a study on marketing research
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A STUDY ON MARKETING RESEARCH
AT
TRIGO SOFTWARE SOLUTIONS
Submitted in partial fulfillment for the award of the degree
MASTER OF BUSINESS ADMINISTRATION
BY
S.VICTOR GIDEON ISAAC
(Reg. No: 55 04 120)
St. JOSEPHS P.G COLLEGE
(Affiliated to Osmania University)
KING KOTI, HYDERABAD.
(2004 2006)
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CERTIFICATE
This is to certify that the project work entitled A study on
Marketing Research at Trigo Software Solutions is a bonafied
work submitted by S.VICTOR GIDEON ISAAC in partial
fulfillment for the award of the degree of M.B.A in
St.JOSEPHS P.G COLLEGE, KING KOTI, HYDERABAD
(affiliated to Osmania university), during the year 2004-2006.
Date:
Place: Internal Guide
ATIYA PARVEEN
(MARKETING FACULTY)
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DECLARATION
I, S.VICTOR GIDEON ISAAC here by declare that the project report
entitled A STUDY ON MARKETING RESEARCH at TRIGO
SOFTWARE SOLUTIONS, submitted to St. JOSEPHS P.G
COLLEGE, KING KOTI, HYDERABAD in Partial fulfillment
for the award of M.B.A is my original work & not submitted for the
award of any other Degree, diploma, fellowship or other similar title or
prize.
PLACE: HYDERABAD
DATE: (S.VICTOR GIDEON ISAAC)
(55 04-120)
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ACKNOWLEDGEMENT
A Prelude to this project report, I wish to express my sincere gratitudeto all, who guided me towards the successful completion of this project.
I am very much indebted to Mr. G MADHUSUDHAN RAO and
Mr.L.PAVAN KUMAR, DIRECTORS - TRIGO SOFTWARE
SOLUTIONS for providing me an opportunity to do my project work in
their esteemed organization. I would like to thank them for giving me
permission for doing a project at Trigos premises.
I extend my sincere gratitude to Ms.N.Sereesha, Executive of
TRIGO SOFTWARE SOLUTIONS for her continuous encouragementand valuable suggestions and help for the completion of my project
successfully.
My grateful acknowledgements to the college head of the
department, Mr. Nair, and guide Ms. Atiya Parveen, faculty of St.
JOSEPHS P.G COLLEGE, KING KOTI, HYDERABAD for their
valuable guidance, co-operation and timely advice, which helped me in
following the correct procedure during the project work.
Last but not least My sincere gratitude to the members of myfamily and friends, for their encouragement and co-operation without
which this project work completion may not be possible.
(S.VICTOR GIDEON ISAAC)
Reg.No: 55-04-120
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CONTENTS
1) INTRODUCTION
2) COMPANYS PROFILE
3) OBJECTIVES OF THE STUDY
4) RESEARCH METHODOLOGY
4.1) SAMPLE DESIGN
5) LIMITATIONS OF THE STUDY
6) REVIEW OF THE LITERATURE
7) ANALYSIS & INTERPRETATION
8) FINDINGS
9) SUGGESTIONS
10) ANNEXURE
10.1) QUESTIONNAIRE
11) BIBLIOGRAPHY
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CHAPTER I
INTRODUCTION
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INTRODUCTION
Definition of Marketing Research:
Marketing research should be thought of as the systematic process of
collecting, analyzing, and presenting objective, useful marketing information
for assisting management in problem solving and decision making. It should
help management to identify, service, and satisfy the needs and desires of its
customers.
Marketing Research Overview
This section is designed to provide a broad overview of marketing research.
More specific research questions can be answered by calling your nearest
Information Research Services office. The advantages and disadvantages of
the major data collection techniques are outlined, as well as the general
process for conducting a research study.
WHEN TO CONDUCT RESEARCH
The correct timing of a study can be critical to the value of the results.
Studies conducted right after a price increase, for example, can distort
people's attitudes and opinions from their norm. Likewise, studies conducted
in good times will understate the negative feelings held by customers.
In addition, management must be ready and willing to accept the research and
make decisions, or the research has no value. We've found the following table
to be helpful in answering the "to research or not to research" questions.
When Not to Consider Marketing Research
When you honestly know (not just think you know) what you need to know
to make a decision.
When relevant secondary information already exists.
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When you have less than one week to make a decision.
When the cost of research exceeds the payoff if your un-researched decision
produces negative results when the purpose and objectives for the study are
unclear.
When to Consider Marketing Research
When you lack all the information you need to make a decision.
When you are weighing alternatives.
When there is conflict in the organization about which direction to take.
When you detect symptoms of problems from your customer base.
When you embark on something different, such as new products or new
advertising campaigns.
When you have more than one week to make a decision.
When there is a clear understanding about the purpose and objectives of the
study.
The Research Process
The key research steps include developing an understanding of the researchobjective, developing a research plan, implementing the research, developing
a report designed to answer management's questions, and providing sound
marketing recommendations. We've found that following each step will yield
a final report of superior quality that contains highly practicable results on
which to base sound marketing decisions.
Pre-research planning
Clearly define the marketing objective the research should address. Developa specific research purpose and list of research objectives. Prioritize the
research objectives and determine possible management action based on
different data results.
Technical Specifications
Set measurable objectives that relate to a specific marketing objective.
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Specify methodology, sampling procedures, and quotas. Determine how the
data will be processed and what cross-tabulations will be run. Set up the
statistical analysis methods and how the data will be reported. Establish the
cost / time parameters.
Questionnaire Development
Design the questionnaire based on the objectives. Review for biasing and
leading questions, and for biasing question order. Pretest a draft of the
questionnaire among respondents from the target market. Review the pretest
results to see that the questions are clearly understood and that the proper
types of responses are being gathered.
