The document discusses the meaning and objectives of marketing research. It defines marketing research as the process of systematically gathering, recording, and analyzing data about issues related to marketing goods and services. The objectives of marketing research include understanding consumer needs and the market, obtaining product, price, promotion, and distribution information, identifying segmentation opportunities, and solving financial problems or identifying opportunities. The document also outlines the various types of marketing research studies and their aims.

1. MARKET RESEARCH

2. MEANING OF RESEARCH
Research comprises "creative work undertaken on a systematic
basis in order to increase the stock of knowledge, including
knowledge of man, culture and society, and the use of this stock
of knowledge to devise new applications.“ It is used to establish
or confirm facts, reaffirm the results of previous work, solve
new or existing problems, support theorems, or develop
new theories. A research project may also be an expansion on
past work in the field. To test the validity of instruments,
procedures, or experiments, research may replicate elements of
prior projects, or the project as a whole.
In layman terms:
Research is the systematic collection, analysis and interpretation
of data to answer a certain question or solve a problem.

3. OBJECTIVES OF RESEARCH
To achieve new insights/ new
facts
(Exploratory Study)
• Discovering a new drug molecule,
consumer preference for a
particular product.
To define the characteristics of a
particular individual/situation or a
group
(Descriptive Study)
• Study on Eating habits of Americans
and Indians, Study on choice of
touring destinations among males &
females
To determine the cause and effect of
a particular thing
(Diagnostic Study)
• Study on effect of administration of
XYZ drug on a certain population
To test a hypothesis
(Hypothesis Testing Study)
• Study to determine that Fat people
are more prone of heart ailments,
Study to prove that singles are 3
times more prone to depression
than their married counterparts.

4. IMPORTANCE OF RESEARCH
Research is important in both scientific and non
scientific fields.
Problems, events,
phenomenon and
process
Solutions and
Suggestions
Research
Causes,
explanations
• To generate new knowledge and technologies to deal with
Basic Research major unresolved issues and problems
• To identify priority problems and to design and evaluate
Applied Research policies and programs using optimal use of available resources

5. RESEARCH CLASSIFICATION
Basic Research Applied Research
Seeks Generalisation Studies individual or specific cases without
the objective to generalize
Aims at Basic Processes Aims to any variable which makes the
desired difference
Attempts to explain why things happen Tries to say how things can be changed
Tries to get all facts Tries to correct the facts which are
problematic
Reports in technical language of the topic Reports in common language
Example:
Chemical reactions leads to development
of new compound
Example:
Effect of vaccination on a certain
population, Factors that lead to increasing
efficiency of a machine/system

6. MARKETING RESEARCH
It is "the process or set of processes that links the consumers,
customers, and end users to the marketer through information —
information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a
process. Marketing research specifies the information required to
address these issues, designs the method for collecting information,
manages and implements the data collection process, analyzes the
results, and communicates the findings and their implications."

7. DEFINITION OF MARKETING RESEARCH
• Acc to AMA :
• “Marketing Research is the systematic gathering, recording and analysing of
data about problems relating to the marketing of goods and services.”
• Acc to Philip Kotler:
• “Marketing research is a systematic problem analysis, model building and
fact finding for the purpose of improved decision-making and control in the
marketing of goods and services.”
• Acc to Paul Green and Donald Tull:
• “Marketing research 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.”

8. NEED & IMPORTANCE OF MARKETING
RESEARCH
Provides valuable data
Studies consumer behaviour
Selects promotional techniques
Supplies marketing information
Evaluates marketing performance
Miscellaneous needs and
importance

9. FUNCTIONS OF MARKETING RESEARCH

11. AIMS AND OBJECTIVES OF MARKETING
RESEARCH
 The market and its structure
The market size (usually broken down by segments)
The route to market (through the value chain)
The companies that compete in the market (and their
market shares)
The numbers of consumers (again broken down by
segment)

12. CONT…
 Consumer needs and satisfaction
 Factors that trigger the purchase of the product (or service)
 Factors that influence the choice of supplier
 The importance of specific issues on the selection of supplier (such as product
quality, availability, price, brand etc)
 Consumers satisfaction with the product (or service)

13. CONT…
Product information
 Products that are purchased
 Un-met needs (new product opportunities)
 Attitudes to new products (either in concept, as prototypes or in their finished
form)
 Packaging of the product

14. CONT…
Price information
 Prices of the products (list and net)
 Price sensitivity (elasticity) of the product
 Values attached to various aspects or components of the offer

15. CONT…
Promotion information
 Sources through which consumers and potential consumers acquire their
information on products and services
 Messages that trigger an interest in the products/services
 Attitudes to different adverts. including new adverts.
 Awareness of advertising
 Effectiveness of different forms of advertising
 Readership of different media

16. CONT…
Distribution information
 Role of different levels in the value chain
 Price levels and margins in the value chain
 Factors that prompt merchants and distributors to stock products
 Marketing and merchandising within the value chain
 Availability and stocking levels in the value chain

17. CONT…
Segmentation opportunities
 Demographics of the population in terms of age, gender, income group, location
 Behaviour of the population in terms of how they buy (eg. frequency of purchase,
place of purchase, size of purchase etc)
 Needs of the population in terms of what drives their selection of a supplier (eg
often referred to as the drivers behind the decision such as convenience, bargain
hunters, safety seekers etc).

18. CONT…
Financial problem solving
 How can we reverse a fall in sales (or achieve an increase in sales)?
 How can we obtain more profit from the product/service?
 How can we improve the satisfaction of our customers so that loyalty is
improved?

19. CONT…
Meeting opportunities
 How can we improve our offer to customers (the product/service, the delivery,
the guarantees, the service support etc)?
What is the optimum price we should charge?
 How can we segment the market so that we can better satisfy customers’
needs?
 How can we persuade people to buy our products when they are being tempted
in other directions?
 How can we increase our sales in other territories?
Which new products or services could we offer to our customers?

20. CONT…
Evaluation and diagnosis
What is the cause of the fall off in sales and/or profitability?
Why are people rejecting our product in favour of those from other companies?
What are the triggers that would cause people to buy our products/services (or
the barriers that are stopping them)?

21. APPLICATION OF RESEARCH MARKETING
• Market & consumer analysis
• Product research
• Pricing research
• Promotional research
• Place research