."What constitutes good marketing research ?" saying about market research.
MARKETING MANAGEMENT: A SOUTH ASIAN PERSPECTIVE BY-PHILIP KOTLER
(14 EDITION)__ CHAPTER 3[SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND, AND CONDUCTING MARKETING RESEARCH]
DISCLAIMER
These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)
Presentation By: AJEET KUMAR
2. MARKETING RESEARCH AS THE
SYSTEMATIC DESIGN, COLLECTION, ANALYSIS,
AND REPORTING OF DATA AND FINDING
RELEVANT TO SPECIFIC MARKETING
SITUATION FACING THE COMPANY.
3. RESEARCH FOR SMALL COMPANIES
ENGAGING STUDENTS OR PROFESSORS
TO DESIGN AND CARRY OUT PROJECTS.
USING THE INTERNET
CHECKING OUT RIVALS
TAPPING INTO MARKETING PARTNER
EXPERTISE
6. MARKET RESEARCH PROCESS
STEP : 1
DEFINE THE PROBLEM, THE DECISION
ALTERNATIVE AND RESEARCH OBJECTIVES
01 : WHAT IS TO BE RESEARCHED
02 : WHY IS TO BE RESEARCHED
7. MARKET RESEARCH PROCESS
STEP : 2
DEVELOP THE RESEARCH PLAN
01 : DATA SOURCE
02 : RESEARCH APPROACHES
03 : SAMPLING PLAN
04 : CONTACT METHOD
9. MARKET RESEARCH PROCESS
STEP : 4
ANALYZE THE INFORMATION
01 : THE RESEARCHERS NOW COMPUTE AVERAGES AND MEASURES
OF DISPERSION FOR THE MAJOR VARIABLES AND APPLY SOME
ADVANCED STATISTICAL TECHNIQUES AND DECISION MODELS IN
HOPE OF ADDITIONAL FINDINGS.
10. MARKET RESEARCH PROCESS
STEP : 5
PRESENT THE FINDINGS
01 : THE RESEARCHER PRESENT THE FINDINGS RELEVANT TO THE
MAJOR MARKETING DECISIONS FACING MANAGEMENT.
11. MAKE THE DECISION
STEP : 6
MARKET RESEARCH PROCESS
01 : DEPENDING ON THEIR CONFIDENCE IN THE FINDINGS, MANGERS
DECIDE TO USE IT, DICARD IT OR CARRY MORE RESEARCH.
12. Research for small companies
Major concept in demand measurement
Market Research Process
13. CREDIT
Philips kotler
Marketing Management : a south Asian perspective
Google Image Search
Prof. Sameer Mathur IIM-L
Marketing Management : DR. Ajeet Kumar Shukla
Slideshare.net
14. PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
kumarajeet50@gmail.com