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MARKETING

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

After 1980, marketing research


culture gained recognition as a
vital tool of marketing
management due to the
emergence of buyers market
and growing competition in the
integral market to capture
customer demand and to
Mar
ng
increase market share.

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

After 1980, marketing


research culture gained
recognition as a vital tool
of
marketing
management due to the
emergence of buyers
market
and
growing
competition
in
the
integral
market
to
capture
customer
demand and to increase
market share.

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

Focus of the India market research


agencies
are
Understanding consumers - The trends of the
customers are tracked by the market
research agencies. Their needs, perceptions,
projected demands are all studied and
marketing strategies are formed accordingly.
Investigating market - This method helps in
mapping the market conditions and demands
are estimated.

keti

Conceptualizing product development Mar and service


ng
Positioning strategies, product
strategies are formed accordingly after
taking into consideration the marketing

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

Companies are increasingly collecting information


from their Web site visitors. Especially for
companies which sell over the Web, collecting
information about potential customers who have
Internet access is critical. This type of data
collection can serve a number of purposes:

Counting and describing Web site visitors in


order to customize Web site content to suit
their needs
Collecting additional information for customer
databases, which then may be used by product
development, sales, marketing, or service
departments
Receiving questions or suggestions regarding
the use of a product

Mar

keting

Receiving and answering complaints

Research