MR 1-MR definition_ MR Process

8/7/2019 MR 1-MR definition_ MR Process

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American Marketing Association (AMA):

´Marketing research is the function which links consumer,

customer and public to the marketer through information-

Information used to identify and define marketing problems;

generate, refine, and evaluate marketing actions; monitormarketing performance; and improve our understanding of

marketing as a process.µ



Naresh Kumar Malhotra:

A systematic and objective identification, collection,

analysis and use of information for the purpose of

identification and solution of the problems related to

marketing.



CL ASSIFICATION

MARKETING RESEARCH

1. MARKET POTENTIAL RESEARCH

2. MARKET SHARE RESEARCH3. IMAGE RESEARCH

4. MARKET CHARACTERISTICS RESEARCH

5. SALES ANALYSIS RESEARCH

6. FORECASTING RESEARCH

7. BUSINESS TRENDS RESEARCH

1. PRODUCT RESEARCH2. PRICING RESEARCH

3. DISTRIBUTION RESEARCH

4. PROMOTION RESEARCH

5. SEGMENTATION RESEARCH

PROBLEM IDENTIFICATION

RESEARCH

PROBLEM ² SOLVING

RESEARCH



Marketing Research Process

A set of six steps that defines the tasks to be

accomplished in conducting a marketing research study is

known as marketing research process.



1. Problem Definition

2. Development of an approach to the problem

3. Research Design Formulation

4. Data Collection

5. Data Analysis

6. Report Preparation and Presentation



1. Problem Definition

The very first step in marketing research process is

defining the problem. Problem definition involves

discussion with the decision makers, interviews with

industry experts, analysis of secondary data and some

qualitative research. Once the problem is definedprecisely, the research can be designed and

conducted properly.

Example ± ³To find out the exterior paint potential of

small scale industries of Haryana state.´



2. Development of an Approach to the Problem

It includes an objective or theoretical framework, research

questions, hypotheses and identifying the information

needed. This process is guided by discussions with

management, industry experts, analysis of secondary

data, and qualitative research.



3. Research Design Formulation

A research design is a blueprint for conducting a marketingresearch project. It details the procedures necessary for

obtaining the required information. Formulating the research

design involves the following steps :-

1. Definition of the information needed,

2. Secondary Data analysis,

3. Qualitative research,

4. Methods of collecting quantitative data (survey etc.),

5. Measurement and scaling procedures,6. Questionnaire design,

7. Sampling process and sample size,

8. Plan of data analysis.



4. Data Collection

Data collection involves a field force or staff that

operates in the field, as in the case of personal

interviewing(in ± home, mall-intercepts, computer

assisted personal interviewing), from an office by

telephone, through mail or electronically



5. Data Analysis

Data analysis includes the editing, coding, verification andanalysis of data. Each questionnaire or observation form is

inspected or edited and, if necessary, corrected. Number or

letter codes are assigned to represent each response to each

question in the questionnaire. The data from the questionnaire

are keypunched onto magnetic tape or disks, or input directly

into the computer. The data are analyzed to drive information

related to the components of the marketing research problem

and ,thus. To provide input into the management decision

problem.

Example ± The exterior paint potential of small scale industries

of Haryana state is 50 Crore Indian Rupees(INR).



6. Report Preparation and Presentation

The entire project should be documented in a written report

that addresses the specific research questions identified;

describes the approach, the research design, data collection,

and data analysis procedures adopted; and presents the

result and the major findings. The findings should bepresented in a comprehensible format so that management

can readily use them in the decision-making process. In

addition, an oral presentation should be made to

management using tables, figures and graphs to enhance

clarity and impact.

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