Indira Gandhi Krishi VishwaVidyalaya, Raipur

1. SUBMITTED BY:
BIBASWAN MOHANTY
M.SC. (PREV.)
MARKET
RESEARCH

2. Definition
 Marketing research involves collecting,
organizing, analyzing and communicating
information that can be used in order to make
an informed marketing decision.
 From “very little capital investment and few
marketing services” stage to the “monetized
and surplus” one.

3. Online Research
 Online research: the use of computer
networks, including the Internet, to assist in
any phase of the marketing research process
including development of the problem,
research design, data gathering, analysis, and
report writing and distribution

4. Objective
 To understand the existing/ traditional
marketing system;
 To diagnose the problems confronting the
farmers, marketing agencies and consumers
in a dynamic context ; and
 To analyze and predict the impact and
effectiveness of alternative policy measures
in solving these problems.

5. IN CONTEXT OF BUSINESS
 Market research of a firm is the study of consumer
demand so that it may expand its output and
market its product.
 Objectives
 To discover the people’s need of the product which a
form contemplates to manufacture;
 To examine the reactions of the consumers when the
product is put on the market
 To examine the performance of the present system of
marketing with ref. to cost and efficiency.

6. STEPS IN MARKET RESEARCH
1. Identification of the problem
2. Formulation of hypothesis
3. Designing Empirical procedures
4. Collection and analysis of data
5. Interpretation of the findings

7. Identification of the
Problem
 Market research problems relate to the
estimation of demand and supply, the study
of market functions and fuctionaries, the
estimation of marketing costs and margins
for individual commodities through various
channels, the assessment of marketing
efficiency and estimation of marketed
surplus.

8. Problemsmaybeidentifiedby:
a) Studying the deviation between the marketing
system in terms of its defined norm and its
operation in practice;
b) Discovering the needs of different segments of the
economy .e.g. producers and consumers;
c) Reviewing past studies; and
d) Questioning the existing concepts.
Formulation of Hypothesis
A hypothesis is formulated for the identified
problem to delineate the area of research.

9. Designing Empirical
Procedures
 Designed to get appropriate data from
farmers, consumers, market middlemen and
government departments.
 The data are obtained after developing
suitable schedules and questionnaires.
 Participatory Rural Appraisal (PRA) and Rapid
Rural Appraisal (RRA) techniques are quite
useful in understanding the market practices.

10. Collection and Analysis of
Data
 Data may be collected either from primary
sources or secondary sources.
 Primary sources include the farmer-producers,
market middlemen and consumers.
 The secondary sources include the published
data brought out by different government and
semi-government departments either regularly
or occasionally.
 The collected data are tabulated and analyzed.

11. Interpretation of the
Findings
 Results should be interpreted to find out
solutions to the identified problems of
agricultural marketing.
 Before finalizing the results and final drafting of
the report, interaction with various stakeholders
may be held as their feed back proves to be
quite useful in drawing inferences from the
analysis of data.

12. Agricultural Marketing
Research Institutions
 Directorate of marketing and inspection
(DMI)-
The DMI is the prime agency which studies
the marketing problems arising out of the
purchase and sale of agricultural
commodities in the country at macro level
from 1935 onwards

13.  State Agricultural Marketing Boards (SAMBs)-
a. For the purpose of supervising and advising the
functioning of regulated markets.
b. Board is an executive-cum-advisory board.
c. A research cell functioning under this board
collects data on various aspects of marketing.
 Indian Council of Agricultural Research (ICAR)-
a. Encourages research in agricultural marketing by
financially assisting them in their research
projects.
b. ICAR has established a National Centre for
Agricultural Economics and Policy Research
(NACP) which undertakes, the research on areas
related to agricultural marketing.

14.  National Council of Applied Economic Research
(NCAER)-
Studies on agricultural marketing which are of
all India significance.
 Agro Economic Research Centre (AERCs)-
a. Undertake projects on the marketing problems
confronting farmers in their areas of operation.
b. Carry out in-house as well as sponsored studies
in the field of agricultural marketing.

15. National Institute of Agricultural
Marketing (NIAM)
 Pioneering national level organization set up by the
government of India on 8th August. 1988 at Jaipur, for
undertaking specialized training, education,
consultancy and research in agricultural marketing.
 The functions have been assigned to NIAM-
 Research in agricultural marketing for govt.,
cooperatives and other institutions
 Training to develop leadership potential,
management and technical competence.
 Undertaking development and investment project
formulation activities .
 Undertaking advisory and consultancy services on
marketing policies.