Basics of Market Research and Analytics

1. Market Research Nitty-Gritty…

2. Objective What is MR? Definition Why MR? Different Categories When to use what? Qualitative Analysis Quantitative Analysis

3. Defining MR Market Research Researching about market from different perspectives to gain insights about particular dynamic/s is termed as MARKET RESEARCH. Insights can be: + = Market Research

4. Why MR?? Market Research can be fruitful in 3 marketing areas, viz;

5. The Market Research Process

6. Classification of MR

7. Exploratory Exploratory Research Conducted because a problem has not been clearly defined. Helps in determining the best research design, data collection method and selection of subjects Area of implementation/usage The objective of exploratory research is to gather preliminary information that will help define problems and suggest hypotheses

8. Descriptive Descriptive Describes data and characteristics about the population or phenomenon being studied. Answers the questions who, what, where, when and how... Employs structured questionnaire and emphasis is on generating accurate picture of relationships between and among the variables. The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.

9. Causal Causal Research Explores the effect of one thing on another and more specifically, the effect of one variable on another. Helps not only in identifying potential problems but also in locating specific causes of the problems The objective of causal Research is to test hypotheses about cause-and-effect relationships

10. MR vs ANALYTICS

11. ANALYTICS

12. Qualitative Analysis – TECHNIQUES

13. Quantitative Techniques – TECHNIQUES

14. Thank You