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Industrial Marketing Research, Marketing Intelligence & Decision Support System


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  • Good starting point ! But do wish more focus on industrial/B2B product marketing research issues- like derived demand and forecasting methods choice, practical sampling frames availability and secondary data usage as the first cost/time effective steps.
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  • really use full presentation it is!!
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  • 1.
    • Industrial Marketing Research, Marketing Intelligence & Decision Support System
    Group I : M. Owais Alam (8127) Priya V.S. (8136) Smita Sinha (8150)
  • 2. Marketing Research is defined as the objective and systematic process of obtaining, analyzing and reporting of data (or information) for decision making in marketing . Industrial Marketing Research
  • 3. How it Differs From Consumer Marketing Research?
    • More reliance on secondary data, exploratory research and expert opinion in industrial research.
    • Understanding of technical factors is important for industrial marketing researcher.
    • Managers of industrial products companies generally perform less marketing research studies than the marketing managers of consumer product companies.
    • More emphasis is given to descriptive method in industrial marketing research compared to experimental and observational methods used for primary data collection.
  • 4. Scope
    • Development of marketing potential
    • 2. Market Share Analysis
    • Sales analysis
    • Forecasting
    • Competitor Analysis
    • 6. Benchmarking
    • 7. New product acceptance and potential
    • 8. Business trend studies
  • 5. Marketing Research Process Identify the problem/opportunity and define research objectives Develop the research design Collect the data (or information Process and analyze the data Present the research findings or reports
  • 6.
    • The first step in the marketing research process is to identify the marketing problem or opportunity accurately and define the objectives of marketing research.
    1. Identifying the Problem (or Opportunity) & Defining Research Problem
  • 7.
    • The industrial marketing researcher or the marketing research agency develops the research design, which basically indicates the procedure and the cost of conducting the research study.
    2. Develop the Research Design or Plan
  • 8. Decision areas in Research Design Decision Areas Particulars Information type Prepare a list of information required from research objectives Sources of data Primary, secondary, commercial or combination Research methods Observational, exploratory, descriptive or survey, experimental Sampling plan Sampling unit, sample size, sampling procedure Method of contacts Mail, telephone, or personal interview   Data collection methods Questionnaire, mechanical devices
  • 9.
    • Based on the research objectives, prepare a list of information required. For instance, if the research objectives are to obtain competitors’ information, the list of information shall include:
    • The list of competitors, their market share, major competitor’s strength etc.
    Information Type
  • 10. Sources of Data
    • Primary Data
    • Methods for Data Collection:
    • - Observational
    • - Exploratory
    • - Survey
    • - Experimental
    • Secondary Data
  • 11. Survey Research Method
    • Most commonly used in B2B.
    • Provides information on awareness,
    • attitudes, and business buying
    • behaviour.
    • Data collection may be structured or
    • unstructured.
    • Four possibilities of data collection :
    • - Structured Direct Interview
    • - Unstructured Direct Interview
    • - Delphi technique
    • - Indirect Interviews (Focus Group)
  • 12. Sampling Plan
    • The sample is a part of population (or universe) which is selected to obtain the necessary information. Sampling plan consists of three main decisions :
    • Sampling Unit
    • Sample Size
    • Sampling procedure
    • - Probability or Random
    • Sampling (SRS &
    • Systematic Sampling)
    • - Non-probability Sampling
    • (Judgment Sampling or
    • Quota Sampling )
  • 13. Data Collection Methods (Instruments)
    • Questionnaires
    • Mechanical Research
    • Instruments
  • 14. Methods of Contact
    • Mail Surveys
    • Personal
    • Interviews
    • Telephone
    • Interviewing
  • 15. 3. Collecting the Data
    • This phase is referred to as field work . It is expensive and problem oriented phase. In survey method, the types of problems are :
    • Not available are to be
    • contacted again or replaced,
    • Some respondents may not
    • cooperate as they may say
    • they are too busy,
    • Some respondents may give
    • biased or dishonest replies.
    • Some interviewers may be
    • dishonest or biased.
  • 16. 4. Processing & Analysis of Data
    • Editing
    • Coding
    • Classification
    • - Descriptive
    • - Numerical
    • Tabulation
  • 17. Data Analysis
    • Descriptive Analysis
    • Univariate Analysis
    • Bivariate Analysis
    • Multivariate Analysis
    • - Multiple Regression
    • Analysis
    • - Multi-discriminant
    • Analysis
    • - Inferential Analysis
  • 18. 5. Presenting the Research Findings
    • Points to be kept in mind while making presentation :
    • The researcher should collect the information about the profile of the executives who would be interested in the research of the user company.
    • The major research findings should be relevant to the marketing research objectives.
    • The researcher should logically justify the choice of research method, data collection method, data analysis techniques, etc.
    • The researcher must not try to satisfy the personal likes or dislikes of the executives in the user company.
    • The research report should have clarity of thought and expression.
  • 19. General Format of Report
      • Title Page
      • Table of Contents
      • Executive Summary
      • Introduction (or Research Brief)
      • Problem formulation and Research Objectives
      • Research Methodology
      • Results (or Findings) of the Research
      • Conclusions and Recommendations
      • Appendix
      • Bibliography
  • 20. Industrial Marketing Intelligence System
    • It provides relevant, accurate and timely information on continuous basis to the industrial marketing manager to make decisions.
    • It gathers, stores, analyses, interprets, and disseminates relevant marketing information.
  • 21. Components of MIS
    • Marketing Research Studies
    • Internal Information System
    • Secondary Data Sources
  • 22. Industrial Marketing Intelligence System   Marketing research studies Industrial marketing intelligence system Internal information system Secondary data sources Decision support system Marketing strategy development Market response
  • 23. Components of DSS
    • Data Base
    • Decision Models
    • Statistics
    • Display
  • 24. Decision Support System
    • Action
    Marketing Manager Decision Models Statistics Data Base Display Environment Questions Answers
  • 25. Thank You…