Data Collection
Set interviewing and quota control standards. Establish quality control
measures. Randomly monitor telephone calls to review interviewer question
presentation. Verify 20 percent of all calls for accuracy. Edit 100 percent of
all surveys for completeness. Establish a coding plan for preparing the
surveys for data processing.
Data Processing
Conduct the data entry and 10 percent verification. Conduct the firstcomputer run of data tables. Provide a quick top-line report of the data and
develop the final computer report. Prioritize tabulation plan. Make the final
computer run of data tables and conduct the appropriate statistical routines.
Reporting Results
Analyze data and draft the executive summary report. Develop
recommendations and action plans based on research findings. Make
presentation to key decision makers. Follow-up to help management get the
most use out of the recommendations.
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MARKETING RESEARCH
Research is the search for and retrieval of existing, discovery or creation of
new information or knowledge for a specific purpose. Research has manycategories, from medical research to literary research. Marketing research
(also called consumer research) is a form of business research. It is a form of
applied sociology, which concentrates on understanding the behaviors,
whims and preferences, of consumers in a market-based economy. Arthur
Nielsen pioneered the field of marketing research as a statistical science with
the founding of the Ac Nielsen Company in 1923.
Other types of business research
In addition to marketing research, other forms of business research include:
Market research is broader in scope and examines all aspects of a
business environment. It asks questions about competitors, market
structure, government regulations, economic trends, technological
advances, and numerous other factors that make up the business
environment. (See Environmental scanning.) Sometimes the term
refers more particularly to the financial analysis of companies,
industries, or sectors. In this case, financial analysts usually carry out
the research and provide the results to investment advisors andpotential investors.
Product research - This looks at what products can be produced with
available technology, and what new product innovations near-future
technology can develop. (See New Product Development)
Advertising research - These attempts to assess the likely impact of
an advertising campaign in advance and also measure the success of a
recent campaign.
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Marketing Research Applications:Product Research New Products | Existing Products & Services
Product market research serves several goals: new product design and
market validation research, or assessing existing products. The goal --
and your overall positioning and market strategy -- drive our product
research design. These steps show when product research may be needed
to increase the probability of optimum decisions and successful market
impact:
Effective product market research -- for new products and existing products
-- is well integrated with R&D and technical product design functions. For
consumer or business B2B product market research, we take a globalapproach, incorporating appropriate market research at each design stage:
The goal is to align astute technical product R&D, product innovation
and design with market demand. We include in our services the following
new product development and research services:
Consumer product research
Pricing research
Concept testing
Market testing
Concept development
Idea generation
Branding research
Market opportunity assessment
Positioning research
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New Product Development Stages
For new product development market research, the question becomes one of
matching the stage of new product development with the right creative or
product market research method. We provide consulting and specific new
product research market research capabilities at each new productdevelopment stage.
Product development market research methods and tools used may vary
according to the product type, the extent of incremental change from other
products, the investment and risk factors, and the costs of seeding the new
product in the marketplace. See our FAQ discussion relating these product
development stages to specific product research methods, and market
research design approaches.
New Product Development Stages
1. Product & Market Opportunity Assessment
2. Concept Generation
3. Concept Evaluation
4. Refine Product Concepts & Create Spin-offs
5. Concept Testing
6. Proto-type Development
7. Pre-launch Market Tests
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Product development is a sequential decision process. It's a series of
decisions, not one. It is key, therefore, to concentrate attention on the
precise new product decision at hand, and think through the market research
and creative tools needed for that stage.
Advertising Research
Advertising research design is determined by specific advertising goals and
the stage of ad development, or campaign. We use a broad range of
advertising research techniques including ad recall surveys, message and
theme salience and impact measures, buying motivation and association
with the ad message or positioning theme.
Pricing Research
Pricing research involves first a pricing strategy assessment supported by
strong pricing research capabilities. Sound pricing market research
requires a broad strategic perspective together with a focus on your
pricing decision options. Our focus finds optimum price-product-feature
configurations in the context of market positioning opportunities. For
pricing studies, we employ both qualitative research and quantitative
research tools.
Pricing research usually concentrates on customers' sensitivity to pricing.
This price sensitivity is driven by the nature of the market, the target withinthat market, the differentiation level of your product or service, and the
value of your brand. If you are making decisions with pricing research about
the overall price-feature offerings for your brand or product category, we
recommend simultaneously addressing the brand-positioning question. As
part of our Pricing Research services, we consult with you on the market and
brand positioning issue, and your current stage in the decision process. Our
discussion on the Decision Pathway shows how we view the strategy
decision process.
In the quantitative phases of pricing research, we may conduct marketsegmentation research, and positioning research which involves concept
testing and price sensitivity conjoint analysis.
Contact us to discuss your specific pricing decisions and how pricing
research my enhance opportunities to maximize margins and profits with an
optimum price-positioning strategy.
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Brand Positioning Research
Brand positioning research -- when carefully designed and integrated with
creative branding -- can uncover highly differentiated brand and marketpositions. Effective brand positioning research requires understanding
the positioning concept, the marketplace, and the process needed to
generate brand impact. We conduct brand equity and positioning
studies in B2B, channel, and consumer market environments.
Positioning Research Process
Our brand positioning research approach and goals...
Refine highly differentiating advertising themes, appeals and
messaging...
Employ the most appropriate market segmentation approach throughmarket segmentation research...
Understand customer needs to discover high-impact brand positioning
opportunities through staged qualitative, behavior research, market
research ethnography, and quantitative research. ...
Use Creative Branding Research -- driven by positioning research
results -- to identify high-potential brand power, and creatively deliver
a brand promise.
Positioning Base Research
Prior to conducting primary positioning research, we first take time to gauge
your brand landscape. For client companies, we evaluate positioning
assumptions and prior market structure studies, market segmentation
information, branding research, client and competitive advertising, and
competitive brand name architecture. We build hypotheses regarding the
strength of comparative brands, their brand equity, acceleration of brand
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power, and how the market decision-makers -- consumers and B2B decision-
makers and firms-- view the marketplace.
