This is a slide share made during an internship with Prof Sammer Mathur on Conducting marketing research

2. WHAT WILL WE LEARN?
SCOPE OF MARKETING RESEARCH
STEPS INVOLVED IN GOOD MARKETING RESEARCH
CASE STUDIES-IDEO

3. SAMSUNG USED
MARKETING RESEARCH
WHILE LAUNCHING ITS NEW
GALAXY III TO GAIN A
UPPER HAND OVER IT’S
FORMIDABLE COMPETITOR
APPLE BY RUNNING
CAMPAIGNS LIKE
“THE NEXT BIG
THING IS ALREADY
HERE”-LEARNING FROM
THE NEGATIVE COMMENTS
CONSUMERS LEFT FOR THE
NEW IPHONE EXAMPLE THE
SCREEN SIZE

4. THE SCOPE OF
MARKETING RESEARCH
IMPORTANCE OF MARKETING INSIGHTS
WHO DOES MARKETING RESEARCH
OVERCOMING BARRIERS TO THE USE OF
RESEARCH

5. P&G EMPLOYED A WIDE RANGE OF
RESEARCH TECHNIQUES TO
COMPLEELY OVERHAUL THE PANTENE
PRODUCT LINE

6. WHO DOES MARKETING RESEARCH?
MARKETING RESEARCH IS NOT LIMITED TO LARGE
COMPANIES WITH BIG BUDGETS AND MARKETING
RESEARCH DEPARTMENTS SMALL COMPANIES CAN HIRE
THE SERVICES OF A MARKETING RESEARCH FIRM OR
CONDUCT RESEARCH IN CREATIVE AND AFFORABLE
WAYS

7. THE FOUNDER
OF STAPLES
MADE WEEKLY
VISITS TO
STORES OF ALL
KINDS FOR
INSPIRATIONS
AND INSIGNTS

8. OVERCOMING BARRIERS TO
THE USE OF MARKETING
RESEARCH
POORLY CONCEIVED
MARKETING RESEARCH
ALMOST DOOMED THE
BOX OFFICE
BLOCKBUSTER STARWARS

9. THE MARKETING RESEARCH PROCESS
DEFINE DEVELOP COLLECT ANALYZE PRESENT ACTION

10. DEFINE THE PROBLEM AND RESEARCH
OBJECTIVE C

11. DEVELOP THE RESEARCH
PLAN

12. COLLECT THE INFORMATION
MARKETERS CAN UNOBSTRUSIVELY OBSERVE
FOCUS GROUPS BEHIND TWO WAY MIRROR TO
GAIN QUANTATIVE CONSUMER INSIGHTS

13. MARKETING QUESTIONNAIRE
DOS
 ENSURE THAT THE QUESTIONS ARE
WITHOUT BIAS
 SIMPLE QUESTIONS
 SPECIFIC QUESTIONS
 ENSURE FIXED RESPONSES
 DO NOT USE WORDFS THAT COULD
HAVE BEEN MISHEARD
DON’T
 DON’T LEAD THE RESPONDENT INTO
AN ANSWER
 DON’T ASK MULTIPLE QUESTIONS IN
ONE
 USE WORDS IN COMMON SPEECH

14. ANALYZE THE INFORMATION

15. PRESENT THE FINDINGS

16. MAKE THE DECISION

17. WHO ARE IDEO?
WHO ARE IDEO?
IDEO is the Largest and one of the most influential
design consultancy firms in the United States
The company has created many recognizable
design icons of the technological age.
First laptop Computer- The First Apple Mouse
CASE STUDY-IDEO

18. IDEO’s SUCCESS IS PREDICATED ON AN APPROACH CALLED “ DESIGN
THINKING” AN INNOVATIVE METHOD THAT INCORPORATES
BEHAVIOR INTO DESIGN.IT’S AN UNCONVEENTIONAL WAY TOF
PROBLEM SOLVING
WHY ARE THE SUCCESSFUL?

19. IDEO CONDUCTED INTERVIEWS AND OBSERVED GUESTS IN THE HOTEL’S LOUNGES AND LOBBIES
AND FOUND PROBLEMS YOUNG GUESTS FOUND AND CONSULTED MARRIOTT TO PUT FREE WIFI
AND TV TO CATER TO THE YOUNG GUESTS IS A CLASSIX EXAMPLE OF HOW IDEO CONDUCTS
BEHAVIOURIAL MARKET RESEARCH AS TO WHAT THE CUSTOMER LOOKING FOR AND DESIGNS
ITS SOLUTIONS ACCORDINLY.

20. SUMMARY
DEFINE DEVELOP COLLECT ANALYZE PRESENT ACTION

21. DISCLAIMER
CREATED BY SHUBH PATODI, DURING A
MARKETING INTERNSHIP BY
PROF. SAMEER MATHUR , IIM LUCKNOW