Marketing research is a systematic process of collecting and analyzing data about markets to help businesses stay competitive. It focuses on accurately understanding consumers, products, distribution channels, and advertising impact. The benefits of marketing research include helping businesses make well-informed decisions, developing effective promotions, and providing a starting point for marketing professionals. Conducting marketing research reduces risks for managers by providing relevant information to improve decision making quality.

1. Presentation on
Marketing Research
Prepared By: Shashank Roy
MBA 2nd Semester
Roll no; 18MBAGEN03

2. What is Marketing Research?
MR is a systematic collection and
analysis of data about a particular
market. It is conducted in order to
help businesses stay competitive
and innovative by better
understanding.

3. Characteristics of Marketing Research
• Systematic and continuous activity/process.
• Wide and comprehensive in scope.
• Emphasizes on accurate data collection and
critical analysis.
• Reduces the gap between the producers and
consumers.

4. Scope of MR
• Consumers of products & services
(Buyer behaviour, influencers, buying habits,
incentives)
• Product & Product design
(Pricing, Sourcing, Physical attributes)
• Distribution Channels
(Performance, Dealer satisfaction, own vs multi-
brand)
• Advertising impact
(Image, Positioning, Media planning, Message
content & Prioritizing)

5. Benefits of MR
• Benefit to business and industry.
• Enhanced ability to make well-informed
decisions.
• Gives company an objective tool to help develop
and promote employees.
• Provides a specific starting point for people
entering the profession.

6. Need for MR
• A manager takes decisions.
• His responsibility is to reduce risk of failure in
decision making.
• Risk arises due to lack of relevant information.
• A manager always seeks information to improve
quality of decision making.
• Information can be collected through market
research.

7. Thank You
The End