MARKET+ RESEARCH

MARKET IS ALL ABOUT

A define place. Exchange Need, want & demand theory I.A.S( Identify, anticipate, satisfy.)

RESARCH IS ABOUT

Search Data collection Quest for knowledge Exhaustive Detail Macro-micro objective

DEFINITION

American-M.R is the systematic gathering, recording, analysing of data about problem related to marketing of goods and services.

Mr. Richard Gibbs-M.R is systematic, objective, exhausted search for the study of facts related to the problem in field of marketing.

Gein & duck- M.R is systematic, objective analysis of information, relevant to the identification and solution of problem in field of marketing.

REDEFINING

Marketing is function that links the consumer-customer and public to the marketer through information.

Information used to identify market opportunity and problem

Generate, refine and evaluate marketing performance

Monitor marketing performance Improve understanding of the marketing as

process

M.R IS SYSTEMATIC AND OBJECTIVES

Identification Collection Dissemination Analysis Decision making Opportunity and problem

CLASSIFICATION OF RESEARCH

Identifying problem research(P.I.R) Identifying solving research(P.S.R)

Research and market related information reaches to marketing manager then he/she

finds the appropriate way to solve the problem.

INFORMATION MUST BE

P- preciseA-accurateT-timelyU-utility

SALIENT FEATURES

Comprehensive scope Systematic and objective Science & art Continuous and dynamic process Military intelligence. Benefits to consumer M.I.S Tool for problem solving and decision making.

TYPES OF MARKET RESEARCH

1-For profit 2-For non- profit

Conduction of M.R

1- In-house 2-out-source 3- syndicated

Agencies are two types

1-SPECIALIST 2-GENERALIST

Lets do it.................