1. Welcome to the First Session What ? How? Why? What will be covered? Suggested books - Please Maintain Electronic Silence An Introduction to Marketing Research
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5. The Systematic and Objective identification, collection, analysis, dissemination, and use of Information For the purpose of assisting management in decision making related to the identification and solution of problems(opportunity) and challenges in marketing --- from Marketing Research edition 4 th by Naresh k Malhotra Marketing Research ” Good Marketers want insights to help them interpret past performance as well as plan future activities” What is Marketing Research? The definitions…..
13. A million $ answer : Increase ROI, Share holder value and Good Will BUT where is the impact ? Market Segmentation Product Testing Price Sensitivity Consumer Satisfaction Marketing Effectiveness Sales Effectiveness Distribution After Sales Services Cultural differences/shocks Competition and Competitors …………. Marketing Research : Why?
14. The Objective of the Course Marketing Research Teaching Professor : Nupur Banerjee
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