The document provides information about marketing research and marketing information systems (MKIS). It defines marketing research as the systematic gathering and analysis of data related to marketing goods and services. The marketing research process involves setting objectives, defining the problem, assessing value, constructing a proposal, specifying data collection methods, analyzing results, and presenting a final report. It also outlines common marketing research techniques like interviews, questionnaires, and observation. Finally, it defines MKIS as a set of procedures for regularly collecting, analyzing, and presenting marketing information to aid decisions, and lists the typical components of a computerized MKIS system.

1. BUREAU OF RAJASTHAN MARKET RESEARCHA Complete Solution of your Business www.brmrindia.com

2. Marketing Information Systems▪Marketing Research ▪ What is Marketing Research?▪ Process▪ Terminology▪ TechniquesMKIS - Marketing Information Systems ▪ What is MKIS▪ Components of an electronic MKIS

3. Marketing Research‘The systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services’American Marketing Association

4. The Marketing Research ProcessSet objectivesDefine research ProblemAssess the value of the researchConstruct a research proposalSpecify data collection methodSpecify techniques of measurementSelect the sampleData collectionAnalysis of resultsPresent in a final report

5. Terminology of Marketing Research▪ Primary data - collected firsthand▪ Secondary data - already exists, desk research▪ Quantitative research - statistical basis▪ Qualitative research - subjective and personal▪ Sampling - studying part of a ‘population’ to learn about the whole

6. Marketing Research Techniques▪ Interviews▪ Face-to-face ▪ Telephone ▪ Postal questionnaireAttitude measurement▪ Cognitive component (know/believe about an act/object)▪ Affective component (feel about an act/object)▪ Co native component (behave towards an object or act)

7. Likert scale

8. Strongly agree

9. Agree

10. Neither agree nor disagree

11. Disagree

12. Strongly disagree

13. Semantic differential scales - differences between words e.g. practical v impractical

14. Projective techniques

15. Sentence completion

16. Psychodrama (yourself as a product)

17. Friendly Martian (what someone else might do)Group discussion and focus group

18. Postal research questionnaires

19. Diary panels - sources of continuous data

20. In-home scanning - hand-held light pen to scan barcodes

21. Telephone research

22. Observation

23. Home audit

24. Direct observation

25. In-store testingWhat is MKIS?‘MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’American Marketing Association

26. Design of toolsPurpose

27. Description

28. Benefits

29. Why and when to use

30. Summary of easy steps

31. Underpinning concepts

32. Steps

33. Good practice examples

34. Customizing

35. Further resourcesThe components of a computerised MKISData BankStatisticalBankMKISDisplay unitMarketingManagerModel Bank

36. Our ClientsIMRB

37. TNS Mode

38. Market Search India Pvt. Ltd.

39. MRB

40. PSI

41. Catholic Relief Services

42. Mahindra & Mahindra

43. Research Pacific India

44. ITC

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