages

    Introduction Marketing Research

    Uploaded by

    Deepjyoti Mandal
    The document provides an overview of marketing research, including its definition, process, and types. It discusses the key steps in marketing research such as defining problems and objectives, developing a research plan, collecting and analyzing data, and presenting findings. It also covers types of marketing research like problem identification, problem solving, segmentation, product, promotion, and distribution research. Potential sources of error in research design are also outlined.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    Dr.

    Paurav Shukla

    Session objectives

    Introduction to Marketing Research

    Overview The Nature, Definition and Classification of Marketing Research Marketing Research Process Problem Definition and Research Objectives Sources of Error in Research Design

    Dr. Paurav Shukla [email protected]

    Why Marketing Research


    The suppliers of products and services need to have information about final consumer, to market their products and services effectively As the company grows managers find themselves more separated from the final consumer of the products

    The consumer separation


    Geographical distance Number of levels What they Dont know Stakeholders and environment Attitude Opinion Preferences

    AMA definition of RM
    used to identify and define market opportunities and problems generate, refine, and evaluate marketing performance monitor marketing performance improve understanding of marketing as a process
    5

    The ESOMAR definition


    MR is a key element within the total field of marketing information. It links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective. MR specifies the information required to address these issues; designs the method for collecting information; manages and implements the data collection process; analyses the results; and communicates the findings and their implications.

    Marketing research is the function which links the consumer, customer, and public to the marketer through

    Marketing Research

    Dr. Paurav Shukla

    The Role of Marketing Research


    Customer Groups Consumers Employees Shareholders Suppliers Uncontrollable Environmental Factors Controllable Marketing Variables Product Pricing Promotion Distribution Assessing Information Needs

    The Nature of Marketing Decisions


    Recurring or routine decisions Non recurring or less frequent decisions

    Marketing Research

    Providing Information

    Marketing Decision Making

    Economy Technology Laws & Regulation Social & Cultural Factors Political Factors

    Marketing Managers Market Segmentation Target Market Selection Marketing Programs Performance & Control

    Process of Decision Making


    Need for taking decision Define specific area of decision making Identify alternative courses of action Evolve criteria for decision making Evaluate alternatives on the criteria Select the most suitable Alternative Implement

    The Marketing Research Process

    Defining the problem and research objectives

    Developing the research plan

    Collect the information

    Present the findings

    Analyze the information

    10

    The Marketing Research Process


    Diagnose the problem & specifying research objectives
    Client stated or presented problem Researcher diagnosed problem Underlying factors Relationships between problems Seriousness:
    urgency importance

    The Marketing Research Process


    Preparing a list of the needed information
    What information does the client already have? What further information does the client need? How will the information be related to the decisions the client has to take? What quality of information is required? When is it required by? What is the cost of making the wrong decision?

    11

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    Marketing Research

    Dr. Paurav Shukla

    The Marketing Research Process


    Designing the data collection project
    Qualitative Quantitative Mixed approach

    Role of Research in Marketing Decision Making


    Improving the Understanding of marketing context Improving the understanding of Nature of decision Improving the Process of decision making

    Selecting a sample type Determining sample size Produce a research brief Draft a research proposal and get approval Organising and carrying out the fieldwork Analysing the collected data and reporting the findings
    13 14

    A Classification of Marketing Research


    Marketing Research

    Problem Solving Research


    Segmentation Research
    Determine the basis of segmentation Establish market potential and responsiveness for various segments Select target markets Create lifestyle profiles: demography, media, and product image characteristics

    Problem Identification Research Market potential research Market share research Market characteristics research Sales analysis research Forecasting research Business trends research

    Problem Solving Research

    Product Research
    Segmentation Research Product Research Promotion Research Distribution Research
    15

    Test concept Determine optimal product design Package tests Product modification Brand positioning and repositioning Test marketing Control score tests
    16

    Problem Solving Research (cont.)


    Pricing Research
    Importance of price in brand selection Pricing policies Product line pricing Price elasticity of demand Initiating and responding to price changes Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decisions Creative advertising testing Claim substantiation Evaluation of advertising effectiveness

    Problem Solving Research (Cont.)


    Distribution Research
    Types of distribution Attitudes of Channel members Intensity of wholesale & resale coverage Channel margins Location of retail and wholesale outlets

    Promotional Research

    17

    18

    Marketing Research

    Dr. Paurav Shukla

    Difference between client based and academic research


    Solution-oriented Not neutral Interventionist Client-led Contractual Confidential Pragmatic Time and cost constrained Report-based No client/no brief Neutral Non-interventionist Knowledge-led Findings published Judged on scientific rigor Key role played by theory Scholarly perspective
    Internal

    MR Suppliers & Services


    Research Suppliers External

    FULL SERVICE
    Syndicate Services Standardized Services Internet Services Customized Services

    LIMITED SERVICE
    Field Services Branded Products and Services

    Coding and Data Entry Services

    Analytical Services

    Data Analysis Services

    19

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    The Role of Theory in Applied MR


    Research Task 1. Conceptualizing and identifying key variables Role of Theory Provides a conceptual foundation and understanding of the basic processes underlying the problem situation. These processes will suggest key dependent and independent variables.

    Development of Research Questions & Hypotheses


    Components of the MR Problem Objective/ Theoretical Framework Analytical Model Hypotheses

    2. Operationalizing Theoretical constructs (variables) can suggest independent and key variables dependent variables naturally occurring in the real world. 3. Selecting a research design 4. Selecting a sample 5. Analyzing and interpreting data 6. Integrating findings Causal or associative relationships suggested by the theory may indicate whether a causal or descriptive design should be adopted. The theoretical framework may be useful in defining the population and suggesting variables for qualifying respondents, imposing quotas, or stratifying the population. The theoretical framework (and the models, research questions and hypotheses based on it) guide the selection of a data analysis strategy and the interpretation of results. The findings obtained in the research project can be interpreted in the light of previous research and integrated with the existing body of knowledge.
    21

    Research Questions

    22

    Potential Sources of Error in Research Designs


    Total Error

    What Marketing Research cant do?


    Marketing research does not make decisions Marketing research does not guarantee success

    Random Sampling Error

    Non-sampling Error

    Response Error

    Non-response Error

    Researcher Error
    Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error Data Analysis Error

    Interviewer Errors

    Respondent Error
    Inability Error Unwillingness Error

    Respondent Selection Error Questioning Error Recording Error Cheating Error

    23

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    Marketing Research

    Dr. Paurav Shukla

    Marketing Research Associations Online


    AAPOR AMA ARF CASRO MRA QRCA RIC ESOMAR MRS MRSA PMRS : American Association for Public Opinion Research (www.aapor.org) : American Marketing Association (www.ama.org) : The Advertising Research Foundation (www.amic.com/arf) : The Council of American Survey Research Organizations (www.casro.org) : Marketing Research Association (www.mra-net.org) : Qualitative Research Consultants Association (www.qrca.org) : Research Industry Coalition (www.researchindustry.org) : European Society for Opinion and Marketing Research (www.esomar.nl) : The Market Research Society (UK) (www.marketresearch.org.uk) : The Market Research Society of Australia (www.mrsa.com.au) : The Professional Marketing Research Society (Canada) (www.pmrs-aprm.com)

    Marketing Research Associations Online


    International
    ESOMAR: European Society for Opinion and Marketing Research (www.esomar.nl) MRS: The Market Research Society (UK) (www.marketresearch.org.uk) MRSA: The Market Research Society of Australia (www.mrsa.com.au) PMRS: The Professional Marketing Research Society (Canada) (www.pmrs-aprm.com)

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    Marketing Research

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