presentatation on rm
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Research Methodology and
Marketing Strategies
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Objective of Presentation
Understanding and learning of fundamentals of Market Research andStrategies using research Methodology.
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Quantitative Marketing research
There are five major and important steps involved in the research
process:
Defining the Problem.
Research Design.
Data Collection.
Analysis.
Report Writing & presentation.
The design step may involve a pilot study to in order to discover any
hidden issues. The codification and analysis steps are typically performed
by computer, using software . The data collection steps, can in someinstances be automated, but often require significant manpower to
undertake. Interpretation is a skill mastered only by experience.
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Business Plan
Use market research to confirm demand and assess suitability of
proposed offerings.
Create a management team to offset any gaps in experience orexpertise.
Raise equity to reduce exposure to interest rate changes, reduce
gearing etc.
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Business Plan
Explicit
Implicit
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Explicit andImplicit
CompetitiveStrategy
CorporateStrategy
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Functional Areas Of Management
Marketing
Operations
Finance
Human Resource Management
Information Technology
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Marketing Strategies In Research
Level 1Strategic Marketing
Level 2Tactical Marketing
Marketing StrategySegmentation
Targeting
Positioning
Differentiation
4Ps of Marketing
ProductPrice
Place
Promotion
Information for Marketing Decisions
Packaging
Decisions
Pricing
MethodsShort/Long
Term promotions
Distribution
S.C.M
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Marketing Information System
A Marketing Information System can be defined as 'a system in which marketing
information is formally gathered, stored, analyzed and distributed to managers in accordwith their information needs on a regular basis.
Market Intelligence (MI) is the information relevant to acompanys markets, gathered and analyzed specifically for the
purpose of accurate and confident decision-making in determiningmarket opportunity, market penetration strategy, and marketdevelopment metrics
Market Research (MR) is a systematic, objective collection andanalysis of data about a particular target market, competition, and/orenvironment.
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Applications Of Market Research
Demand Forecasting
Sales forecasting
Segmentation
Identification Positioning
Strategic Market
Research
Product Testing
Pricing Research Advertising
Distribution(Logistics)
4Ps Of Marketing
Tactical MarketResearch
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Research Data
Primary
Online Research
Email Surveys
HTMLDownloadableforms
Interactive SurveyApplications
Data Mining
Looking for pattern
of purchase,behavior, attitudesby analyzing datafrom warehouse
DataWarehousing
data capture,processing power,data transmission,
and storagecapabilities areenablingorganizations tointegrate theirvarious databases
Secondary
This data is use to
design marketing
strategies and
communication
campaigns
Measure results
of this campaign
and refined, and
repeat if
required/needed.
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Factors Involving Market Research
Information Gap
Actual is greater than estimated.
Cost(MR) < Cost (wrong decision withou
tMR)
get the right goods or services to the right people at the right place at the right time atthe right price, using the right promotion techniques. The right principle describeshow marketing managers control the many factors that ultimately determinemarketing success.
Time Management
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Steps for Marketing Research
Define
ResearchObjective
DesignResearchMethodology
Plan & doSecondary
Research
Plan anddo Primary
Research
Tabulationand
Analysis
ReportWriting and
Presentation
MarketingAction
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Uni-variateTechniques
NonParametricStatistics
OneSample
1) ChiSquare Test
2) Run test
3)Kolmogorov
Two or
moreSample
Independent
(Sample Sizes arenot Same)
1) ChiSquare Test
2) Run test
3)Kolmogo
rov
Dependent
(Sample Sizesare Same)
1)Sign test
2)Wilcoxan
3)Cochran
ParametricStatistics
OneSample
1) T test
2) Z test
Two or
moreSample
Independent
1)T test
2) Z test
3) AnnovaTest
Dependent
1)PairedSample test
2)T test
Flowchart ofVarious Testin Research
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Identification of various test.
A) If sample size30, apply Z test.
B) If one sample with two parameters, apply Chi Square test.
C) If two samples with same sample size>/
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Research can be done through various modes
Print Media
PublicRelations
MediaAdvertising
andPlanning
Internet
SalesPromotions
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Thankyou
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