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Questions

Vodafone wants to find out effectiveness of

its new ad on the sales, what Vodafone

should do?

If XYZ Co. is facing a problems of sales decline

? What XYZ should do ?

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Solution

Analysis of Sales Figure.

Finding Consumer perceptions, opinions

about the product.

In short Marketing Research.

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Marketing Research

The systematic and objective search for and

analysis of information relevant to the

identification and solution in the field of

marketing .

The objective gathering, recording and

analyzing of all facts about problems relating

to the transfer and sales of goods & servicefrom producer to consumer .

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Mktg Research v/s Mkt Research

Mktg Research is a

systematic &

comprehensive study of

different aspects of

marketing .

Scope is wide & includes

Mkt Research.

Objective : To study varied

types of marketingproblems such as marketing

mix, advertising etc.

Mkt Research relates to Mkt

situation like Mkt location,

size, competition etc.

Scope is narrow .

Objective : It is undertaken

in order to deal with the

problems & challenges

relating to different aspects

of market such ascompetition & consumer

needs.

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Case-study Marketing Research

at P&G

Introduction

Marketing Research Tools

Quantitative Research Tools

Qualitative Research Tools

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When to do MR ?

Information gap which can be filled in by MR

Eg Sales Decline .

Available information is inadequate

Cost of filling the gap through MR is less than the costof taking a wrong hasty Mktg decision without MR

Eg Media Research

Need for understanding Current Mktg problem of

company in depth. Time taken for Research doesnt delay decision making

beyond reasonable limits.

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Relation ofMR with Statistics

What is Marketing

Research?

MR is the systematic design,collection, analysis &

reporting of data relevant tothe Marketing problem onhand.

What is Statistics ?

Collection of Data (P/S)

Analysis of Data

(SPSS/MINITAB/SAS/Stata/Quantum /Others)

Interpretation of data

If one cannot express what one knows in the form of

numbers- then one doesnt really know much .

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Role of MR in Mktg Framework

Marketing

Strategy

Marketing

Plan

Segmentation

Target Market

Selection

Positioning

4 Ps of Mktg

Product Price

Place

promotion

Information for

Mktg decisions

Level 1

(Strategic)

Level2

(Tactical)

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Types of Marketing Research

Product Research

Pricing Research

Sales Research

Consumer Research

Packaging Research

Advertising Research

Media ResearchEtc

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Quantitative & Qualitative Market

Research

Quantitative Research

Qualitative Research

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MR Process

Define the Marketing Problem & the Research

Objectives

Develop the Research Plan

Data Sources

Sampling Plan

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MR Process

Collect the information

Analyze the information

Present the Findings Make the decision

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Ethics In Marketing Research

Sample Size

Sample Mix

Respondents Others

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Careers in Marketing Research

Research Executive

Statistical Analyst

Field supervisors Field Staff