This document outlines the marketing research process and applications of marketing research. It discusses the 7 stages of marketing research: 1) identifying and defining the problem, 2) stating research objectives, 3) planning the research design, 4) planning the sample, 5) data collection, 6) data processing and analysis, and 7) formulating conclusions and presenting the report. It also provides examples of different types of marketing research applications, including pricing research, product research, concept testing, positioning research, customer satisfaction research, branding research, advertising research, market segmentation, and sales analysis. The overall purpose is to explain the marketing research process and how various types of marketing research can be used.

1. RESEARCH METHODS OF
BUSINESS
Marketing research Process and Application of Marketing Research
Presented BY :
Amit kumar Verma
Angshuman Mitra 1

2. OBJECTIVE
 What is research ?
 Introduction through video
 What Is Market Research?
 7 Stages or Steps Involved in Marketing Research Process
 Application of Market Research
 Conclusion
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3. WHAT IS RESEARCH
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4. WHAT IS MARKET RESEARCH?
Market research is the process of collecting valuable information
to help you find out if there is a market for your proposed
product or service.
or
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5. 7 STAGES OR STEPS INVOLVED IN MARKETING
RESEARCH PROCESS
1) Identification and Defining the Problem
2) Statement of Research Objectives
3) Planning the Research Design or Designing the Research Study
4) Planning the Sample
5) Data Collection
6) Data Processing and Analysis
7) Formulating Conclusion, Preparing and Presenting the Report.
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6. IDENTIFICATION AND DEFINING THE
PROBLEM
 The market research process begins with the
identification of a problem faced by the company.
Problem definition involves:
1. Specifying the symptoms
2. Itemizing the possible causes of the symptoms
3. Listing the reasonable alternative courses of action
that the marketing manager can undertake to solve
the problem.
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7. STATEMENT OF RESEARCH OBJECTIVES
 Research objectives identify what specific pieces of
information are necessary to solve the problem at hand.
 Such objectives may be stated in qualitative or
quantitative terms and expressed as research questions,
statement or hypothesis.
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8. PLANNING THE RESEARCH DESIGN
OR
DESIGNING THE RESEARCH STUDY
There are three types of research design:
1. Exploratory Research Design - is defined as collecting
information in an unstructured and informal manner.
Examples: Reading periodicals, visiting competitors
premises, examine company sales and profits vs.
industry sales and profit, clipping service.
2. Descriptive Research Design - refers to a set of methods
and procedure that describe marketing variables.
Portray these variables by answering who, what, why
and how questions. example: consumer attitude survey to
your companies services.
3. Casual Research Design – designs allow us to isolate
causes and their effects.
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9. PLANNING THE SAMPLE
 A sample plan identifies who is to be sampled and
how to select them for study .
 A sample element refers to a unit of the entity
being studied.
 A sample Frame is a list from which the sample
elements are drawn for the sample.
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10. DATA COLLECTION
Data collection is usually done by trained interviewers who are
employed by field data collection companies to collect primary
data.
Basically two types of data information available to a marketing
researcher:
A. Secondary data(External source) – as it name implies, refers to
information that has been collected for some other purpose.
B. Primary data(Internal source) - refers to information that has
been gathered specifically to serve the research objectives at
hand
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11. DATA PROCESSING AND ANALYSIS
Data analysis involves entering data into computer files,
inspecting it for errors and running tabulations and various statistical
tests.
 Data cleaning – process by which the raw data are checked to
verify that the data has been correctly inputted from the data
collection form to the computer software program.(SPSS)
 Coding – is the process of assigning all response categories a
numerical value like- males=1, females=2.
 Tabulation – which refers to the actual counting of the number of
observations that fall into each possible response category. 11

12. FORMULATING CONCLUSION, PREPARING
AND PRESENTING THE REPORT.
The final stage in the marketing research process is that
of interpreting the information and drawing conclusion
for use in managerial decision.
Preparing the marketing research report involves
describing the process used, building meaningful tables,
and using presentation graphics for clarity.
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13. .
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14. .
 PRICING RESEARCH: Pricing is an important element in driving the purchase
intentions for a brand, and is one of the more technical areas of market research.
 PRODUCT RESEARCH : It helps companies to understand what the customers
really want, so that the product can be tailored to match the needs of the customer.
Product research can help to refine new product ideas.
 CONCEPT TESTING (OR MARKET TESTING): is the process of using
quantitative methods and qualitative methods to evaluate consumer response to a
product idea prior to the introduction of a product to the market.
 POSITIONING RESEARCH: It is strongly tied to market segmentation. Because
your consumers have a variety of differences (age, gender, income, profession,
ethnicity, education etc.)
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15. .CONTINUED..
 CUSTOMER SATISFACTION RESEARCH :It is to improve customer
satisfaction and loyalty. Many firms are interested in understanding what their
customers thought about their shopping or purchase experience, because finding
new customers is generally more costly and difficult than servicing existing or
repeat customers.
 BRANDING RESEARCH :A brand is an asset. We view brand development as
a mix of creativity and marketing information to uncover brand positioning
opportunities in market spaces often cluttered with brand noise.
 ADVERTISING RESEARCH : advertising research that is commonly conducted is
into the effectiveness of the created advertisement. This is done in all different
walks of advertisement including print, television, radio and digital forms of
advertising. 15

16. CONTINUED…
 MARKET SEGMENTATION :The process of defining and
subdividing a large homogenous market into clearly identifiable
segments having similar needs, wants, or demand characteristics.
 SALES ANALYSIS : Sales analysis examines sales reports to see
what goods and services have and have not sold well. The analysis is
used to determine how to stock inventory, how to measure the
effectiveness of a sales force, how to set manufacturing capacity and
to see how the company is performing against its goals.
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17. THANK
YOU
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