Marketing

1. Marketing
Research Process?

2. Marketing Research: Definition
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• Many definitions of Marketing Research:
– “Marketing research is the systematic design,
collection, analysis and reporting of data and findings
relevant to a specific marketing situation facing the
company.”
– Marketing research is the process of designing,
gathering, analyzing, and reporting information that
may be used to solve a specific marketing problem.

3. Need For Marketing Research
• Why do businesses need accurate and up-to-date information?
– To undertake marketing effectively
– Changes in technology
– Changes in consumer tastes
– Market demand
– Changes in the product ranges of competitors
– Changes in economic conditions
– Distribution channels
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4. Purpose Of Marketing Research
• Gain a more detailed understanding of consumers’ needs:
– e.g., views on products’ prices, packaging, recent advertising
campaigns
• Reduce the risk of product/business failure:
– there is no guarantee that any new idea will be
a commercial success
– Can help to achieve commercial success
• Forecast future trends:
– it can also be used to anticipate future
customer needs
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5. EXAMPLES OF RESEARCH IN MARKETING
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Marketing
Decision Types of Research
Target
Markets
Sales, market size; demand for product, customer characteristics, purchase
behavior, customer satisfaction, website traffic
Product
Product development; package protection, packaging awareness; brand name
selection; brand recognition, brand preference, product positioning
Distribution Distributor interest; assessing shipping options; online shopping, retail store site
selection
Promotion
Advertising recall; advertising copy testing, sales promotion response rates,
sales force compensation, traffic studies (outdoor advertising), public
relations media placement
Pricing Price elasticity analysis, optimal price setting, discount options
External
Factors Competitive analysis, legal environment; social and cultural trends
Other Company image, test marketing

6. USES of Marketing Research
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• Identify marketing opportunities and problems
• Generate, refine, and evaluate potential marketing
actions
• Monitor marketing performance
• Improve marketing as a process
• Reduces uncertainty
• Reduces risk
• Helps focus decision making

7. OVERVIEW OF THE MARKETING
RESEARCH PROCESS
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• Why should we do research?
• What research should be done?
• Is it worth doing the research?
• How should the research be designed to achieve the
research objectives?
• What will we do with the research?

8. STAGES OF THE RESEARCH PROCESS
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1) Define the decision problem or opportunity
2) Specify the research objectives
3) Develop a research design
4) Design the questionnaire
5) Manage and implement the data collection
6) Analyze Data
7) Write a Final research report

9. PROBLEM DEFINITION
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• Problem means management problem
• “A problem well-defined is half solved”
• Identifying and defining the problem or opportunity is a crucial first
step in the marketing research process.
• When defining the problem, it is important to think broadly about the
possible causes.
• Defining the Problem Results in Clear Cut Research Objectives.
• Marketing problems may be difficulty-related or opportunity-related.
For both, the prerequisite of defining the problem is to identify and
diagnose it.

10. SPECIFY THE RESEARCH OBJECTIVES
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• What specific information should the project provide?
• If more than one type of information will be developed
from the study, which is the most important?
• What are the priorities?
• When specifying research objectives,
development of hypotheses, might be very helpful.
• When achieved, objectives provide the necessary
information to solve the problem.

11. DEVELOP A RESEARCH DESIGN
• A research design is a framework or blueprint for
conducting the marketing research project.
E X P L O R A T O
R Y
F o cu sG ro u p ;
O b se rva ti o
n ;
O th e rs.
Q U A L IT A T I V E
R E S E A R
C H
D E S C R IP T I V
E
Survey Research
C A U S A L
L a b o ra to ryE xp e ri
m e n t F i e l d E xp
e ri m e n t
M A R K E
T I N G
R E S E A
R C H
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Quantitative Research

12. DESIGN THE QUESTIONNAIRE
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• Questionnaire design is one of the basic building
blocks of marketing research.
• Its first and prime role is to draw accurate information
from the respondent.
• There are 3 different types of Question
Classifications:
– Behavioral
– Attitudinal
– Classification

13. • Have you ever ........?
• Do you ever ........?
• Who do you know ........?
• When did you last ........?
• Which do you do most often ........?
• Who does it ........?
• How many ........?
• Do you have ........?
• In what way do you do it ........?
• In the future will you ........?
Behavioral questions address the following:
They determine people's
actions in terms of what they
have eaten (or drunk), bought,
used, visited, seen, read or
heard. Behavioral questions
record facts and not matters of
opinion.
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14. • What do you think of ........?
• Why do you ........?
• Do you agree of disagree ........?
• How do you rate ........?
• Which is best (or worst) for ........?
Attitudinal questions address the following:
Attitudes are opinions or basic
beliefs which people have
about the products
they buy, the companies they
deal with and it is attitudes that
motivates people
in their actions.
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15. • Gender.
– There can be no other classifications other than
• MALE and
• FEMALE.
• Household status.
– Most researchers classify adults into three groups which are:
• Head of household ( )
• Housewife ( )
• Other adult ( )
Classification questions:
Classification questions are
required to check that the
correct quota of people or
companies have been
interviewed.
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16. MANAGE AND IMPLEMENT THE DATA
COLLECTION
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• This process includes field work and desk work for collecting
all relevant data and information
• Field work includes interviewing the personals by interacting
them face to face by visiting them in home or offices or arranging
group meetings at any preferred place.
• Desk work includes contacting personals over telephone or
via series of emails and web meetings.

17. ANALYZE DATA
• This process is the most important process in the research
as the results are generated on the basis of data preparation.
• After the data collecting stage the collected data is
– edited,
– Coded,
– transcribed
– corrected if required and
– validated.
• Uni/multivariate techniques are used for analyzing data
when there is a single/multiple measurement of each
element or unit in the sample data.
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18. WRITE A FINAL RESEARCH REPORT
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• The final report should addresses the
– specific research questions identified
– the research design
– data collection
– data analysis procedures adopted
– presents the results and the major findings
• The findings should be presented in a comprehensible format so
that they can be readily used in the decision making process.
• Oral presentation should be made to management using
tables, figures, and graphs to enhance clarity and impact.

19. Data is collected
from stores &
consumers
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Our associates
analyze &
interpret the
data
We draw
conclusions
& make recos
to clients
$$
Leads to
business
success for
our clients
What Does It All Mean?
Our Associates Interpret the Data

20. Thank You
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