Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Like this? Share it with your network

Share

Marketing research (2)(titto sunny)

  • 540 views
Uploaded on

 

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
540
On Slideshare
540
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
10
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. MARKETING RESEARCH GROUP NO:2 ANKITA KUMARI SOORAJ.R SRUTHI MENON THANUJA.V.A VYSAKHI.A MUMTHAZ LATHEEF.K.A
  • 2. Topics
    • Marketing information system
    • Marketing research
    • -objectives and scope
    • -techniques
    • -findings
    • -use of research findings
    • Sources of marketing
  • 3. Marketing Information System
    • Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.
    • Relies on internal company records, marketing intelligence activities and marketing research.
  • 4. Marketers
    • Major responsibility for identifying significant marketplace changes
    • Have two advantages:
    • - have disciplined methods of collecting information
    • - spend more time than anyone else interacting with customers than anyone else and observing competition and other firms and groups
    • Also have extensive information about the how consumption patterns vary across the country
  • 5. Need for Information
    • For implementing marketing plans, it requires a number of decisions
    • Companies must posses comprehensive, up-to-date information in order to provide insight into and inspiration for marketing
    • Marketing environment is constantly presenting new opportunities and threats
    • To continuously monitor and adapt to the changing marketing environment
    • To have a rich detail about buyer wants, preferences and behaviour
  • 6. Advantages
    • Companies with superior information enjoys a competitive advantage
    • They can choose their markets better, develop better offerings and execute better marketing planning
  • 7. But…
    • Many firms are not sophisticated about gathering information
    • Many do not have marketing research department
    • Managers complain about not knowing
    • - how to get hold of critical information
    • - getting too much information that they cannot use
    • - getting too little that they really need and
    • - getting important information too late
  • 8.
    • The company’s marketing information system should be a cross between
    • - what managers think they need
    • - what they really need and
    • - what is economically feasible
    • An internal MIS committee can interview a cross section of marketing managers to discover their information needs.
  • 9. Information Needs Probes
    • What decisions do you regularly?
    • What information do you need to make these decisions?
    • What information do you regularly get?
    • What special studies do you periodically request?
    • What information would you want that you are not getting now?
  • 10.
    • What information would you want daily? Weekly? Monthly? Yearly?
    • What magazines and trade reports would you like to see on a regular basis?
    • What topics would you like to be kept informed of?
    • What data analysis programs would you want?
    • What are the most helpful improvements that could be made in the present marketing information system?
  • 11. DEFINITION FOR MARKETING RESEARCH
    • Marketing research is the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in the field of marketing.
  • 12.
    • It emphasizes that all the activities to be carried out during research should be systematically planned and the objective of the research is to improve marketing decision, rather than to prove or disprove a manager’s prior opinion.
  • 13. OBJECTIVE OF TOURISM MARKETING RESEARCH
    • Establish an information base to be anchored on periodic and consistent service that will supply tourism intelligence on a regular basis.
    • Provide projectable information on tourism needs for marketing and development planning.
  • 14.
    • Develop the analytical capacity required to interpret research findings for decision making purposes.
    • Develop a research capability to deal with specific problems that are not of a recurring nature .
  • 15. SCOPE OF RESEARCH
    • Research into customer needs
    • Research into customer expectations
    • Customer perception studies
    • Monitoring of service delivery
    • Customer surveys
    • Similar industry studies
  • 16.
    • Research into service intermediaries
    • Key client studies
    • Customer panels
    • Transaction analysis
    • Analysis of complaints
    • Employee research
  • 17. DIFFERENCE B/W MARKETING RESEARCH FOR SERVICE AND PRODUCTS
    • 1.Attitudes in service organizations towards marketing research.
    • Ethical
    • Size
    • Economic
    • Monopolistic organization
    • Managerial
    • Customer contact
  • 18.
    • Quality of secondary sources on services
    • Problems deriving from the characteristics of services
    • Problems in researching new services.
  • 19. SOURCES OF MARKETING
    • Brochures
    • Strengths :
    • They are very mobile form of marketing because one can take it home and give them to friends and family.
    • They have souvenir value and can be referred to later.
    • They can be developed to reach on market or as a series to reach a variety of markets.
  • 20.
    • Weakness es:
    • They are passive and impersonal form of promotion.
