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  1. 1. NATURE & SCOPE OF MARKETING RESEARCH Date:-23 / 01 / 2009 Presented by:- Sagar Anand Roll No.-05
  2. 2. HISTORY <ul><li>Curtis publishing company is the first company. </li></ul><ul><li>Charles Coolidge parlin was the first head. </li></ul><ul><li>Research was for Campbell soup. </li></ul><ul><li>In the United States. </li></ul>
  3. 3. Case study <ul><li>Hindustan express news paper </li></ul><ul><li>Largest chain of news paper in India </li></ul><ul><li>During 1975 – 1977 fought for freedom of the press </li></ul><ul><li>Newspaper flash lighted government and its policies </li></ul><ul><li>Suffered restrictions and newspaper quota </li></ul><ul><li>Suffered loses </li></ul><ul><li>Change in government - 1977 </li></ul><ul><li>Role played by this newspaper was hailed </li></ul><ul><li>Earlier position completely reversed </li></ul><ul><li>Financial position improved with in 18 months </li></ul>
  4. 4. Case study cont. <ul><li>Hindustan express simultaneously published in English language </li></ul><ul><li>west -- Bombay, Ahmedabad </li></ul><ul><li>South -- Madras, Bangalore, Hyderabad, Trivandrum </li></ul><ul><li>North -- Chandigarh </li></ul><ul><li>East -- none </li></ul><ul><li>Have two regional language paper </li></ul><ul><li>Marathi from Bombay </li></ul><ul><li>Malayalam from cochin </li></ul><ul><li>New plan to start an edition from Pune in Marathi </li></ul>
  5. 5. Problems :- <ul><li>Already five Marathi newspaper published daily from Pune and four from Bombay </li></ul><ul><li>Pune hardly 180 km from Bombay, as such Bombay edition could easily reach Pune by newspaper taxi. </li></ul><ul><li>The circulation of regional language newspaper is low. </li></ul><ul><li>Advertising revenue is low. </li></ul><ul><li>Will the new edition from Pune be financially feasible? </li></ul><ul><li>Will the new edition have market feasibility? </li></ul>
  6. 6. Solution <ul><li>MARKETING RESEARCH </li></ul>
  7. 7. What is marketing research <ul><li>Marketing research is the function that links , </li></ul><ul><li>the consumer, </li></ul><ul><li>customer, </li></ul><ul><li>and public to the marketer </li></ul><ul><li>Research </li></ul><ul><li>comprises defining and redefining problems, </li></ul><ul><li>Formulating hypothesis or suggested solutions </li></ul><ul><li>Collecting, organizing, and evaluating data </li></ul><ul><li>Making deductions and reaching conclusions </li></ul><ul><li>And at last carefully testing the conclusion to determine whether they fit the formulation </li></ul>
  8. 8. Classification of research <ul><li>Basic research </li></ul><ul><li>Applied research </li></ul><ul><li>a) Problem solving research </li></ul><ul><li>b) Problem identification research. </li></ul>
  9. 9. Problem Solving Research <ul><li>Segmentation research </li></ul><ul><li>Product research </li></ul><ul><li>Pricing research </li></ul><ul><li>Promotion research </li></ul><ul><li>Distribution research </li></ul>
  10. 10. Problem Identification Research <ul><li>Market potential research </li></ul><ul><li>Market share research </li></ul><ul><li>Image research </li></ul><ul><li>Market characteristics research </li></ul><ul><li>Forecasting research </li></ul><ul><li>Business trend research </li></ul>
  11. 11. Why marketing research has evolved and grown ?
