Marketing research involves systematically collecting, analyzing, and reporting information to identify and solve marketing problems and take advantage of opportunities. It follows a process that includes identifying the problem, developing an approach, designing the research, collecting data, analyzing the data, and reporting the findings. There are two main types - problem identification research which discovers opportunities, and problem-solving research which tests solutions.

1. Concept of Marketing Research
• Research which connects consumer , customer and public.
• Identify marketing opportunities, challenges
• Systematic and objective identification , collection , analysis,
dissemination and use of information for the purpose of assessing
management in decision making related to the identification and
solution of a problem in marketing

2. Classification
• Problem Identification Research- basically identify opportunity
• Problem-Solving Research
Examples of Problem Identification Research – Market Share Research ,
Business Trend Research , Image Research , Market Characterstic
Research
Problem Solving Research : Distribution Research , Promotion Research
, Pricing Research

5. Marketing Research Process
Step 1 : Problem Identification
Step 2Developing an approach to a problem
Step 3 Research Design Formulation
Step 4 Field Work of Data Collection
Step 5: Data Preparation and Analysis
Step 6 Report Preparation and Presentation

6. Research Design
• What information do I need to collect?
• Choose design(discussed in next slide)
• Specify measuring and scaling technique
• Prepare questionnaire
• Specify sampling process and sample size
• Develop plan for data analysis