    • People must make efforts to get them and then read them.
    • It tends to reach small audiences and must be targeted at specific markets to be effective.
    • Because brochures are over used, people tend to overlook them.
  • 21.
    • Newsletters
    • Newsletters are exactly that- “news” letter. They are used to keep people up-to-date about what is going on in an organization.
    • Strengths :
    • They can be written informally
    • They are good for reaching special markets.
    • They can be inexpensive to produce.
  • 22.
    • Weaknesses :
    • Not effective at reaching new audiences
    • Expensive for large markets
    • The use of high quality material, can make the cost of producing prohibitive.
  • 23.
    • Magazines
    • Strengths :
    • Very good for reaching selected markets
    • Quality advertisement
    • More circulating
    • Can be referred later.
  • 24.
    • Weakness :
    • It is difficult to make changes between the time a matter is accepted and published.
    • Most magazines, except for weekly magazines, lack a sense of immediacy.
    • Readers only read what interests them and may not read the whole magazine.
    • People gets attracted by photographs and may skip the contents of the magazine.
  • 25.
    • Newspapers
    • Strengths :
    • Newspapers handle long detailed messages
    • They reach markets at national, regional and local levels.
    • They reach both select and diverse markets.
    • They are an excellent medium to use to promote local events or activities
    • People can retain the information important for them.
  • 26.
    • Weakness
    • Readers are selective in reading.
    • It is expensive for non-profit organizations or small business.
  • 27.
    • Television
    • Strength :
    • It uses both sight and sound for promotion.
    • It is versatile.
    • It can be used nationally, regionally or locally.
    • It reaches specific or diverse markets.
    • It can be used to cover an event or activity “live”.
  • 28.
    • Weakness:
    • It is expensive.
    • Messages that are short are easily ignored
    • Time slots in peak period is limited and often too expensive.
  • 29.
    • Radio
    • Strengths
    • Large diverse market
    • Can cover events and activities live
    • Used locally
    • Can listen to it while doing something else
    • Excellent medium for reaching people on move
    • Comparatively low cost
    • Repeated frequently
  • 30.
    • Weaknesses
    • They are usually short and easy to miss or ignore
    • Cannot be used to demonstrate a process
  • 31.
    • Internet
    • Strengths
    • Cost efficiency
    • Wide publicity
    • Less time consuming
  • 32.
    • Weakness :
    • Continuous updation is needed.
    • Only those who uses the particular site will get benefit out of it.
    • Users may overlook the information
  • 33. TECHNIQUES OF MARKETING RESEARCH
    • Different techniques of marketing research are:
    • Personal or face to face interviews
    • Postal questionnaires
    • Telephone interviews
  • 34. PERSONAL OR FACE-TO-FACE INTERVIEWS
    • Enable interviewer to meet the respondent and ask more detailed questions
    • ADVANTAGES
    • Can stimulate the interest .
    • Can see and assess respondent to ensure correct interpretation of responses.
    • Enables items to be shown such as pictures, lists of
    • products or sample advertisements.
    • Facilitates more detailed information
  • 35.
    • Disadvantages:
    • High cost .
    • Interviewer’s attitude may influence response.
    • Requires trained interviewers
    • Can be time consuming with low response rate.
  • 36. POSTAL QUESTIONNAIRES
    • ADVANTAGES:
    • Relatively inexpensive;
    • Can easily cover large geographic areas;
    • Needs little skill to implement
    • DISADVANTAGES
    • Response rates may be low and biased to extreme -ve and +ve views.
    • Respondents need reassurance of no follow up sales call.
  • 37. TELEPHONE INTERVIEWS
    • ADVANTAGES:
    • More economic;
    • Easy to cover large geographic areas;
    • Can record conversation or input responses directly into computer to produce fast results;
    • Achieves higher responses.
  • 38.
    • DISADVANTAGES
    • May be difficult to contact some people, so difficult to achieve quotas;
    • Telephoning can be expensive;
    • Lack face to face interaction .
  • 39. How to make your research more successful ?
    • Test your questionnaire before you distribute
    • Should have sufficient time and funds to carry out useful results.
    • Abandon your preconceived ideas in the research does not give expected results.
    • Research should be a part of regular programme of monitoring and evaluation.
    • Implementation of research finding is recommended .
  • 40. RESEARCH FINDINGS
    • Unless the research findings are reported the process of research is incomplete
    • Analyzed and processed data results to information and findings.
    • It must be interpreted to draw a conclusion.
    • The conclusion must be reported to management.
    • One should confirm that research project was executed properly to know authenticity
  • 41.
    • This findings should be made available to marketing managers to perform new analyses and
    • Additional question can be waste if they cannot be answered from findings
    • Test relationship on their own.
  • 42.
    • THANK YOU