This slide provides a quick overview of different aspects of marketing research. This ppt is expected to help researchers, faculties, and students to understand various aspects of Research and especially 'Marketing Research'.
Youtube link of the video in ppt: https://www.youtube.com/watch?v=Mm0g8mVHffE&feature=youtu.be
Distribution Channel/Marketing Channels by Amitabh MishraAmitabh Mishra
This presentation talks about Place decision of marketing strategy. It presents fundamentals of Distribution Channels or Marketing Channels, functions of intermediaries, types and levels of channels, and channel management.
Distribution Channels and Marketing Intermediary in E marketing Nischal16
This Presentation is about a brief introduction of Distribution Channels and Marketing Intermediary in E marketing. Also Focuses on Logistics and Supply chain management and Distribution Strategy used by Amazon India and all other valuables information. Hope you all like the content, presentation. Thank You!☺️☺️☺️
Distribution Channel/Marketing Channels by Amitabh MishraAmitabh Mishra
This presentation talks about Place decision of marketing strategy. It presents fundamentals of Distribution Channels or Marketing Channels, functions of intermediaries, types and levels of channels, and channel management.
Distribution Channels and Marketing Intermediary in E marketing Nischal16
This Presentation is about a brief introduction of Distribution Channels and Marketing Intermediary in E marketing. Also Focuses on Logistics and Supply chain management and Distribution Strategy used by Amazon India and all other valuables information. Hope you all like the content, presentation. Thank You!☺️☺️☺️
International pricing directly impact the success of product in international market.Right pricing strategies and methods of pricing helps in making the brand hit in global market.
The marketer develops a complete profile of the various segments found in the market, one or more is selected for a concerned marketing effort. This is known as market targeting.
International pricing directly impact the success of product in international market.Right pricing strategies and methods of pricing helps in making the brand hit in global market.
The marketer develops a complete profile of the various segments found in the market, one or more is selected for a concerned marketing effort. This is known as market targeting.
A guide to understand and application of Research Methodology for a research paper writing. This presentation has been prepared for a live webinar organised on 8th May, 2021.
Quantitative Research: Surveys and ExperimentsMartin Kretzer
- Example lecture of the course "Methods and Theories in Information Systems"
- Target group: students who want to get an impression of the course before joining it
This ppt slideshow is a compact capsule about various documents used for official communication.
Notice
Agenda
Memo
Minutes
House Organ
Bulletin
Enquiry Letter
Quotation
Offers
A brief description of various official documents are provided. For some documents, formats are provided.
This slide introduces the topic of Marketing Analytics, impact of marketing analytics, Dashboard, ePOS, Assortment Planning, and Market Basket Analysis.
Youtube links in the slides:
MARKETING ANALYTICS:
https://www.youtube.com/watch?v=-oHGG5jJPHQ
DYNAMIC PRICING:
https://www.youtube.com/watch?v=cKPaIsOQslo
INTRO TO ePOS:
https://www.youtube.com/watch?v=7VVKtPge-zw
https://www.youtube.com/watch?v=XWuwlChR8c4
MARKET BASKET ANALYSIS
https://www.youtube.com/watch?v=sJWXgcZ-E2g
TOPICS COVERED
Communication - Introduction
Barriers to Communication
Effective Listening
Principles of effective oral communication
Pronunciation and Physical behaviour
Interpersonal Communication
Group Discussion
Interview
Business Letter
Report writing
This is Part one Of Principles of Marketing Management:
Fundamentals of Marketing
Marketing Mix
Customer Value
Product Life Cycle
Segmentation
Targeting
Positioning
Branding
Personal Selling & Salesmanship
DAGMAR
For marketers and marketing students the importance of understanding the behavior of consumer is very important. Understanding Consumer Behavior can be directly related to the profit/ promotion of any product or service.
This presentation is associated with a Lecture delivered to M.B.A students.
MARKETING RURAL TOURIST DESTINATIONS OF NORTH EAST INDIA: A practical approachDeep Gurung
(AS PRESENTED IN NATIONAL CONFERENCE ON LIVELIHOOD THROUGH RURAL TOURISM IN NORTH EAST INDIA, 6-7 January, 2018)
The location of North Eastern Region of India and the slow growth of Industrialization region have led to economic backwardness of the region. However, the popularity of rural tourism has brought hopes to the region. The cultural, historical, religious attractions of the rural destinations along with serene landscape and natural beauties make North Eastern rural destinations a special attraction for rural tourism. Although some initiatives have been taken at different levels to promote rural tourism, the results are not so promising so far. The presenter attempts to highlight the problems and issues in these
rural destinations the firsthand experiences of the author. The presenter suggests marketing mix for rural tourist destination of North East Region (India) for successful rural tourism in North East India
DOI10.13140/RG.2.2.36400.66560
The slide presentation starts with introduction to social media, types of social media, special reference to twitter is given, a short discussion on instagram, google plus and travel blogs is presented with examples
North-East India is one of the bio hot-spot of global scenario. The abundance of various flora and fauna resources has been widely used for traditional healing among the population of the region. In Morigaon district of Assam, there is a village called Mayong. Rural tourism is defined as tourism activities that take place in non-urban areas. Mayong village is originally famous as ‘land of black magic’. However, it is also known for its indigenous knowledge about various traditional treatments that can heal many ailments. The rising popularity of Ayurveda has drawn many followers towards the use of herbal remedies for better health. Health tourism is a popular genre of tourism where people travel to receive health treatment.
