Questions

Vodafone wants to find out effectiveness of its new ad on the sales, what Vodafone should do? If XYZ Co. is facing a problems of sales decline ? What XYZ should do ?

Solution
Analysis of Sales Figure. Finding Consumer perceptions, opinions about the product. In short Marketing Research.

Marketing Research
The systematic and objective search for and analysis of information relevant to the identification and solution in the field of marketing . The objective gathering, recording and analyzing of all facts about problems relating to the transfer and sales of goods & service from producer to consumer .

Mktg Research v/s Mkt Research

Mktg Research is a systematic & comprehensive study of different aspects of marketing . Scope is wide & includes Mkt Research. Objective : To study varied types of marketing problems such as marketing mix, advertising etc. Mkt Research relates to Mkt situation like Mkt location, size, competition etc. Scope is narrow . Objective : It is undertaken in order to deal with the problems & challenges relating to different aspects of market such as competition & consumer needs.

Case-study Marketing Research at P&G

Introduction Marketing Research Tools Quantitative Research Tools Qualitative Research Tools

When to do MR ?
Information gap which can be filled in by MR Eg Sales Decline . Available information is inadequate Cost of filling the gap through MR is less than the cost of taking a wrong hasty Mktg decision without MR Eg Media Research Need for understanding Current Mktg problem of company in depth. Time taken for Research doesnt delay decision making beyond reasonable limits.

Relation of MR with Statistics

What is Marketing Research?
MR is the systematic design, collection, analysis & reporting of data relevant to the Marketing problem on hand.

What is Statistics ? Collection of Data (P/S) Analysis of Data (SPSS/MINITAB/SAS/Stata

/Quantum /Others)

Interpretation of data

If one cannot express what one knows in the form of numbers- then one doesnt really know much .

Role of MR in Mktg Framework

Level 1 (Strategic)

Marketing Strategy

Segmentation Target Market Selection Positioning

Information for Mktg decisions

Level2 (Tactical)

Marketing Plan

4 Ps of Mktg Product Price Place promotion

Types of Marketing Research

Product Research Pricing Research Sales Research Consumer Research Packaging Research Advertising Research Media Research Etc

Quantitative & Qualitative Market Research

Quantitative Research Qualitative Research

MR Process
Define the Marketing Problem & the Research Objectives Develop the Research Plan Data Sources Sampling Plan

MR Process
Collect the information Analyze the information Present the Findings Make the decision

Ethics In Marketing Research

Sample Size Sample Mix Respondents Others

Careers in Marketing Research

Research Executive Statistical Analyst Field supervisors Field Staff