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An Introduction to Marketing Research

17/08/07

Lokesh Verma Marketing Research

Definition 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.

17/08/07

Lokesh Verma Marketing Research

Classification of Marketing Research Problem identification research Problem solving research

17/08/07

Lokesh Verma Marketing Research

Problem identification research Market potential research Market share research Image research Market characteristics research Sales analysis research Forecasting research Business trends research
Lokesh Verma Marketing Research

17/08/07

Problem solving research Segmentation research Product research Pricing research Promotion research Distribution research

17/08/07

Lokesh Verma Marketing Research

Segmentation research Determine basis of segmentation Establish market potential & responsiveness of various segments

17/08/07

Lokesh Verma Marketing Research

Product research Test concept Optimal product design Package Test marketing Brand positioning

17/08/07

Lokesh Verma Marketing Research

Pricing research Pricing policies Product line pricing Price elasticity of demand

17/08/07

Lokesh Verma Marketing Research

Promotional Research Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decisions Evaluation of advertising effectiveness
Lokesh Verma Marketing Research

17/08/07

Distribution research Type of distribution Attitudes of channel members Intensity of wholesale and retail coverage Channel margins Location of retail and wholesale outlets

17/08/07

Lokesh Verma Marketing Research

Marketing Research Process Problem Definition Development of an Approach to the Problem Research Design Formulation Fieldwork or Data Collection Data Preparation and Analysis Report Preparation and Presentation
17/08/07 Lokesh Verma Marketing Research

Defining the Marketing Research Problem & Developing an Approach

17/08/07

Lokesh Verma Marketing Research

Importance of Defining a Problem?

17/08/07

Lokesh Verma Marketing Research

Tasks Involved

Discussions with Decision makers

Interview with the experts

Secondary Data Analysis

Qualitative Research

Environmental Context of the Problem Step 1: Problem Definition

Management Decision Problem


Marketing Research Problem

17/08/07

Lokesh Verma Marketing Research