As a part of the Positioning Base Research, we conduct far-reaching
interviews with client management, field sales, product development and
customer service staff. We talk to sales people in the channel about their
own brand preferences and their perception of customers. We cap off
Positioning Base Research with qualitative market research where we reach
a small sample of client customers and those competitor-loyal customers.
The purpose here is to refine hypotheses about how customers see and
define the marketplace.
Positioning Qualitative Research
We employ a unique qualitative methods. Our typical starting point is a
small sample round of depth interviews. In the beginning stages of a
positioning study, this is an optimum method of qualitative marketresearch. Here, we use a non-directive design and style, combined with
projective interviewing techniques to uncover buyer perceptions of the brand
choices, and their differentiation qualities. We do not bombard respondents
with a laundry list of questions, but rather, let them talk freely in a wide-
ranging manner about their buying and use experience, and market
perceptions. The focus here is to uncover the language about the choice
dimensions on which buying decisions are made. Positioning relies upon a
solid segmentation and market definition analysis.
We may continue the qualitative exploration with a larger sampleusing an online qualitative time-extended method which combines
both qualitative and quantitative assessments. If certain conditions
exist, we may add focus group discussions to the qualitative market
research work.
Positioning Quantitative Market SurveyBrand Screening Survey: Test hypotheses developed from the Positioning Qualitative Research.
These pertain to segmentation, strength of segment dimensions, andcategory perceptions and buyer attitudes.
Screen positioning concepts using concept statements and appeal ratings
to assess qualities of positioning distance, or differentiation power.
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See our Strategy Newsletter article discussion about finding and owning a
market space as the basis of successful brand positioning. The issue is "How
do we find and own a market space and build or rebuild a brand?"
.
Creative Branding Research
Branding decisions drive branding marketing research and advertising
tracking strategy. Corporate, product and advertising brand development
is a mix of creativity and marketing information to uncover brand
positioning opportunities in cluttered market spaces.
Here's the flow for a brand development engagement showing the
integration of creative and branding research.
We manage the creative process recognizing the vastly different mindsets --
creative and analytical -- required for brand positioning success. Branding
research studies often begin with Brand Base research followed by Brand
Qualitative research and targeted quantitative Brand Screening Survey
studies.
Brand Base Research
Here we gauge the landscape evaluating existing available brandingresearch, client and competitive advertising, and brand name
architecture. We seek to uncover existing comparative brand equity
marketing information and knowledge. As a part of this brand equity
discovery process, we conduct far reaching interviews with client
management, field sales, product development and customer service
staff. We talk to sales people in the channel about their own brand
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preferences and their perception of customers. We cap off Brand
Base Research with an initial round of qualitative depth interviews or
focus groups. This qualitative research has a branding and brand name
equity focus. We typically include a small sample of client product
customers and those loyal to competitor brands.
Brand Qualitative Research
we employ a unique qualitative methods. Our typical starting point is a small
sample round of depth interviews. In the beginning stages of brand
development, this method can be far more useful than focus groups which
may come later. Here, we use a non-directive design and style, combined
with projective interviewing techniques to uncover buyer motivations and
brand perceptions. We do not bombard respondents with a laundry list ofquestions, but rather, let them talk freely in a wide-ranging manner about
their brand experience with client brands and competitive brands. We may
continue the qualitative exploration with a larger sample using an online
qualitative time-extended method which combines both qualitative and
quantitative assessments. If certain conditions exist, we may add focus
group discussions to the qualitative market research work.
Brand Screening Survey
After Brand Generation Round 2, we typically implement a Brand
Screening Survey: Test hypotheses developed from the Branding Qualitative
Research. These pertain to segmentation, strength of brand and
category perceptions, buyer attitudes and beliefs, and product
behavior patterns.
Screen positioning concepts using concept statements and
appeal ratings
Screen brand name and communications themes
Evaluate linguistic considerations
.
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Customer Satisfaction Research Surveys
We view customer satisfaction research as a path to building customer
loyalty. Our customer satisfaction measurement studies -- with two corecomponents -- are focused on building customer loyalty. An actionable
and action oriented approach, our customer satisfaction consulting
engagements help build customer loyalty, market share and competitive
advantage in both consumer and B2B business markets.
Customer Satisfaction Development Components
Customer Satisfaction Decision Drivers
Qualitative research uncovers the broad picture of how customers make
purchase and repeat purchase decisions. We explore the product and
company attributes, and we go the next step, to understand purchase and
brand loyalty factors beyond attributes which affect customer satisfaction
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and customer loyalty. These may be the brand-product use application,
emotional drivers, or external forces.
Attribute Definition
Before proceeding to quantitative customer satisfaction research, we identify
and create core attribute factors which, based on preliminary findings,
account for most of the differences in customer satisfaction levels.
Opportunity Scanning
Opportunity scanning asks the question, "What else?" "What are your core
needs and what would be the ideal solution to those needs?" Here our
qualitative research exploration uncovers possible emerging needs, and
changing competitive factors. See how we think about the decision process
and where opportunity scanning fits in the process as an important first step.
Customer Satisfaction Measurement -- Static Measures
Static customer satisfaction measurements are standard core quantitative
survey measurements. They are termed "static" because they are used as
constant comparative measures and are of our standard CSM research
measurements.
Brand-Company Attribute Ratings
Specific product, brand or company attributes.
Attribute Importance
Reported or stated importance levels.
Brand-Company Overall Ratings
These are the global or "dependent" measures which are later correlated to
attribute ratings and importance ratings.
Brand-Company Loyalty
Here we measure the stability of repeat purchase of the client product brandor company brand.
Global Shift Expectations
Over time, customer expectations change as competitors and technology
enhance customer service and product quality. Performance which once
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would "exceed expectations" is today the norm. Here we assess how
expectations are evolving.
