Pankaj is a research analyst working with Minute Maid Drinks Company. He received a call from MM regarding their new improved fruit punch flavor. MM's R&D department developed the new flavor and wants Pankaj to conduct a taste test with 600 respondents to get feedback before full production. Pankaj asked for more details on product availability and timing before deciding on a blind taste test approach to evaluate differences between products and determine preferences.

1. Dr. J D Chandrapal
MBA – marketing , PGDHRM, P HD, CII (Award) – London
Development Officer - LIC of India – Ahmedabad - 9825070933

2. Mr. Pankaj - a Research Analyst
• Pankaj is a research analyst
• Working with Minute Maid Drinks Company
• High regarded by marketing team
• Responsive to their research requests.
• Pankaj received a call from the MM on Minute Maid fruit punches.
• MM told him that R&D dept. had come up with a new improved flavour.
• Before authorizing full production - conduct a taste test to determine
whether consumers would react favourably to the new flavour.
• Hence MM called up Pankaj to find out how much product quantity would
be required for such a test.
• This research be initiated quickly because a competitor, Tropicana, had
just come out with a new improved version of its product.

3. Mr. Pankaj’ Approach
• Pankaj said he needed more information.
• Will this new flavour be available as both chilled and frozen?
• When will the product be available in for the test l?
• After getting those questions answered, Pankaj decided to conduct blind
taste tests
• With 600 respondents in a mall.
• He first wanted to check whether respondents could detect differences
between the products.
• Then each product would be rated for preference.
• You might be thinking - design sounds pretty good-sequential approach
• So time and money are not wasted if the new flavour is not as good as
everyone thinks; adequate sample sizes for both the chilled and frozen
forms

4. Campaign for Real Beauty
1
• Unilever’s ‘Dove was Introduced in 1957 with the message “Dove
soap doesn’t dry your skin because it’s one quarter cleansing cream
.
2
• In 1970s, term “Cleansing Cream” was replaced by “Moisturizing
Cream” – but Dove stayed with the claim not to dry skin.
5
• In 2004, Unilever needed to reposition the brand to make Dove a
beauty brand therefore Dove introduced a Campaign for Real
Beauty.
3
• In 1995, Extension of Dove’s range of product - Silvia Lagnado,
global brand director of Dove, led a worldwide investigation into
women’s responses to the iconography of the beauty industry .
4
• In 2000, , Dove began looking for a way to revive a brand that was
being overshadowed by other companies. Study Conducted on Real
truth about beauty

5. Unilever Pre-Campaign survey
Beautiful 2%
Attractive 9%
Average 29%
Natural 31%
Others 29%
Beautiful
Attractive
Average
Natural
Other
Study involving more than 3,000 women in 10 different countries

6. Real Curve
Real Curves was a pioneer ad from the U.K. in 2003, before the campaign
had its name, which showed curvy women in lingerie.

7. Set of Bill Boards
Dove also created a set of billboards with pictures of women asking people
to decide whether women were “wrinkled” or “wonderful,” “fat” or “fit.”

8. Marketing
Research
Market
Research
Broader Concept.. branch
of Marketing Info System (MIS).
collects & analyses data for
solving marketing problems
(Four Ps).. taking marketing
decisions.. facilitates in
controlling the marketing
activities.. Find out present
and future marketing
opportunities
Narrow concept.. Branch of
Marketing Research.. collects
data about market, market
competition, market trends,
market demand and supply, to
Study the entire market, i.e. its
nature, size, location, demand
potential, etc. and Fix sales
territories and sales quotas
Marketing/Market Research
Competition
Demand
Estimation
Distribution
Channel
Pricing and
Product
O
v
e
r
l
a
p

9. “A marketing information system is a continuing and interacting
structure of people, equipment and procedures to gather, sort, analyse,
evaluate, and distribute pertinent, timely and accurate information for
use by marketing decision makers to improve their marketing planning,
implementation, and control.” – Phillip Kotler
Marketing Information System (MkIS)
Generate & Orderly flow of
Information which gives
comprehensive Reports
Interacting complex of
People, Technology,
Procedures
Required for decision making at all levels of marketing management
Executive
Decisions
Operational
Decisions
Strategic
Decisions
Marketing Information System

10. The Information Value Chain
Data
Information
Data with
Structure
Knowledge
Information
endowed
with meaning
Decision
Making
Process
Outcomes
Implementing
Action
Expertise in
Measurement

11. Characteristics of MkIS
1 • Integrated Network of People, Procedures, Equipment/Technology
2 • Permanent and Continuous System
3 • Generate and Orderly flow of Information
4 • Future Oriented
5 • Integral part of the broader management information system.
6 • Collects information from both, internal and external sources.
7 • Used at all levels of Management
8 • Helps marketing managers to take quick and right decisions
9
• Consists of several subsystems - Internal Reporting, MR & intelligence.

