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Definition ,Classification , Scope, &

Benefits

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Before defining Marketing Research ,

let us determine research .

Research always starts with question orproblem

Its purpose is to find answers to

questions through the application of the

scientific method.It is systematic & intensive study

directed towards a more complete

knowledge of the subject studied.

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1.Definition : Marketing Research is the systematic gathering ,

recording & analyzing of data about problem relating to the

marketing of goods & services.- American Marketing Association (AMA)

2.Marketing research is the systematic and objective

identification,

collection,

analysis,

dissemination, and

use of information

for the purpose of improving decision making related to the

identification and

solution of problems and opportunities in marketing

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Identification of

Information

Needed

Collection of

Data

Analysis of

Data

Dissemination of

Information

Identifying and

Solving Marketing

Problems

Figure 1.1 Defining Marketing Research

Use of

Information

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Classification of research1. Basic research

2.

Applied research a) Problem solving research

b) Problem identification research

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It aims at expanding the depth ofknowledge & it does not involve directproblems

It is addresses to more fundamentalquestions & not to the problems withimmediate commercial potential

Example:

Study on census collects the basicinformation which is used by others also indifferent fields , hence it is called as pureresearch

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A].Problem Solving ResearchResearch undertaken to help & solve

specific marketing problems. Examples:

segmentation, product, pricing,promotion, and distribution research.

Segmentation research

Product research

Pricing research

Promotion research

Distribution research

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B] Problem Identification ResearchResearch undertaken to help identify problems

which are not necessarily apparent on the surface

and yet exist or are likely to arise in the future.Examples: market potential, market share, image,market characteristics, sales analysis, forecasting,and trends research.

Market potential research

Market share research Image research

Market characteristics research

Forecasting research

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Problem

IdentificationResearch

Market Potential Research

Market Share Research Image Research

Market CharacteristicsResearch

Forecasting Research

Business Trends Research

MarketingResearch

Figure 1.2 A Classification of Marketing Research

Problem

Solving

Research

Segmentation Research

Product Research

Pricing Research

Promotion Research

Distribution Research

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Many people think that marketingresearch is just consumer survey butit is an integral part of marketing

research

In this integral part various types ofmarketing problems are involve

which confront marketing manager .Here we give broad idea about the

scope of marketing research

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A) Product Research : It is related with the

design , development & testing of new products

as well as improvement of existing one . Alsoproduct modification ,Package tests, Brand

positioning & repositioning ,Test marketing

On the basis of product & packaging research a

business firm can enter in suitable marketsegments .

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B)Sales Research : It is related with all theselling activities in the firm ( How to improvesales , Effectiveness of the sales force )

C) Customer Research : It is concerned with thestudy of buying behavior .

D) Pricing Research : Pricing is one of the majorfactors that affects the success of the firmAlso

Pricing policies, Importance of price in brandselection ,Product line pricing, Price elasticity ofdemand ,Responding to the price changes

E)Advertising Research :Media Research : It is concern with alternative

media

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E)Advertising Research :

Media Research : It is concern with alternative

media- Television , Radio, News paper & Magazines

Copy testing : Copy testing is a specialized field ofmarketing research. It is the study of television

commercials prior to airing them, and is defined asresearch to determine an ads effectiveness based

on consumers responses to the ad. It covers all

media including print, TV, radio, Internet etc

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Market research helps you evaluate

your success.

Will help you better communicate

Will help identify opportunities

Will minimize risk

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Market research: the systematic gathering,recording, and analyzing of data with respect to aparticular market, where market refers to aspecific group in a specific geographic area.

expert practitioners may wish to draw adistinction, in that market research isconcernedspecifically withmarkets, whilemarketingresearch isconcernedspecificallyaboutmarketingprocesses

marketresearch is concerned specifically with

markets Market Research is a key factor to get advantage

over competitors. Market research providesimportant information to identify and analyze themarket need, market size and competition

Ch 1 16

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Thank You