Brand Equity Research
Brand equity research measures the breadth, reach, and depth of brand
power and awareness for product, consumer, B2B, and corporate brand
identity in your target markets. We use both standard and custom
tailored brand equity survey measurements
Brand equity research studies that our firm designs and conducts vary
depending upon your company, business unit, or corporate objectives and
the decisions that are driving the interest in brand awareness and equityresearch.
Brand Equity Research Methods
Brand equity market research methodology is straight-forward and our
portfolio of marketing research tools and methods provide the needed range
of measurements. As for any study, a brand equity study researchmethodology is driven by management and research objectives. While most
brand equity research studies are viewed as quantitative market research
tasks, we may recommend qualitative research if the goals include an
exploratory research assessment or evaluation of brand naming alternatives.
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Full brand equity research studies often begin with Brand Base research
followed by Brand Qualitative research and targeted quantitative Brand
Equity Screening Survey studies. If the objectives are primarily for brand
equity tracking, then we may proceed directly with a quantitative research
design and execution.
We build our brand equity research methodology from the following core
components.
Brand Base Research
Here we gauge the brand equity landscape evaluating existing
available research. Our review includes existing brand architecture of
both client and competitive brands. We conduct far reaching
interviews with client management, field sales, product development
and customer service staff. We talk to sales people in the channelabout their own preferences and their perception of customers. We
cap Brand Base Research with an initial round of qualitative depth
interviews among a small sample of client product customers and
those loyal to competitor brands.
Brand Qualitative Research
We employ a unique qualitative methods in brand equity research
studies involving the exploration of branding options. Our typical
starting point is a small sample round of depth interviews. In the
beginning stages of brand equity development, this method can be far
more useful than focus groups which may come later. Here, we use anon-directive design and style, combined with projective interviewing
techniques to uncover buyer motivations and brand perceptions. We
do not bombard respondents with a laundry list of questions, but
rather, let them talk freely in a wide ranging manner about their brand
experience with client brands and competitive brands. We may
continue the qualitative exploration with a larger sample using an
online qualitative time-extended method which combines both
qualitative and quantitative assessments. If certain conditions exist,
we may add focus group discussions to the qualitative market researchwork.
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Market Research Tools:
Focus Group Research
Focus group marketing research, in a marketing research plan is an excellent
starting point for many firms' marketing studies. Focus group research,
as with any marketing research method, has its appropriate place in the
marketing analysis tool kit.
Focus groups are often used by firms as a qualitative prelude to quantitative
market studies, online surveys, phone surveys, and other quantitative
market research. Focus group research is applicable to both business
B2B marketing research, and to consumer research. For more details,
see our discussion in our FAQ about "Qualitative versus Quantitative"
market research methods.
Customer "focused discussion groups" -- another term for "focus groups" --
and the related qualitative research method, 'depth interviews', are especially
useful in the early stages of strategy decision-making. At one time, focus
group research studies for market research were considered to be one of the
less costly marketing research methods. Today, however, alternate methods
of getting inside the buyer's mind may offer equally rich, or better,
marketing information at an overall lower cost.
The main points here is the value of getting in-depth insight into the buyer
belief and attitude structure, and use this insight for business strategydevelopment. For example, when scanning for strategic opportunities they
can uncover important consumer and business buyer attitudes, beliefs, and
behaviors that may precede an emerging trend. Non-directive techniques and
projective research techniques are especially useful in defining buyer
motivations.
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Focus groups are very different from survey research methods, yet
marketing managers and executives can easily fall in the trap of making
quant-like interpretations, e.g. adding up how many people said what and
calculating percentages, etc. ad infinitum. Different from statistically reliable
public opinion and market surveys, online surveys, and other quantitative
techniques, these qualitative methods should not be used for market sizing,
measuring consumer or B2B brand preference, brand position, customer
satisfaction or buying or product usage behavior. They are best suited for
uncovering the spectrum or range of views, beliefs, attitudes, opinions, and
experiences. This helps build assumptions and generate ideas which may
warrant further assessment.
Aside from focus group discussions, other qualitative methods worthy of
analysis are depth interviews either fact-to-face or by phone, content
analysis and special observational qualitative methods such as ethnographicstudies. (Photo ethnography, for example, uses various methods to watch
what people do e.g. store shopping, using products in their home, behavior
during a sales call, etc.)
While group discussions are very popular among qualitative techniques,
there are many important "do's and don'ts". It is critical that the researcher
knows how, when and where they can be used, and where they should be
avoided. The January 2001 issue of the Strategy Newsletter updates the
basics and some new issues brought on by the advent of online focus groups,
and other tech offshoots.
Market Surveys
Market surveys include marketing research methods such as online surveys,
phone surveys, focus groups, executive interviews, depth interviews, or
photo-ethnography.
Market research surveys are often designed for companies to assess buyer
attitudes and behaviors for building or revising a marketing strategy, and
creating a marketing plan. Market surveys can be either qualitative or
quantitative.
Type 1: Qualitative Market Research
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Type 2: Quantitative Market Research
Chart: Market Survey Types
Power Decisions Group has conducted hundreds of professional market
surveys, both qualitative and quantitative, using expert market survey
research controls to ensure accuracy, relevance and power for corporate or
marketing strategy development.
Type 1: Qualitative Market Research
Qualitative market research means "quality." Conversely, and importantly,
it does not mean "quantity." Qualitative research methods are designed to
talk to a relatively few people in the target audience of interest. The purpose
of qualitative research is to plumb the depths and range of buyer attitudes
and beliefs, not to measure incidence, project, or forecast quantity.
Popular qualitative market research methods include focus group studies,
depth interviews triads (one interviewer, two respondents, and dyads (one
interviewer, one respondent,) and observational techniques such as
ethnography and, popular in marketing research, photo-ethnography.
