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What constitutes good marketing research

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Sameer Mathur
Sameer Mathur

."What constitutes good marketing research ?" saying about market research. MARKETING MANAGEMENT: A SOUTH ASIAN PERSPECTIVE BY-PHILIP KOTLER (14 EDITION)__ CHAPTER 3[SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH] DISCLAIMER These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com) Presentation By: AJEET KUMAR

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WHAT CONSTITUTES GOOD MARKETING RESEARCH ?
MARKETING RESEARCH AS THE SYSTEMATIC DESIGN, COLLECTION, ANALYSIS, AND REPORTING OF DATA AND FINDING RELEVANT TO SPECIFIC MARKETING SITUATION FACING THE COMPANY.
RESEARCH FOR SMALL COMPANIES ENGAGING STUDENTS OR PROFESSORS TO DESIGN AND CARRY OUT PROJECTS. USING THE INTERNET CHECKING OUT RIVALS TAPPING INTO MARKETING PARTNER EXPERTISE    
MARKETING RESEARCH FIRMS SYNDICATED SERVICE RESEARCH FIRM. CUSTOM MARKETING RESEARCH FIRM. SPECIALTY LINE MARKETINGRESEARCH FIRM. 
MARKET RESEARCH PROCESS
MARKET RESEARCH PROCESS STEP : 1 DEFINE THE PROBLEM, THE DECISION ALTERNATIVE AND RESEARCH OBJECTIVES 01 : WHAT IS TO BE RESEARCHED 02 : WHY IS TO BE RESEARCHED
MARKET RESEARCH PROCESS STEP : 2 DEVELOP THE RESEARCH PLAN 01 : DATA SOURCE 02 : RESEARCH APPROACHES 03 : SAMPLING PLAN 04 : CONTACT METHOD
MARKET RESEARCH PROCESS STEP : 3 COLLECT THE INFORMATION 01 : THE MOST EXPENSIVE AND THE MOST PRONE TO ERROR.
MARKET RESEARCH PROCESS STEP : 4 ANALYZE THE INFORMATION 01 : THE RESEARCHERS NOW COMPUTE AVERAGES AND MEASURES OF DISPERSION FOR THE MAJOR VARIABLES AND APPLY SOME ADVANCED STATISTICAL TECHNIQUES AND DECISION MODELS IN HOPE OF ADDITIONAL FINDINGS.
MARKET RESEARCH PROCESS STEP : 5 PRESENT THE FINDINGS 01 : THE RESEARCHER PRESENT THE FINDINGS RELEVANT TO THE MAJOR MARKETING DECISIONS FACING MANAGEMENT.
MAKE THE DECISION STEP : 6 MARKET RESEARCH PROCESS 01 : DEPENDING ON THEIR CONFIDENCE IN THE FINDINGS, MANGERS DECIDE TO USE IT, DICARD IT OR CARRY MORE RESEARCH.
Research for small companies Major concept in demand measurement Market Research Process
CREDIT Philips kotler Marketing Management : a south Asian perspective Google Image Search    Prof. Sameer Mathur IIM-L Marketing Management : DR. Ajeet Kumar Shukla Slideshare.net
PRESENTATION BY B. COM, MAHATMA GANDHI KASHI VIDYAPITH VARANASI INTERN IIM-L (MARKETING MANAGEMENT) MENTOR: PROF. SAMEER MATHUR kumarajeet50@gmail.com
THANK YOU

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What constitutes good marketing research

  • 1. WHAT CONSTITUTES GOOD MARKETING RESEARCH ?
  • 2. MARKETING RESEARCH AS THE SYSTEMATIC DESIGN, COLLECTION, ANALYSIS, AND REPORTING OF DATA AND FINDING RELEVANT TO SPECIFIC MARKETING SITUATION FACING THE COMPANY.
  • 3. RESEARCH FOR SMALL COMPANIES ENGAGING STUDENTS OR PROFESSORS TO DESIGN AND CARRY OUT PROJECTS. USING THE INTERNET CHECKING OUT RIVALS TAPPING INTO MARKETING PARTNER EXPERTISE    
  • 4. MARKETING RESEARCH FIRMS SYNDICATED SERVICE RESEARCH FIRM. CUSTOM MARKETING RESEARCH FIRM. SPECIALTY LINE MARKETINGRESEARCH FIRM. 
  • 6. MARKET RESEARCH PROCESS STEP : 1 DEFINE THE PROBLEM, THE DECISION ALTERNATIVE AND RESEARCH OBJECTIVES 01 : WHAT IS TO BE RESEARCHED 02 : WHY IS TO BE RESEARCHED
  • 7. MARKET RESEARCH PROCESS STEP : 2 DEVELOP THE RESEARCH PLAN 01 : DATA SOURCE 02 : RESEARCH APPROACHES 03 : SAMPLING PLAN 04 : CONTACT METHOD
  • 8. MARKET RESEARCH PROCESS STEP : 3 COLLECT THE INFORMATION 01 : THE MOST EXPENSIVE AND THE MOST PRONE TO ERROR.
  • 9. MARKET RESEARCH PROCESS STEP : 4 ANALYZE THE INFORMATION 01 : THE RESEARCHERS NOW COMPUTE AVERAGES AND MEASURES OF DISPERSION FOR THE MAJOR VARIABLES AND APPLY SOME ADVANCED STATISTICAL TECHNIQUES AND DECISION MODELS IN HOPE OF ADDITIONAL FINDINGS.
  • 10. MARKET RESEARCH PROCESS STEP : 5 PRESENT THE FINDINGS 01 : THE RESEARCHER PRESENT THE FINDINGS RELEVANT TO THE MAJOR MARKETING DECISIONS FACING MANAGEMENT.
  • 11. MAKE THE DECISION STEP : 6 MARKET RESEARCH PROCESS 01 : DEPENDING ON THEIR CONFIDENCE IN THE FINDINGS, MANGERS DECIDE TO USE IT, DICARD IT OR CARRY MORE RESEARCH.
  • 12. Research for small companies Major concept in demand measurement Market Research Process
  • 13. CREDIT Philips kotler Marketing Management : a south Asian perspective Google Image Search    Prof. Sameer Mathur IIM-L Marketing Management : DR. Ajeet Kumar Shukla Slideshare.net
  • 14. PRESENTATION BY B. COM, MAHATMA GANDHI KASHI VIDYAPITH VARANASI INTERN IIM-L (MARKETING MANAGEMENT) MENTOR: PROF. SAMEER MATHUR kumarajeet50@gmail.com