SlideShare a Scribd company logo
INTRODUCTION TO MARKETING
RESEARCH
MEANING OF MR
 The term marketing research is used extensively in
modern marketing management. It acts as a tool for
accurate decision making as regards marketing of goods
and services
 It is also useful for studying and solving different
marketing problems in a systematic and rational manner.
DEFINITIONS OF MARKETING RESEARCH
 According to American Marketing Association
(AMA), MR is "The systematic gathering, recording,
and analyzing of data about problems relating to the
marketing of goods and services.“
 According to Philip Kotler, "Marketing research is
systematic problem analysis, model building and fact-
finding for the purpose of improved decision-making and
control in the marketing of goods and services."
FEATURES OF MARKETING RESEARCH
 Systematic and continuous activity/process
 Wide and comprehensive in scope
 Emphasizes on accurate data collection and critical
analysis
 Offers benefits to the company and consumers
 Tool for managerial decisions
 Reduces the gap between the producers and
consumers
IMPORTANCE OF MARKETING RESEARCH
 Planning and execution of marketing plan
 Quick and correct decision-making
 Effective solutions on marketing problems
OBJECTIVE OF MARKETING RESEARCH
 Help in minimising Cost
 Controlling
 Formulation of policies
 Cover the business risk
 Guiding the manufacturers
 To know the demographics and psychographics of c
ustomer
 To find out the impact of promotional efforts
 To know customer response to a new product
 To forecast sale
 To anticipate competitive moves
SCOPE OF MARKETING RESEARCH
 Product Research
 Consumer Research
 Pricing Research
 Advertising Research
 Packaging Research
 Sales Research
 Distribution Research
 International Marketing Research
 Market Research
ADVANTAGES OF MARKETING RESEARCH
 Indicates current market trends
 Pinpoints deficiencies in marketing policies
 Explains customer resistance
 Suggests sales promotion techniques
 Guidance to marketing executives
 Selection and training of sales force
 Facilitates business expansion
 Suggests marketing opportunities
 Suggests distribution channels
 Provides marketing information
LIMITATIONS OF MARKETING RESEARCH
 Offers suggestions and not decisions
 Fails to predict accurately
 Cannot study all marketing problems
 Time-consuming activity
 Costly/expensive activity
 Dearth of qualified staff
 Limitations of data used
 Vague Result

More Related Content

What's hot

Product life cycle
Product life cycleProduct life cycle
Product life cycle
Farhana Islam Chowdhury
 
Setting Product Strategy
Setting Product StrategySetting Product Strategy
Setting Product Strategy
Nishant Agrawal
 
Competitor Analysis
Competitor AnalysisCompetitor Analysis
Competitor Analysis
Ashok Muthusamy
 
Designing marketing channels
Designing marketing channelsDesigning marketing channels
Designing marketing channels
Felnorie Grace Gimoto
 
Positioning strategies in marketing
Positioning strategies in marketingPositioning strategies in marketing
Positioning strategies in marketing
Anu Damodaran
 
Sales Budget
Sales BudgetSales Budget
Sales Budget
sanjay_sarkar
 
evaluation & appraisal of sales force
 evaluation & appraisal of sales force evaluation & appraisal of sales force
evaluation & appraisal of sales force
Urvashi Baghel
 
Marketing planning
Marketing planningMarketing planning
Marketing planning
vishal patel
 
Difference between indusrial marketing & consumer marketing
Difference between indusrial marketing & consumer marketingDifference between indusrial marketing & consumer marketing
Difference between indusrial marketing & consumer marketing
Dr. Chandra Shekhar Singh
 
Sales force management
Sales force managementSales force management
Sales force management
Gouthami Sridharan
 
International Marketing - An Introduction
International Marketing - An IntroductionInternational Marketing - An Introduction
International Marketing - An Introduction
Bindumadhavi Nandakishore
 
Marketing communications
Marketing communicationsMarketing communications
Marketing communications
Saxbee Consultants
 
Contemporary issues in marketing
Contemporary issues in marketingContemporary issues in marketing
Contemporary issues in marketing
Manish Parihar
 
Market segmentation PPT
Market segmentation PPTMarket segmentation PPT
Market segmentation PPT
Aabhas Rastogi
 
Product management
Product managementProduct management
Product management
mukku jakkaraiah
 
Brand Equity Ppt
Brand Equity PptBrand Equity Ppt
Brand Equity Ppt
RANJITH MATHEW
 
Communication mix
Communication mixCommunication mix
Communication mix
asimo21
 
Strategic marketing-chapter-1
Strategic marketing-chapter-1Strategic marketing-chapter-1
Strategic marketing-chapter-1
AAinee Rana
 
Marketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management TasksMarketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management Tasks
sharen1967
 
Sales budget, quotas and sales territories
Sales budget, quotas and sales territoriesSales budget, quotas and sales territories
Sales budget, quotas and sales territories
Indransh Gupta
 

What's hot (20)

Product life cycle
Product life cycleProduct life cycle
Product life cycle
 
Setting Product Strategy
Setting Product StrategySetting Product Strategy
Setting Product Strategy
 
Competitor Analysis
Competitor AnalysisCompetitor Analysis
Competitor Analysis
 
Designing marketing channels
Designing marketing channelsDesigning marketing channels
Designing marketing channels
 
Positioning strategies in marketing
Positioning strategies in marketingPositioning strategies in marketing
Positioning strategies in marketing
 
Sales Budget
Sales BudgetSales Budget
Sales Budget
 
evaluation & appraisal of sales force
 evaluation & appraisal of sales force evaluation & appraisal of sales force
evaluation & appraisal of sales force
 
Marketing planning
Marketing planningMarketing planning
Marketing planning
 
Difference between indusrial marketing & consumer marketing
Difference between indusrial marketing & consumer marketingDifference between indusrial marketing & consumer marketing
Difference between indusrial marketing & consumer marketing
 
Sales force management
Sales force managementSales force management
Sales force management
 
International Marketing - An Introduction
International Marketing - An IntroductionInternational Marketing - An Introduction
International Marketing - An Introduction
 
Marketing communications
Marketing communicationsMarketing communications
Marketing communications
 
Contemporary issues in marketing
Contemporary issues in marketingContemporary issues in marketing
Contemporary issues in marketing
 
Market segmentation PPT
Market segmentation PPTMarket segmentation PPT
Market segmentation PPT
 
Product management
Product managementProduct management
Product management
 
Brand Equity Ppt
Brand Equity PptBrand Equity Ppt
Brand Equity Ppt
 
Communication mix
Communication mixCommunication mix
Communication mix
 
Strategic marketing-chapter-1
Strategic marketing-chapter-1Strategic marketing-chapter-1
Strategic marketing-chapter-1
 
Marketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management TasksMarketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management Tasks
 
Sales budget, quotas and sales territories
Sales budget, quotas and sales territoriesSales budget, quotas and sales territories
Sales budget, quotas and sales territories
 

Similar to Marketing research intro

Marketing
MarketingMarketing
Marketing
丝ツ 詹妮
 
Marketing research
Marketing research Marketing research
Marketing research
SumitKangra
 
Ppt for MBA marketing management students
Ppt for MBA marketing management studentsPpt for MBA marketing management students
Ppt for MBA marketing management students
DeepanshuNegi26
 
Kasun
KasunKasun
Marketing Research
Marketing ResearchMarketing Research
Marketing Research
NANDA KISHORE SETHURAMAN
 
3) chapter 28 overheads
3) chapter 28 overheads3) chapter 28 overheads
3) chapter 28 overheads
cwood
 
Marketing research
Marketing researchMarketing research
Marketing research
Gaurav Jadhav
 
Marketing Research Introduction
Marketing Research IntroductionMarketing Research Introduction
Marketing Research Introduction
Aanya Kumar
 
Chapter 28 Overheads
Chapter 28 OverheadsChapter 28 Overheads
Chapter 28 Overheads
lofer94
 
Introduction - Marketing Research
Introduction - Marketing ResearchIntroduction - Marketing Research
Introduction - Marketing Research
viveksangwan007
 
Mba – marketing management
Mba – marketing managementMba – marketing management
Mba – marketing management
Babasab Patil
 
Marketing for micro & small enterprises
Marketing for micro & small enterprisesMarketing for micro & small enterprises
Marketing for micro & small enterprises
Karuppan Gnanasambandan
 
Marketing for msme
Marketing for msmeMarketing for msme
Marketing for msme
Pallav Kumar
 
Marketing management
Marketing managementMarketing management
Marketing management
Treat Assignment Help UK
 
Marketing management
Marketing managementMarketing management
Marketing management
Digvijaysinh Gohil
 
all about marketing
all about marketingall about marketing
all about marketing
Rohit Kumar Singhania
 
A Presentation on Marketing Research Problem & Developing an Approach
A Presentation on Marketing Research Problem & Developing an ApproachA Presentation on Marketing Research Problem & Developing an Approach
A Presentation on Marketing Research Problem & Developing an Approach
KurapatiSaipriyanka
 
