Marketing research is one of the important topic to study in management as it help student understand about their customers and how they can target them affectively. It is a simple process for gathering information about the potential audience. Market research helps business manager make a great business strategy for the business. Market research or marketing research help businesses gain edge over their competitors. Marketing research focuses on what all measure one need to tale in order to place the product well while market research focus on the entire market where the product is placed.

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2. Objectives
 Components of a marketing information system
 Criteria of good marketing research
 Decision support systems for marketing management
 Demand measurement and forecast

3. A marketing information system (MIS) consists of
people, equipment, and procedures to gather, sort,
analyze, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers.
A marketing intelligence system is a set of
procedures and sources used by managers to obtain
everyday information about developments in the
marketing environment.

4. Defining the Problem & Research Objectives
Exploratory
Research
Descriptive
Research
Causal
Research
•Test cause- and-effect
relationships.
•Tests hypotheses about cause-
and-effect relationships.
•Sheds light on problem -
suggest solutions or
new ideas.
•Ascertain magnitudes.

5. Research Approaches
Behavioral
Focus-group
Survey
Experimental
Observational

6. Secondary-Data Sources
 Internal Sources
 Government Publications
 Periodicals and Books
 Commercial Data
 On-Line
 Associations
 Business Information

7. The Marketing Research Process
Defining the
problem and
research
objectives
Developing
the research
plan
Collect the
information
Analyze the
information
Present the
findings

8. Good Marketing Research:
Is scientific
Is creative
Uses multiple methods
Realizes the interdependence of models & data
Acknowledges the cost & value of information
Maintains “healthy” skepticism
Is ethical

9. Ninety Types of Demand
Measurement (6 x 5 x 3)
All sales
Company sales
Product line sales
Product form sales
Product item sales
Industry sales
Product
level
Territory
Region
U.S.A.
Customer
World
Space
level
Short run Medium run Long run
Time level

10. Demand
Market
Demand
Company
Demand

11. Estimating Current Demand
 Total Market Potential
 Area Market Potential
 Industry Sales
 Market Share

12. Estimating Future Demand
 Survey of Buyers’ Intentions
 Composite of Sales Force Opinion
 Expert Opinion
 Past Sales Analysis
 Market Test Method

13. Review
 Components of a marketing information system
 Criteria of good marketing research
 Decision support systems for marketing management
 Demand measurement and forecast

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