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SUBMITTED TO: MR.

SUNEET KUMAR
[ASSISTANT PROFESSOR AT HPTU-BS OFF CAMPUS AT
RGGEC NAGROTA

SUBMITTED BY: SWATI PATHANIA (MBA 1SEM )


ROLLNO . 1941241038
 Marketing research is "the process or set of processes
that links the producers, customers, and end users to
the marketer through information used to identify and
define marketing opportunities and problems;
generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve
understanding of marketing as a process. Marketing
research specifies the information required to address
these issues, designs the method for collecting
information, manages and implements the data
collection process, analyzes the results, and
communicates the findings and their implications.
 Marketing Research has two words, viz.., marketing
and research
 Marketing means creating , communicating and
delivering customer value to the customers &
managing customer relationships.
 Research Means a systematic and complete study of a
problem. It is done by experts. It uses scientific
methods.
 Thus, we can say, “Marketing Research is a systematic
method of collecting, recording and analyzing of data ,
which is used to solve marketing problems.
 Online research : the use of computer
networks, including the internet , to assist
in any phase of the marketing research
process including development of the
p0roblem,research design , data gathering ,
analysis , and report writing and
distribution
1. Define the problem
2. Collect the data
3. Analyze and interpret the data
4. Reach a conclusion
5. Implement your research
 Why do businesses need accurate and up-to-data
information?
- To undertake marketing effectively
- Changes in technology
- Changes in consumer tastes
- Market demand
- Changes in the product ranges of competitors
- Changes in economic conditions
- Distribution channels
 In this stage you need to identify the actual problems
that are relating to the apparent symptoms.
 What information is needs in order to solve the
problems?
 For example, poor sales within a business are not the
problem, they are the symptom of a larger issue such
as a weak marketing strategy.
Management decision Marketing research
problem problem
• Asks what the decision • Asks what information in
maker needs to do needed and how it
• Action oriented should be obtained
• Focuses on symptoms • Information oriented
• Focuses on the
underlying causes
 There are two types of market research that can be
performed:
1. Primary research –involves c0llecting
information from source directly by conducting
interviews and surveys, and by talking to
customers and established businesses.
2. Secondary research –involves collecting
information form source where the primary
research has already been conducted. Such
information includes industry statistics , market
research report, news paper articles, etc.
 Put your final solution into practice.
 Within completing this step your
research could potentially have been a
waste of your time and resources.
Thanks

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