12. Functions of MkIS
1. Data Collection
Collecting data from internal as well as external
sources are stored in the data bank
The processing of data means editing, tabulating
and summarizing the data..
Quantitative data analysis such as finding out the
percentage, ratios & test of statistical significance.
MRIS stores relevant data for the use in future. This
involves filing, indexing, relocating of the data.
presenting the data to the organization so that they
can plan their objective & make decision for future.
2. Processing data
3. Analysis of data
4. Filtering data
MRIS filters data according to the requirement of
different department & Levels in the organization.
5. Storing data
6. Presenting data

13. MR is systematic
collection,
analysis, and
interpretation of
data pertaining to
the marketing
conditions.
Marketing
Intelligence
Internal
Report
System
Marketing
Research
Decision
Support
System
It is the external
data collected by
a company about
a specific market
which it wishes
to enter, to make
decisions.
Concerns with
collecting
analyzing,
interpreting, and
distributing
needed
information from
records of various
departments.
manipulate a
collection of data
to interpret and
explore potential
business
scenarios in
order to make
management
decisions.
Four Basic Components of MkIS
Marketing
Information
System

14. MDSS
Internal
Records
Marketing
Intelligence
Marketing
Research
Marketing Decisions and Communication
Distributing
the
Information
Assessing
Information
Needs
Developing Needed Information
Marketing Managers and Other Information Users
Analysis Planning Implementation Organization Control
Target-Markets Marketing-Channels Competitors Public Macro-Env-Factors
Marketing Environment
Marketing Information System

15. • MI system focuses on the systematic collection and processing of
information from all the relevant sources to ascertain the changing trends in
the marketing environment that enables accurate and confident decision
making in determining strategy in areas such as market opportunity, market
penetration & market development.
• Intelligence is any form of information that improves decision making. it is
an organized way to collect & create intelligence.
• Information exists in a spectrum from noise to wisdom. Intelligence
generally increases as the quality of information is moved from noise to
data to knowledge to wisdom.
• Data is info that is identified in sea of noise & extracted for analysis.
• Knowledge is understanding obtained by analysis of data
• Wisdom characterized by judgment, insight of present or past, or
foresight of the future, is created through synthesis of knowledge.
Market Intelligence System

16. Market Intelligence System
NOICE
DATA
INFORMATION
KNOWLEDGE
WISDOM
Identification and Extraction
Processing
Analysis
Synthesis
Marketing
Intelligence
Facts
Interpretation
Strategy
Doubts
Problems

17. • MDSS is a computer based
system intended to
manipulate a collection of
data to interpret and explore
potential business scenarios
in order to make
management decisions.
• MDSS can be used to
support, rather than replace.
• 3 fundamental component of
a DSS are: (1) the Database
(or Knowledge base) (2). The
Model (i.e. Decision context
and User criteria and (3). The
user Interface
Data base
Report Writing
software
Mathematical
Model
Groupware
Other Group
Member
Individual
Decision Maker
Data Information Communication
Environment
Decision Support System (DSS)

18. • Marketing Research is conducted to solve specific marketing
problems of the company.
• MR collects about the problem, tabulates and analyses the data, and
conclusions are drawn.
• Then the recommendations are given for solving the problem.
• Marketing research also provides information to the marketing
managers. However, this information is specific information.
• It can be used only for a particular purpose.
• MIS and MR are not substitutes of each other.
• The scope of MIS is very wide. It includes ‘MR’. However, the scope
of MR is very narrow.
Features of Marketing Research…?

19. MR is the process of designing, gathering, analyzing,
interpreting and reporting information that may be used
to solve a specific marketing problem.
“MR is the systematic and objective search
for, and analysis of, information relevant to
the identification and solution of any problem
in the field of marketing.”
What is a Marketing Research ?
MR consists of systematically gathering data about
people or companies – a market – and then analyzing it
to better understand what that group of people needs.

20. Marketer
Consumer
Customer
Public
Information used to
 Identify and Define Marketing
opportunities and Problems
 Generate, Refine and
Evaluate Marketing Actions
 Monitor Marketing
Performance and
 Improve our understanding
of Marketing as a Process
MR is the function that links
Definition of Marketing Research

21. Identification Collection Analysis
Dissemination
Use of
Information
Definition of Marketing Research
Marketing research is the systematic and objective
For the purpose of improving Decision Making related to the
 identification and solution of problems and opportunities
in marketing.

