The document discusses marketing research, which involves collecting market information, analyzing data, and disseminating findings. There are two categories of marketing research: problem identification, which determines potential, market share, and trends; and problem solving, which can examine segmentation, products, pricing, distribution, and promotion. Key steps in marketing research include identifying the problem, designing a framework, collecting and analyzing data, and reporting findings to relevant departments.

1. MGT211
Introduction to Business
Lecture 25

2. Marketing Research
 Marketing research is a Decision support
system (DSS).
 Collecting information from the market.
 Data Analysis.
 Dissemination of Information.

3. Categories of Market Research
 Market research has two categories:
 Problem identification
 Problem solving

4. Problem Identification Research
 To know about potential in the market for a
certain product.
 Market share of the organization.
 Image of the product in the market.
 Forecasting about demand of the product in
the market.
 General Trend in the market.
 Cultural Trends
 Business Trends

5.  Segmentation Research
 Product Research
 Pricing Research
 Distribution Research
 Promotion Research
Problem Solving Research

6. Steps Involved in Marketing Research
 Problem Identification
 Designing a theoretical framework
 Possible answers to the questions
(Hypothesis)
 Research Design
 Data Collection
 Sampling
 Scaling

7. Steps Involved in Marketing Research
 Data Collection
 Data analysis
 Data reporting
 Data can be reported to :
 Marketing People
 Production people
 General Administration of the company