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MARKETING RESEARCH

NAVIN JOSEPHM120012MS


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Marketing Research

• Marketing research in!"es c!""ecting#!rganising# ana"$sing an% c!&&'nicatingin(!r&ati!n that can )e 'se% in !r%er t!

&ake an in(!r&e% &arketing %ecisi!n*• Per(!r&ing &arket research +i""

c!&,"e&ent $!'r &arketing &i- strateg$as it ena)"es $!' t! &ake e%'cate%%ecisi!ns regar%ing se"ecting &arkets#$!'r i&age !r )ran%ing an% ,r!%'cts !rserices*


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On"ine Research

• Online research: the 'se !( c!&,'ternet+!rks# inc"'%ing the Internet# t!assist in an$ ,hase !( the &arketing

research ,r!cess inc"'%ing%ee"!,&ent !( the ,r!)"eresearch %esign# %ata gathering#

ana"$sis# an% re,!rt +riting an%%istri)'ti!n


4/17

. ke$ ste,s in Marketing Research

1* /ene the Pr!)"e&

2* C!""ect the /ata

* Ana"$se an% inter,ret the %ata

* Reach a c!nc"'si!n

.* I&,"e&ent $!'r research


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/ene the Pr!)"e&

• In this stage $!' nee% t! i%enti($ theact'a" ,r!)"e&s that are re"ating t!the a,,arent s$&,t!&s*

• 3hat in(!r&ati!n is nee%e% in !r%er t!s!"e the ,r!)"e&4

• 5!r e-a&,"e# ,!!r sa"es +ithin a

)'siness are n!t the ,r!)"e the$are the s$&,t!& !( a "arger iss'es'ch as a +eak &arketing strateg$*


6/17

5'rther )'siness ,r!)"e&s &a$inc"'%e6

• 3h! are $!'r target c'st!&ers4

• 3hat &eth!% c!'"% )e i&,"e&ente%t! reach these c'st!&ers4

• 3h! are $!'r c'st!&ers an% +hata%antages an% %isa%antages %!the$ hae !er $!'r )'siness4

• 3hat si7e is the c!ns'&er &arket$!' are tr$ing t! engage4


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C!""ect the /ata

• There are t+! t$,es !( &arket research that can)e ,er(!r&e%6

1. Primary research 8 in!"es c!""ectingin(!r&ati!n (r!& s!'rces %irect"$ )$ c!n%'ctinginterie+s an% s're$s# an% )$ ta"king t!c'st!&ers an% esta)"ishe% )'sinesses*

2. Secondary research 8 in!"es c!""ectingin(!r&ati!n (r!& s!'rces +here the ,ri&ar$research has a"rea%$ )een c!n%'cte%* S'chin(!r&ati!n inc"'%es in%'str$ statistics# &arketresearch re,!rts# ne+s ,a,er artic"es# etc*


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C!""ecti!n &eth!%s an%techni9'es

• Qualitative research is +here $!' seek an'n%erstan%ing !( +h$ things are a certain+a$* 5!r e-a&,"e# a researcher &a$ st!,

a sh!,,er an% ask the& +h$ the$ )!'ghta ,artic'"ar ,r!%'ct !r )ran%*

• Quantitative research re(ers t! &eas'ring&arket ,hen!&ena in a n'&erica" sense#s'ch as +hen a )ank asks c!ns'&ers t!rate their serice !n a sca"e !( !ne t! ten*


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Ana"$se an% inter,ret the%ata

• :!' &'st attach &eaning t! the %ata $!'hae c!""ecte% %'ring $!'r &arketresearch t! &ake sense !( it an% t!

%ee"!, a"ternatie s!"'ti!ns that c!'"%,!tentia""$ s!"e $!'r )'siness ,r!)"e&*

• :!' sh!'"% %eter&ine h!+ the kn!+"e%ge$!' hae gaine% thr!'gh researching$!'r &arket can )e a,,"ie% an% 'se% t!%ee"!, e;ectie )'siness strategies*


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Reach a c!nc"'si!n

• 3ith the a"ternaties $!' hae %ee"!,e%t! s!"e $!'r ,r!)"e& in &in%# ,er(!r& ac!st8)enet ana"$sis !( each a"ternatie

kee,ing in &in% the ,!tentia""$ "i&ite%res!'rces aai"a)"e t! $!'r )'siness*

• :!' &a$ a"s! nee% t! ,er(!r& ('rtherinestigati!n int! each a"ternatie s!"'ti!n

t! arrie at the )est %ecisi!n (!r $!'r)'siness in regar%s t! &eeting c!ns'&er%e&an%s*


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I&,"e&ent $!'r research

• P't $!'r na" s!"'ti!n int! ,ractice*

• 3ith!'t c!&,"eting this ste, $!'r

research c!'"% ,!tentia""$ hae )een

a +aste !( $!'r ti&e an% res!'rces*


12/17

Marketing Research Agencies in

In%ia

• IMRB Internati!na" 'rea'?@

• IMR> has )een res,!nsi)"e (!r esta)"ishing

the rst an% te"eisi!n a'%ience&eas're&ent s$ste& an% the rst ra%i!,ane" in the c!'ntr$

• IMR> Internati!na"s s,ecia"ise% areas arec!ns'&er &arkets# in%'stria" &arketing#)'siness t! )'siness &arketing# s!cia"&arketing an% r'ra" &arketing


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RB Research

• RN> Research s,ecia"i7es in9'a"itatie an% 9'antitatie c'st!&&arket research*

• It has e-,erience in &!st &aB!rsect!rs# ,artic'"ar"$ c!ns'&er,r!%'cts# &e%ia# retai"# nancia"

serices# (!!% an% )eerages#techn!"!g$# te"ec!&&'nicati!ns an%internet research*


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/e&an% 5!recasting

• !emand "orecasting is the actiit$ !(esti&ating the 9'antit$ !( a ,r!%'ct !rserice that c!ns'&ers +i"" ,'rchase*

• /e&an% (!recasting in!"es techni9'esinc"'%ing )!th Si&,"e S're$ Meth!%s'ch as e%'cate% g'esses# an% C!&,"e-

Statistica" Meth!%s s'ch as the 'se !(hist!rica" sa"es %ata !r c'rrent %ata (r!&test &arkets*


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Si&,"e S're$ Meth!%

• E-,erts O,ini!n P!""

• Reas!ne% O,ini!n8/e",hi Techni9'e

• C!ns'&ers S're$8 C!&,"ete

En'&erati!n Meth!%

•

C!ns'&er S're$8Sa&,"e S're$ Meth!%• En%8'ser Meth!% !( C!ns'&ers S're$


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C!&,"e- Statistica"Meth!%s6

• Ti&e series ana"$sis !r tren% &eth!%

• >ar!&etric Techni9'es !r ea%8ag

in%icat!rs &eth!%

• C!rre"ati!n an% Regressi!n


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Thank :!'

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