We include qualitative market research methods as "market surveys"
because they offer a way to measure the market, again, in terms of depth and
range of buyer perceptions and needs rather than quantity. Often market
researchers and clients succumb to the temptation to inappropriately imputequantitative implications and projections based on this type of market
survey.
The level of professional quality and validity of results in Type 1 market
surveys is driven by the design, interviewing experience of the moderator or
principal interviewer, and the interpretation of results by the market research
consultant or marketing analyst.
Type 2: Quantitative Market Research
Quantitative marketing research designs gauge, describe, and forecast
quantity. Using a range of sampling strategies, quantitative market research
studies often project results of quantitative market surveys to the entire
marketplace. Popular quantitative market survey methods include online
surveys, personal quantitative interviews, mail surveys, and telephone
surveys. At Power Decisions Group, we recommend the data collection
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technique -- phone, face to face interviews, web interviews, traditional mail
-- according to the research objective, time requirements, and quality control
issues at play.
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CHAPTER II
COMPANYS PROFILE
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COMPANYS PROFILE
TRIGOis a leading software development company established in 1992
(formerly called as paramount computers society) by group of software
professionals who are into IT industry for past 12 years and served Major
Corporate in USA, UK, Australia, Singapore and other countries. Trigo
provides a wide range of software products and services for Indian and
international markets.
Recognizing our unique expertise and know-how, several major
international corporations has selected Trigo as a partner for the
development of innovative software products and support.
Having a decade of experience in diversified Software development, we
have worked out our development policies towards producing high-quality
software solutions for affordable costs. Here are some of them:
Understanding clients requirements
Business requirement document
Design specifications
Prototype presentation
Rigorous Testing Manage projects by following guidelines (Project management
institution)
Use of the latest technologies
Unique graphic design
Customer Satisfaction
Trigo currently employees specialists in the fields of computer and software
technologies, and Management. We employ young, ambitious ITprofessionals, committed to teamwork and rapid professional growth. With
an excellent project record over the years, with highly experienced project
managers (PMPs) project leaders and software developers, and with both
domestic and international expertise, Trigo is well equipped to be your
technology and business partner.
Trigos extensive experience in working with foreign partners ensure
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establishment of reliable project management with our highly professional
project management staff consisting of PMPs.
Core values:
Complete Customer Satisfaction We focus to understand our Customers
needs and strive to deliver with quality to delight them by exceeding their
expectations.
People We value our People and are committed to training and developing
them and instilling self-confidence in whatever they do to realize their fullest
potential.
Deliver Services on Time: We focus to deliver our quality services on time.
Innovative Culture: We execute with simplicity and strive for continuous
improvement to achieve excellence in everything we do.
Professionalism: We uphold the highest standards of ethics and integrity.
Community Service: We strive to be a good corporate citizen in every
Community that we serve.
VISION:
To be one of the best Quality Enterprises Software Service Providers.
MISSION:
Fulfill customers needs with maximum satisfaction in quality, service and
value, while continually increasing our value to our stakeholders; and
provide growth opportunities for our people.
THEIR TEAM:
Trigo currently employees specialists in the fields of software technologies
and Management. We employ young, ambitious IT professionals, committed
to teamwork and rapid professional growth. With an excellent project record
over the years, with highly experienced project managers (PMPs) project
leaders and software developers, and with both domestic and international
expertise, Trigo is well equipped to be your technology and business
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partner.Trigos extensive experience in working with foreign partners ensures
establishment of reliable project management with their highly professional
project management staff.
Software development
Trigo currently employees specialists in the fields of software technologies
and Management. We employ young, ambitious IT professionals, committed
to teamwork and rapid professional growth.
With an excellent project record over the years, with highly experienced
project managers (PMPs) project leaders and software developers, and with
both domestic and international expertise, Trigo is well equipped to be your
technology and business partner.
Trigo provides software development services that deliver robust, scalable,
and cost-effective software solutions. A team of top class professionals
offers you proven expertise to ensure the quality and reliability of the
products we develop for you.
Software development services are available in the following areas:
Custom Software.
Client/Server Application Development.
Component Based Software Development.
Distributed Application Development.
Database Design and Development.
C++ Programming.
Java Programming.
Net Development
Web Applications.
Commerce Applications.
Others:
SASData Warehousing.
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NEXUS ZONE CONSULTANCY (WWW.NXZN.COM)
Is the brain child of the highly competent Software Professionals who havepersevered with an excellent track record of over 12 years in the
International arena of IT industry having catered to the needs of Major
MNC's in USA, Australia, UK, Singapore and other countries.
NXZN is the leading destination for jobseekers and employers. It is one of
those corporate sectors, which had made its presence felt in the international
market in a very short span of time.
Recognizing our unique expertise and know-how, several major
international corporations has selected NXZN as a preferred client for the
HR Staffing and support services.
We have a group of Intellectual Professionals who understand the Client's
Needs and focuses on the Technical skills apart from ensuring the positive
attitude and other qualities such as communication skills, presentation skills,
and potentiality to achieve goals before introducing them to our clients. Our
team is well equipped and result oriented to provide rapid access to the
needed skills. We have a wide network of potential candidates whom we
have sourced through various channels.
Vision To be one of the best quality human resource providers to companies
all around the world.
Mission Exceed customer's Satisfaction in quality service and value, whilecontinuously increasing our value to our stakeholders and provide growth
opportunities for our people.
Our strength Customer satisfaction value our people deliver services on
time, innovation, cultural Professionalism, community service and growth.
MISSION STATEMENT
Fulfill customer needs with maximum satisfaction in quality, service and
value while continually increasing trigos value to their stakeholders; and
provide growth opportunities for people.
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CHAPTER III
OBJECTIVES OF THE STUDY
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OBJECTIVES OF THE STUDY
1. To know the procedures of Trigo software solutions.
2. To know the performance of career module, wide classifieds website
of the company.