22. Redefining Marketing Research
Used to identify and define
market opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Improve understanding of
marketing as a process
Monitor marketing
performance

23. Marketing Research
Problem Identification
Research
Problem Solving
Research
• Market Potential
• Market Share
• Image
• Forecasting
• Business Trends
• Segmentation
• Product
• Pricing
• Promotion
• Distribution
Vodafone Philips Airtel 3M
Classification of Marketing Research

24. Types of Marketing Research
Marketing Research
By Source By Methodology By Objective
Primary
Secondary
Qualitative
Quantitative
Exploratory
Descriptive
Causal

25. Marketing Research
Assessing
Info
Providing
Info
Marketing
Decision
• Customer, Consumer
• Employees
• Share Holders
• Suppliers
Customer Group
Task of Marketing
• Product
• Pricing
• Promotion
• Distribution
• P = Political
• E = Economic
• S = Socio-Cultural
• T = Technology
• E = Environmental
• L = Legal
Environmental Factor
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance and Control
Marketing managers
Role of Marketing Research

26. Scope of
Marketing
Research
Product
Research
Consumer
Research
Packaging
Research
Pricing
Research
Advertising
Research
Sales
Research
Distribution
Research
Policy
Research
International
Marketing
Research
Motivation
Research
Market
Research
Media
Research

27. Exploratory
Descriptive
Diagnostic
Predictive
The exploratory function occurs when researchers
have a limited understanding or no knowledge at all
about a marketing situation or a particular outcome.
Description of phenomena or characteristics
associated with a problem (Who, What, When, Where,
and How).
It is similar to descriptive function and is directed
toward discovering the causes of the problem and
identify the possible solution for the same.
The predictive function of marketing research allows
data to be used to predict or forecast the results of a
marketing decision or consumer action
Functions of Marketing Research

28. Benefits of Marketing Research
1 • MR guides your communication with current & potential customers.
2 • MR helps you identify opportunities in the marketplace
3 • Market research helps you minimize risks
4 • Market research measures your reputation
5 • Market research uncovers and identifies potential problems
6 • Market research helps you plan ahead
7 • MR can help you establish trends and your market positioning
8 • Market research can determine the most persuasive ‘promise’
9
• MR Helps marketing managers to take quick and right decisions

29. Costly
Time Consuming
Limited Scope and Practical Value
Non-Availability of Reliable Data
Non-Availability of Experienced Staff
Fragmented Approach
Provides Suggestions not Solutions
Can be Misused
Inaccurate Results
Limitations of Marketing Research

30. Interpersonal
Informational Decisional
Liaison
Lead
Trait
Info Sharing
Monitor
Spoke Person
Negotiate
Initiative
Handling
Disagreement
Allocate
Resources
Roles of Marketing Manager

31. Managerial Decisions
Intuitive Decisions Structured Decisions
• Emotion
• Experience
• Expertise
• Environment
• Ethics
• Method
• Data
• Process
• Evaluation
Two Types of Decision

32. Research Suppliers
Internal External
Full Service Limited Services
Syndicate
Service
Customize
Services
Internet
Services
Field
Service
Sample
Design
Data
Analysis
Specialized
Technique
Data
Entry
Supplier and Services

33. • Decreased uncertainty
• Increased likelihood of
correct decision
• Improved marketing
performance and
resulting higher profits
• Decreased uncertainty
• Increased likelihood of
correct decision
• Improved marketing
performance and
resulting higher profits
Value
Cost
Marketing Research… Value vs. Cost

34. MR in the Changing Landscape …
1 • Complexity - Customers have more choices.
2 • Globalization - Agenda is typically being set by global brands
3 • Brands – Multiple & diverse brands diminish reach of ad campaigns
4 • Online Stores – Eroding advantage of Brick-and-Mortar Stores
5 • Media - Media has become more personal.. narrowcast & social
6
• Big Data - Information overload – More messages with More
Variation
7 • Smaller Audience – Larger sample size required
8
• New role - Understanding customers - inner motivations and their
Emotional relationships with brands and services.

35. The New Rules of MARKET RESEARCH…
1 • Separate the Signal From the Noise.
2 • Traditional Surveys Aren’t Enough
3 • Big Data Isn’t Enough
4 • Engage Customers in an Ongoing Two-Way Relationship - VEM
5 • Become a Storyteller
6 • Go Mobile
7 • Embrace Innovation
8 • Connect the Dots.
9 • Translate Business Problems.
10 • Break Out of the Market Research Silo.

36. Hypotheses
Development
Test
&
Analysis
Current
Knowledge
(Problem Identification)
Empirical
Approach
Conclusion
Replications
Theory
Advancement
New
Knowledge
Marketing Research - A Scientific Process
Exploration
Theories
Observations
Questions

37. Planning
Processing
Presentation
Determining or Defining
Development of an Approach to the Problem
Specify what information is Needed
Identifying Sources of the Information
Decide on the technique for acquiring Data
Identification of
Research
Problem
Development of
Research Plan
Gather and Process the Information
Analyzing and Interpreting the Information
Report Preparation
Present the findings to the Decision Maker
Execution of
Research
Communication
of Results
Marketing Research Process

38. Thank You