A Detailed presentation on the marketing research problem and developing an approach with reference to marketing research ( Master of Business Administration)

1. A PRESENTATION ON THE MARKETING RESEARCH PROBLEM AND
DEVELOPING AN APPROACH
A TOPIC
FROM MARKETING RESEARCH

2. A PRESENTATION ON DEFINING
THE MARKETING RESEARCH
PROBLEM & DEVELOPING AN
APPROACH
PRESESNTED BY: KURAPATI SAI PRIYANKA
REGD.NO. :- 18491E0015
MBA(QISCET)

3. CONTENTS
COVERED
UNDERTHIS
TOPIC
1. Meaning of marketing research.
2. Definition of marketing research.
3. Concept map for the marketing research.
4. Defining the problem.
5. Problem definition and approach development
process.
6. Link between management decision problem and
marketing research problem.
7. Components of an approach.
8. Conclusion.
9. References.

4. Meaning of marketing research.
• Marketing research is the combination of two words viz..
MARKETING and RESEARCH.
• Marketing means creating, communicating
and delivering values to customer and managing relation ships.
• Research means a systematic and complete study of a problem.
• Generally, it is done by EXPERTS . It uses scientific research.

5. DEFINITION OF MARKETING RESEARCH
• Marketing research is the systematic and objective identification,
collection, analysis, dissemination, and use of information for the purpose
of improving decision making related to identification and solution of
problems and opportunities in marketing.
- By American Marketing Association.

7. DEFINING THE PROBLEM
Researchers are curious people. that’s why every research project start
with a identifying /defining a problem.
Identifying the problem is the most important step in the market research
process.
It is going to determine every step you take in the future.
Here are the few step for determining the problem:
1. Look for marketing challenges.
2. Frame it as a question.
3. Determine what type of problem you have.

9. THE PROBLEM DEFINITION PROCESS
To define the problem the researcher should do
some important Tasks:
1.Discussion with key decision makers.
2.Interviews with industry experts
3.Secondary data analysis
4.Qualitative research

10. ENVIRONMENTAL CONTEXT OF THE
PROBLEM
■ IT IS DONE FOR THE RESEARCHER COULD ABLE TO UNDERSTAND THE
INTERNAL OR EXTERNAL FACTORS THAT IMPACT ON THE DEFINITION
OF THE MARKETING RESEARCH PROBLEM.THESE FACTORS INCLUDE:
■ PAST INFORMATION
■ RESOURCES AND CONSTRAINTS
■ OBJECTIVES
■ BUYER BEHAVIOUR
■ LEGAL ENVIRONMENT
■ ECONOMIC ENVIRONMENT
■ MARKETING & TECHNOLOGICAL SKILLS

13. COMPONENTS OF AN APPROACH
• Objective / theoretical foundations.
• Analytical model
• Research questions
• Hypothesis
• Specification of information needed

16. CONCLUSION
• Finally from the whole topic of marketing research problem and developing
an approach, I concluded as follows
• Marketing is becoming a highly challenging task for the marketer’s in
todays dynamic and ever changing environment.
• It plays a key role in providing the information for decision makers to shape
the marketing mix.
• Further more the marketing research cannot be guaranteed success , but it
can reduce the chances of failure if it is used in correct manner.

17. References
 Malhotra, Naresha K. (2002), Basic Marketing Research:
A Decision-Making Approach, Upper Saddle River, NJ:
Prentice Hall, ISBN 978-0-13-376856-5
 ^ Jump up to:a b c d Glazer, Rashi (October
1991), Marketing in an Information-Intensive
Environment: Strategic Implications of Knowledge as an
Asset, Upper Saddle River, NJ: Journal of Marketing,
pp. 1–19
 Bradley, Nigel Marketing Research. Tools and
Techniques.Oxford University Press, Oxford,
2007 ISBN 0-19-928196-3 ISBN 978-0-19-928196-1
 Marder, Eric The Laws of Choice—Predicting Customer
Behavior (The Free Press division of Simon and Schuster,
1997. ISBN 0-684-83545-2
 Young, Charles E, The Advertising Handbook, Ideas in
Flight, Seattle, WA, April 2005. ISBN 0-9765574-0-1
 Kotler, Philip and Armstrong, Gary Principles of
Marketing Pearson, Prentice Hall, New Jersey,
2007 ISBN 978-0-13-239002-6, ISBN 0-13-239002-7

18. THANK YOU TO ALL