Internship project of marketing strategies analysis
Internship project of marketing strategies analysis Internship project of marketing strategies analysis
Internship project of marketing strategies analysis
Harshita Bansal
 
Ppt.file
Ppt.filePpt.file
Ppt.file
SajanKumar78
 
Marketing
MarketingMarketing
Marketing
AKANSHA GURELE
 

Similar to Marketing research intro (20)

Marketing
MarketingMarketing
Marketing
 
Marketing research
Marketing research Marketing research
Marketing research
 
Ppt for MBA marketing management students
Ppt for MBA marketing management studentsPpt for MBA marketing management students
Ppt for MBA marketing management students
 
Kasun
KasunKasun
Kasun
 
Marketing Research
Marketing ResearchMarketing Research
Marketing Research
 
3) chapter 28 overheads
3) chapter 28 overheads3) chapter 28 overheads
3) chapter 28 overheads
 
Marketing research
Marketing researchMarketing research
Marketing research
 
Marketing Research Introduction
Marketing Research IntroductionMarketing Research Introduction
Marketing Research Introduction
 
Chapter 28 Overheads
Chapter 28 OverheadsChapter 28 Overheads
Chapter 28 Overheads
 
Introduction - Marketing Research
Introduction - Marketing ResearchIntroduction - Marketing Research
Introduction - Marketing Research
 
Mba – marketing management
Mba – marketing managementMba – marketing management
Mba – marketing management
 
Marketing for micro & small enterprises
Marketing for micro & small enterprisesMarketing for micro & small enterprises
Marketing for micro & small enterprises
 
Marketing for msme
Marketing for msmeMarketing for msme
Marketing for msme
 
Marketing management
Marketing managementMarketing management
Marketing management
 
Marketing management
Marketing managementMarketing management
Marketing management
 
all about marketing
all about marketingall about marketing
all about marketing
 
A Presentation on Marketing Research Problem & Developing an Approach
A Presentation on Marketing Research Problem & Developing an ApproachA Presentation on Marketing Research Problem & Developing an Approach
A Presentation on Marketing Research Problem & Developing an Approach
 
Internship project of marketing strategies analysis
Internship project of marketing strategies analysis Internship project of marketing strategies analysis
Internship project of marketing strategies analysis
 
Ppt.file
Ppt.filePpt.file
Ppt.file
 
Marketing
MarketingMarketing
Marketing
 

More from ANUJ YADAV

Kfc – origin, history and its success
Kfc – origin, history and its successKfc – origin, history and its success
Kfc – origin, history and its success
ANUJ YADAV
 
Himalayas
HimalayasHimalayas
Himalayas
ANUJ YADAV
 
Coca cola
Coca colaCoca cola
Coca cola
ANUJ YADAV
 
Cadbury
CadburyCadbury
Cadbury
ANUJ YADAV
 
Bingo
BingoBingo
Bingo
ANUJ YADAV
 
Market Research Process
Market Research ProcessMarket Research Process
Market Research Process
ANUJ YADAV
 
Marketing information system
Marketing information systemMarketing information system
Marketing information system
ANUJ YADAV
 
Consumer behavior
Consumer behaviorConsumer behavior
Consumer behavior
ANUJ YADAV
 
Promotion strategies
Promotion strategiesPromotion strategies
Promotion strategies
ANUJ YADAV
 
Pricing policy
Pricing policyPricing policy
Pricing policy
ANUJ YADAV
 
Promotion and pricing strategies
Promotion and pricing strategiesPromotion and pricing strategies
Promotion and pricing strategies
ANUJ YADAV
 
Product mix cadbury
Product mix  cadburyProduct mix  cadbury
Product mix cadbury
ANUJ YADAV
 
Distribution channel
Distribution channelDistribution channel
Distribution channel
ANUJ YADAV
 
New product development
New product developmentNew product development
New product development
ANUJ YADAV
 
Packaging & labelling
Packaging & labellingPackaging & labelling
Packaging & labelling
ANUJ YADAV
 
Marketing mix
Marketing mixMarketing mix
Marketing mix
ANUJ YADAV
 
Product mix
Product mixProduct mix
Product mix
ANUJ YADAV
 
Package
PackagePackage
Package
ANUJ YADAV
 
Productlifecycle cadbury
Productlifecycle cadburyProductlifecycle cadbury
Productlifecycle cadbury
ANUJ YADAV
 
Plc nokia & samsung
Plc nokia & samsungPlc nokia & samsung
Plc nokia & samsung
ANUJ YADAV
 

More from ANUJ YADAV (20)

