mk research

1. R.Recognition of information needs
E Effective decision making
S. Systematic and objective
E Exude or disseminate information
A Analysis of information
R Recommendation for action
C Collection of information
H Helpful to managers
RESEARCH

2. Marketing Research: Definition
• Many definitions of Marketing Research:
– “Marketing research is the systematic design, collection, analysis
and reporting of data and findings relevant to a specific marketing
situation facing the company.”
– Marketing research is the process of designing, gathering,
analyzing, and reporting information that may be used to solve a
specific marketing problem.

3. Definition of Marketing Research
Marketing research is the systematic and objective
identification
collection
analysis
dissemination
and use of information
For the purpose of improving decision making related to the
identification and
solution of problems and opportunities in marketing.

4. Need For Marketing Research
• Why do businesses need accurate and up-to-date information?
– To undertake marketing effectively
– Changes in technology
– Changes in consumer tastes
– Market demand
– Changes in the product ranges of competitors
– Changes in economic conditions
– Distribution channels

5. Purpose Of Marketing Research
• Gain a more detailed understanding of consumers’ needs:
– e.g., views on products’ prices, packaging, recent
advertising campaigns
• Reduce the risk of product/business failure:
– there is no guarantee that any new idea will be
a commercial success
– Can help to achieve commercial success
• Forecast future trends:
– it can also be used to anticipate future customer needs

6. Chapter Outline
8) Marketing Research Suppliers and Services
9) Selecting a Research Supplier
10) Careers in Marketing Research
11) The Role of Marketing Research in MIS and DSS
12) The Department Store Project
13) International Marketing Research
14) Ethics in Marketing Research
15) Summary
© 2007Prentice Hall 1-6

7. Redefining Marketing Research
The American Marketing Association (AMA)
redefined Marketing Research as:
The function that links the consumer, the
customer, and public to the marketer
through INFORMATION
© 2007Prentice Hall 1-7

8. Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
Redefining Marketing Research
© 2007Prentice Hall 1-8

9. Definition of Marketing
Research
© 2007Prentice Hall 1-9
Marketing research is the systematic and objective


identification
collection



analysis
dissemination
and use of information
For the purpose of improving decision making related to the


identification and
solution of problems and opportunities in marketing.

10. Market Research
© 2007Prentice Hall 1-10


Specifiestheinformationnecessarytoaddress
these issues
Managesandimplementsthedatacollection



process
Analyzesthe results
Communicatesthefindingsandtheir implications
Helpsmanagersusethisinformationtomake
decisions

11. Classification of Marketing
Research
© 2007Prentice Hall 1-11
Problem-Identification Research
 Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or
are likely to arise in the future. Examples: market
potential, market share, image, market characteristics,
sales analysis, forecasting, and trends research.
Problem-Solving Research
 Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.

12. Research
Marketing Research
Problem
IdentificationResearch
Problem-
Solving
Research
MarketPotentialResearch
MarketShareResearch
M
R
e
a
s
r
k
e
e
a
t
r
c
C
h
h
a
r
a
c
t
e
r
i
s
t
i
c
s
SalesAnalysisResearch
ForecastingResearch
BusinessTrends Research
SegmentationResearch
ProductResearch
PricingResearch
PromotionResearch
Distribution Research
Fig.1.1
© 2007Prentice Hall 1-12

13. Problem-Solving Research
responsivenessforvarious
segments
 Selecttarget markets
 Createlifestyleprofiles:
demography,media,and
productimage characteristics
PRODUCT RESEARCH
 Testconcept
 Determineoptimalproductdesign
 Package tests
 Product modification
 Brandpositioningand repositioning
 Testmarketing
Table 1.1
SEGMENTATION RESEARCH
 Determinethebasisof segmentation
 Establishmarketpotentialand
© 2007Prentice Hall 1-13

14. Problem-Solving Research
Table1.1 cont.
PRICING RESEARCH
Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand
Initiating and responding to price changes
$ALE
PROMOTIONAL RESEARCH
Optimalpromotional budget
Salespromotion relationship
Optimalpromotional mix
Copy decisions
Media decisions
Creativeadvertising testing
Evaluationof advertising effectiveness
0.00%
© 2007Prentice Hall 1-14
APR

15. Problem-Solving Research
Table1.1 cont.
DISTRIBUTION RESEARCH
Determine…
Typesof distribution
Attitudesof channelmembers
Intensityof wholesale&resale coverage
Channel margins
Locationof retailandwholesale outlets
© 2007Prentice Hall 1-15

16. Marketing Research Process
© 2007Prentice Hall 1-16
Step 1 : Problem Definition
Step 2 : Development of an Approach to the Problem
Step 3 : Research Design Formulation
Step 4 : Fieldwork or Data Collection
Step 5 : Data Preparation and Analysis
Step 6 : Report Preparation and Presentation

17. Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
© 2007Prentice Hall 1-17

18. The Role of Marketing
•Product
•Pricing
•Promotion
•Distribution
Controllable
Marketing
Variables
Marketing
Research
Marketing
Decision
Making
Providing
Information
Assessing
Information
Needs
Market ingManagers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control
Uncontrollable
Environmental
Factors
• Economy
• Technology
• Laws&
Regulations
• Social&Cultural
Factors
• PoliticalFactors
Research
Fig. 1.2
© 2007Prentice Hall 1-18
• Consumers
• Employees
• Shareholders
• Suppliers
Customer Groups

19. LIMITED SERVICE
Branded
Products
and Services
Data
Analysis
Services
Analytical
Services
Coding and
Data Entry
Services
Field
Services
FULL SERVICE
Syndicate
Services
Standardized
Services
Customiz
ed
Services
Internet
Services
RESEARCH
SUPPLIERS EXTERNAL
INTERNAL
Marketing Research Suppliers & Services
Fig 1.3

20. Selected Marketing Research
Career Descriptions
Vice President of Marketing
Research
• Part of company’s top
management team
• Directs company’s entire market
research operation
• Sets the goals & objectives of the
marketing research department
Research Director
•Also part of senior
management
•Heads the development
and execution of all
research projects
Assistant Director of Research
•Administrative assistant to director
•Supervises research staff members
Senior Project Manager
•Responsible for design, implementation, &
research projects

21. Analyst
• Handles details in execution of
project
• Designs & pretests questionnaires
• Conducts preliminary analysis of
data
Junior Analyst
• Secondary data analysis
• Edits and codes questionnaires
• Conducts preliminary analysis of data
Fieldwork Director
•Handles selection, training,
supervision, and evaluation of
interviewers and field workers
Senior Analyst
• Participates in the development of projects
• Carries out execution of assigned projects
• Coordinates the efforts of analyst, junior analyst, & other personnel in the
development of research design and data collection
• Prepares final report
Statistician/Data Processing
• Serves as expert on theory and
application on statistical techniques
• Oversees experimental design, data
processing, and analysis
Selected Marketing Research
Career Descriptions

22. Criteria for Selecting a Research Supplier








What is the reputation of the supplier?
Do they complete projects on schedule?
Are they known for maintaining ethical standards?
Are they flexible?
Are their research projects of high quality?
What kind and how much experience does the supplier have? Has
the firm had experience with projects similar to this one?
Do the supplier's personnel have both technical and non-technical
expertise?
Can they communicate well with the client?
Competitive bids should be obtained and compared on the basis of
quality as well as price.

23. • Know what you’re talking about
– What’s your product?
–Who are you selling to in existing
markets?
• Look for answers to specific questions
– But don’t always expect specific answers
•Not everything can be found on the
Internet
Keys to Successful Marketing
Research