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BUREAU OF RAJASTHAN MARKET RESEARCH<br />A  Complete Solution of your Business <br />www.brmrindia.com<br />
Marketing Information Systems<br />▪Marketing Research                    <br />▪ What is Marketing Research?<br />▪ Proce...
Marketing Research<br />‘The systematic gathering, recording and analysing of data about problems relating to the marketin...
The Marketing Research Process<br />Set objectives<br />Define research Problem<br />Assess the value of the research<br /...
Terminology of Marketing Research<br />▪ Primary data - collected firsthand<br />▪ Secondary data - already exists, desk r...
Marketing Research Techniques<br />▪ Interviews<br />▪ Face-to-face  <br />▪ Telephone <br />▪ Postal questionnaire<br />A...
<ul><li>Likert scale
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Semantic differential scales - differences between words e.g.  practical v impractical
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  1. 1. BUREAU OF RAJASTHAN MARKET RESEARCH<br />A Complete Solution of your Business <br />www.brmrindia.com<br />
  2. 2. Marketing Information Systems<br />▪Marketing Research <br />▪ What is Marketing Research?<br />▪ Process<br />▪ Terminology<br />▪ Techniques<br />MKIS - Marketing Information Systems <br />▪ What is MKIS<br />▪ Components of an electronic MKIS<br />
  3. 3. Marketing Research<br />‘The systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services’<br />American Marketing Association<br />
  4. 4. The Marketing Research Process<br />Set objectives<br />Define research Problem<br />Assess the value of the research<br />Construct a research proposal<br />Specify data collection method<br />Specify techniques of measurement<br />Select the sample<br />Data collection<br />Analysis of results<br />Present in a final report<br />
  5. 5. Terminology of Marketing Research<br />▪ Primary data - collected firsthand<br />▪ Secondary data - already exists, desk research<br />▪ Quantitative research - statistical basis<br />▪ Qualitative research - subjective and personal<br />▪ Sampling - studying part of a ‘population’ to learn about the whole<br />
  6. 6. Marketing Research Techniques<br />▪ Interviews<br />▪ Face-to-face <br />▪ Telephone <br />▪ Postal questionnaire<br />Attitude measurement<br />▪ Cognitive component (know/believe about an act/object)<br />▪ Affective component (feel about an act/object)<br />▪ Co native component (behave towards an object or act)<br />
  7. 7. <ul><li>Likert scale
  8. 8. Strongly agree
  9. 9. Agree
  10. 10. Neither agree nor disagree
  11. 11. Disagree
  12. 12. Strongly disagree
  13. 13. Semantic differential scales - differences between words e.g. practical v impractical
  14. 14. Projective techniques
  15. 15. Sentence completion
  16. 16. Psychodrama (yourself as a product)
  17. 17. Friendly Martian (what someone else might do)</li></li></ul><li><ul><li>Group discussion and focus group
  18. 18. Postal research questionnaires
  19. 19. Diary panels - sources of continuous data
  20. 20. In-home scanning - hand-held light pen to scan barcodes
  21. 21. Telephone research
  22. 22. Observation
  23. 23. Home audit
  24. 24. Direct observation
  25. 25. In-store testing</li></li></ul><li>What is MKIS?<br />‘MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’<br />American Marketing Association<br />
  26. 26. Design of tools<br /><ul><li>Purpose
  27. 27. Description
  28. 28. Benefits
  29. 29. Why and when to use
  30. 30. Summary of easy steps
  31. 31. Underpinning concepts
  32. 32. Steps
  33. 33. Good practice examples
  34. 34. Customizing
  35. 35. Further resources</li></li></ul><li>The components of a computerised MKIS<br />Data Bank<br />Statistical<br />Bank<br />MKIS<br />Display<br /> unit<br />Marketing<br />Manager<br />Model<br /> Bank<br />
  36. 36. Our Clients<br /><ul><li>IMRB
  37. 37. TNS Mode
  38. 38. Market Search India Pvt. Ltd.
  39. 39. MRB
  40. 40. PSI
  41. 41. Catholic Relief Services
  42. 42. Mahindra & Mahindra
  43. 43. Research Pacific India
  44. 44. ITC
  45. 45. IIHMR</li></li></ul><li>BRMR<br />A-14, Vinoba Bhave Nagar, Nursery Circle, Vaishali Nagar, Jaipur-302021, Rajasthan , India.<br />Ph: +91-141-4031743-44<br />Mob: +91-9351351831<br />E-mail-info@brmrindia.com, rdjaipur@brmrindia.com<br />Web: www.brmrindia.com<br />

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