Influence of Wildlife Tourism on Handicraft sector of Kaziranga National ParkDeep Gurung
The presentation describes the influence of wildlife tourism on handicraft sector. With special reference to Kaziranga National Park the study shows the present scenario of handicraft sector near prominent tourist spots. It also provides propositions for sustainable tourism.
Max Weber Verstehen ( Intepretative Understanding)Deep Gurung
This slide contains the philosophy of Max Weber about 'Verstehen' or 'Interpretative Understanding' of Social Reality. Max Weber suggests a method to gain knowledge about society through 'Verstehen'. This method is very popular in Social Science Research.
Arunachal Pradesh is rich in cultural diversity. These enormous resource can be used to promote Tourism in Arunachal Pradesh, which is a great revenue earning option for the state and the nation as a whole.
The North Eastern Region is lagging behind other states of India. A major boost can be provided by promoting entrepreneurship in North Eastern Region of India
Principles of Scientific Management (F.W. Taylor)Deep Gurung
The slide explains the theory proposed by F.W. Taylor. He introduced scientific methods of doing work to increase productivity. Thus he is known as 'Father of Scientific Management;. Thus, the theory 'Principles of Scientific Management'.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
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- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
DMF Portfolio Piece Smart Goals - Artist Management.docx
Marketing research
1. MARKETING RESEARCH
Deep J. Gurung
Assistant Professor
Department of Commerce
CHRIST (Deemed to be University)
Main Campus, Bengaluru (India)
2. Marketing Research defined:
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships in ways that
benefit the organization and its
stakeholders.
3. The American Marketing
Association defines marketing
research as
"the systematic gathering, recording
and analysing of data about problems
related to the marketing of goods and
services".
4. Marketing research is the function
which links the consumer, customer,
and public 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 our understanding of
marketing as a process.- American Marketing Association
5. 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.
6.
7.
8. TWO MAIN PURSPOSE FOR
MARKETING RESEARCH
Problem Identification research
Problem Solving Research
9.
10. SCOPE OF MARKETING
RESEARCH
Concerned with identifying and
fulfilling customer needs and wants
Product and product design
Types of distribution channels and
retail outlets
Provide information on the most cost-
effective media
11. MARKETING RESEARCH PROCEDURE
Problem definition
Research design
Data collection
Data analysis
Report presentation and implementation
18. External Sources
International Labour Organisation,
World Bank,
International Monetary Fund,
Government and its many agencies
Planning Commission,
Central Statistical Organisation,
Reserve bank of India,
Census Commission,
Private research organisations,
Trade associations.
19. Internal sources
CRM (Customer Relationship
Management) system
ERP (Enterprise Resource Planning)
system
PoS (Point of Sales) data
Loyalty programs
Use data (e.g. mobile operators)
Promotion campaign
20.
21.
22.
23.
24. Probability Sampling
Simple random sampling: Every member of the
population has a known and equal chance of
selection. Only one stage of selection.
Systematic sampling: starting point selected by
a random process and then every nth number on
the list is selected. The problem of periodicity
occurs if a list has a systematic pattern (not
random).
Stratified sampling: simple random subsamples
are drawn from within each stratum of the
population. First, a variable is identified for
stratification (e.g. age). Second, for each
separate subgroup/stratum (e.g. 16-25, 26-40,
41-55), a list of population elements must be
obtained.
25. Cluster (area) sampling: the primary
sampling unit is no longer the individual
element in the population (e.g. grocery
store) but a larger cluster of elements
located in proximity to one another (e.g.
cities).
Multistage area sampling: a
combination of two or more probability
sampling techniques. Progressively
smaller areas/units are selected in each
stage (e.g. City -> Neighbourhood -> Age
group -> occupation, …)
26. Non-Probability Sampling
Convenience sampling: people that
are most conveniently available (e.g.
selecting all visitors to a website).
Produces a large number of
responses quickly and at a low cost,
but induces a self-selection bias.
Judgment (purposive) sampling:
based on personal judgment about
some appropriate characteristic, to
achieve specific objective.
