Dr.S.Karthikumar skarthikumar@gmail.com

1. Dr.S.Karthikumar

2. • Focus on Product / Service may fail to address
customers
• Sometime Good Idea for a business not
enough to guarantee success
• Market research is the Key tool in Business

3. Definition of Marketing Research
Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination
 and use of information

4. Need For Marketing Research
• Why do businesses need accurate and up-to-date information?
– To undertake marketing effectively
– Changes in technology
– Changes in consumer tastes
– Market demand
– Changes in the product ranges of competitors
– Changes in economic conditions
– Distribution channels

5. A Classification of Marketing Research
Marketing Research
Problem
Identification Research
Problem-Solving
Research
Market Share Research
Sales Analysis Research
Business Trends Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research

7. Primary market research
The process of gathering new data that hasn’t already been collected.
Examples of primary market research include a market research survey,
an interview, or a questionnaire.
Secondary market research
Gathering data that’s already been produced. An example of secondary
market research is using pre-existing data to support your content.
Market Segments
• Group of customers with in large market who share common
characteristics are known as Market segments
Example:
• In restaurant at cosmopolitan city, people like different food - south Indian,
north Indian, Spicy, Fast Food, etc

8. Customer Profile – in Market Segment
• More you learn about
your customer – make
better strategy to reach
them for success in
Business
• - description of a
person / company that
likely to purchase
product or service

9. Customer Profile

10. • 1. Define the Question
– What you want to know?
• 2. Determine the Data Needed
– Should be relevant
• 3. Collect Data
– Survey OR Observation
– (time, what Qns, howmany people, etc)
• 4. Analyze the Data
– Analyze and predict approximate sale/uses per month,
year, etc
• 5. Take Action
– Develop a plan of action
• 6. Evaluate the results

12. Know your competitors
• Types of competition
– Direct competition
• Selling the same or similar products or service to the
same market
• May be from same geographic area
– Indirect competition
• Comes from a business who make small amount of
money selling same product; ex. Departmental store is
a indirect competition for specialty shop (ex. Rice shop)

15. Sample Questionnaire for Organic Products

17. Prepare a questionnaire and do market
research using Google forms
1. Herbal Candy
2. Herbal Idly
3. Herbal Water
4. Millet Ice cream
5. Mint Mamosa
6. Fulljar Tulasi Soda
7. Organic Sunscreen
8. Home made herbal bath soap

18. Analyst
• Handles details in execution of
project
• Designs & pretests questionnaires
• Conducts preliminary analysis of
data
Junior Analyst
• Secondary data analysis
• Edits and codes questionnaires
• Conducts preliminary analysis of data
Fieldwork Director
•Handles selection, training,
supervision, and evaluation of
interviewers and field workers
Senior Analyst
• Participates in the development of projects
• Carries out execution of assigned projects
• Coordinates the efforts of analyst, junior analyst, & other personnel in the
development of research design and data collection
• Prepares final report
Statistician/Data Processing
• Serves as expert on theory and
application on statistical techniques
• Oversees experimental design, data
processing, and analysis
Selected Marketing Research Career Descriptions

19. http://www.marketest.co.uk/market-research-report/625/diet_supplements

20. THANK YOU