  12. 12. Answer:- <ul><li>Managers are separated from their final consumers </li></ul><ul><li>Managers needs information from their final consumers </li></ul>
  13. 13. Managers are separated from their final consumers Manufacturer Retailer Services Org. Final Consumer Mkt. Manager
  14. 14. Managers needs information from their final consumers Manufacturers Retailers Suppliers Customers Needs And Wants
  15. 15. Managers needs information from their final consumers Target market Product/service Price Distribution Promotion Marketing Manager Wants information
  16. 16. <ul><li>Customer group </li></ul><ul><ul><li>Consumer </li></ul></ul><ul><li>Employees </li></ul><ul><li>Shareholders </li></ul><ul><li>Suppliers </li></ul>MARKETING RESEARCH <ul><li>Controllable Marketing Variables _______ </li></ul><ul><ul><li>Product </li></ul></ul><ul><li>Pricing </li></ul><ul><li>Promotion </li></ul><ul><li>Distribution </li></ul><ul><li>Uncontrollable </li></ul><ul><li>Environmental Factors </li></ul><ul><ul><li>Economy </li></ul></ul><ul><li>Technology </li></ul><ul><li>Competition </li></ul><ul><li>Law and Regulations </li></ul><ul><li>Social and culture Factors </li></ul><ul><li>Political Factors </li></ul>Assessing Information Needs Providing Information Marketing Decision Making <ul><li>Marketing Managers </li></ul><ul><ul><li>Market Segmentation </li></ul></ul><ul><li>Target Market Selection </li></ul><ul><li>Marketing Programs </li></ul><ul><li>Performance and Control </li></ul>
  17. 17. <ul><li>The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model: </li></ul><ul><li>_________________________________________________ </li></ul><ul><li>D — Define the marketing problem </li></ul><ul><li>E — Enumerate the controllable and uncontrollable </li></ul><ul><li>decision factors </li></ul><ul><li>C — Collect relevant information </li></ul><ul><li>I — Identify the best alternative </li></ul><ul><li>D — Develop and implement a marketing plan </li></ul><ul><li>E — Evaluate the decision and the decision process </li></ul>
  18. 18. Applications of Marketing Research <ul><li>Pricing Research </li></ul><ul><li>Product Research </li></ul><ul><li>Concept Testing </li></ul><ul><li>Positioning Research </li></ul><ul><li>Customer Satisfaction Research </li></ul><ul><li>Branding Research </li></ul><ul><li>Advertising Research </li></ul><ul><li>Market Segmentation </li></ul><ul><li>Sales Analysis </li></ul>
  19. 19. Types Of Research <ul><li>Descriptive vs. Analytical </li></ul><ul><li>Applied vs. Fundamental </li></ul><ul><li>Quantitative vs. Qualitative </li></ul><ul><li>Conceptual vs. Empirical </li></ul>
  20. 20. <ul><li>Descriptive :- </li></ul><ul><li>Also known Statistical Research </li></ul><ul><li>Includes survey & facts </li></ul><ul><li>What age group buying a particular brand </li></ul><ul><li>Analytical :- </li></ul><ul><li>Use facts or information already available </li></ul>
  21. 21. Applied Research <ul><li>Designed to solve practical problem of the modern world </li></ul><ul><li>For example, applied researchers may investigate ways to: </li></ul><ul><li>improve agricultural crop production </li></ul><ul><li>treat or cure a specific disease </li></ul><ul><li>improve the energy efficiency of homes, offices, or modes of transportation </li></ul>
  22. 22. Fundamental Research <ul><li>Driven by a scientists in a scientific question </li></ul><ul><li>The main motivation is to expand Man’s knowledge, not to create or invent something </li></ul><ul><li>For example, basic science investigations probe for answers to questions such as: </li></ul><ul><li>How did the universe begin? </li></ul><ul><li>What are protons, neutrons, and electrons composed of? </li></ul><ul><li>How do slime molds reproduce? </li></ul><ul><li>What is the specific genetic code of the fruit fly </li></ul>
  23. 23. <ul><li>Quantitative:- </li></ul><ul><li>Used to measure how many people feel, think or act in a particular way </li></ul><ul><li>Many vehicle used for collecting quantitative information but the most common are on street or telephone </li></ul><ul><li>Qualitative :- </li></ul><ul><li>Used to help us understand how people feel and why they feel as they do </li></ul><ul><li>It is concerned with collecting in-debt information asking questions such as why do you say that </li></ul><ul><li>Depth interviews or group discussions are two common methods used for collecting qualitative information </li></ul>