27. Quota sampling: various population
subgroups are represented on
pertinent characteristics to the extent
that the researcher desires.
Snowball sampling: initial
respondents are selected by
probability methods and additional
respondents are obtained from
information provided by the initial
respondents.
28.
29. Qualitative vs. Quantitative
Quality
What, why, how
Ethnography
Netnography
Focus Group
Discussion
Interviews
Case studies
Subjectivity
Understanding or
exploring change
Quantity
How many
Surveys
Facts
Statistics
Objectivity
Prediction
Proof
Hypothesis
31. Case studies
Critical: a clearly specified hypothesis
is tested
Unique and extreme
Revelatory: study of a phenomenon
previously inaccessible to research
Representative or typical
Longitudinal: over time changes
32. QUANITATIVE METHOD
Measurement: the process of describing
some property or a phenomenon of interest,
usually by assigning numbers in a reliable
and valid way. The numbers convey
information about the property being
measured. All measurements contain errors.
Researchers must make sure that the
measures used, if not perfect, are accurate
enough to yield correct conclusions.
Construct: term used to refer to concepts
measured with multiple variables.
Scales: a device providing a range of values
that correspond to different values in a
concept being measured.
33. Types of Scale
Nominal scales: values are assigned to
an object for identification or
classification purposes only (e.g.
gender).
Ordinal scales: rank order allowing
things to be arranged based on how
much of some concept they possess
(grade).
Interval scales: capture info about
differences in quantities of a concept
form one observation to the next (IQ).
Ratio scales: represent absolute
quantities; characterized by a meaningful
absolute zero (age).
34. RELIABILITY vs. VALIDITY
Reliability: indicator of a measure's internal
consistency. Different attempts at measuring
something should converge on the same
result.
Validity: the accuracy of a measure of the
extent to which a score truthfully represents a
concept. Basically how a measure assesses
the intended concept.
Face validity: a scale's content logically
appears to reflect what was intended to be
measured (according to 'experts').
Content validity: a measure covers the
breadth of the domain of interest.
35. Criterion validity: the ability of a measure
to correlate with other standard
measures of similar constructs or
established criteria.
Construct validity: exists when a
measure truthfully represents a unique
concept.
Convergent validity: concepts that should
be related to one another are in fact
related.
Discriminant validity: uniqueness or
distinctiveness of a measure. A scale
should not correlate too highly with a
measure of a different construct.
36. Survey Errors
Random sampling error: statistical
fluctuation that occurs because of
chance variation in the elements
selected for a sample. Unavoidable
without very large population (> 400).
37. Respondent error: sample bias
resulting from some respondents’ action
or inaction.
◦ Nonresponse error
Response bias: respondents
(un)consciously answer questions with a
certain slant that misrepresents the truth.
◦ Extremity bias: choose only 1 or 10 on a 10-
point scale
◦ Surveyor bias: respondents influenced by
interviewer's presence
◦ Social desirability bias: caused by
respondents' desire to gain prestige or
appear in a different social role
38. Administrative error: error caused by the
improper administration or execution of the
research task (e.g. confusion, carelessness,
neglect, omission).
Data-processing error: incorrect data entry
or computer programming, or other
procedural errors during the data analysis.
Sample selection error: failure to select a
representative sample caused by improper
sample design or sampling procedure
execution.
Surveyor error: failures to record responses
correctly.
Surveyor cheating (“curb-stoning"):
falsification of questionnaires.
40. Report presentation and
Implementation
Objectives and methodology
Summary of conclusions and
recommendations
Sample and its characteristics
Detailed findings and observations
Conclusion
Questionnaire / Research Instrument
Bibliography
47. APPLICATIONS OF MARKETING RESEARCH
Sales and Market Analysis
◦ Determination of market potential
◦ Design of market segmentation
studies
◦ Distribution channel studies
◦ Determination of competitive
information
48. Product Research
◦ Evaluation of new product ideas
◦ Testing for new product acceptance
◦ Evaluating the need for change in product
formulation
◦ Testing package design in term of
aesthetic appeal., protection for the
product, and ability to withstand
transportation and stocking ordeals.
◦ Testing for product positioning. Should a
new brand of tea be positioned on the
basis of its fragrance and taste, or colour
and strength, or price
49. Business Economics
◦ Business trends
◦ Pricing studies
Advertising Research
◦ Audience measurement
◦ Determining the most cost-effective media
plan
◦ Copy testing
◦ Determining advertising effectiveness
50. References
Marketing Research: Text and
Cases Paperback – 1 Jul 2017
McGraw Hill Education; 3 edition
by Rajendra Nargundkar
ISBN-10: 0070220875
ISBN-13: 978-0070220874