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Introduction, Evolution and Emerging Issues: Welcome To Powerpoint Slides For

This document provides an overview of marketing research concepts through a series of PowerPoint slides. It discusses the role of marketing research in providing information for strategic and tactical marketing decisions. It also defines and compares marketing intelligence and marketing research. Additional topics covered include common applications of marketing research, when to conduct research, primary and secondary research methods, ethical considerations, emerging issues like online research, and data warehousing and mining.

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Ambika Zalkikar
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© Attribution Non-Commercial (BY-NC)
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210 views

Introduction, Evolution and Emerging Issues: Welcome To Powerpoint Slides For

This document provides an overview of marketing research concepts through a series of PowerPoint slides. It discusses the role of marketing research in providing information for strategic and tactical marketing decisions. It also defines and compares marketing intelligence and marketing research. Additional topics covered include common applications of marketing research, when to conduct research, primary and secondary research methods, ethical considerations, emerging issues like online research, and data warehousing and mining.

Uploaded by

Ambika Zalkikar
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 11

Welcome to Powerpoint slides

for
Chapter 1

Introduction, Evolution
and Emerging Issues

Marketing Research
Text and Cases
by
Rajendra Nargundkar
Slide 1 Role of Marketing Research

1. To provide information to decision makers in the marketing


department of an organization
2. Types of decisions – 1. Strategic and 2. Tactical
3. Strategic Decisions- Related to Segmentation of the Market,
Target Market Selection, and Positioning of the Product
4. Tactical decisions- Related to the 4 Ps of marketing –
Product, Pricing, Promotion and Place (distribution)

Segmentation
LEVEL 1 Marketing
(Strategic) Strategy Target Market Selection

Positioning
Information for
Marketing
Decisions
Ps of Marketing

PRODUCT
LEVEL 2 PRICING
Marketing
(Tactical) PROMOTION
Plan
PLACE

Fig 1. The Role of Marketing Research


Slide 2 Marketing Information System
1. Information can come from multiple sources
2.Two main sources are Marketing Intelligence and Marketing
Research
3.Marketing Intelligence - a continuous process, usually
internally managed, based on published or otherwise available
data, may be stored for future use
4.Examples of Intelligence - Industry Data, Competitor’s
Announcements
5.Marketing Research - data collected for specific action or
decision problem, focused, with a time and budget, done by
external marketing research company or by company staff,
usually with a written report and/or presentation to the study’s
sponsor
Marketing Intelligence Marketing Research
Ongoing Process Project based on
Information Gap
Usually done in-house Mostly outsourced to
M.R. Companies
Not meant for immediate Action oriented
action
General purpose Very specific answers
to questions
Focus on competition, Focus on consumers, influencers,
environment etc.
Table 1: Marketing Intelligence versus Marketing Research
Slide 3

Who Does The Marketing Research?

1. Professional marketing research companies like


ORG-MARG, IMRB, TN Sofres Mode, Gallup MBA.

2. In-house marketing research department

3. Company staff from marketing/sales/customer


service departments

Each of these has got advantages and disadvantages.


What could they be?
Slide 4
Typical Applications of Marketing Research

1. Segmentation Studies to identify consumer


segments based on their demographic, psychographic
or behavioral characteristics.

2. To evaluate specific product-markets/segments for


the potential demand

3. Positioning Studies to study consumer perceptions


regarding the brand being studied vis-à-vis competing
brands

4. Concept Testing, or Product –related research

5. Pricing research to determine price perceptions and


correct levels of prices

6. Distribution Research to determine convenience of


shopping channels, availability of brands and point of
purchase behaviour

7. Advertising Research to test effectiveness of ads,


media etc.

This is only a broad listing of categories. Can you give


some specific examples of marketing research
applications ?
Slide 5
When To Do Marketing Research?

1. There is an information gap

2. The cost of filling this gap is less than cost of a wrong


decision

3. The research will be completed in time to help in


decision-making

Limitations of Marketing Research

1. It is not fool-proof, and involves some errors


associated with measurement and interpretation of
findings

2. Other inputs for decision-making which should be used


along with M.R. are corporate policy, marketing goals,
judgement, experience, intuition, and passion

3. The results of M.R. depend on the methodology used


Slide 6
Secondary and Primary Research

1. Primary research is information specifically


collected for the marketing research being done.

2. Secondary research is that which is available for


reference to a researcher, but collected for some other
purpose (not for the current marketing research)

3. Some common sources of secondary data are


newspapers, magazines, the internet, and internal or
external reports compiled or published by various
organizations

4. Some common forms of primary data collection are


personal or telephonic interviews with customers,
retailers, mail surveys of respondents, focus group
discussions, etc.
Slide 7
Ethical Considerations in Marketing Research

1. Like every profession, marketing research has


its own ethical code of conduct

2. Information collected for research purposes


should not be used out of context

3. Confidential information should be used only


by M.R. agency and the client.

4. Marketing Researcher should not be biased


towards any conclusions, and should report
accurately the findings of the research study

5. Respondent’s right to privacy and right not to


participate in a study must be respected
Slide 8

Emerging Issues

Marketing Research using the internet

1. It is possible to do online research using the


internet, but its validity is not easy to establish,
particularly in India

2. Online research can be done using email,


HTML forms, or downloadable survey forms

3. Qualitative research can also be done through


chat sessions as a substitute for focus groups.
These days, voice chats are also be possible
Slide 9

DATA SOURCES
BUILD DATA
Company Records
WAREHOUSE
Surveys
Other Sources

Use the mined data


DATA MINING
to design marketing
or communication
Look for Patterns of
campaigns
Purchase, Behaviour,
Attitudes by analysing
data from
WAREHOUSE
Measure Results of
the Campaign, and
refine/repeat the
process if needed

Fig. 2. Using Data Warehousing and Data Mining


Slide 10
Data Warehousing and Data Mining

1. Data from various sources-scanners at


supermarkets, surveys, billing information etc. can
be stored on computer in a virtual warehouse.

2. This stored data can be examined (mined) for


correlations, patterns of purchase, and used to
design CRM initiatives to attract existing customers
or target new customers for a given product.

3. Huge amounts of data are involved, and require


hardware, specialized software, and creative and
analytically skilled people to make use of it

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