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WHAT ISMARKETING RESEARCH ?
Systematic design
Collection Analysis Reporting of data
and findings
MAREKETING RESEARCH IS
MARKETING RESEARCH PROCESS INVOLVES...
DEFINING THE PROBLEM OBJECTIVES
DEVELOP THE RESEARCH PLAN
COLLECTING INFORMATION
ANALYSE THE INFORMATION
PRESENTING THE FINDING
MAKING THE DECISION
Developing the Research Plan
1. Data Sources
Developing the Research Plan
1. Data Sources
2. Research instruments
Developing the Research Plan
1. Data Sources
2. Research instruments
3. Research approach
Developing the Research Plan
1. Data Sources
2. Research instruments
3. Research approach
4. Sampling plan
Developing the Research Plan
1. Data Sources
2. Research instruments
3. Research approach
4. Sampling plan
5. Contact methods
Researchers can gather:
Primary Data
Secondary Data
FOCUSSED GROUP
OBSERVATION
SURVEY RESEARCH
BEHAVIORAL DATA &EXPERIMENTATION
The following research instruments are used to collect data:
Questionnaires
Qualitative Measures
Technological Devices
Some popular Qualitative Research approaches are…
.
Word associationProjective techniques
Visualization
Brand Personification
Laddering
Sampling Plan decisions
1) Sampling plan unit: Who should we survey?
2) Sample size: How many people should we survey
3) Sampling procedure: How should we choose the respondents?
CONTACT METHODS
TELEPHONE
CONTACT METHODS
PERSONAL INTERVIEW
CONTACT METHODS
Mail Questionnaire
CONTACT METHODS
ONLINE RESEARCH
Characteristics of good marketing research
SCIENTIFIC OBSERVATION
Characteristics of good marketing research
RESEARCH CREATIVITY
Characteristics of good marketing research
MULTIPLE METHODS
Characteristics of good marketing research
INTERDEPENCE OF DATAAND GRAPH
Characteristics of good marketing research
FINANCIAL INFORMATION
Characteristics of good marketing research
ETHICAL MARKETING
Characteristics of good marketing research
HEALTHY SKEPTISM
JEET PAREKH
Created by --
Indian Institute of Technology ,Banaras Hindu University Varanasi
Linkedin :https://in.linkedin.com/pub/jeet-parekh/54/b10/51b
During an Internship by --
Prof. Sameer Mathur
Indian Institute of Management ,Lucknow
(www.IIMintenship.com)
