PPT on Marketing Research

1. Welcome to the Presentation
on
Marketing Research

2. Content
 What is Marketing Research?
 Purpose of Marketing Research
 Types of Marketing Research
 Uses of Marketing Research
 Marketing Research Procedure
 Marketing Research Methodology
 Role of Marketing Research techniques to help the marketing team

3. - The systematic and objective process of generating
information for aid in making marketing decisions.
- Marketing research is the process or set of processes
that links the producers, customers, and end users to
the marketer through information used to identify
and define marketing opportunities and problems.
- It is also used to generate, refine, and evaluate
marketing actions and monitor marketing
performance.
What is Marketing Research

4. - The purpose of marketing research (MR) is to provide
management with relevant, accurate, reliable, valid,
and up to date market information.
- Marketing research helps the marketing manager link
the marketing variables with the environment and the
consumers.
- It helps to remove some of the uncertainty of decision
making process by providing relevant information
about the marketing variables, environment, and
consumers.
Purpose of Marketing Research

5. Types of Marketing Research
• Basic Research
– Attempts to expand the limits of market knowledge
– Not directly involved in the solution to a pragmatic problem
• Applied Research
– Conducted when a decision must be made about a specific
real-life problem

6. Uses of Marketing Research
We can use Marketing Research to:
• Identify & Evaluate Opportunities
• Analyze Market Segments
• Select Target Markets
• Plan & Implement Marketing Mixes
• Analyze Marketing Performance
– Performance Monitoring Research

7. • Define the Problem/Objective
• Develop an Approach to the Problem
– Type of Study? Exploratory, Descriptive, Causal?
– Managment & Research Questions, Hypotheses
• Formulate a Research Design
– Methodology
– Questionnaire Design
• Fieldwork
• Prepare & Analyze the Data
• Prepare & Present the Report
The Marketing Research Process

8. Marketing Research Methodology
There are two methodological approach:
1) Qualitative marketing research
2) Quantitative marketing research

9. Marketing Research Methodology
 Qualitative marketing research involves a natural or
observational process that govern consumer behavior.
 The direction and framework of the research is often
revised as new information is gained, allowing the
researcher to evaluate issues and subjects in an in-
depth manner

10. Marketing Research Methodology
 Qualitative marketing research Procedure
1. Setting the question
2. Deciding the objectives
3. Planning research design
4. Select data collection techniques
5. Sample design
6. Data collection
7. Analysis
8. Report Generation

11. Marketing Research Methodology
 Uses of Qualitative marketing research
• New product idea generation and development
• Investigating current or potential product/brand
positioning and marketing strategy
• Strengths and weaknesses of products/brands
• Studying reactions to advertising and public
relations campaigns, other marketing
communications, graphic identity/branding,
package design, etc.

12. Marketing Research Methodology
 Uses of Qualitative marketing research
• Understanding dynamics of purchase decision
dynamics
• Exploring market segments, such as demographic
and customer groups
• Assessing the usability of websites or other
interactive products or services
• Understanding perceptions of a company, brand,
category and product

13. Marketing Research Methodology
 Quantitative marketing research is the application of
quantitative research techniques to the field of
marketing.
 It has roots in both the positivist view of the world,
and the modern marketing viewpoint that marketing is
an interactive process in which both the buyer and
seller reach a satisfying agreement on the "marketing
mix"

14. Marketing Research Methodology
 Quantitative marketing research is a social research
method, it typically involves the construction of
questionnaires and scales. People who respond
(respondents) are asked to complete the survey.
 Marketers use the information to obtain and
understand the needs of individuals in the
marketplace, and to create strategies and marketing
plans.

15. Marketing Research Methodology
 Qualitative marketing research Procedure
• Problem audit and problem definition - What is the
problem? What are the various aspects of the problem?
What information is needed?
• Conceptualization and operationalization - How
exactly do we define the concepts involved? How do we
translate these concepts into observable and measurable
behaviors?
• Hypothesis specification - What claim(s) do we want to
test?

16. Marketing Research Methodology
 Qualitative marketing research Procedure (Cont.)
• Research design specification - What type of
methodology to use? - examples: questionnaire, survey
• Question specification - What questions to ask? In what
order?
• Scale specification - How will preferences be rated?
• Sampling design specification - What is the total
population? What sample size is necessary for this
population? What sampling method to use?

17. Marketing Research Methodology
 Qualitative marketing research Procedure (Cont.)
• Data collection - Use mail, telephone, internet, mall
intercepts
• Codification and re-specification - Make adjustments
to the raw data so it is compatible with statistical
techniques and with the objectives of the research
• Statistical analysis - Perform various descriptive and
inferential techniques on the raw data. Make inferences
from the sample to the whole population. Test the results
for statistical significance.

18. Marketing Research Methodology
 Qualitative marketing research Procedure (Cont.)
• Interpret and integrate findings - What do the results
mean? What conclusions can be drawn? How do these
findings relate to similar research?
• Write the research report - Report usually has headings
such as:
1) executive summary
2) objectives
3) methodology
4) main findings
5) detailed charts and diagrams

19. Role of Marketing Research
 Marketing research techniques to helps Marketing
Team
• Brand awareness research - the extent to which
consumers can recall or recognize a brand name or product
name
• Brand association research - what do consumers
associate with the brand?
• Brand attribute research - what are the key traits that
describe the brand promise?
• Brand name testing - what do consumers feel about the
names of the products?

20.  Marketing research techniques to helps Marketing
Team
• Buyer decision making process - to determine what
motivates people to buy and what decision-making process
they use
• Concept testing - to test the acceptance of a concept by
target consumers
• Customer satisfaction research - quantitative or
qualitative studies that yields an understanding of a
customer's satisfaction with a transaction
• Demand estimation — to determine the approximate
level of demand for the product
Role of Marketing Research

21.  Marketing research techniques to helps Marketing
Team
• Marketing effectiveness and analytics - Building
models and measuring results to determine the
effectiveness of individual marketing activities.
• Positioning research - how does the target market see
the brand relative to competitors? - what does the brand
stand for?
• Price elasticity testing - to determine how sensitive
customers are to price changes
Role of Marketing Research

22.  Marketing research techniques to helps Marketing
Team
• Sales forecasting — to determine the expected level of
sales given the level of demand. With respect to other
factors like Advertising expenditure, sales promotion etc.
• Segmentation research - to determine the
demographic, psychographic, cultural, and behavioral
characteristics of potential buyers
Role of Marketing Research

23. Thank You
for your patience hearing