3. To find out the customers interest for the websites.
4 To understand the buying behavior of the consumer.
5. To elicit the responses of consumers to the product.
6. To know the sales position of Trigo software solutions.
7. To know the sales of the companys products like career module, wideclassifieds, Andhra matrimony, wide jobs, nxzn & apna bazaar.
8. To analyze the competitive products sales.
9. To develop new markets.
10.To find out ways to increase sales.
11. To know the problems in the market.
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CHAPTER -IV
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
METHODOLOGY OF THE STUDY:
1. Primary Data.
2. Secondary Data.
The primary data was collected from the customers through
structured questionnaire. As career module, wide classifieds & wide Andhra
matrimony is more impulse selling product and has massive distribution
networks. It was decided to get the feed back from the customers.
The secondary data was collected from Magazines, journals,
companys Websites and companys records.
TYPE OF RESEARCH:
Based on the objectives of the study the researcher used
descriptive research method. Descriptive study is taken up when the
researchers interested in knowing the present status regarding a particular
area of interest. The conclusions are arrived at from the collected data.
Statistical tools were used to analyze the data collected from the survey.
INSTRUMENT DESIGN:
In order to obtain information the researcher prepared a
structured Questionnaire according to the need of the data from the
respondent.
SURVEY METHOD:
A Survey was conducted among the customers in Hyderabad and
secunderabad. The researcher personally met the customers, interviewedthem about the product.
TABULATION:
After the survey, the collected data was tabulated and classified.
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ANALYSIS AND INTERPRETATION:
The collected information analyzed, tabulated and interpreted
using statistical tools.
FINDINGS:
From tabulation and analysis of collected data, the researcher has
some findings about the research problem.
CONCLUSIONS/OBSERVATION:
The researcher arrived at some conclusions from the findings
of the study.
SUGGESTIONS AND RECOMMENDATION:
In the last step of the research process makes suitable suggestions
and recommendations based on the findings and observations.
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SAMPLE DESIGN
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SAMPLE DESIGN
SAMPLE UNIT:
The study was conducted among different customers between the time
period of March and April 2006.
SAMPLE SIZE:
A simple random sample of 30 consultancies was taken in twin cities.
The consultancies were selected according to the convenience of the
researcher.
SAMPLE FRAME:
The list of consultancies to be interviewed was chosen by the researcher.
STATISTICAL TOOLS USED:
1. Sample bar diagram:
A sample bar diagram represents the magnitude of only variable.2. Pie diagram:
In this, the circle is portioned into various sections representing the
proportion of various components.
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LIMITATIONS OF THE STUDY
1. Time factor is the main constraint for the study.
2. Information collected from the professionals may be biased.
3. The sample has been taken according to the judgment andconvenience of the researcher.
4. The reactions and attitudes are subjected to change according
to the time.
5. The survey is restricted only to the sample taken.
6. The information gathered was confined to only consultancies.
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CHAPTER VI
REVIEW OF THE LITERATURE
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REVIEW OF LITERATURE
CAREER MODULE:
Career module is made for every companys website as it increases the
Return on investment on manpower resources and much more. This module
is implemented for only 8% of the companies.
Web designers are those people who have only tactic websites, which may
include flash link graphics and feedback forms. This does not require
professional programming skills, project management skills, architecture
skills and data base skills. But for every professional possesses all the above
skills with him or her.
Trigo software solutions is a team of professional from various software
technologies having vast experience into IT industry over a period do 16
plus years integrated under the banner of trigo software solutions for
providing cutting edge technologies in software.
Benefits of career module:
1) Every advertisement in standard newspaper will cost minimum Rs10, 000
where as career module is at surprising and affordable cost.
2) Indirect marketing of website.
3) Increase resumes database.
4) Easy to use.
Required infrastructure:
1) Domain2) Web space (Min of 2 MB)
3) Data base space (sql server)
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Functionalities of career module
1) Display career on career page.
2) More details for every job.
3) Apply job for every job.
4) Administrator login.
5) Post jobs.
6) Edit jobs.
7) Delete jobs.
SOME OF OUR PRODUCTS:
1) www.nxzn.com
2) www.wideclassifieds.com
3) www.wide jobs.com
4) www.wide Andhra matrimony.com
For sample user section of career Module visit www.trigotech.com for more
information contact us at 040-55847888
Email: Msrao@rigotech.com
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Career module is created in Web site of the where the company can receive
the clients information those interested can directly post the jobs resumes.
The company instead of spending lot of money by publishing in the
newspaper the least amount can be spent on the career model so that the
clients can visit the site & post their resumes for the required job. Career
model is valid for the period of one-year .It makes the company to feel
convenient to take the interviews.
Career model is where the clients are regularly posting their
resumes. It helps the company to allot jobs at the specified rate. The salary
also can be given for the jobs offered.
Incentives at the given work level can be specified to the clients.
The overall view is the company can aim towards the future goals at a faster
rate. This model should be implemented so that the clients can meet the job
requirements.
Customers are benefited through this model because directlythey can post the resumes at a faster rate. Through this model the customer
can be satisfied for the jobs specified. The market research of the product
suggests that the company can make the career model site separately so that
the product is specified for the customer complete satisfaction.
Wide classifieds
Were the company can have its separate Page for rupees 1200 per page it is
visible throughout the world. It is best useful for foreigner who doesnt
know about the city or places can know directly by wide classifieds.
The details like about cinema halls, places to enjoy, hotels etc, services,
contact us features can be briefly specified about the company. Company
can have 2 to 3 pages also. Home, free registration, adv search, log in, log
out can be listed on the page. Emergency lines, help lines, important
numbers can specified with the required area selected.
Wide classifieds is first of its kind and only online yellow
pages whish binds all the people. This site concentrates upon
interconnecting the various resources available and this makes it the only
site specific and has the information. This helps the information providerthat goes a long way in making everyone access to information, faster and
time effective. This is the perfect destination which caters to your needs at
the same time provides you a platform to promote your own business
interest.
