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Marketing research process

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Rajesh Kuthalingam

The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.

EducationBusinessTechnology
1 of 21
The Marketing Research Process
Marketing Research: Definition ,[object Object],[object Object],[object Object]
Need For Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Purpose Of Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EXAMPLES OF RESEARCH IN MARKETING company image, test marketing Other competitive analysis, legal environment; social and cultural trends External Factors price elasticity analysis, optimal price setting, discount options Pricing advertising recall; advertising copy testing, sales promotion response rates, sales force compensation, traffic studies (outdoor advertising), public relations media placement Promotion distributor interest; assessing shipping options; online shopping, retail store site selection Distribution product development; package protection, packaging awareness; brand name selection; brand recognition, brand preference, product positioning Product sales, market size; demand for product, customer characteristics, purchase behavior, customer satisfaction, website traffic Target Markets Types of Research Marketing Decision
USES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OVERVIEW OF THE MARKETING RESEARCH PROCESS ,[object Object],[object Object],[object Object],[object Object],[object Object]
STAGES OF THE RESEARCH PROCESS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PROBLEM DEFINITION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SPECIFY THE RESEARCH OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object]
DEVELOP A RESEARCH DESIGN ,[object Object]
DESIGN THE QUESTIONNAIRE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Behavioral questions address the following: They determine people's actions in terms of what they have eaten (or drunk), bought, used, visited, seen, read or heard. Behavioral questions record facts and not matters of opinion.
[object Object],[object Object],[object Object],[object Object],[object Object],Attitudinal questions address the following: Attitudes are opinions or basic beliefs which people have about the products they buy, the companies they deal with and it is attitudes that motivates people in their actions.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Classification questions: Classification questions are required to check that the correct quota of people or companies have been interviewed.
MANAGE AND IMPLEMENT THE DATA COLLECTION ,[object Object],[object Object],[object Object]
ANALYZE DATA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WRITE A FINAL RESEARCH REPORT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Nielsen Collects Data from Retailers & Consumers... … & sells / trades data to the manufacturer & retailer Consumer Manufacturer Retailer Data
Our Associates Interpret the Data Data is collected from stores & consumers Our associates analyze & interpret the data We draw conclusions & make recos to clients $$ Leads to business success for our clients What Does It All Mean?
Thank You

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Marketing research process

  • 2.
  • 3.
  • 4.
  • 5. EXAMPLES OF RESEARCH IN MARKETING company image, test marketing Other competitive analysis, legal environment; social and cultural trends External Factors price elasticity analysis, optimal price setting, discount options Pricing advertising recall; advertising copy testing, sales promotion response rates, sales force compensation, traffic studies (outdoor advertising), public relations media placement Promotion distributor interest; assessing shipping options; online shopping, retail store site selection Distribution product development; package protection, packaging awareness; brand name selection; brand recognition, brand preference, product positioning Product sales, market size; demand for product, customer characteristics, purchase behavior, customer satisfaction, website traffic Target Markets Types of Research Marketing Decision
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Nielsen Collects Data from Retailers & Consumers... … & sells / trades data to the manufacturer & retailer Consumer Manufacturer Retailer Data
  • 20. Our Associates Interpret the Data Data is collected from stores & consumers Our associates analyze & interpret the data We draw conclusions & make recos to clients $$ Leads to business success for our clients What Does It All Mean?

Editor's Notes

  1. 5
  2. We collect data/information from the retailer & from consumers & we sell this information to the manufacturer & back to the retailer.