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RESEARCH
With marketing
the new priority,
marketing
research is the
rallying Mar
cry.
keting
Research
INTRODUCTION
Marketing is the process of
planning
and
executing
the
conception, pricing, promotion and
distribution of ideas, goods and
services to create exchanges that
satisfy individual and organisation
objectives.
keti
Researching is an important
tool
Mar
ng
that helps organisation to discover
what
is
happening
in
their
earch
Res
MEANING
According to American
Marketing Association:
The systematic gathering,
recording and analyzing of
data about problems
relatingMarketing
to the marketing of goods
Research
and services.
MEANING REDEFINE
American
Marketing
Association
redefined
Marketing research:
The function which links consumer,
customer, and public to marketer
through INFORMATION.
Mar
keting
Research
MARKET RESEARCH
V/S
MARKETING RESEARC
Mar
keting
Research
Market Research:
Market research is only one
branch
of
the
marketing
information.
Market
means
actual
and
potential customers.
Market
research
is
the
ng
systematic
and Mar
intelligent
investigation or study of the
who, what, where, when,
eawhy
rch
keti
Res
Marketing Research:
Marketing research has wider
meaning and scope.
Marketing research is the
systematic
gathering,
recording and analyzing of
data
about
problems
connected with the market
place, i.e., problems relating
to the Ps of the marketing mixMar
ng
1. Product
2. Price
3. Promotion
earch
keti
Res
MARKETING RESEARC
AREAS
Mar
keting
Research
Managerial Decision
areas are covered
by research in:
1. Market
2. Marketing
MarMix
keting
Research
Market
segmentati
on
Dealer
behaviour
and
attitude
Forecastin
g of
business
conditions
Buyer
behaviour
and
attitude
Mark
et
Manageme
nt of
change in
turbulent
environme
nt
Mar
Forecastin
g of
demand
keting
Competitio
n
Research
warranty
Product
line
Packaging
research
Brand
namebrand
image
survey
Service
after sale
Produc
t
resear
ch
Stylecolor,
shape,
size,
beauty
Mar
Features
Features
Developin
g a new
product
Quality
keting
Research
Price
level
Terms of
payment
Price
resear
ch
Discount
and
allowanc
es
Mar
Price
policy
keting
Research
Personal
selling
Public
relations
Promoti
on
research
Sales
promotio
n
Mar
Advertisi
ng and
Publishin
g
keting
Research
Transportati
on
Inventory
levels and
locations
Sales
territories
Outlet
location
Warehousin
g
Produc
t
resear
ch
Distribution
coverage
Order
processing
Channel
choice
Mar
keting
Research
keti
Research
Marketing research
played a minor role
under sales-oriented
marketing approach.
1975
In
the
consumeroriented
marketing
approach,
marketing
research played a major
role for the organisation.
Marketing
research
begins and ends with
customers.
Consumeroriented
No longer market
research is the poor
cousin of advertising.
1980
Advertising
agencies
have now turned to
marketing research.
No relation
to
Advertisin
g
Marketers in India
turning
to
market
research
agencies
to
assess consumer needs
and desires and then
formulate
marketing
plans and programmes
to meet the unmet
demand.
Globalisati
on
Research culture is an
integral
part
of
marketing.
Marketing research is an
important component of
marketing
information
system.
keting
Mar21st
Century
Research
keti
Research
Domestic
AAPOR: American Association for Public Opinion
Research (www.aapor.org)
AMA: American Marketing Association
(www.ama.org)
ARF: The Advertising Research Foundation
(www.amic.com/arf)
CASRO: The Council of American Survey
Research Organizations (www.casro.org)
MRA: Marketing Research Association (www.mranet.org)
QRCA: Qualitative Research Consultants
Association (www.qrca.org)
keti
ng
RIC: Research Industry Coalition (www.research
Mar
industry.org)
Research
International
ESOMAR: European Society for Opinion and
Marketing Research (www.esomar.nl)
MRS: The Market Research Society (UK)
(www.marketresearch.org.uk)
MRSA: The Market Research Society of
Australia (www.mrsa.com.au)
PMRS: The Professional Marketing Research
Society (Canada) (www.pmrs-aprm.com)
Mar
keting
Research
ONLINE
MARKETING
RESEARCH
Mar
keting
Research
Mar
keting
Research