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Wide classified:
Wide classifieds is first of its kind and only online yellow pages, which
binds all the people of Hyderabad in contrast with other classifieds which
while speaking of global Indians makes your search a Herculean task. This
site concentrates upon interconnecting the various resources available in
Hyderabad and this makes it the only sites, which is specific to Hyderabad
and have the complete information about the Hyderabad alone.
In wide classifieds: -
We provide information about the complete range of services to meet your
specific needs of the following nature to say it in nutshell.
Best of companies, jobs, business advertisements etc available atHyderabad.
Best schools, colleges, tuitions, and distance education universities
available at Hyderabad for your academic pursuits.
Best professional support like doctors, lawyers, teachers, computer
professional etc available at Hyderabad.
Best super specialty hospitals. Medical care centers available atHyderabad to take care of your medical needs of every nature.
An exhaustive information about restaurants, hotels resorts clubs
available at Hyderabad for planning your joyful weekends.
Real estates, vehicles, health, business services, computers pets and
more.
These are only some areas of our sites, which are very functional andvery specific to Hyderabad, which makes your search less tedious, and
more time effective.
Search simple and faster.
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S W O T A N A LY S I S
Definition:
SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and
Threats
SWOT analysis is an important tool for auditing the overall strategic
position of a business and its environment.
Once key strategic issues have been identified, they feed into business
objectives, particularly marketing objectives. SWOT analysis can be used in
conjunction with other tools for audit and analysis, such as PEST analysisand Porter's Five-Forces analysis. It is also a very popular tool with business
and marketing students because it is quick and easy to learn.
The Key Distinction - Internal and External Issues
Strengths and weaknesses are Internal factors. For example, strength could
be your specialist marketing expertise. A weakness could be the lack of a
new product.
Opportunities and threats are external factors. For example, anopportunity could be a developing distribution channel such as the Internet,
or changing consumer lifestyles that potentially increase demand for a
company's products. A threat could be a new competitor in an important
existing market or a technological change that makes existing products
potentially obsolete.
It is worth pointing out that SWOT analysis can be very subjective - two
people rarely come-up with the same version of a SWOT analysis even
when given the same information about the same business and its
environment. Accordingly, SWOT analysis is best used as a guide and not aprescription. Adding and weighting criteria to each factor increases the
validity of the analysis.
http://www.tutor2u.net/business/strategy/PEST_analysis.htmhttp://www.tutor2u.net/business/strategy/porter_five_forces.htmhttp://www.tutor2u.net/business/strategy/porter_five_forces.htmhttp://www.tutor2u.net/business/strategy/PEST_analysis.htm -
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SWOT Analysis: Lesson
SWOT analysis is a tool for auditing an organization and its
environment. It is the first stage of planning and helps marketers to
focus on key issues. SWOT stands forstrengths, weaknesses,
opportunities, and threats. Strengths and weaknesses are internal
factors. Opportunities and threats are external factors. At the bottom
of this page are FREE SWOT examples - so please read on
.
In SWOT, strengths and weaknesses are internal factors. For
example:
Strength could be: Your specialist marketing expertise.
A new, innovative product or service
Location of your business
Quality processes and procedures
Any other aspect of your business that adds value to your product
or service.
A weakness could be:
Lack of marketing expertise
Undifferentiated products or services (i.e. in relation to your
competitors)
Location of your business
Poor quality goods or services
Damaged reputation
In SWOT, opportunities and threats are external factors. Forexample:
An opportunity could be:
A developing market such as the Internet.
Mergers, joint ventures or strategic alliances
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Moving into new market segments that offer improved profits
A new international market
A market vacated by an ineffective competitor
A threat could be: A new competitor in your home market
Price wars with competitors
A competitor has a new, innovative product or service
Competitors have superior access to channels of distribution
Taxation is introduced on your product or service
A word of caution, SWOT analysis can be very subjective. Do notrely on SWOT too much. Two people rarely come-up with the same
final version of SWOT. TOWS analysis is extremely similar. It simply
looks at the negative factors first in order to turn them into positive
factors. So use SWOT as guide and not a prescription.
Simple rules for successful SWOT analysis
Be realistic about the strengths and weaknesses of your
organization when conducting SWOT analysis.
SWOT analysis should distinguish between where yourorganization is today, and where it could be in the future
SWOT should always be specific. Avoid grey areas.
Always apply SWOT in relation to your competition i.e. better
than or worse than your competition
Keep your SWOT short and simple. Avoid complexity and over
analysis
SWOT is subjective.
Once key issues have been identified with your SWOT analysis, they
feed into marketing objectives. SWOT can be used in conjunction
with other tools for audit and analysis, such as pest analysis and
Porter's five forces analysis. So SWOT is a very popular tool with
marketing students because it is quick and easy to learn. During the
SWOT exercise, list factors in the relevant boxes. It's that simple.
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CHAPTER VII
ANALYSIS & INTERPRETATION
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ANALYSIS AND INTERPRETATIONS
1. Do you have a website?
INTERPRETATION OF THE GRAPH:
Among the respondents, 78% of respondents say that they are having a
website and the remaining 22% of respondents are not having a website.
YES 78
NO 22
78
22
0
10
20
30
40
50
60
70
80
90
YES NO
Series1
DO YOU HAVE AWEBSITE
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If yes, what do you prefer?
CAREER
MODULE 42
WIDE
CLASSIFIEDS 15WIDE JOBS 9
ANDHRA
MATRIMONY 12
42
15
9
12CAREER
MODULE
WIDE
CLASSIFIEDS
WIDE JOBS
ANDHRA
MATRIMONY
WHAT DO YOU PREFER
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INTERPRETATION OF THE PIE DIAGRAM:
Among the respondents, 42% prefer career module, 15% prefer wideclassifieds, 9% prefer wide jobs & the remaining 12% prefer Andhra
Matrimony.
