marketing research.pptx

8/10/2019 marketing research.pptx

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Marketing Research

Marketing research assists in the overall management of the function. A marketing manager must prioritize the more impopressing problems selected for solution, reach the best possibbased on the information available, implement the solution, msolution when additional information so dictates, and establis

act as ready-made solution for any recurrence of the pro


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Marketing+Research

Marketing research often focuses on understanding the Cu(purchasers, consumer, influencers), the Company (produc

promotion, pricing, placement, service, sales), and can a

expanded toward the environment to include Competitors their market offerings interact in the market environme


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Different Types of Marketing Survey

Market Description Survey

Market Profiling Segmentation Surveys

Stages in the Purchase Process/Tracking Surveys

Customer Intention-Purchase Analysis Surveys

Customer Expectation Surveys

Customer Trust-Loyalty-Retention Analysis Surveys

New Product Concept Analysis Surveys

Habits and Uses Surveys

Product Positioning Surveys Brand Equity Analysis Surveys

Advertising Message Effectiveness Surveys

Sales Force Effectiveness Surveys

Customer Service Surveys

Price Setting Surveys


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Todays Lecture

What kind of research is done?

How that research is conducted?

The Marketing Researc


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We will follow the marketing research process to studwhich research is required in the marketing process

different marketing research tools and technique


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Complaints.com


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Amazon.com


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Mouthshut.com


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Consumeractiongroup.co.uk


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So, what is Marketing Research?: Defin

Marketing Research is a key element

within the total field of marketinginformation. It links the consumer,customer and public to the marketerthrough informationwhich is used to:

identify and define marketingopportunitiesand problems;

to generate, refine and evaluatemarketing actions, and

to improve understanding of marketing asa processand of the ways in which specificmarketing activitiescan be made moreeffective (ESOMAR in Malhotra

Birks, 200


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Marketing Research Process

Research Problem

Development of an Approach

Research Design Formulation

Fieldwork or Data Collection

Data Preparation and Analysis

Report Preparation and Presentation


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Defining the Research ProblemTwo main objectives of Marketing Research

1. Identify the problemMarket Positioning/Image

Market growth and Market Share

Market Characteristics

Forecasting Research

2.Solve th

Segme

P

Prom

Distr


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Scope and Uses of Marketing Research

Existing

Market

New

Market

Existing Product New Product

Current Brand Loyalty

Attitude towards Brand

How Brand/Product is Used

Potential to develop new uses

Positioning Study

Determine Brand Image

Idea Generation & Identify Gaps

Usability Testing,

Packaging Refinement & Concept Testi

Positioning Study

Advertising and Promotional

Development

Identify New Marketing

Opportunities

Identifying Market Segments

Consumer Familiarization and

Cultural Assessment

Repositioning study

Advertising and Promotional

Development

Brand/Corporate Image

And stretchability


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Tasks Involved

Discussions withDecision Makers

Secondary DataAnalysis

Interviews withexperts

Environmental Context of the Problem

Step 1: Problem Definition

Management Decision Problem

Marketing Research Problem


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Management Research Problem Marketing Research Problem

Asks what the decision maker needs to

do

Asks what information is needed and

how it should be obtained

Action oriented Information oriented

Focuses on symptoms Focuses on the underlying causes

Problem on surface Problem in depth

Management Research problem vs.Marketing Research problem


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Management Research problem vs.Marketing Research problem Should a new product be introduced in the market?

To determine consumer preferences and purchase intentions for tproposed new product

Should the advertising campaign be changed? To determine the effectiveness of the current advertising campaig

Should the price of the brand be increased? To determine the price elasticity of demand and the impact on sal

profits of various levels of prices changes


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Should the in-store promotion for an existing product line bincreased?

Determine how the various levels of in-store promotion affect the

What pricing strategy should be adopted for a new product?

determine the relationship between price and demand for a new


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2. State management decision problems for whichfollowing research problems might provide usefulinformation

Estimate the sales and market share of department stores inmetropolitan area

Should a new store be opened in a certain metropolitan area?

Determine the design features for a new product that wouldmaximum market share

Should a new product be introduced? If so, what features should i

Evaluate the effectiveness of alternative TV commercials Should the present TV commercial be changed?


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Assess current and proposed sales territories with respect tsales potential and workload

How many new salespeople have to be hired?

Determine the prices for each item in a product line so as tototal sales for the product line

How should the various items in the product line be priced so as torevenue?


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assignment

Background information on the 3g market (environmental c

Stakeholders involved and their role Internet providers

Local app development

Mobile phone manufacturers (smartphone)

Mobile network operators

Consumer awareness

3g availability

marketing research.pptx

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