  24. 24. <ul><li>Conceptual :- </li></ul><ul><li>Related to some abstract ideas or theory </li></ul><ul><li>It is generally used by philosopher and thinkers to develop new concepts or to reinterpret existing ones </li></ul><ul><li>Empirical :- </li></ul><ul><li>Relies on experience or observation alone, often without due regard for system & theory </li></ul>
  25. 25. Benefits of Marketing Research <ul><li>Benefit to business and industry </li></ul><ul><li>Benefits to economy. </li></ul><ul><li>Six essential benefit </li></ul><ul><li>Enhanced ability to make well-informed decisions. </li></ul><ul><li>Provides a cost-effective opportunity to supplement a company's internal training. </li></ul>
  26. 26. <ul><li>Facilitates a common knowledge bridge.. </li></ul><ul><li>Provides a specific starting point for people entering the profession. </li></ul><ul><li>Gives company an objective tool to help develop and promote employees. </li></ul><ul><li>Assists researchers in understanding and differentiation between good research and impartial research. </li></ul>
  27. 27. Characteristics of a good marketing research: <ul><li>Use of more scientific methods </li></ul><ul><li>Cost and benefits </li></ul><ul><li>Use of the Statistical method </li></ul><ul><li>Alternative course of action </li></ul>
  28. 28. Scope of marketing research <ul><li>The scope of marketing research could cover the business problems relating to the followings. </li></ul><ul><li>Types of consumers that compromise present and potential markets. </li></ul><ul><li>Buying habits and pattern of consumption </li></ul><ul><li>Size and location of different markets, not only in India but also overseas. </li></ul>
  29. 29. <ul><li>The prospects for growth or construction for the current markets being served. </li></ul><ul><li>New mantras of emerging segments. </li></ul><ul><li>Marketing and manufacturing capabilities of competitors. </li></ul><ul><li>Most suitable entry timing. </li></ul><ul><li>The current and prospective competitive position. </li></ul><ul><li>Chances of improvement of current channels. </li></ul><ul><li>Optimum use of promo- tools. </li></ul>
  30. 30. Qualities of a good researcher: <ul><li>Qualities Entry level junior staff senior staff </li></ul><ul><li>Strong writing skills 57 71 90 </li></ul><ul><li>Strong analytic skills 50 67 90 </li></ul><ul><li>Strong verbal skills 49 57 82 </li></ul><ul><li>Professional appearance 19 28 5 </li></ul><ul><li>Good grades 15 04 07 </li></ul><ul><li>Good quantitative skills 13 19 41 </li></ul><ul><li>Graduate degree 06 11 16 </li></ul><ul><li>Good school 03 ** 01 </li></ul><ul><li>Managerial skills ** ** 49 </li></ul><ul><li>Client handling skills ** ** 83 </li></ul><ul><li>  </li></ul>
  31. 31. <ul><li>Obstacles in acceptance of marketing research </li></ul><ul><li>Due to globalization, liberalization and privatization </li></ul><ul><li>Narrow conception </li></ul><ul><li>Improper orientation of the investigator </li></ul><ul><li>Late results </li></ul><ul><li>Conditional findings </li></ul><ul><li>Biasness </li></ul><ul><li>Improper research technique </li></ul><ul><li>Inadequate skill of investigator </li></ul><ul><li>Research inclined towards predetermined research </li></ul>
  32. 32. Ethical condition of Market Research <ul><li>Information should not be misused </li></ul><ul><li>Do not force the customer to answer </li></ul><ul><li>Respondent reply should also be kept confidential </li></ul><ul><li>Ask sensible personal questions </li></ul>
  33. 33. Limitations of Marketing Research <ul><li>Not a panacea </li></ul><ul><li>Not an exact science </li></ul><ul><li>Limitation of time </li></ul><ul><li>Erroneous findings </li></ul><ul><li>Not exact tool for forecasting </li></ul><ul><li>In experience research research staff </li></ul><ul><li>Narrow conception of marketing research </li></ul>
  34. 34. Emerging issue <ul><li>Marketing research in internet era </li></ul><ul><li>Online research </li></ul><ul><li>Email surveys </li></ul><ul><li>Html forms </li></ul><ul><li>Downloadable interactive survey application </li></ul><ul><li>Data warehousing and data mining </li></ul>
  35. 35. <ul><li>Bibliography :- </li></ul><ul><li>,,, </li></ul>Name of the Book Author Publication Marketing research Donald. S.Tull Del I.Hawking Prince hall of india Marketing Research G.C.Beri Tata McGraw Hill publishing Co. Ltd Marketing Research M.V.Kulkarni Everest Publishing House Webliography :-