2. How did you know about Trigo software solutions?
NEWS PAPERS &
MAGAZINES 47
ADVERTISEMENTS 14
FRIENDS & ASSOCIATES 22
OTHERS 17
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INTERPRETATION OF THE GRAPH:
Most of the respondents got to know about Trigo software solutions through
newspapers & magazines. 14%Respondents through advertisements, 22%
through friends & associates and rest through other media.
3. What is the media effectiveness in website purchase?
47
14
2217
0
5
10
15
20
25
30
35
40
45
50
NEWS PAPERS &
MAGAZINES
ADVERTISEMENTS FRIENDS &
ASSOCIATES
OTHERS
Series1
RESPONDENTS AWARE OF TRIGO
SATISFACTORY 62
DONOT KNOW 13
DISSATISFACTORY 25
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INTERPRETATION OF THE PIE DIAGRAM:
Respondents who purchased the website with the influence of media were
satisfied, 25% do not know about the product & 13% weredissatisfied.
4. Are you aware of career module in Trigo software solutions?
6213
25
SATISFACTORY
DONOT KNOW
DISSATISFACTOR
Y
MEDIA EFFECTIVENESS IN WEBSITE PURCHASE
YES 43
NO 57
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INTERPRETATION OF THE GRAPH:
Among the respondents, 43 % of respondents are aware of career module
and the remaining 57 % are not aware of career module.
5. Are you satisfied with the performance of career module?
43
57
0
10
20
30
40
50
60
YES NO
Series1
CAREER MODULE AWARENESS
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68
21
11
0
10
20
30
40
50
60
70
80
SATIS
FIED
DONO
TKNO
W
UNSATIS
FIED
Series1
SATISFACTION OF CAREER MODULE PERFORMANCE
INTERPRETATION OF THE LINE DIAGRAM:
Among the respondents, 68% were satisfied with the performance of career
module, 21% do not know about the product & 11% were unsatisfied.
6. PREFERENCES:
SATISFIED 68
DONOT KNOW 21
UNSATISFIED 11
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ATTRIBUTES AGREE
DONOT
KNOW DISAGREE
CAREER
MODULE 69 22 9
WIDECLASSIFIEDS 47 41 12
WIDE JOBS 43 47 10
ANDHRA
MATRIMONY 49 31 20
NXZN 57 26 7
APNA BAZAR 63 24 13
69
4743
49
57
63
22
41
47
3126
24
912 10
20
7
13
0
10
20
30
40
50
60
70
80
CAREER
MODULE
WIDE
CLASSIFIEDS
WIDE JOBS ANDHRA
MATRIMONY
NXZN APNA BAZAR
AGREE
DONOT KN
DISAGREE
7. Do you know any other company selling websites?
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INTERPRETATION OF THE PIE DIAGRAM:
Among the respondents, 53% of respondents know about other companys
websites, and 47% do not know.
YES 53
NO 47
53
47
YES
NO
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CHAPTER VIII
FINDINGS
FINDINGS
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1. The career model helps the company to directly post their resumes.
2. This model makes the company work easy so that the job details are
known at the site.
3. The company can aim the future goals of the organization.
4. Site creation helps the company to have its website.
5. The company can have its separate page logo displayed worldwide.
6. Customer satisfaction & quality service is rendered by the employees.
7. Innovative culture, rigorous testing helps in understanding the client
requirements.
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CHAPTER XI
SUGGESTIONS
SUGGESTIONS
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1. TRIGOSOFTWARE should concentrate more on channel
management as the distribution network is not good as compared to its
competitors.
2. It should motivate the good work done by the employees by providing
good incentives.
3. The company should improve marketing personnel for their products
sale.
4. Website should be designed at the target goals for customer
satisfaction.
5. Quality Service should be provided which creates value for further
growth opportunities.
6. Training exposure to be given to the employees for the product
development.
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CHAPTER X
ANNEXURE
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BIBLIOGRAPHY
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BIBLIOGRAPHY
MARKETING RESEARCH --------------------------------- G.C BERI
MARKETING RESARCH ------------------------------- GREEN & TULL
MARKETING MANAGEMENT -------------------------------------RAMASWAMY
NAMAKUMARI
Web Sites:www.trigotech.com
www.wideclassifieds.com
www.nxzn.com
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QUESTIONNAIRE
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QUESTIONNAIRE
1) Do you have a website in Trigo software solutions?
a) Yes b) No
If yes, what do you prefer in this website?
a) Career module b) Wide classifieds c) Wide jobs
d) Andhra Matrimony
2) What are the facilities provided by websites of Trigo software
solutions?
______________________________________________________
3) How did you know about Trigo software solutions?
a) Newspapers & magazines b) Advertisements
c) Friends & Associates
d) Others
4) What is the media effectiveness in websites purchase?
a) Satisfactory b) Do not know c) Dissatisfactory
5) Are you aware of career module in Trigo software solutions?
a) Yes b) No
6) If yes what do you prefer in career module?
___________________________________
7) Are you satisfied with the performance of career module?
a) Satisfied b) Do not know c) Unsatisfied
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8) Preferences:
ATTRIBUTES AGREE DO NOT
KNOW
DISAGREE
Career Module
Wide Classifieds
Andhra
Matrimony
Wide Jobs
Nxzn
Apna Bazar
9) Do you know any other company selling websites?
a) Yes b) No
If yes what, _________________________________
10) What do you suggest to improve about Trigo software solutions?
___________________________________________________
Signature
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CONCLUSION
I targeted 30 companies as guided by Mr.Madhusudhan Rao, Director of
Trigo to find out whether they have any software developed for their
company and enquire about designing a website for their company.
By targeting these companies I gained practical experience, but also got
exposed to the intricacies involved in getting customers to a software
development company like Trigo
Moreover, in the discourse of the project, the company has gained a certain
amount of publicity since I have created lot of awareness among people
about the company.
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