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1. Concept of Marketing Research
• Research which connects consumer , customer and public.
• Identify marketing opportunities, challenges
• Systematic and objective identification , collection , analysis,
dissemination and use of information for the purpose of assessing
management in decision making related to the identification and
solution of a problem in marketing

2. Classification
• Problem Identification Research- basically identify opportunity
• Problem-Solving Research
Examples of Problem Identification Research – Market Share Research ,
Business Trend Research , Image Research , Market Characterstic
Research
Problem Solving Research : Distribution Research , Promotion Research
, Pricing Research

5. Marketing Research Process
Step 1 : Problem Identification
Step 2Developing an approach to a problem
Step 3 Research Design Formulation
Step 4 Field Work of Data Collection
Step 5: Data Preparation and Analysis
Step 6 Report Preparation and Presentation

6. Research Design
• What information do I need to collect?
• Choose design(discussed in next slide)
• Specify measuring and scaling technique
• Prepare questionnaire
• Specify sampling process and sample size
• Develop plan for data analysis