Kfc – origin, history and its success
Kfc – origin, history and its successKfc – origin, history and its success
Kfc – origin, history and its success
 
Himalayas
HimalayasHimalayas
Himalayas
 
Coca cola
Coca colaCoca cola
Coca cola
 
Cadbury
CadburyCadbury
Cadbury
 
Bingo
BingoBingo
Bingo
 
Market Research Process
Market Research ProcessMarket Research Process
Market Research Process
 
Marketing information system
Marketing information systemMarketing information system
Marketing information system
 
Consumer behavior
Consumer behaviorConsumer behavior
Consumer behavior
 
Promotion strategies
Promotion strategiesPromotion strategies
Promotion strategies
 
Pricing policy
Pricing policyPricing policy
Pricing policy
 
Promotion and pricing strategies
Promotion and pricing strategiesPromotion and pricing strategies
Promotion and pricing strategies
 
Product mix cadbury
Product mix  cadburyProduct mix  cadbury
Product mix cadbury
 
Distribution channel
Distribution channelDistribution channel
Distribution channel
 
New product development
New product developmentNew product development
New product development
 
Packaging & labelling
Packaging & labellingPackaging & labelling
Packaging & labelling
 
Marketing mix
Marketing mixMarketing mix
Marketing mix
 
Product mix
Product mixProduct mix
Product mix
 
Package
PackagePackage
Package
 
Productlifecycle cadbury
Productlifecycle cadburyProductlifecycle cadbury
Productlifecycle cadbury
 
Plc nokia & samsung
Plc nokia & samsungPlc nokia & samsung
Plc nokia & samsung
 

Recently uploaded

3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
search engine jornal
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
jorge638714
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
raqibmifysolutions
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
Markonik
 
ABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 FuturesABM, The True Story - Rob Griffin, G5 Futures
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
 
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry KimThe Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital MarketingHow Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital Marketing
German Repair Shop Marketing
 
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
Vbout.com
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
Xpand Marketing
 
Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
Rajesh Math
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
iamnavigato
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
VWO
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Flow Agency (formerly Flow SEO)
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
GNW Consulting
 
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
GNW Consulting
 
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
thotadivya582
 

Recently uploaded (20)

3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
 
ABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 FuturesABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 Futures
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
 
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry KimThe Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
 
How Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital MarketingHow Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital Marketing
 
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
Powering Up Your Digital Strategy, Amplifying the Potential of Performance-Ba...
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
 
Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt Raven
 
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
 
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
 
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
 

Marketing research intro

  • 2. MEANING OF MR  The term marketing research is used extensively in modern marketing management. It acts as a tool for accurate decision making as regards marketing of goods and services  It is also useful for studying and solving different marketing problems in a systematic and rational manner.
  • 3. DEFINITIONS OF MARKETING RESEARCH  According to American Marketing Association (AMA), MR is "The systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services.“  According to Philip Kotler, "Marketing research is systematic problem analysis, model building and fact- finding for the purpose of improved decision-making and control in the marketing of goods and services."
  • 4. FEATURES OF MARKETING RESEARCH  Systematic and continuous activity/process  Wide and comprehensive in scope  Emphasizes on accurate data collection and critical analysis  Offers benefits to the company and consumers  Tool for managerial decisions  Reduces the gap between the producers and consumers
  • 5. IMPORTANCE OF MARKETING RESEARCH  Planning and execution of marketing plan  Quick and correct decision-making  Effective solutions on marketing problems
  • 6. OBJECTIVE OF MARKETING RESEARCH  Help in minimising Cost  Controlling  Formulation of policies  Cover the business risk  Guiding the manufacturers  To know the demographics and psychographics of c ustomer  To find out the impact of promotional efforts  To know customer response to a new product  To forecast sale  To anticipate competitive moves
  • 7. SCOPE OF MARKETING RESEARCH  Product Research  Consumer Research  Pricing Research  Advertising Research  Packaging Research  Sales Research  Distribution Research  International Marketing Research  Market Research
  • 8. ADVANTAGES OF MARKETING RESEARCH  Indicates current market trends  Pinpoints deficiencies in marketing policies  Explains customer resistance  Suggests sales promotion techniques  Guidance to marketing executives  Selection and training of sales force  Facilitates business expansion  Suggests marketing opportunities  Suggests distribution channels  Provides marketing information
  • 9. LIMITATIONS OF MARKETING RESEARCH  Offers suggestions and not decisions  Fails to predict accurately  Cannot study all marketing problems  Time-consuming activity  Costly/expensive activity  Dearth of qualified staff  Limitations of data used  Vague Result